In a world where everyone claims to be "experts" in digital advertising, the real difference lies in the process and results.

And if you're looking to launch a campaign on Google Ads but don't want to improvise or waste money, this article is for you.

Here, we share how at Fresa Marketing we structure Google Ads campaigns for local businesses in Panama - based on real experience, our own data, and provable results.

💡 Step 1: Access and initial setup

Everything starts with something many agencies don't even bother to ask for:

Access to the business profile on Google.

This allows us to activate essential extensions such as:

• 📍 Exact address so people can see how to get there

• 📞 Call button from the ad

• ✅ Direct link to WhatsApp

These extensions are key to increasing the interaction rate (CTR) and for customers to contact you without even entering your website.

NOTE: we also request access to your Google Ads account, if not, with access to the Google listing we can already help you with the creation of your advertising account.

🔍 Step 2: Local keyword research

We use tools like Google Keyword Planner and Mangools KWFinder to identify:

• Search terms with high monthly volume

• Words with real purchase intent

• Local variations by city or district

Example: in David, Chiriquí “medical clinic David” works better, while in Panama City more specific variants are advised due to competition.

📂 Step 3: Structuring by ad groups

We group ads by service to measure individual performance and not put everything in a single generic campaign.

🔍 Real example: Campaign for a physiotherapy clinic

This structure allowed us to achieve:

📈 CTR of up to 27.27% in certain groups

📉 CPC adjusted by service

✍️ Step 4: Persuasive and strategic writing

We don't use automated text or generic suggestions.

We write 10 headlines and 4 descriptions per ad group 100% aligned with search intent.

This is what makes our campaigns have CTR above 13% sustained over months, as in this case:

🔗 See success case: Centro Médico Castillo – Google Ads

🔗 Step 5: Strategic links + extensions

We add what is called site links, which are small buttons within the ad such as:

• “Direct WhatsApp”

• “How to Get There”

• “Book your appointment”

This improves ad performance and doubles click opportunities.

⚙️ Step 6: Learning and adjustment phase

We run the campaign for 7 days without touching it so that Google identifies:

• Ideal audience

• Most relevant searches

• Potential to win auctions (bids)

📌 Real fact: in Google Ads the one who wins is not the one who pays the most, but the one with better ad quality + high CTR + optimized page experience.

🔁 Tracking, optimization, and evolution

Over the next 30 days:

• We add new keywords based on real search terms

• We remove negative keywords to avoid irrelevant clicks

• We measure and optimize CTR and CPC (Cost Per Click)

🎯 Key Performance Indicator (KPI):

CTR (Click-Through Rate). Because if no one clicks, Google lowers your ranking, and your CPC increases.

🎯 Differentiators of Fresa Marketing

Why do our clients choose us?

• Fast, sustainable, and scalable results

• Human, not robotic, advertising writing

• Weekly reports in video of less than 15 minutes

• Direct communication, without jargon

We focus on generating revenue, not just on “being creative”

🧪 Typical results after working with us

✔ Noticeable increase in calls and WhatsApp messages

✔ More customers visiting the location

✔ CTR between 12% and 15% (above the industry average of 3-5%)

✔ Progressive reduction of CPC

🧠 And what mistakes do we avoid?

❌ We don't use automatic intelligent campaigns (lack of transparency)

❌ We avoid generic words with no real intent (“clinic”, “lawyer”, etc.)

❌ We don't leave the ad on autopilot

✅ Instead, we take total control of the funnel from the ad to the final contact

Conclusion

This is the system we use every day to help local businesses in Panama grow using Google Ads.

And it’s not a theoretical system. It is a proven methodology, based on real experience, concrete results, and constant adjustments.

Do you want your business to appear when your customers are already looking for what you offer?

Contact us at Fresa Marketing and let’s launch a campaign that truly works.