Dos and Don’ts in
Search Ads: A Guide for Developer Marketers

Over 50% of developer marketing budgets go to paid ads, yet most lose 30–40% to poor setup. This guide shows how to fix that fast.

How to Actually Run Search Ads for Developers

Search ads for developer products fail when campaigns are too broad or data is incomplete. The fix is simple: structure campaigns by feature or use case, use exact and phrase matches, and track only actions that show product intent like API key generation or trial activation.

Inside, you’ll learn:

How to set up your campaigns so that you control networks, bidding, and targeting from the start.

How to pick the right keyword match types and build negative lists that stop wasted clicks early.

How to link conversions correctly so Google tracks real actions like signups and activations.

How to use Auction Insights to see who competes with you and when you lose your impression share & much more.

Why Focus on Search Ads?

Search is where developers show clear intent. They look for tools, integrations, and solutions the moment they need them. Running focused search campaigns helps you reach users who are already evaluating and ready to act.

High intent channel

Problem-aware users

Consistent lead quality

Keyword-level control

Scalable acquisition

Measurable ROI