First, our Google Ads SEM team is in-house and is all Google Ads certified, not outsourced. Google’s Keyword Planner helps advertisers identify potential keywords, estimate traffic, and forecast budget requirements. Additionally, third-party platforms can help with call tracking software and chat management, which feed Google Ads conversion models. Google Analytics tracks website conversions such as forms, which feeds the conversion models. Advanced reporting tools help refine campaigns and maximize ROI.