If the monthly pack shows one cost for the whole account, the service demand you meant to buy is sitting under the brand. Someone who types the company name already knows you. Someone who types the job is still choosing a supplier. Someone who types a rival is comparing a different firm. Those three queries are not one decision.
What each campaign is allowed to buy
A service campaign sends a buying query to the page for that job: manufacturer, dealer, integration, a named offer. A brand campaign holds only the company name and product names you own. A competitor campaign has its own ceiling and its own sentence, and it does not repeat the other firm’s claim. A Turkish query and a German query do not share a campaign or a language.
One budget spends the easy query first
The auction prefers the query that fills a form sooner. In most B2B accounts that is the brand, and the service campaign is out of budget by afternoon. A director can steer spend, search terms and enquiries the sales team can work, split by campaign. An account-level cost deletes that split.
Negatives are the split, not a label
Brand terms are negatives on the service campaign. Competitor names are too. Service terms must not leak into brand through loose match. Read search terms weekly in the first month, then monthly. A new leak is written onto the list. It is not a verbal note from the call.
Scope on paper, account with the company
HED Creative writes this split into the scope in Berlin or Ankara: campaign names, which query meets which URL, and the monthly ceiling. The Google Ads account stays owned by the company. The partner works with access.
Put the split in the brief on the Google Ads agency page. Related: negative keyword list.