Paid search is the fastest way to find out whether your offer works. It is also the fastest way to spend money finding out that it does not.
The usual pattern is an account that spends efficiently on the brand name, calls that a four hundred percent return, and quietly burns the rest of the budget on broad match traffic nobody has looked at in months. Before we touch bids we check whether the conversions being optimised toward are real, because an algorithm trained on a broken tracking setup will optimise very efficiently toward nothing.
01
A plumbing lead and a private equity enquiry are not the same purchase and should not share a bidding strategy. We work back from close rate and average value to a cost per lead you can actually afford, then build the account to hit it. If the maths does not work at any price, we say so before you spend.
02
Form submissions, calls with a minimum duration, booked meetings, and offline outcomes where the CRM allows it. Deduplicated, tested, and documented. This is the single most common thing we fix in an inherited account, and it usually changes the story the reports were telling.
03
Search first, because intent is highest there. Performance Max, display, remarketing, and Local Services Ads get added when there is a reason to add them. Google suggests all of these to every advertiser regardless of fit, and every campaign type has to justify its line in the budget each month.
04
Running paid media across several brands means constant decisions about where the next thousand dollars does the most good. We manage that as one portfolio with shared negative lists and separate reporting, so two of your own brands stop paying for the same click.
05
Paid data tells you which phrases convert before you invest six months of content in them. Organic results then take over the terms you have proven, and the budget moves to the next unproven set. Running them as one strategy instead of two invoices is most of the advantage.
The same order every time, because the expensive mistakes all come from doing step four before step two.
Structure, tracking integrity, search term waste, and what the historical data can honestly support.
Cost per lead and cost per acquisition, worked back from your own close rate. Industry benchmarks describe an average business that does not exist.
Campaign structure, keywords, negatives, ad copy, extensions, and landing pages that match the promise in the ad.
Weekly search term review, bid and budget shifts, and copy tests with enough volume to mean something.
Spend, leads, cost per lead, and what changed. Including the months where the answer is that a competitor got aggressive.
It depends entirely on your market's click prices and how many conversions you need before the data means anything. We would rather run one tight campaign properly funded than five starved ones. We will tell you the floor for your keywords before you commit.
Management is a monthly fee, and your ad spend goes directly to Google on your own billing. We do not mark up media, and we do not take a percentage that quietly rewards us for spending more of your money.
You do. It lives in your billing under your ownership, and we work inside it. If we part ways you keep the account, the history, and the conversion data. This is the same principle behind everything else we do.
Sometimes. It can find volume that search alone will not, and it can also spend a fortune on brand traffic you were getting free while reporting it as a win. It needs supervision and a clean exclusion list before anyone gets excited about it.
Usually a competitor raised bids, a landing page broke, a conversion action stopped firing, or Google shifted the auction. In that order of likelihood. The first thing we check is whether the tracking is still reporting, because a silent tag looks identical to a bad month.
Yes, and we prefer it to starting from zero because the history has value. We audit first, keep what is working, and rebuild what is not.
Search is the only channel where the customer starts the conversation. The work is making sure you are the answer when they do.
You probably do not need more software. You need the software you have to talk to itself.
You can see the rest on the full services index, or look at sixteen years of finished work if you would rather judge by output than by description.
Half an hour with someone who does this work rather than someone who sells it. Bring the awkward questions.
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