Paid Search that Drives Incremental Results
Turn intent into revenue. We run lean, accountable PPC across Google Ads and Microsoft Advertising—using display/native only when they add incremental conversions and sales.
How it comes together
We start with your measurement plan and KPIs (CPA, ROAS, revenue, qualified outcomes), then design a paid search structure that mirrors how people actually search and buy.
Queries are curated, negatives keep waste down, and budgets flow to what proves impact—validated with experiments when feasible.
What success looks like
- Tight account structure that mirrors products, services, and goals
- Query quality protected with ongoing negatives and theme control
- Ads and offers matched to intent for higher-quality conversions
- Budgets paced to targets (CPA, ROAS) with clear weekly visibility
- Incremental lift proven via brand/non-brand separation and simple tests (geo splits or holdouts) so you’re funding new conversions and sales
Here is how we execute
Discovery & KPI plan
We clarify goals, constraints, and economics; choose primary KPIs (CPA, ROAS, revenue, qualified outcomes); and define what counts as a conversion so reporting aligns across tools.
Account structure
Campaigns and ad groups reflect buying paths. Clear naming, simple routing, and one primary objective per campaign whenever possible.
Keywords & queries
Themes and strategy built around intent and target audience. Smart match-type usage, continuous query mining, and a living negative list to protect spend and raise quality.
Ads & assets
Compelling RSAs, sitelinks, callouts, and snippets that echo the searcher’s language. We pin only where needed and keep creative testing rolling.
Audiences & segmentation
Brand vs. non-brand separation, remarketing lists, and in-market segments to prioritize budget toward likely converters without muddying lift.
Bidding & budget pacing
Strategy selection based on data sufficiency (Max Conversions, tCPA, tROAS, Max Conv. Value). Pacing checks keep spend aligned to targets and seasonality.
Shopping & catalog (if e-commerce)
Healthy product feeds, click-worthy titles/images, smart exclusions, and the right balance of PMax vs. Standard Shopping for transparency and scale. Need a better optimized product feed? We have best practice tools and platforms we can migrate you to, as scoped.
Landing pages & offers
Focused pages with one primary action. Reduced friction, social proof where it counts, and coordinated A/B tests when the traffic merits it.
Display & native
Brand-safe remarketing (where available by industry) and efficient reach that supports incremental outcomes rather than inflating last-click numbers.
Measurement & incrementality
Simple experiments (geo splits, campaign holdouts) and channel hygiene that isolate net-new impact. Numbers reconcile with your analytics so decisions are straightforward.
Reporting & insights
A compact weekly view: what we learned, what moved, what’s next—tied to KPIs so budget moves confidently.
What you’ll be able to do next
- See which campaigns and queries actually produce qualified outcomes
- Decide where the next dollar goes with clean KPI pacing
- Expand to display/native only when it adds lift, not noise
Optional add-ons
- Creative production for ads and landing pages
- Product feed optimization (Shopify/Woo)
- Lightweight weekly KPI dashboard
FAQs
Do you manage both Google Ads and Microsoft Advertising?
Yes—and we recommend running both when volume and economics support it.
Will you use Performance Max or AI Max for search campaigns?
When it fits your goals and your account has sufficient controls and accurate conversion tracking in place, we can include this within scope as a complimentary optional enhancement.
Can we start with an audit or small pilot?
Absolutely. We can begin with a clean-up and focused test before expanding, depending on scope.
Do you provide creative?
Yes—relative to scope we provide ad copy, assets, and landing page buildouts or recommendations. We can also collaborate with your team or utilize and refine your existing assets.