Paid Search

Yes. Branded and non-branded search require meaningfully different strategies, and we manage both with distinct approaches. For branded search, the priority is owning your brand terms completely — ensuring competitors cannot steal clicks from people who are already searching for you by name. For non-branded search, the goal is profitable expansion into category and intent-based keywords where acquisition cost is justified by conversion value. We model ROAS targets for both strategies independently and manage bidding, messaging, and landing page experience separately. Most brands are leaving revenue on the table in one or both of these areas when they come to us.

We primarily manage Google Ads and Microsoft Advertising (Bing), with platform prioritization based on where your target audience and competitive set are most active. Google dominates most categories with the largest search volume and the most sophisticated machine learning tools for automated bidding and audience targeting. Microsoft Advertising reaches a distinct, often higher-income demographic — particularly valuable for B2B, financial services, and professional categories — at typically lower CPCs. For most brands, Google carries 80–90% of the investment, with Microsoft providing incremental reach at strong efficiency. We will tell you the right split for your category.

We build tightly themed ad groups with strong keyword-to-ad-to-landing-page alignment — a discipline that most accounts we inherit violate significantly. Messy campaign structure is one of the most common and costly causes of poor search performance: it dilutes Quality Score, inflates CPCs, confuses the algorithm, and makes optimization nearly impossible. We audit existing account structure, identify the most damaging inefficiencies, and rebuild campaigns around clean keyword clustering, match type discipline, and landing page relevance. The result is typically a meaningful improvement in Quality Score, lower cost-per-click, and higher conversion rates within the first 60 days of restructuring.

We provide detailed landing page recommendations and work closely with your team — or our own production team — to implement them. Landing page quality is often the single fastest lever to improve conversion rate after the ad account has been cleaned up. A well-structured search campaign driving to a poorly converting landing page is still a poorly performing campaign. We evaluate page load speed, message match between the ad and the page, form design and friction, trust signals, and call-to-action clarity. For brands with development resources, we provide precise spec changes. For brands without, we can build or rebuild landing pages as part of the engagement.

We can typically launch a well-structured, fully optimized new search campaign within 1–2 weeks of onboarding — and faster if you have an existing Google Ads account with historical performance data we can learn from. The onboarding process includes keyword research and competitive analysis, campaign and ad group structure, ad copy creation and extension setup, conversion tracking verification, and bidding strategy selection. We do not cut corners to hit a launch date — a properly structured campaign from day one avoids the first-30-days tax that poorly set-up accounts pay in the form of wasted spend and misleading data.

We report on the metrics that actually tell the story of search performance: impression share (how much of the available search volume you are capturing), click efficiency (CTR and Quality Score trends), conversion volume and cost per acquisition, ROAS and revenue attribution, and budget pacing. We also provide keyword-level detail on what is driving results and what is being paused, bid-adjusted, or restructured. Reports are delivered on a regular cadence and tied to your business KPIs — not just platform metrics that look good in a dashboard but do not connect to revenue, customers, or growth.