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Traffic You Can Turn On Tomorrow.
Paid search is the fastest way to find out whether your offer converts. It is also the fastest way to waste money if the landing page argues with the advert.
Paid search puts your business in front of someone at the exact moment they type what you sell. Unlike almost every other channel, the intent is already there - you are not creating demand, you are competing for demand that exists.
That is why it is the fastest way to test whether an offer works. Within a few weeks you learn what a customer costs to acquire, which pages convert and which messages people respond to. Those answers are useful even if you later shift the budget elsewhere.
What Usually Goes Wrong.
The click is the cheap part
Most accounts lose money after the click, not before it. If the page the ad points at is slow, generic or asks for too much, no amount of bid tuning rescues it.
Broad targeting quietly drains budget
Left on default settings, Google will happily spend your budget on searches that were never going to convert. Negative keywords and tight match types are unglamorous and essential.
Nobody checks what a lead actually cost
Cost per click is easy to report and nearly meaningless. Cost per enquiry - and per enquiry that turned into work - is the number that decides whether to scale.
Automated bidding is trusted too early
Smart bidding needs conversion data to learn from. Turned on before tracking is reliable, it optimizes confidently toward the wrong thing.
One campaign carries every product
Bundling everything into a single campaign hides which part earns and which part drains. Budget cannot be moved toward what works if nobody can see it.
What Google Ads & PPC Includes.
Account structure and setup
Campaigns, ad groups and match types organized so performance is readable and budget goes where it earns.
Keyword and negative management
Ongoing work to add what converts and exclude what does not, which is where most of the saving lives.
Ad copy and creative testing
Multiple angles tested properly rather than changed on a hunch.
Landing page alignment
The page continues the promise the ad made. Where it does not exist yet, we build it.
Conversion tracking and reporting
Tracking configured so you can see cost per enquiry, not just clicks and impressions.
Shopping and feed management
For retailers, product feed setup and optimization - titles, images and attributes are what decide whether your products show at all.
When Google Ads & PPC Makes Sense.
You need enquiries soon
Paid is the only channel that can produce meaningful volume within days rather than months.
Your margin supports it
If one customer is worth several hundred over their lifetime, paid search usually works. On thin margins it often does not, and we will say so.
You are testing a new offer
Buying traffic to a landing page is the cheapest way to find out whether the market wants it.
Search volume exists for what you sell
For genuinely new categories nobody is searching yet, paid social usually beats paid search.
From First Look to Live.
Account and tracking audit
What is running, what it costs per enquiry, and whether the conversion tracking can be trusted. Often the tracking is the first thing to fix.
Structure and setup
Campaigns rebuilt or reorganized so spend is readable by product, service or audience.
Launch and stabilise
Live with tight targeting, then a period of daily attention while search terms are added and excluded.
Scale what works
Budget shifted toward the campaigns returning enquiries, with testing continuing on creative and landing pages.
How This Is Quoted.
Management is quoted as a monthly fee, set by account complexity rather than as a percentage of spend. A percentage model rewards us for spending more of your money, which is the wrong incentive.
Ad spend is separate and paid by you directly to Google. You always see exactly what went to media and what went to management, and the account stays in your name.
Setup of a new account is quoted once, separately from ongoing management, because the build work is front-loaded and should not be spread into a fee you keep paying.
Everything is quoted against a written scope before work starts, and you approve it. There are no fees added later that were not in that document.
Questions About Google Ads & PPC.
What budget do we need to start?
Enough to gather data in a reasonable timeframe. In most markets that means a few hundred a month minimum, but the honest answer depends on your cost per click - we will estimate it before you commit.
Is ad spend included in your fee?
No. You pay the platform directly and you see exactly what went to media versus management. That keeps the incentive clean.
Who owns the ad account?
You do. It is set up in your name from day one, and if we part ways you keep the account, the history and the learning.
How quickly will we see enquiries?
Often within days, which is the main advantage over search. Whether they are profitable enquiries takes a few weeks of data to establish.
Can you fix an account someone else built?
Usually, and it is often the better starting point. We audit structure, tracking and search terms first, then tell you whether restructuring or rebuilding is the cheaper route.
Do you do Microsoft Ads too?
Yes. It is smaller but frequently cheaper per enquiry, and for some markets it is worth running alongside Google rather than instead of it.
What happens if we pause for a month?
Traffic stops with the spend - that is the trade-off with paid. Campaign structure and learning are preserved, so restarting is quick, though bidding takes a short time to re-stabilise.
Should we bid on our own brand name?
Usually yes, defensively - competitors can bid on it and appear above you. It looks like paying for traffic you would get anyway, but the cost is low and the alternative is handing over your own name.
How much of the budget should go to testing?
A modest share, continuously. Accounts that never test slowly decline as competitors and platform behavior change around them.
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