Pay per click advertising
Paid traffic, managed tocost per lead.Not impressions.
Paid search is the fastest way to appear in front of people actively looking for what you sell. It is also the fastest way to waste money if nobody is minding it.
Overview
Pay per click is deceptively easy to start and genuinely difficult to run well. Google will happily take your budget and spend it on searches that will never turn into business, and the default settings are designed to maximise spend rather than your return.
We manage to the number that matters
Impressions, clicks, and click through rate are diagnostics, not goals. The number that matters is what you paid to acquire an actual enquiry, and whether that is less than what the enquiry is worth to you. Everything we do is pointed at that.
Negative keywords are half the job
A plumber does not want to pay for "plumbing apprenticeship courses" and a law firm does not want to pay for "free legal advice". Most underperforming accounts we inherit are haemorrhaging budget on searches that were never going to convert, simply because nobody has reviewed the search terms report in months.
The landing page decides the outcome
Sending paid traffic to a generic homepage is the most common and most expensive mistake in the channel. If someone searches for a specific service, they should land on a page about that specific service, with an obvious way to get in touch.
Remarketing, used with restraint
Most people do not buy on a first visit. Remarketing brings them back at a fraction of the cost of the original click. It should be used with frequency caps and sensible exclusions, not turned into the digital equivalent of being followed around a shop.
Know whose account it is
Advertising can be run from an account in your name or from one we manage, and the difference matters because the account holds your conversion history, which has real value. Ask us which arrangement your engagement uses and we will tell you straight, before you spend anything.
What is included
What the workactually involves.
Account structure
Campaigns organised by intent and margin so budget flows to the searches worth winning.
Keyword and negative research
Ongoing search term review, with negatives added continuously to stop wasted spend.
Ad copy and testing
Multiple ad variations tested properly, with extensions configured to take up more of the results page.
Landing pages
Dedicated pages matched to each campaign, built to convert rather than to introduce your company history.
Remarketing
Sensible retargeting across search, display, and social, with frequency capping and proper exclusions.
Conversion tracking
Calls, forms, and enquiries tracked accurately, because a campaign you cannot measure cannot be improved.
Common questions
Questions weget asked a lot.
How much budget do we need to start?
It depends entirely on your market and what a click costs in your category. In a small local market a modest monthly budget can be genuinely effective. In a competitive metro category such as legal or home services, the same budget will not buy enough clicks to learn anything. We will tell you honestly before you commit whether your budget is realistic for the terms you want.
How quickly will we see enquiries?
Paid search is the fastest channel available. Campaigns can be live within a week and generating enquiries immediately. Expect the first month to be partly a learning period while we identify which terms actually convert and exclude the ones that do not.
Do you charge a percentage of ad spend?
No. A percentage of spend creates an incentive to spend more, which is not aligned with what you actually want. We charge a management fee for the work.
What happens if we stop?
The traffic stops with it. That is the fundamental trade off against organic search, and it is why we generally recommend running both rather than relying on paid alone.
Related
Works wellalongside.
Search
Get started
Let’s talk aboutyour pay per click management.
Tell us where your business is stuck and we will show you the fastest way forward. The first conversation is free and useful.