Search Engine Marketing

Paid search is the fastest way to find out whether people want what you sell. It is also the fastest way to spend money discovering that your tracking was wrong. Most underperforming accounts we review have the same two problems: campaigns organised by keyword volume rather than by intent, and conversion tracking that counts form views instead of customers.

Who this is for

Companies that need demand now rather than in six months. Businesses running ads without knowing which campaigns produce revenue. Teams whose cost per acquisition has drifted upward without explanation.

Problems we solve

• Broken conversion tracking. Counting page views or form loads rather than real outcomes.
• Intent ignored. Research and purchase queries bid on identically.
• Broad match without control. Spend leaking into irrelevant searches with no negative list.
• Poor landing pages. Paid clicks sent to a slow homepage rather than a matched page.
• Optimising the wrong metric. Click-through and cost per click chased while revenue is ignored.

What we build

• Account structures organised by intent stage and commercial value
• Conversion tracking measuring real outcomes, with offline import where the sale closes later
• Landing pages matched to ad intent, built to load fast
• Negative keyword discipline and search term review as routine work
• Smart bidding fed with accurate conversion values rather than raw counts
• Remarketing segmented by where the visitor actually got to
• Reporting on cost per acquisition and return on ad spend

How we work

Tracking is verified before spend increases, because smart bidding optimises toward whatever you tell it a conversion is — feed it bad data and it will efficiently buy the wrong thing. Campaigns separate research intent from purchase intent so budget goes where it converts. Search terms are reviewed regularly, since broad match without maintenance is a steady leak.

Technologies we use

Google Ads and Microsoft Advertising, GA4 and Tag Manager, offline conversion import, and fast landing pages built in Next.js.

Business benefits

• Demand testable within days rather than quarters
• Budget attributable to revenue, so it moves to what works
• Real data on which messages and terms convert, which then informs SEO
• Spend that scales up and down with demand

Common questions

What budget do we need?

Enough to gather statistically meaningful data in a reasonable timeframe, which depends entirely on your cost per click and conversion rate. We size it against your market rather than quoting a general figure.

Why is our cost per acquisition rising?

Commonly competition, tracking drift, or search term creep under broad match. The account audit distinguishes which, and they need different fixes.

Should we use smart bidding?

Yes, once conversion tracking is genuinely accurate and there is enough volume to learn from. Before that it optimises confidently toward the wrong outcome.

Spending on ads without knowing what works? Fix tracking before increasing budget.