PPC management judged on cost per lead, not clicks
Most paid search accounts are busy and unprofitable at the same time. Broad match eats the budget, the conversion action is a page view, and the monthly report leads with impressions because impressions are the only number going up.
We run PPC as a spend decision. Tracking gets rebuilt first so a conversion means a real lead, then structure, search terms and landing pages get fixed in that order. You see cost per lead by campaign every month, and the ad account stays in your name.
Six parts of a paid program that actually returns
Every account we take over is missing at least two of these. Fixing them is usually worth more than raising the budget. We also run PPC audits and YouTube ads.
Tracking gets fixed before the budget does
We will not optimize toward a number we do not trust. The first two weeks are conversion actions, call tracking, GA4 and Google Ads imports, and a check that a form fill in the account matches a lead in your inbox. Roughly half the accounts we inherit are counting page views as conversions.
Structure before bidding strategy
Smart Bidding works when it is fed clean signal inside a sane structure. Campaigns get split by intent and margin, ad groups get tightened, and search terms get read weekly until the negative list stops growing. Automated bidding on a messy account just spends faster.
The landing page is part of the ad
You can win the auction and still lose the lead. Every campaign points at a page built for that offer, with the promise from the ad above the fold and one obvious action. We build the page. We do not send you a list of suggestions and wish you luck.
Search terms reviewed every week
Broad match and Performance Max will spend on anything you let them. We read the actual search terms weekly, add negatives, and promote the winners into their own ad groups. This is unglamorous work and it is where most of the savings live.
Paid and organic planned together
If a term already ranks first organically, paying for it is often optional. If it is a page three term with real buying intent, paid covers it while SEO catches up. We plan the two together because we run both.
Judged on cost per lead, not click through rate
Click through rate is a diagnostic, not a goal. The number we manage to is what a qualified lead costs you, and whether that number is falling while volume holds.
Recent reading from our team
Written by our team, not spun by a tool. Everything we publish is something we do for clients.
