Paid Search That's Judged on Profit, Not Clicks

Paid search is the fastest channel to results and the fastest to waste money, and the difference between the two is almost never the ad copy. It's whether the tracking is trustworthy, whether the keywords match real buying intent, and whether the page the click lands on was built to convert. Get those three right and the account becomes predictable. Get them wrong and you're paying Google to send you tyre-kickers.

We start with measurement, because every decision after it depends on the numbers being real. Conversion actions get defined and de-duplicated, values get attached to them, and offline conversions get imported where the sale closes on a call rather than a form. Only when we trust the data do we touch the campaigns — restructuring around intent, building negative keyword lists that keep spend on-target, and setting bidding strategies to the goal you actually care about.

From there it's disciplined iteration: test ad variants, prune what's expensive and unproductive, expand what's working, and keep pressure on the post-click experience, because a great campaign pointed at a bad landing page is still a bad campaign. You get a monthly report with spend, conversions, cost per acquisition and ROAS on the front page — and if the channel isn't returning, we'll tell you that rather than reframing it.