Pay Per Click Advertising

Paid search is the fastest way to find out whether your offer converts. It is also the fastest way to waste money. The difference is almost always structure, measurement, and the discipline to switch things off.

Account structure determines everything downstream

Campaign and ad group structure controls how budget flows, how automated bidding learns, and how clearly you can read results. We build tightly themed groups aligned to intent, with negative keyword lists maintained from day one. Poorly structured accounts produce noisy data, and noisy data makes automated bidding worse rather than better.

Conversion tracking before spend

We do not launch campaigns until conversion tracking is verified end to end, including offline and CRM-side conversions where the real sale happens after a form fill. Optimising toward form submissions when only a fraction become customers reliably drives spend toward the wrong audience.

Creative and landing page as part of the system

Ad copy, extensions, and the landing page it points to are one unit. Sending expensive clicks to a slow, generic page is the most common cause of poor return we see. We build and test landing pages alongside campaigns, treating page speed and message match as media efficiency levers.

Knowing when to stop

Not every keyword, audience, or channel deserves budget. We set kill criteria in advance so underperforming segments are cut on evidence rather than defended out of sunk cost.