Bid where the buyer is buying.
Google and Microsoft, run by people who write the copy and read the dashboard. Daily attention to negatives, audiences, bids and quality score. No agency markup, no junior buyers.
Most paid search loses money quietly.
The auction punishes thin copy, broad match drift, and ignored quality score. The fix is the boring work most agencies skip.
of B2B Google Ads accounts have at least 30% wasted spend on irrelevant clicks. Negatives, match types and audience exclusions get neglected.
Source: Google Ads benchmark · WordStream
CPC difference between a quality score of 4 and 9 for the same keyword. The auction penalises thin copy. Most agencies don't fix it.
Source: Google Ads auction model
of media spend is the standard agency cut. The incentive is to keep spend high, not to make it work harder. We charge a fixed fee instead.
Source: PPC Hero industry survey
Five deliverables.
Boring fundamentals run well, every week. The work most agencies want a percentage to skip.
Account architecture, rebuilt.
Campaigns by intent stage, ad groups by query family, match types disciplined, audiences segmented, conversion actions sane. The skeleton most accounts never get.
- Brand · exact only · audience: site visitors
- Category · phrase · in-market segments
- Competitor · exact · excluding own brand
Ad copy, written by marketers.
Headlines and descriptions written by the same person who knows your positioning. RSAs tested properly, not 15 random pinned variants.
Negatives, daily.
Search-term reports read every day. Wrong-intent queries killed before they spend. The boring discipline that compounds.
Quality score work.
Landing-page relevance, ad relevance, expected CTR. Fix the three components and the auction stops punishing you.
Weekly read.
A short Monday document: what spent, what converted, what we changed, what we plan. Plain English. No vanity dashboards.
Five steps. Then daily.
A clean rebuild upfront, then daily attention from the same person who wrote the copy.
Read the account.
Wasted spend, broken match types, neglected negatives, low quality scores. The full diagnostic before any change.
Restructure clean.
Campaigns by intent, ad groups by query family, audiences and exclusions sane, conversions properly attributed.
Copy that earns CTR.
Headlines, descriptions, sitelinks, callouts. RSAs structured to test ideas, not to permute words randomly.
Ship the rebuild.
A clean cutover. Old account paused, new account live, baseline metrics captured, smart bidding seeded properly.
Daily attention.
Search terms, negatives, bids, copy tests, audience refinements. Every working day. The same expert who set it up.
A weekly report.
A short Monday document. Plain English. Less dashboard, more decision.
CPA down. Conversion volume up.
Spend held flat. CPA dropped because the new "alternative" copy lifted CTR on Microsoft. Conversion mix shifted toward the higher-intent "agency" segment. Recommend doubling negatives in Category and reallocating 15% of budget to Microsoft for next week.
Questions we hear most.
If yours isn't here, ask. We'll answer plainly.
Do you take a percentage of spend?
No. Fixed monthly fee, agreed upfront. The incentive structure should reward efficiency, not media spend. We'll happily push to lower your spend if your account doesn't need more.
Will AI run our bidding?
Smart bidding does the bid-level work, that is what it is for. A human writes the copy, sets the structure, picks the audiences, reads the search terms, and decides what to change. The model bids inside the room a human built.
Do you cover Microsoft Ads too?
Yes. Microsoft is often the highest-margin click in B2B because the auction is less competitive. We run both platforms by default and split budget where it earns.
Can you work alongside our existing PPC team?
Sometimes. If the team is small and overstretched we partner. If the team is already running things well we are usually not the right addition. We will tell you which one applies after the audit.
How much spend do we need?
There is no hard minimum, but below a certain monthly spend the agency fee eats the upside. We will tell you straight whether paid search is the right channel for your stage. Often it is not yet.
Can you also handle landing pages?
Yes. Landing page relevance is one of the three quality-score components, so we either rewrite yours or build new ones as part of the engagement. Ad copy and landing copy work as one piece.
Make every click justify itself.
A short call to see if Search Ads is the right next move. If it isn't, we'll tell you what is.