PPC and SEM Management — Paid Search Judged on Booked Revenue, Not Clicks
Search engine marketing across Google Ads, Bing, and the new AI ad surfaces, structured around the searches that actually turn into work. You get the account in your own name, the full spend breakdown, and a senior operator in the account every week.
Outcomes you can expect
- Campaigns built around the searches that convert, with the waste queried out weekly
- Cost per qualified lead as the headline metric, not impressions or CTR
- Landing pages matched to the ad promise, so the click has somewhere to land
- Conversion tracking you can audit, including calls and form quality
- Your ad account, your data, your history, kept if we ever part ways
What gets built first
Conversion tracking before spend. Calls, forms, and booked appointments each tracked separately, with lead quality fed back into the account so the algorithm optimizes toward customers rather than form fills.
Structure that survives contact with reality
Tight themes, exact and phrase coverage on the money terms, broad only where the signal supports it, and a negative-keyword routine run weekly. Most inherited accounts are losing a third of spend to searches the owner would never pay for.
Ads, AI surfaces, and where budget goes next
Google Search and Performance Max where they earn it, Bing where the CPCs are still soft, and paid placements on AI assistants where buyers are increasingly starting. We test one new surface at a time with a defined kill date.
Reporting an owner can read
Spend, leads, cost per qualified lead, and what changed this month. One page, in plain English, with the account open to you at all times.
Frequently asked
What is the difference between PPC and SEM?
SEM covers everything you do to appear on a search results page, paid and organic. PPC is the paid half. In practice most SEM engagements are paid search management plus the landing pages behind them.
Who owns the Google Ads account?
You do. It is created under your business, and the history stays with you regardless of who manages it later.
What is a realistic starting budget?
It depends on the click prices in your market and how many leads you need. We size the budget from your target lead volume and your local CPCs before quoting management, and we will tell you if paid search is the wrong channel for you.
How fast does paid search work?
Traffic is immediate. Reliable cost per lead usually takes 30 to 60 days of data and negative-keyword cleanup before the account settles.
Ready to build the systems behind growth?
Book a complimentary 30-minute strategy call. We'll discuss your goals, current marketing, and where technology can unlock the next stage of growth.