SEM Services and Paid Search Management
Paid search puts your business in front of people at the moment they are looking for what you sell. It is also one of the easiest places to waste money. We plan, build and manage Google Ads, Microsoft Ads and paid social campaigns that are judged on cost per lead and return on ad spend, not on clicks and impressions.
What our paid search management covers
Campaign build
Search campaigns structured around buyer intent.
Quality controls
Negative keywords and lead quality checks.
Landing pages
Pages built to convert paid clicks.
Budget control
Spend moved weekly to what converts.
Why paid search is not paying back
Pick the one that sounds most like you.
What it is costing you
Budget goes on clicks that never become clients.
What we do first
Review search terms, negatives and lead quality by campaign.
What changes
Spend concentrated on searches that bring real clients.
How we run paid search
Week 1
Audit
Account, tracking and search terms.
Week 2
Fix tracking
Conversions into your CRM.
Weeks 2 to 3
Launch
Restructured campaigns and pages.
Weekly
Optimise
Budget, bids and negatives.
Monthly
Report
Cost per lead and per client.
What our SEM service covers
01 Keyword research and account strategy
We research the searches your buyers actually make, separate high-intent terms from expensive curiosity clicks, and structure your account so that budget goes to the queries most likely to turn into customers. Negative keywords and match types are reviewed every week.
02 YouTube and video ads
YouTube and video campaigns build awareness with the right audience at a far lower cost per view than most channels. We plan the targeting, advise on short scripts and creative, and link video viewers to search and remarketing campaigns.
03 Shopping and e-commerce ads
For online stores we set up and manage Shopping and Performance Max campaigns, clean up product feeds, and split budgets by margin and product performance so that bestsellers get the spend and loss-making lines do not.
04 Paid social advertising
Meta, LinkedIn and other social platforms let you target by job title, interests, company or location. We use them where they fit your buyer, for example LinkedIn for B2B decision-makers or Instagram and Facebook for local and consumer brands.
05 Landing page conversion
Ads only work as well as the page they send people to. We write and build focused landing pages with one clear offer, fast load times and short forms, then test them against each other to lift conversion rates.
06 Google and Microsoft search ads
Search ads on Google and Microsoft Bing remain the most direct way to capture demand. We write ads around your strongest proof points, use ad extensions properly, and adjust bids by device, location and time of day based on real results.
07 Ad and landing page testing
We run structured tests on headlines, descriptions, offers and landing pages, one change at a time, so you learn what actually moves results instead of relying on guesswork.
How we run a paid search account
Whether you are a local service business, an online store or a B2B company with a long sales cycle, the work follows the same five stages. The settings and targets change by industry; the discipline does not.
Keyword research and analysis
We study search volumes, competitor ads and cost per click in your market to estimate what a realistic budget can deliver before you commit to it.
Ads and landing pages
We write ad copy that matches what people searched for and pair each ad group with a landing page built to convert that specific visitor.
Account setup and tracking
Conversion tracking is set up for calls, forms, purchases and bookings, and connected to your analytics and CRM where possible, so every result can be traced back to the campaign and keyword that produced it.
Launch and daily management
After launch we check search terms, bids, budgets and ad performance several times a week, removing waste early and moving spend towards what is working.
Reporting and review
Each month you receive a plain-language report on spend, leads or sales, cost per result and the changes we made, along with our recommendations for the month ahead.
Related playbooks, case studies and articles
- Playbook: Paid search with quality controls
- Playbook: Six-week optimisation cycle
- Playbook: Measurement and reporting dashboard
- Playbook: Lead magnet and nurture system
- Case study: An e-commerce build across three markets
Browse more in Insights.
Paid search that pays back
Real engagements, the playbooks we use and our thinking on paid search and lead quality. Filter by what you want to see.
Case studyConnecting the website and CRM into one intake systemRead the case study →
PlaybookPaid search with quality controlsRead the playbook →
PlaybookSix-week optimisation cycleRead the playbook →
ArticleReal estate legal leads fail between the ad and the phone callRead the article →Want to see where your ad spend goes?
A 15-minute intro call. We will tell you honestly whether search engine marketing is the right next step.
