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Paid search

Google Ads management, measured by cost per enquiry.

Paid search is the fastest way to find out whether the rest of your digital setup works. It is also the fastest way to pay for finding out. The campaign is rarely the weak point. Money is usually lost in three places outside the ad account.

Check the experience you're sending traffic to →

Greater Sudbury, Ontario

Where the budget actually goes

  • The wrong searches

    Broad match plus automated bidding will find you traffic. Some of it is people researching how to do the job themselves, looking for work, or in another city. Negative keyword discipline is unglamorous and usually the biggest recoverable waste in a small account.

  • The wrong landing page

    Most small campaigns point at the homepage, which addresses everyone and therefore commits to nobody. Someone who searched for one specific service should land on a page about it.

  • The unmeasured conversion

    Plenty of accounts optimise toward a page view, a click on a phone number nobody answered, or a form that counts every bot that found it. The bidding algorithm will faithfully buy more of whatever you tell it to value.

  • The slow follow-up

    You paid for the click, earned the enquiry, and it sat in an inbox. Outside the ad account, and where a real share of paid spend is lost.

Measurement comes before spend changes

In the first two weeks we usually change very little about what is being bought. We fix what is being counted: conversion tracking against real business events, and offline conversion import where the sale completes on the phone or in person, which in this market it very often does.

Until that is true, every optimisation is guesswork and every report is fiction. Campaigns are then structured around services and intent rather than one catch-all, with real negative lists and geography set to your actual catchment rather than a radius someone guessed.

What we will not do

  • Promise a return on ad spend before seeing the account. Anyone who does is quoting a number they cannot know.
  • Charge a percentage of spend as the only fee, because it would pay us to recommend spending more.
  • Run ads to a page we expect to waste them. If the landing experience is the constraint, we will say so before taking a campaign budget.

Paid buys immediate presence and organic compounds. Which to weight depends on your margin, how quickly you need work, and how competitive your terms are locally. Run in isolation, each repeats the other's mistakes.

Before buying more traffic, it is worth checking the experience you are sending it to. The free Digital Health Check scans performance and conversion readiness. The landing experience is where most paid budget is won or lost.

Related

Common questions

What minimum budget makes sense?
Enough to gather signal in your market within a month rather than a quarter. That depends on what a click costs for your services locally, so we look before advising. Too little budget does not fail slowly, it fails invisibly.
Do we own the Google Ads account?
Yes, always, including if we part ways. We work in your account, not a reseller account you cannot take with you.
Should we run ads if our website is weak?
Usually not yet. Paid traffic amplifies whatever the page already does, including doing nothing. Fixing the landing experience first is almost always cheaper than paying to discover the problem.
How long before it is profitable?
The first few weeks go into making the measurement true. Once conversions reflect real enquiries, the account usually reveals its own answer quickly: often that a meaningful share of spend was buying searches you would never have chosen.