Why ppc & paid search matters right now.
Most PPC programmes are managed as an isolated channel. So they end up bidding on branded terms the client already owns organically, and on non-branded terms the client already ranks #1 for. Both are wasted spend.
We manage paid search alongside your organic programme. Paid takes the queries organic doesn't own yet, protects branded from competitors, tests messaging that then flows into SEO copy, and stops the day organic takes over.
Bid on gaps, not on your own rankings.
Paid + organic is a portfolio, not two channels. When organic ranks #1 on a term, paid should exit. When organic is on page 2 for a high-intent term, paid should be there filling the gap.
That coordination — impossible when SEO and PPC live in different agencies — is where the compounding happens.
The disciplines that make this work.
Account structure
Campaign, ad group, and keyword architecture designed for match-type control and negative governance.
- Account audit
- Structure rebuild
- Negative keyword governance
Creative & landing pages
Ad creative and landing page pairing — with A/B testing on both.
- Creative library
- Landing page briefs
- Test cadence
Conversion tracking
GA4 conversions, offline conversion imports, and CRM-based attribution.
- Conversion audit
- Offline conversion pipe
- Attribution model
Portfolio governance
Paid + organic overlap review so you're not double-paying for clicks.
- Overlap audit
- Bid exit rules
- Cross-channel dashboard
Our proprietary approach.
Every keyword is scored: organic rank, competition, commercial intent, and paid CPA. The score determines whether we bid, exit, or defend.
- Step 01Score
Every keyword scored on organic rank + intent + CPA.
- Step 02Route
Bid, exit, or defend — the rule based on the score.
- Step 03Measure
Blended organic + paid revenue, not channel-siloed.
- Step 04Rebalance
Weekly review, quarterly strategy refresh.
Deliverables, by cadence.
- Bid + budget optimisation
- Negative keyword additions
- Ad copy tests
- Performance report
- Landing page A/B rollout
- Portfolio overlap review
- Strategy review
- Creative refresh
- Channel expansion evaluation
A staged roadmap.
- Weeks 1–4
Audit + rebuild
- Account audit
- Structure rebuild
- Conversion tracking QA
- First creative sprint
- Weeks 5–12
Optimise
- Weekly optimisation
- A/B testing
- Landing page work
- Ongoing
Compound
- Portfolio governance
- Channel expansion
- Quarterly reviews
Transparent pricing.
All engagements include a 30-day exit clause. If we're not the right fit, you keep every asset produced.
- Full management
- Weekly optimisation
- Monthly reporting
- Everything in Managed
- Dedicated strategist
- Weekly leadership review
- Custom attribution model
We turn away work that isn't a fit.
- Brands running paid search alongside organic
- Teams whose current agency treats paid + organic as separate silos
- E-commerce brands with Shopping + Performance Max complexity
- Brands looking to run paid without organic coordination
- Sub-$5k monthly spend (agency management overhead outweighs the lift)
Questions we get on every call.
What's your management fee?+
15% of ad spend at Managed tier, with a $2,500 minimum. 10% at Enterprise with an $8,000 minimum.
Do you handle Performance Max?+
Yes. PMax needs strong feeds and campaign structure to work; we set both up and monitor carefully.
Do you manage social ads?+
Not primarily — we're focused on paid search. For Meta / TikTok, we partner with specialists.
How do you coordinate with SEO?+
Shared keyword database, weekly overlap review, quarterly portfolio recalibration. Both disciplines see the same dashboard.
Do you write ad copy?+
Yes. Ad copy is a creative discipline, not a template exercise. Every account gets fresh creative on a testing cadence.
Ready to run ppc & paid search as a system?
Book a free strategy call. We'll audit your current footprint and tell you honestly whether we're the right fit.
Book a strategy call →