paid search management

Paying for clicks that never buy?

Your Google Ads budget runs out by 2 p.m. every day, and you’re not sure what you got for it. Paid search management is about intent. People searching on Google are already looking for something, so the job is to show up for the searches that lead to sales and stop paying for the ones that don’t.

What our paid search management includes

• Conversion tracking, including enhanced conversions and offline sales where it fits

• Keyword and negative keyword strategy built around buyer intent

• Search, Shopping and Performance Max campaigns with clear guardrails

• Ad copy and landing page tests to lift conversion rates

• Brand protection, so you’re not paying twice for people already looking for you

How we’d approach it

Say you run a specialty coffee subscription and Google Ads has become your most expensive channel. We’d start with the search terms report to see what people actually typed before clicking. Often, a chunk of budget goes to vague searches like “coffee” that rarely convert, and those get cut.

Then we’d separate brand searches from new-customer searches, so we know what’s really bringing in new subscribers, and test landing pages built for each type of search. A good outcome is a shorter list of keywords that reliably convert and a clear cost per new subscriber.

What most accounts get wrong

They let automation run without checks. Google’s AI tools are powerful, but they’ll happily spend on your own brand name and call it growth. We let automation do what it does well and set the guardrails it needs.

Google’s AI Max and AI Mode

Google is moving search toward AI. Dynamic Search Ads are being replaced by AI Max, and ads now appear inside AI Mode and AI Overviews through Performance Max and broad match. We set these up with the same guardrails as everything else, so the new placements add sales, not just spend.

Selling to businesses? Google Search also reaches buyers comparing software and services. We build B2B search campaigns around high-intent terms and track leads through to your CRM, so you see pipeline, not just form fills.

Shopping campaigns for eCommerce brands

If you sell products online, Google Shopping is often where your search budget works hardest. Shoppers see your product, price and photo before they click, so the clicks you pay for are already interested. We clean up your product feed, group products by margin and best sellers, and give hero products their own budget so they don’t compete with the rest of your catalogue.

Where it fits

Paid search is part of our media work. It catches the demand that paid social and video advertising create, and AI campaign optimization balances your search budget against social and video. We manage search for brands across North America from Vancouver.

Not sure where your search budget goes? Book a free audit and we’ll walk you through your search terms.