Services / Search Marketing / Paid Search

Paid Search Management for Expertise-Driven Organizations

Advertising in the right space, at the right time, and to the right audience is special. We plan and manage paid search and B2B ad campaigns on Google, Microsoft Bing, and LinkedIn, built around the leads and revenue you care about.

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Why it matters

The ad platforms will take your budget whether it’s working for you or not.

Anyone can open an ad account, add a credit card, and have ads running in minutes. Getting those ads to pay off takes a strategy, a clean account structure, honest tracking, and steady management from people who know the platforms and keep up as they change.

That’s the work our team does for B2B professional services firms, for the industries where we go deepest, and for right-fit organizations in many others, including nonprofits and consumer brands.

We’ve been a Google Partner since 2014. To keep that status, Google evaluates us on an ongoing basis, and we have to keep meeting its standards for account performance, ad spend, and Google Ads certifications. We make certification part of the job for our paid search team, and many of them hold more than one. It’s one outside check that our team keeps up with a platform that changes often.

Our SEO services are not verified or endorsed by Google. Google requires us to say that because we show the Partner badge. If Google ever offered a partner program for SEO or AI search, we’d be in that one too. We’re nerds like that.
What we do

Paid search works best as part of one search strategy.

Paid search, SEO, and AI search answer the same questions for the same buyers. We plan them together as one search marketing strategy, so what we learn in one channel improves the others. Paid search can also stand on its own. Your campaigns can come out of a broader Digital Marketing Success Plan®, start with an audit, or be the only thing we run for you.
Paid Search Strategy

Research, targeting, account structure, and projections, tied to your ROI goals, so your budget follows an approved plan.

Explore Strategy
Search Ads

Text ads on Google and Microsoft Bing for the searches that signal real intent, written and structured around your funnel.

Explore Search Ads
Display and Remarketing

Targeted placements and audiences that keep you in front of the right people, without having to blast out ads to the masses.

Explore Display Ads
LinkedIn Ads and ABM

For B2B, ads that reach the right prospects and buying committees at your target accounts, tied to your business development priorities.

Explore LinkedIn Ads and ABM
Paid Search Audits

An outside look at your account’s strategy, settings, tracking, and spend, in a way that software can’t, with a prioritized plan you can act on.

Explore Audits
Measurement and Reporting

Conversion tracking, dashboards, and reporting tied to leads and revenue, as part of our strategy and measurement work.

Explore Strategy and Measurement
How we manage paid search

We run paid search so you stay in control of your budget, accounts, and data.

In the accounts we audit, we often find the same problems, like settings nobody asked for, conversions that aren’t really leads, and agency fees that rise with ad spend. Our approach is built to avoid them.
No markup on media

Our management fee and your media budget are fully separate, so we have no reason to ask you to spend more. You pay the ad platforms directly, and we manage spend within the budget set in your strategy.

You own your accounts

Your ad accounts, analytics, and tag manager stay in your name with admin access. If we set up new accounts for you, they’re yours from day one. If we ever part ways, your history and data stay with you.

Real conversions

We track the forms, calls, and quote requests that matter to your business, and we set that up before launch. In one account we audited, the main conversion was a page view labeled as a purchase. The platform counted site visits as sales, so the reports looked strong while the automated bidding chased more of the same visits.

Settings that earn their place

Ad platforms switch on features by default, like auto-applied recommendations, automatically created ads, search partner sites, and broad location targeting. We review each one and keep what helps you.

Match types mapped to intent

We choose keyword match types based on the intent behind the search and the goal it supports. Exact, phrase, and broad match each do something well, and we stay in control of when to use which, with negative keyword lists that filter out the wrong searches.

Budget, bidding, and pacing strategy

Your budget is tied to ROI goals and the approved plan. We choose bid strategies that fit each campaign’s goal and the data behind it, split budgets by priority, service, or market, and pace spend through the month. If a budget is too small for the platforms’ automation (and for us) to get reliable data, we’ll tell you up front.

LinkedIn ads and ABM

For B2B, LinkedIn ads and ABM help marketing and sales win business together.

Search ads reach people who are already looking. In B2B, many of the people on a buying committee haven’t started searching yet. When buyers do search, sales cycles for expertise-driven firms can be long, so staying visible from first awareness to the buying decision takes more impressions over more time. LinkedIn lets us reach those buyers by company, industry, job title, and seniority.

With account-based marketing (ABM), we work with you and the people who know your buyers best (marketing, sales, or leadership) to define what a right-fit account looks like and build a target list. Then we reach those accounts with coordinated ads on LinkedIn, Google, and Microsoft, plus email and landing pages. Fit and engagement scoring shows which accounts are warming up, so your team has context before the first conversation.

We connect it to your CRM and sales prospecting tools, so marketing and sales see the same picture.

Explore LinkedIn Ads and ABM
Explore LinkedIn Ads and ABM
Ways to start

You can start with an audit, a strategy, or a focused pilot.

However you start, we put at least a focused strategy in place before we manage your budget. From there, ongoing management is a monthly retainer, with a plan that has room to adapt as the data comes in.
Audit

For an account that’s already running, we start with a structured audit that scores each part of your account and ends with a prioritized action plan.

Explore Audits
Strategy

Starting new or starting over? A paid search strategy covers research, targeting, structure, and projections. It can come from a Digital Marketing Success Plan (DMSP®) or stand on its own.

Explore Strategy
Pilot

A tightly scoped pilot over a set period shows how your market responds before you commit to more. We treat early results as signals rather than forecasts.

How we measure

Our reporting separates the demand you already have from the demand we help create.

Branded searches often convert well because those people already know you. That’s worth protecting, and it’s different from new demand. We report branded and non-branded results separately, show the impression share you’re losing to budget or ad rank, and focus on cost per qualified lead over cost per click.

We tag ad copy by purpose (your differentiator, a reason to believe, or the call to action), so each test teaches us something. We match landing pages to the intent behind the search, and when a page needs work, our website team can help. Paid search and SEO results sit in one dashboard, so you see the whole search picture together.

Results

Paid search has helped our clients turn clicks into leads.

American Trailer & Storage

DIGITAL MARKETING

Digital Marketing Website

Animal Health Company

PAID SEARCH

Animal health company case study
“We have grown our website traffic immensely by incorporating their knowledge in PPC! The team is well versed and are all Google certified. Glad to have them as our partners!”
Paige S., VP of Marketing, national athletics association
What happens next

No sales process. Just a real conversation.

You won’t be put into a sales process, talked at, or pitched with slide decks when you talk with us. You’re not getting handed off to a sales team and will be talking directly with our senior level staff and leadership. Our focus is on understanding your goals, culture, and making sure that we fit what you’re looking for. We are as good at working ourselves out of a deal as we are demonstrating that we are the right partner. We want mutual wins that start with a solid strategy that leads to ROI.

When you fill out our form to reach out to us, we’ll prepare for our initial conversation. We do our homework to prepare as we’ll ask a lot of questions, give you the opportunity to do the same, to get a sense for how we think, and to also fairly evaluate the fit of us for your team. No pressure, no obligations.

01 You fill out the form
02 We do our homework before we talk
03 A real conversation, with no slides and no pitch
04 We both decide if it’s a fit
FAQ

Questions about paid search.

It depends on your market, your competition, and your goals. During strategy, we build projections from keyword, cost-per-click, and conversion data, so you can see what a budget is likely to buy before you commit. We treat projections as estimates, and we’ll tell you if a budget is too small to produce reliable data. You pay the ad platforms directly, with no markup from us, and we manage the campaigns within the budget set in your strategy.

Audits, strategies, and pilots are fixed-fee projects. Ongoing management is a monthly retainer, scoped up front or as an outcome of the strategy. Our fees are separate from your media budget.

Yes. Your Google Ads, Microsoft Advertising, LinkedIn, analytics, and tag manager accounts stay in your name. We work in them with the access you grant, and your history stays with you if we ever part ways. If you don’t have accounts yet, or can’t get access to the ones you have, we’ll set up new ones and make sure they’re owned by you from day one.

Ads can start sending traffic within days of launch. When an automated bid strategy is new, reactivated, or significantly changed, Google Ads puts it into a learning period while it calibrates, which often takes a conversion cycle or two. That’s how the platform works, so we treat early numbers as signals. Many accounts settle into steadier performance over the first few months, and we’ll show you what we’re learning along the way.

Many of our clients use both. Paid search can bring in leads quickly and test which keywords and messages convert. SEO builds visibility that keeps working over time. We plan them together so each one strengthens the other.

Yes. For B2B organizations, LinkedIn ads and ABM are often the best way to reach a buying committee before it starts searching. We build the target account list with you and your team and connect the program to your CRM.

Yes. We start with an audit and at least a focused strategy, so we understand what’s working, what isn’t, and why before we change anything. Your account history has value, so we build on it where we can.

Yes, when they fit. Automated campaigns like Performance Max need reliable conversion data to learn from, so we usually add them once tracking is solid and the account has some history. We watch what automation changes and keep the controls that protect your budget.