Paid media
Stop paying forthe wrong clicks.
More traffic isn’t the goal. More of the right customers is. Most of the cost in a weak ad account is clicks that were never going to buy.
Check your ad account.
Open the last 90 days and look for these.
- Your cost per click looks fine, but leads are thin.Cheap clicks from the wrong searches cost more than expensive clicks from the right ones.
- The search terms report surprises you.Job seekers, do-it-yourselfers and people looking for free advice are clicking your ads.
- Nobody can say which ad produced a customer.If calls and forms aren’t tracked as conversions, the platform is optimizing for clicks.
- You’re a nonprofit and not using Google Ad Grants.Eligible charities can get free Google search advertising. Many don’t use it, or don’t use it well.
How we fix it.
Audit the spend
We find the wasted searches, broken tracking and campaigns competing with each other.
PPC managementFix the tracking
Calls, forms and bookings recorded as conversions, so the platforms learn what a customer looks like.
Rebuild around intent
Campaigns built on the searches that turn into work, with negative keywords that keep the rest out.
Report the cost of a customer
Cost per lead and cost per customer, not just clicks and impressions.
Measurement
Questions owners ask.
Should we just spend more?
Not until the account converts what it already gets. More budget on a leaky account buys more leaks.
Do you manage Google Ad Grants?
Yes. We set up and manage Ad Grants accounts for nonprofits and keep them within Google’s rules.
Google, Meta or LinkedIn?
Wherever your buyers are when they’re ready to act. For most local businesses that starts with Google search.
What counts as a wasted click?
Any click from someone who was never going to buy: the wrong service, the wrong area, a job seeker, a competitor. Negative keywords and regular search term audits keep them out.
What should we be measuring?
Cost per lead and cost per customer. Clicks and impressions only tell you what you paid for, not what you got.
How often is the account worked on?
Every week. Bids, search terms, ads and assets are reviewed and adjusted weekly, with a report every month.
Does our website affect ad results?
Yes. The page an ad sends people to affects both your quality score and whether visitors convert. When to use a landing page instead of a website page.
Can you take over an account someone else built?
Yes. We start with an audit of the spend, the tracking and the structure, then tell you what we’d change first.
Other problems we solve.
Find out where your budget goes.
Give us read access to your ad account. We’ll show you what’s working and what isn’t before we call.
Book a strategy call