Google Ads
Paid search is the fastest way to find out whether people want what you sell. It is also the fastest way to spend money finding out nothing.
What usually goes wrong
Three things, and they are nearly always the same three. Budget spent on searches that were never going to buy. Ads pointing at a homepage instead of a page about the thing that was searched for. And no way to tell which clicks turned into customers, which means every decision after that is a guess with a number next to it.
What we do about it
Conversion tracking before spend
We will not scale an account that cannot tell you which campaign produced which enquiry. Not as a principle, as arithmetic. Optimising toward clicks when you are paid for customers moves budget toward the cheapest clicks, which are usually the worst ones.
Search terms, not keywords
What you bid on and what people actually typed are different lists. The second one is where the waste is, and it is visible from day one if anybody looks.
The page the click lands on
Half of what people call an ads problem is a landing page problem. If the ad promises a price and the page opens with a company history, the money was spent before the reader got to anything useful.
What it costs
Our fee, and your media spend, are separate numbers and we quote them separately. An agency whose fee is a percentage of your spend has an interesting reason to recommend more spend.