Paid search is the only channel where you can watch money leave the building in real time. That makes it the best place in your marketing to be honest about what's actually broken.
Your cost per lead comes from your click cost, your conversion rate, and how many of those leads your team actually closes. Bidding is one lever out of three, and it's rarely the cheapest one to pull.
Ads are all about positioning. A search campaign will tell you within a couple of weeks which of your offers people want, what language they respond to, and which segment converts.
Creative fatigues faster than you expect. Ad platforms reward fresh assets. Working with a full-service team that can deliver fresh creative quickly means your ads don't get stale.
And it all works together. Search data tells you what to write about. Your organic content contributes to the same clicks. And consistent language across other channels keeps your audience on track.
Logo Design
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Brand Strategy
Brand Identity
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Campaign Development + Monitoring
Google Ads + Search Engine Marketing (SEM)
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ON-PAGE OPTIMIZATION
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There are two numbers in your budget for your Google Ads
There's what your pay Google for clicks, and there's what you pay someone to manage the account. The first depends entirely on your industry, because a click in retail and a click in legal services are nowhere near the same price. The useful way to set it isn't picking a number that feels comfortable, it's working backwards: what's a customer worth to you, how many do you want, and what can you afford to pay to get one?
Once you know how much you want to pay to purchase the ads, allocate another 20% for ads management. This decreases for larger campaigns, but for most businesses starting out, this is the ballpark to start.
For smaller campaigns, we typically charge about 20% of the campaign's budget for management. This gets smaller as ad spends increase.
If you're not sure what management fee makes sense for your campaign, reach out to us and we can break down the costs for you.
You don't need to make landing pages for your ads, but it's important to make sure that your ads (and the CTAs) are aligned with where you are sending your customers.
If your ad says "get 50% of our [insert product here]", and you send them to your homepage where the first thing they see is a different product, you're likely going to see those potential customers leave without converting.
We'd rather build something that speaks directly to the reason your customers are clicking.
The short answer is that you should invest in your paid ads and in SEO. Organic traffic is supported by data from paid ads, and your ads budget can be softened by the (typically) lower-budget investment in SEO.
The most important thing when you're making your budgeting decisions is to have a clear strategy, based on proactive decision making, and sticking to it instead of making reactive choices without enough data to back it up. Working with a team of experts (in paid and organic search) helps reduce the stress and improve the results.