SEM & paid search: Make every click count.

PPC management built around the whole journey

The account and the landing page

Paid search management is not just writing ads and setting a daily budget. We structure the account around how people actually search — tight ad groups, keywords that match real intent, negative keywords that stop budget leaking to the wrong query — and we build or brief the landing page the click lands on, because an ad that promises one thing and a page that delivers another wastes the spend before it's had a chance to convert.

Quality Score as a checklist

Google's own documentation on Quality Score is explicit that it is a diagnostic tool and plays no direct part in the auction — but its three inputs (expected click-through rate, ad relevance, landing page experience) are a genuinely useful checklist, and we work through all three rather than chasing the number. That means auditing ad and landing-page alignment as a matter of course, from launch onwards. Competitor research, including who else is bidding on your terms and what their ads promise, runs through Semrush.

Measured by what happens after the click

A campaign without proper conversion tracking is a campaign nobody can honestly judge. We set up conversion measurement before the first paid click, define what actually counts as a conversion for that business, and report against it — so a paid search management decision is based on what people did after the click.

Why the work holds up

We build the landing page ourselves wherever we can, informed by our usability testing, rather than pointing traffic at a generic page and hoping. That closes the loop we control most: the advert brought someone with genuine intent, and the page they landed on didn't waste it. We refuse the two shortcuts that make PPC management look better than it is — inflating conversion definitions and letting a campaign run unreviewed once it's live.