Search + Shopping Ads
Some demand you earn. Some you buy.
Buying the intent that already exists, tracked to what it produced.
The Case
Why search ads still work.
Paid search buys the one thing no other channel sells: a person who has already decided they need what you do.
- 1
They're already looking
Intent exists before you spend a dollar. You're buying access to it.
- 2
Your ad matches the intent
Structured around what they typed, not what you'd like to sell.
- 3
The page answers it
One offer, one question answered, nothing competing with the action.
- 4
Traced to the outcome
Call, form, or order — mapped back to the campaign that earned it.
- 1
They're already looking
Intent exists before you spend a dollar. You're buying access to it.
- 2
Your ad matches the intent
Structured around what they typed, not what you'd like to sell.
- 3
The page answers it
One offer, one question answered, nothing competing with the action.
- 4
Traced to the outcome
Call, form, or order — mapped back to the campaign that earned it.
Paid search buys something no other channel sells: a person who has already decided they need what you do and is actively looking for someone to do it. There is no persuasion step and no awareness problem. They typed the thing. The only question is whose name they see.
That intent has not moved as much as the headlines suggest. Search behavior is splitting — a growing share of questions now go to an assistant, and a very large share still goes to a search box, particularly when someone is close to spending money. Both channels are real, and one of them you can turn on this week.
Which is the practical case for running paid alongside the compounding work. Visibility in answer engines takes months to build and pays for years. Paid search produces qualified demand almost immediately. Running only the slow one starves the business in the meantime; running only the fast one means you are still renting demand in three years.
The failure mode is not paid search. It is paid search optimized toward clicks nobody traced to revenue.
The Work
What we actually run.
Campaign architecture
Account structure built around how your buyers actually search — not a template. Intent tiers separated so revenue-producing terms aren't competing with noise for budget.
Google Local Services Ads
LSA sits above everything else on the page and charges per lead, not per click. Verification handled, budgets managed, lead disputes filed.
Shopping and product campaigns
For product businesses: feed health, data quality, and campaign structure built around margin rather than volume. A clean feed decides which comparison you show up in.
Negative keyword and waste control
Ongoing search-term review, negatives maintained, and the queries that look relevant but never convert cut before they eat the month.
Conversion tracking that reaches the outcome
Calls tracked and scored, forms attributed, orders tied back to campaign and keyword. Conversion events fed back so bidding optimizes toward outcomes, not clicks.
Weekly optimization and live reporting
Budget, bids, creative, and structure adjusted weekly against what is actually converting. Spend, outcomes, and cost per outcome in a live dashboard — not a monthly PDF.
Search + Social
Search captures demand.Social creates it.
Search captures demand that exists. Social creates the demand search will capture later. Judged alone, both get measured wrong.
Search ads are a capture channel. They find people already looking, which makes them efficient and also means they are capped: you cannot buy more demand than currently exists for what you sell.
Paid social works the other direction. It reaches people before they have started looking and gives them a reason to start — which is less efficient per impression and is the only way to grow the pool search is capturing from.
Run together, they compensate for each other. Social builds the audience that later searches your category by name. Search catches them at the moment of intent. When one channel gets expensive, the other absorbs the budget instead of the pipeline shrinking.