Paid media · Search

Catch the people already looking.

Search and shopping management for B2B companies who want the budget spent on buyers.

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How we think about it

Search intent is the highest-quality signal you can buy. Most accounts waste it.

Someone typing your category into Google has already recognized the problem and started shopping. That is the most qualified moment in the entire funnel, and it is available for a fixed price per click.

What goes wrong is downstream. The account counts every form fill as a conversion, so bidding chases whoever fills in forms, which includes the bots and the job seekers. The cost per lead looks fine and the cost per customer quietly climbs.

We separate brand from non-brand so the numbers are honest, mine the search queries so the budget stops funding irrelevant clicks, and classify every lead so the platform learns what a real one looks like.

Search is what we deploy when the constraint is Discovery and your buyers are already looking for what you sell. How the engines work →

What is included

The scope of work.

  • Google Ads
  • Microsoft Ads
  • Search campaigns
  • Shopping and feed management
  • Brand and non-brand separation
  • Search query mining and negatives
  • Bid strategy and budget pacing
  • Ad copy testing
  • Lead quality classification
  • Conversion import back into the platforms
  • Landing page alignment
  • Reporting against pipeline

Here's the proof

Three quarters of PRS Inc's paid clicks were never real.

They were spending $7,320 a month on Google Ads, and every form submission counted as a win. Bots, job seekers and people asking about services they do not offer were all teaching the algorithm what to chase. We read every submission, found the ones that were real, and pointed the budget at those.

65%

Lower monthly spend, $7,320 to $2,530

9% → 60%

Paid click quality, peaking at 100%

50%

Less sales time wasted on junk leads

Questions we get

Before you call.

What is the difference between this and Demand Generation?
Search catches people who are already looking for what you sell. Demand generation reaches people who have not started looking yet. Search is cheaper per lead and capped by how many people are searching. Most companies start here and add demand generation when they have exhausted the search volume.
Do you manage Microsoft Ads as well as Google?
Yes, and it is usually worth running. Microsoft gets less attention so competition is thinner, and in B2B the audience skews toward exactly the desktop, office-hours user you want. It rarely drives the volume Google does, but the cost per acquisition is often better.
How do you decide what to bid on brand terms?
It depends on whether competitors are bidding on your name. If they are, defending is usually cheap and worth it. If nobody is, brand clicks are often traffic you would have got free. We separate brand from non-brand in reporting either way, because blending them makes the account look better than it is.
What is search query mining?
Reading the actual phrases people typed before your ad showed, then adding the irrelevant ones as negatives. It is unglamorous, it is the highest-return hour in the account, and it is the first thing that stops happening when an agency gets busy.
Will you run Performance Max?
Where it earns its place, with reservations we will explain. PMax gives up a lot of control and reports very little back, which is a bad trade when you cannot see which leads were real. With lead classification feeding it, it becomes far more defensible.

Find out if this is what you actually need.

Includes a free marketing audit.

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We work with B2B companies from $2M to $50M and up, typically investing $10,000 a month or more in marketing, including media.