Search Engine Advertising
Google and Microsoft Ads run against profit rather than clicks: intent-led account structure, negative keyword discipline, and bidding tied to what a customer is actually worth.
Aperçu
Search advertising is the one channel where people tell you exactly what they want. That makes it the easiest place to buy revenue and the easiest place to waste money, because the same auction that sells you a ready buyer will happily sell you a student writing an essay.
Most underperforming accounts have the same three problems: match types too loose, no negative keyword hygiene, and bidding optimised toward a conversion that is not worth what the system thinks. We fix the account structure first, then the measurement, then the bids. In that order, because bidding well toward the wrong goal just loses money faster.
À qui cela s'adresse
- Companies whose cost per acquisition has climbed while volume stayed flat
- Accounts on automated bidding that nobody has audited in a year
- Businesses with long sales cycles where the ad platform cannot see the real conversion
Notre approche de Search Engine Advertising
Les travaux précis que couvre une mission type. Le périmètre est convenu d'avance : rien ici ne réapparaîtra plus tard comme une ligne surprise.
Account structure and intent mapping
Campaigns organised by what the searcher wants, not by your internal product tree. Someone searching a competitor's name and someone searching a problem statement need different budgets and different landing pages.
Keyword and negative keyword work
Ongoing search term review with negatives applied weekly at first. Broad match with a thin negative list is the single most reliable way to burn budget in a modern account.
Conversion value modelling
Feeding the platform what a lead is actually worth, by type, rather than counting every form fill as one conversion. Smart bidding is only as good as the value signal you give it.
Offline conversion import
For long sales cycles, pushing closed-won data back from your CRM so the platform optimises toward customers rather than enquiries. This is usually the largest single improvement available.
Ad copy and asset testing
Responsive assets tested in a structured way, with pinned positions where the message order matters and unpinned where it does not.
Landing page alignment
Message match between the query, the ad and the page. A high quality score is mostly a measurement of whether these three agree.
Du premier échange au résultat mesuré
Toujours la même séquence, pour que vous sachiez ce qui vient ensuite.
Audit
Two weeks in the account and the analytics: wasted spend, structural problems, and whether the conversions being optimised toward are the ones that make money.
Rebuild
Restructure campaigns and fix conversion tracking before touching bids. Expect a short dip while the new structure gathers data.
Optimise
Bidding, budgets and creative worked weekly against profit. Search term review stays weekly no matter how mature the account gets.
Expand
Once the core is efficient, test adjacent keyword territory and additional engines with a ring-fenced budget.
Des résultats, pas des livrables
Un empilement de documents n'est pas un progrès. Voici les changements que le travail doit produire.
Spend on buyers, not browsers
Search term discipline typically removes a meaningful share of spend in the first month without reducing conversions.
Bidding that knows what matters
Value-based conversions mean the algorithm chases the enquiries your sales team actually wants.
Costs that stop drifting
Structure and negatives hold cost per acquisition steady as volume grows, rather than letting it creep every quarter.
An account you could take elsewhere
Built in your own ad account with documented structure. Nothing here depends on us keeping the keys.
Questions fréquentes sur Search Engine Advertising
Ce qu'on nous demande avant de nous contacter. Si votre question n'y est pas, posez-la nous directement.
What is a realistic minimum budget for search advertising?
Around three to five thousand a month in most markets. Below that there is rarely enough conversion volume for automated bidding to learn, and the management fee becomes a large share of the spend. In cheap-click markets it can work lower; in legal or insurance keywords it needs to be much higher.
How long before we see results?
Wasted spend usually drops within the first month. Structural changes need six to eight weeks before the comparison is fair, because rebuilt campaigns re-enter a learning period and the first two weeks after a restructure always look worse than they are.
Should we use broad match?
Sometimes, but only with strong conversion signal and an active negative keyword routine. Broad match with automated bidding and a healthy value feed can find volume you would never have listed. The same setup without negatives is the fastest way to spend a budget on nothing.
Our sales cycle is six months. Can search advertising work?
Yes, but the platform has to be told what happened. That means importing closed-won and closed-lost data from your CRM so bidding optimises toward revenue rather than toward form fills. Without that, long cycle accounts optimise toward whoever fills in forms most readily, which is rarely your best customer.
Vous réfléchissez à Search Engine Advertising ?
Dites-nous ce que vous cherchez à changer. Si nous ne sommes pas les bons interlocuteurs, nous vous le dirons et vous orienterons ailleurs.
Vous cherchez la vue d'ensemble ?
Search Engine Advertising accompagne généralement d'autres travaux en Performance Marketing & Paid Media. Parcourez tout le domaine pour voir les liens.