Paid Search & Performance

Paid Search Management

Search is where existing demand gets captured. The work is making sure you capture the demand that is actually worth paying for, at a cost that works for the business.

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What it covers

What paid search work includes.

Account structure

A structure that reflects how the business makes money, rather than one built to look tidy in the interface. Clear segmentation makes budget decisions and reporting far easier.

Keyword and query strategy

Mapping keywords and search intent to products, services and margin. Just as importantly, deciding what to exclude and reviewing search terms continually.

Bidding and budget control

Choosing bid strategies to suit the data you actually have, setting realistic targets, and avoiding automation that is handed goals it has no chance of hitting.

Ad copy and creative

Messaging that matches the query and the offer, tested properly rather than rewritten on a hunch. Extensions and assets treated as part of the ad, not an afterthought.

Shopping and feed management

Feed quality, titles, attributes and product segmentation can have a major impact on Shopping performance. Edify can manage and optimise feeds directly, or work with the client’s existing or preferred feed-management platform where appropriate.

Performance Max, where it suits

Used where it genuinely helps, with sensible asset and exclusion controls and enough reporting visibility to understand what it is doing.

Landing page alignment

Reviewing where the traffic lands and whether the page supports the promise in the ad. Recommendations are practical and prioritised.

Ongoing optimisation

A regular rhythm of review, testing and refinement, with changes documented so you always know what moved and why.

When it makes sense

Signs this is the right next step.

People are already searching for what you sell and you want a bigger, more efficient share of it.
Existing accounts have grown messy over time and nobody can clearly explain performance.
Automation has been switched on broadly and results have become harder to interpret.
You have good products or services but cost per acquisition is drifting in the wrong direction.
Search needs to work alongside other channels rather than be measured in isolation.

Common challenges

What usually goes wrong.

Automation treated as a strategy

Smart bidding and Performance Max are useful tools, not plans. Without clean conversion data and sensible targets they simply spend faster.

Measurement that flatters the channel

Generous attribution windows and loosely defined conversion actions can make search look better than the bank account suggests.

Budget spread too thin

Covering every possible keyword at low volume usually produces data too fragmented to learn from.

No clear view of incremental value

Brand and generic terms behave very differently. Reporting them as one number hides most of what matters.

Edify's approach

How the work is actually done.

Start with the commercials

Margin, average order value, lead quality and sales cycle set what a good cost per acquisition actually is. Targets come from the business, not from a benchmark.

Fix measurement first

Conversion tracking, values and exclusions get reviewed before spend decisions. Optimising towards questionable data is the most expensive mistake available.

Structure for decisions

Campaigns are grouped so you can see which parts of the business are working and shift budget with confidence.

Test deliberately

One meaningful change at a time, given enough data to be read honestly, with results recorded either way.

Platforms & capabilities

What Edify works with.

Search and shopping

Google Ads (Search)
Google Shopping
Performance Max
Google Demand Gen
Microsoft Advertising

Supporting capability

Conversion tracking review
Merchant Centre and feed management
Ad copy and asset testing
Scripts and automated alerts
Looker Studio reporting

Measurement

Commercial focus, not vanity metrics.

Agreed primary metric tied to commercial outcomes, not platform convenience.
Brand and non-brand reported separately so growth is never overstated.
Visibility of spend, cost per acquisition and contribution by campaign group.
Clear commentary alongside the numbers, including what did not work.

How engagement works

Four straightforward stages.

01
Initial conversation
A straightforward discussion about the business, the goals and what is currently getting in the way. No pitch deck.
02
Review and proposal
A look at existing accounts, tracking and data, followed by an honest view of the opportunity and what would be involved.
03
Onboarding
Access, measurement, reporting and priorities are agreed, with a clear plan for the first ninety days.
04
Ongoing work
Regular optimisation, testing and reporting, with direct access to Ed and documented reasoning behind changes.

FAQ

Paid Search questions.

Do you work inside our existing Google Ads account?

Yes, wherever possible. Keeping account history is usually valuable. Ed will review the existing structure first and tell you honestly whether it is worth rebuilding or refining.

Will you use Performance Max?

Only where it suits the business and the data supports it. It can work well for ecommerce with a healthy feed, and poorly where conversion signals are thin. It is a tool, not a default.

How long before we see a clear picture?

Measurement and structural issues are usually addressed in the first few weeks. A reliable read on performance changes typically needs a full buying cycle, which varies by business.

Do we keep ownership of the accounts?

Yes. Accounts, data and tracking remain yours, with full access throughout the engagement.

More questions are answered on the FAQ page.

Related services

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Next step

Looking for a better way to grow?

Tell Ed what you're trying to achieve and where your marketing is today. The first conversation is simply about whether Edify can help.