Channel 03
Pay only for clicks that become customers.
We build and manage search ad campaigns around the queries that convert, and cut the ones that do not. Every dollar is tracked to a lead or a sale, so you know your real CPL and ROAS.
The monthly work
- Step 01Account restructureWe rebuild campaigns and ad groups around intent and margin, not the way the account grew over time. Brand, non-brand and competitor terms are separated so their numbers never blend.
- Step 02Search terms miningEach week we read the search terms report line by line. Wasteful queries become negative keywords, and converting queries get promoted to their own ad groups with matched copy.
- Step 03Ad copy testingWe write search ads with distinct angles, pin the headlines that must appear and retire losers on a set schedule. Sitelinks, callouts and other ad assets are kept current.
- Step 04Conversion tracking setupCalls, forms, chats and purchases are tracked with values attached. Offline conversions from your CRM are imported so bidding learns which clicks became revenue, not which clicked submit.
- Step 05Bid and budget managementWe set target CPL or ROAS by campaign, watch impression share lost to budget and rank, and move spend weekly. No campaign runs on autopilot without a human checking it.
- Step 06Shopping and feed managementFor stores, we clean up the product feed with accurate titles, attributes and custom labels by margin. Then we segment campaigns so best sellers and clearance items get different bids.
Evidence
Sample figures, set out the way they appear in a client's monthly review.
- $41Cost per leaddown from $67 at audit (sample)
- 4.6×Return on ad spendblended, typical month 4 (sample)
- 31%Wasted spend cutbudget on non-converting queries removed (sample)
- +27%Conversion ratesearch campaigns, 90 days vs. baseline (sample)
Fernhouse Goods · 10 monthsROAS from 2.1× to 4.3× while doubling ordersReturn on ad spend · sample caseHow it runs
Price is a flat management fee that steps up with monthly ad spend and the number of campaigns, not a percentage that rewards us for spending more.
- 01
AuditWeek 1
We review account structure, the search terms report, conversion tracking and landing pages. You get a plain list of what is wasting money and what is working.
- 02
RebuildWeeks 2 to 3
New campaigns, ad groups, negative keyword lists and ads are built. Tracking is repaired and tested end to end before a single dollar moves to the new structure.
- 03
LaunchWeeks 4 to 6
Campaigns go live with conservative bids while the system gathers conversion data. We check search terms every few days and tighten targeting as patterns appear.
- 04
OptimizeWeek 7 onward
Bidding shifts to target CPL or ROAS once volume supports it. We test ads and landing pages, expand into proven queries and reallocate budget weekly.
Deliverables
- Account audit with wasted spend quantified in dollars
- Rebuilt campaign structure with documented naming conventions
- Weekly search terms review and negative keyword updates
- Two new ad variations tested per ad group monthly
- Conversion tracking with offline import from your CRM
- Product feed cleanup with margin-based custom labels
- Live dashboard showing spend, CPL, CAC and ROAS
- Monthly written summary and a 45-minute review call
Best for
- Businesses already spending on search ads with unclear returns
- Online stores that need profitable ROAS by product line
- Lead generation teams that can share CRM outcome data
Search ads are the fastest way to buy demand that already exists. They are also the fastest way to waste money. Open most accounts and the search terms report tells the story: broad keywords matching to job seekers, competitors and free alternatives. We rebuild the structure around intent, add negative keywords every week and write ads that qualify the click before you pay for it.
Then we fix measurement, because bidding is only as good as the conversion data it learns from. We import qualified leads and closed revenue from your CRM so the algorithm optimizes for customers, not form fills. You see CPL, CAC and ROAS by campaign in a live dashboard. Budget moves toward what earns and away from what does not, every single week.
PPC / Search Ads questions
Not covered here?
Bring it to the free audit.
A strategist goes through your tracking, ads and search visibility, and the fix list is yours whatever you decide.
Book the auditOr email hello@signalandscale.example
We reply within one business day
We suggest at least $3,000 a month in ad spend, paid directly to the ad platform on your own card. Below that, most accounts cannot gather enough conversions for bidding to learn, and our fee becomes too large a share of the total. If your budget is smaller, we will tell you and point you toward a channel that fits.
You do. Campaigns are built in an account registered to your business and billed to your card. We work with manager access. If the account does not exist yet, we create it in your name. Should you ever leave, the campaigns, history, audiences and conversion data stay with you, and we remove our own access.
Ads can run within three weeks of kickoff, and clicks arrive the same day. Stable cost per lead takes longer, usually six to ten weeks, because bidding needs conversion data and we need time to cut waste. Expect the first month to be noisy. We share the numbers anyway, in the live dashboard, as they come in.
You get a live dashboard with spend, leads, CPL, CAC and ROAS by campaign, updated daily. Each month we send a written summary covering what we changed, what it did and what we plan next, followed by a call. If something breaks mid-month, such as tracking or a disapproved ad, you hear from us that day.
(11) Free audit
A senior strategist reviews your tracking, ads, search visibility and landing pages. The ranked fix list is yours to keep, with or without us.
One reply from a strategist within a business day. No mailing list.