Optimize to acquisition cost, not budget
The budget is an input. The target is cost per customer. Spend more where the math works and less where it does not.
Structure follows intent
Campaigns and ad groups mirror how people search and what you sell, so bids and copy stay tight.
Feed the algorithm real outcomes
Smart bidding is only as smart as the conversions you send it. Fix tracking and value before trusting automation.
Negatives are half the work
Search term reviews every week. Every irrelevant click you block is budget moved to a real one.
Test copy with a decision rule
Set the metric and the sample size before the test starts, and retire losers on schedule.
Do not pay for what you already rank for
Brand and head terms you own organically get tested with holdouts before they get a bid.
What we deliver for PPC
The concrete work behind these principles, on the Services page.