Paid search is the core of what I do, and everything below exists to make it work: the tracking underneath it, the pages it sends traffic to, and the channels that support it. Some of these are ongoing engagements, some are one-off projects you can buy on their own. If you are not sure which fits, the audit is almost always the right first step.
Paid search is not one job. It is five, and most accounts underperform because two or three of them have no owner. When I take on an account, these are the parts I am responsible for, whether they were in the original brief or not.
One person runs it end to end, and the difference is not a slogan. It shows up in three specific places.
The trade off is real and worth naming: an agency gives you bench depth, cover during holidays, and specialists in channels I do not run. If those matter more to you than senior attention on the account, an agency is the better answer and I will tell you that.
Work I would have to learn on your budget, accounts where the brief is to hit a volume target regardless of what it costs to acquire, and engagements where I have no access to conversion data. The last one is not a preference. Without outcome data I cannot tell good spend from bad spend, and neither can you.
Almost always with an audit. It is a fixed scope piece of work that tells you what is actually happening in the account, what it would take to fix, and whether ongoing help is worth the money. Plenty of audits end with a short list you can hand to your existing team, and that is a legitimate outcome. Ongoing management is a separate decision you make afterwards, with the findings in front of you.
The usual entry points, whatever your industry.
A paid, independent review that ends in a prioritised fix list. Yours to keep.
ServicePages built by the person who runs the ads. Tracking included, prices published.
ResearchWhat real companies buy on Google Ads, from public data.
Free dataWhat a click actually costs in ten industries, with search volume and difficulty. Free to cite.
ServiceOngoing work with one senior person, not an agency layer.
ServiceThe three pricing models compared honestly, including mine.
ServiceWhat to check before hiring any freelancer, me included.
Each can be bought on its own, not only as part of management.
Flat fee, month to month, senior hands on the account.
ServiceGA4, GTM, server-side and CRM import. Usually the first fix.
ServiceWhere paid traffic actually dies. Fixed scope.
ServiceCreative volume and CAPI, not audience tinkering.
ServiceFeed quality decides the ceiling before bidding does.
ServiceMeasured on outcomes rather than view-through.
ServiceMeasured in pipeline, not cost per lead.
ServiceCreating demand, and measuring it without self-deception.
Verticals where I have the most directly relevant experience.
Trial signups that convert to paid, not vanity conversions.
ServiceBy capability, counted in quotes won.
ServiceThe most expensive B2B clicks, counted in contracts.
ServiceJudged on margin rather than blended ROAS.
ServiceA campaign per unit, development kept apart.
ServiceEmergency and replacement bid separately.
ServiceHVAC, plumbing, roofing. Real case, Houston.
ServiceEmergency and planned work, bid separately.
ServiceStorm season pacing, insurance and retail split.
ServicePriced on lifetime value, not one-off jobs.
ServiceBy pest and by route, counted in booked jobs.
ServiceBy service and by radius, counted in cars in the bay.
ServiceSplit by practice area, measured in signed matters.
ServiceOptimised toward signed cases, not form fills.
ServiceAimed at high-value treatments.
ServiceMeasured on case starts.
ServicePaid on accepted cases, not leads.
ServiceBooked appointments, not form fills.
ServiceNew patients sized to your capacity.
ServiceSized for practices run by the owner.
ServiceMedical and cosmetic, funded separately.
ServiceTreatment value bid separately.
ServiceCounted in scheduled surgeries.
ServiceThe caseload you want to fill.
ServiceOrganised by service line.
ServiceTwo funnels: clients and caregivers.
ServiceMeasured on move-ins, not tour requests.
ServiceCounted in tours and new residents.
ServiceBid against the episode of care.
ServiceSurgery and routine care, funded apart.
ServiceBuilt around booked hearing tests.
ServiceExams and surgery, priced apart.
ServiceEmergency and wellness, funded separately.
ServiceMeasured on funded loans, not enquiries.
ServiceInside the SEC Marketing Rule, counted in first meetings.
ServiceA pipeline you own, not portal leads you rent.
ServiceBuilt for long booking windows.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
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