Violet

Search ads that buy revenue, not clicks — Google Ads run tracking-first.

Consolidated account structure, relentless search-term mining, and Smart Bidding fed by clean first-party signal. We optimize to closed revenue in your CRM, not raw form-fills — and you own the account and the data.

What running search ads actually involves.

  1. Account structureConsolidated, intent-themed campaigns so a bidding strategy has enough conversions to learn from — Google's own February 2026 position is that consolidation feeds signal density. We segment only on real business boundaries: margins, regions, brand versus non-brand. Single-keyword ad groups are retired; they starve the signal.
  2. Keywords and match typesThree match types — broad, phrase, exact — and exact and phrase are not literal; they match meaning and close variants. Broad match paired with Smart Bidding is Google's recommendation, but it only works with clean tracking, real Smart Bidding signal, and aggressive negatives. We build all three deliberately, not on a default.
  3. Search-term mining and negativesA seven-to-fourteen-day cadence reading what people actually typed, with hierarchical negatives at the account, shared-list, and campaign level. Unmanaged negatives are commonly fifteen to thirty percent of non-brand waste — this is one of the highest-return habits in the account, and most agencies skip it.
  4. Responsive search ads and assetsResponsive search ads are the only Search ad type you can create today; we write up to fifteen headlines and four descriptions and pin only what must show. Then the full asset range — sitelinks, callouts, structured snippets, call, lead-form, image, price, promotion — which is free and lifts Ad Rank, yet audits routinely find it half-empty.
  5. Smart Bidding to your economicsMaximize Conversions with a target CPA for lead-gen, Maximize Conversion Value with a target ROAS for ecommerce — set from your break-even, which is one divided by your margin, plus a buffer. We do not churn the bid strategy: every reset restarts the learning period and costs you weeks.
  6. Performance Max, with guardrailsPerformance Max reaches inventory Search cannot and is required for full Shopping — and it is contested. A July 2025 study of 503 accounts found Search out-converted PMax roughly three to one and overlapping accounts paid about a third more per conversion. So we run it with brand exclusions, campaign negatives, Search prioritized, and its inflated numbers reconciled — not as a black box you are told to trust.

The auction is a research budget

Each bid buys impression share at a cost per acquisition. Push toward the top of the curve and every extra point of share gets steeply more expensive. We find the efficient point - not the max.

How the work goes.

  1. Clean conversion signal before clever bidding.

    Smart Bidding is only as good as the data feeding it. We build and validate tracking first — GA4, Enhanced Conversions, offline import — because clever bid strategies on a broken conversion signal just lose your money faster.

  2. Structure for pooled learning.

    Fragmented accounts starve every bidding unit of the conversions it needs to learn. We consolidate into intent-themed campaigns and split only on real business boundaries — margins, regions, brand versus non-brand — so signal pools instead of scattering.

  3. Mine search terms relentlessly.

    The search-terms report is where waste hides and intent reveals itself. We work it on a tight cadence, adding negatives and promoting winners — unmanaged, it is routinely fifteen to thirty percent of non-brand spend gone.

  4. Optimize to revenue, not form-fills.

    A cheap lead that never closes is not a win. We pipe closed revenue back from your CRM through offline conversion import, so the algorithm learns to buy the customers who actually pay — not the ones who merely fill in a form.

We follow the money

Which query types earn clicks, and which of those clicks convert. The converted path is where budget earns its keep - so we widen it and cut what doesn't.

What physically lands in your inbox.

Account audit
A prioritized findings log against your existing account — structure, match types, negative coverage, tracking, and bidding. Audits like this routinely surface twenty to forty percent of spend being wasted, with a fix and an owner against each item.
Keyword and structure plan
The campaign and ad-group map, every target keyword with its match type and intent, and the negative-keyword architecture across account, shared, and campaign levels.
Ad and asset build
The responsive-search-ad library with headlines, descriptions, and a deliberate pinning strategy, plus the full asset inventory — sitelinks, callouts, structured snippets, call, lead-form, and more — wired into each campaign.
Tracking setup and QA
The conversion-tracking architecture documented and tested end to end — GA4, the Google Ads tag, Enhanced Conversions, offline import, and Consent Mode — reconciled against your CRM before launch. A gap over ten to fifteen percent is a tracking problem, and we chase it.
Weekly and monthly reporting
Weekly: pacing, conversions against a rolling seven-day average, and the search-term actions we took. Monthly: the full dashboard, a plain-English narrative, and the plan — all tied back to your break-even, in Data Studio, not a static PDF.

Questions buyers ask.

What budget do we need to start?
There is no hard minimum, but a low budget starves the algorithm — Smart Bidding needs conversions to learn from. A rough floor is ten to twenty clicks a day; most service SMBs land around one to two and a half thousand dollars a month in media, and competitive verticals run three to five thousand and up. Your ad budget is paid directly to Google and is separate from our management fee.
When will it be profitable?
The learning period runs roughly one to three weeks, and we ask you to judge the account fairly around day sixty to ninety, once there is enough data. Search buys results faster than SEO, but it is not instant — early numbers are noisy by design, and cutting or churning the account mid-learning just resets the clock and delays profitability.
Who owns the account and the data?
You do. The account is created in your name, and we link to it through our Manager Account (MCC) — that is access, not ownership. Your billing goes straight to Google, and if we part ways you keep the account, the history, and the accumulated learning. An agency that creates the account inside its own MCC, refuses you Admin access, or marks up your spend is a red flag — that is the account being held hostage.
How is this different from SEO?
Search ads are rented traffic that turns on instantly and stops the moment you stop paying; SEO is a slower, compounding, owned asset. They answer different questions and most businesses run both — ads for speed and demand you can meter, SEO for durability. We will tell you honestly which to lead with for your situation rather than sell you the one we happen to be talking about.
Do we have to use Performance Max?
No. Performance Max reaches inventory plain Search cannot and is required for full Shopping, but it is contested — a July 2025 study of over five hundred accounts found Search out-converting it roughly three to one, with overlapping accounts paying about a third more per conversion. When we do run it, we run it with brand exclusions, campaign negatives, Search prioritized, and its numbers reconciled. It is a deliberate choice with guardrails, never a default we hide behind.
Do you charge a percentage of spend?
We will tell you plainly that percentage-of-spend pricing is misaligned — it rewards us for making you spend more, not for making you money. We prefer a flat retainer or a hybrid of a base plus an incentive tied to qualified outcomes in your CRM. However we price it, your media budget is paid directly to Google and never marked up.
Can you guarantee a CPA or ROAS?
No — and be wary of anyone who does. Google itself says no one can guarantee results, and a promised number usually hides either cherry-picked reporting or lock-in. What we commit to is a rigorous, tracking-first process, optimization against your real break-even, honest reconciliation of platform numbers to your CRM, and a short, revocable engagement you can leave if it is not working.

How the trend engine feeds search ads.

Every keyword and ad we build bets on demand our engine watched your buyers start typing before your competitors bid on it.

Winners don't stay in paid

Paid is the test bed. Keywords that prove out graduate into organic - so you stop renting that traffic and start owning it. The ones that don't earn their spend get cut.

Where search ads fit the rest of the system.

Meta ads

The intent you capture on search meets the demand we create on Facebook and Instagram — two halves of the same paid engine.

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SEO

The queries that convert in the auction tell us which questions are worth owning organically, so paid clicks become free ones over time.

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Paid growth

The pillar search ads sit inside — search and social run as one paid program on one weekly trend read.

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Want us to run your search ads?

30 minutes. We'll audit where your spend is leaking, tell you whether search is even the right channel, and show you what optimizing to revenue instead of form-fills would change.

Book a free strategy call