Services · Media
Paid search is a query job, not a keyword museum.
We buy the searches that already want what you sell. Everything else is a negative or a conversation you should not pay for.
Paid search fails in two boring ways. You pay for queries you cannot fulfil, or you send a precise query to a homepage that does not mention the job. Both look like “the channel is expensive”. Both are usually the brief.
We start with the query report, not the keyword planner. If people search for a service you do not offer in a town you do not cover, that is a negative, not an opportunity. If they search for a product you do sell, the ad and the page have to say that product in the first screen.
Match types, brand defence, and competitor terms are decisions, not defaults. We will defend brand when someone is bidding on your name. We will not pick a fight with a national chain unless the unit economics survive the click.
Weekly notes list the queries we added, the queries we cut, and the ads we rotated. If nothing changed, we say nothing changed. That is sometimes the correct buying decision.