What is paid search?
Paid search is the practice of bidding to appear at the top of Google and Bing results when someone types in a query relevant to your business. Done well, it puts your offer in front of people who are actively looking to buy right now. Done badly, it burns through budget at an alarming rate while generating clicks that never convert.
The gap between a well-run paid search account and a poorly run one is enormous. Most businesses running Google Ads are paying significantly more per lead than they need to, either because their account was set up by someone who followed Google's automated recommendations, or because it hasn't been properly maintained since it was first built. Broad match keywords, inflated bids, weak ad copy, and landing pages that bear no relation to what the user searched for are the four most common culprits.
Triple C manages paid search as a revenue channel, not a line item on a media plan. That means everything we do, from the way we structure your campaign hierarchy to the specific bid adjustments we make each week, is tied to the cost per qualified lead and the downstream revenue those leads generate.
How we do it
Full account audit and baseline
Before we change anything, we tear your existing account apart. We look at search term reports, quality scores, match type distribution, wasted spend, impression share, and conversion tracking accuracy. Most accounts we audit are wasting between 30 and 60 percent of their budget before we even touch a bid. The audit gives us a clear baseline and a prioritised list of quick wins we can execute in the first two weeks.
Keyword strategy and account architecture
We build campaigns around tightly themed ad groups, with each group targeting a specific intent cluster rather than a broad category. Exact match and phrase match do the heavy lifting. Broad match is used selectively, only when there is strong conversion data to anchor the algorithm. Negative keyword lists are built upfront from search term data and expanded every week. Sloppy keyword structure is the single biggest driver of wasted spend, and we treat it as a first-principles problem on every account we take on.
Ad copy and Quality Score improvement
Quality Score is Google's rating of how relevant your ads are to the user's query and to the landing page they land on. A high Quality Score lowers your cost per click, sometimes dramatically. We write ad copy that matches search intent precisely, uses the keyword in the headline, addresses the specific problem the user is trying to solve, and includes a clear reason to click over the organic results. We run structured A/B tests on headlines and descriptions and rotate ads methodically, not randomly.
Landing page alignment
Sending paid traffic to your homepage is almost always a waste of money. The user searched for something specific, clicked an ad that addressed that specific thing, and then arrived on a page talking about your company in general. Conversion rates crater. We work with you to build or improve dedicated landing pages for each campaign theme, ensuring the message match is tight from search query through to form submission. Where we can't build new pages, we advise on the minimum changes that will have the biggest impact on conversion rate.
Bid strategy and weekly optimisation
We review every active campaign weekly. Bid adjustments are made based on device, time of day, location, and audience segments. Automated bidding strategies like Target CPA or Target ROAS are used where there is sufficient conversion data to make them reliable, and manual CPC is used where the data is thin. We never set and forget. Paid search requires active management to stay competitive, and the compounding effect of consistent weekly optimisation is where the real CPL reductions come from over months rather than days.
The average account we audit has 14 active broad match keywords sending traffic to a homepage, negative keywords last updated 18 months ago, and conversion tracking that double-counts form submissions. This is not a niche problem. It is the industry default.
What you get
- Full account audit with annotated findings and priority action list
- Campaign restructure based on intent-clustered ad group architecture
- Keyword research, match type strategy, and negative keyword build
- Responsive search ad copy with A/B test rotation framework
- Conversion tracking audit and implementation (GA4, Google Tag Manager)
- Landing page review and optimisation recommendations
- Weekly bid management and performance report
- Monthly strategy call with campaign performance summary and next 30-day plan
Is paid search right for you?
Paid search works best when people are actively searching for what you sell. If there is search volume for your product or service category, and your margins can support a reasonable cost per acquisition, paid search should be in your mix. It works for lead generation across nearly every service industry, and it works for e-commerce when the account structure is tight and the product feed is clean.
It is not the right channel if you are selling something no one knows to search for yet, if your average order value is very low and margins are thin, or if you need brand awareness rather than direct-response results. In those cases, we will tell you plainly and point you toward a better-fit channel. We would rather have an honest conversation upfront than take a retainer and deliver results that do not justify the spend.
Let's look at your account together.
Send us your Google Ads login and we will turn around a free audit with the top five things costing you money right now. No pitch deck, no fluff.
Book a Free Strategy Call