Paid search can be a growth engine or a money pit. The difference is rarely the platform — it is structure, tracking and landing pages.
Structure follows intent
Campaigns should mirror how your customers actually search: separate brand from generic terms, group keywords by intent, and match ad copy and landing pages to that intent. One campaign with hundreds of loosely related keywords guarantees wasted spend.
Tracking before scaling
If conversion tracking is wrong, every optimisation decision is wrong. Verify that forms, calls and purchases are tracked accurately — including offline conversions for longer sales cycles — before increasing budgets.
The landing page multiplier
A 1% improvement in conversion rate is worth more than a 10% improvement in click-through rate. Dedicated, fast, message-matched landing pages routinely double the return on the same ad spend.
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