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Search campaigns built around what a lead is worth, not what a click costs.

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The problem

Most accounts optimise toward the cheapest conversion, and the cheapest conversion is usually the least valuable one. A form step counts the same as a booked job, so the algorithm learns to buy the wrong thing. Efficiently, and for months.

How it works

What we actually do.

  • Every conversion action is given a value that reflects what it is actually worth to you.
  • Closed outcomes are fed back into the account, so bidding learns from revenue rather than from form fills.
  • Keyword and negative architecture rebuilt around intent, not around volume.
  • Where the market has a ceiling, we say so and stop selling budget.
What is included

The work itself.

  • Every conversion action audited against what it actually counts, then given a value that reflects what it is worth to you.
  • Keyword and negative architecture rebuilt around intent rather than volume.
  • Search terms read on a schedule, with the queries that spend and never convert added as negatives.
  • Closed outcomes fed back into the account, so bidding learns from booked work instead of form fills.
  • A monthly reconciliation between what the platform reports and what your own records say.
  • A written note when the market has a ceiling, and a recommendation to stop adding budget.
Check it yourself

Three things to check in your own account first

None of this needs us. It takes about ten minutes and it will tell you whether you have this problem before you talk to anybody.

  1. Open the search terms report for the last quarter, sort by cost, and read the top twenty rows. Count how many of those queries you would happily pay for again.
  2. Go to Conversions and look at which actions are marked Primary. If a newsletter signup and a booked estimate are both counted as one conversion, the account has been told they are worth the same, and it will keep buying the cheaper one.
  3. Compare impression share lost to budget against impression share lost to rank. Losing on budget is a decision somebody made. Losing on rank is not.

What we cannot tell you yet. We cannot tell you what a click is worth to you until we know your close rate and your average job value. Those two numbers come from your side, and until they exist every bid in the account is a guess with a strategy written on it.

Questions

Asked and answered.

Do you work in my existing account or build a new one?
Yours, unless there is a reason not to. An account carries its own conversion history and throwing that away has a real cost. If the structure is beyond repair we will say so and explain what starting again buys you.
Who owns the account when we stop working together?
You do, and you did the whole time. We work inside your account under your billing. If we part company you keep the account, the history, the conversion actions and the documentation, in your name.
What does this cost?
Fees are quoted after the audit, when the work is actually known. Anyone quoting a management fee before looking at the account is quoting a template.
What if the audit says the account is fine?
Then we tell you that. It happens, and the honest version is worth more to us than a retainer sold on a problem that was not there.
Do you run Performance Max?
Where it earns its place. It is often sold as a default and it hides the search terms that would tell you whether it is working, so it needs closed-loop tracking underneath it before it can be judged at all.
What you get

Start with the diagnosis, not the pitch.

We look at what you are running now and tell you what we find, including when the answer is that this is not your problem.

  • A campaign structure you can read without us in the room
  • Conversion values tied to your economics
  • Spend capped where more of it would not help
Start here

Ready to forge a system that compounds?

Start with a free audit. In 24 hours we map your spend, funnels, tooling and data, then show you what we would build on top of it.

Request free audit → Book a strategy call
  • Audit back in 24 hours. Findings are yours either way
  • Owner-led. You brief the engineer, not an account manager
  • Engineered for revenue, not vanity metrics
  • AI woven through, not bolted on