A quick 30-minute intro call to understand your objectives and whether we’re the right team for you.
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No retainer commitment. No junior analysts. No generic recommendations. Just the truth about your marketing operation — and what to do about it.
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Search is where demand shows up to be counted, the want your creative planted, typed into a search bar three weeks later. It’s also where the aggregator waits to intercept it, bidding on your brand with your own name in their headline.
We run paid search as the engine’s capture layer: your brand defended, the buying moments won, and every bid priced from your margin, not the platform’s appetite.
Here’s the game as it’s actually played. Comparison sites and aggregators bid on your category with venture money, and on your brand with your customers’ trust. Try to outspend them everywhere and you’ll fund their market position with your margin.
So we don’t bid everywhere. We start with a commercial audit, your margin, your LTV, your breakeven CAC by product and route in, and map it against search demand and CPC economics.
What comes out is a bidding strategy with opinions: the brand terms you defend to the penny, the buying moments you own outright, and the vanity auctions you walk away from and let the aggregator overpay for.
Then it runs at full discipline across Search, Shopping and Performance Max, monitored daily, measured to what a customer cost, and honest about which clicks were coming anyway.
Premier Partner status means early access to betas, direct platform support, and a view inside the machine most accounts never get. It does not mean we take Google’s word for anything.
The relationship works one way: we use the access to feed the algorithm what makes it work for you, clean conversion data, real sale values through offline import, first-party signal it can actually learn from, and we grade its output against your attribution, not its own scorecard.
Inside the machine, on your side of it. That’s the arrangement.
The comparison site outbids us on everything, even our own name. How do we win that?
You don’t win it everywhere, and you don’t need to. On your brand, you hold every advantage that matters, relevance, landing page, the fact they searched for you, so defence is cheap and losing is expensive: every brand click the aggregator takes is a customer you’ll pay commission on twice. On generics, we pick the moments where your economics beat their war chest, and concede the rest without sentiment.
Should we even bid on our own brand name?
The textbook says test it, and we do. But the test has a rigged variable: when an aggregator sits above your organic listing, the “free” click isn’t free, it’s a commissioned sale wearing a disguise. Where nobody’s attacking your brand, we’ll happily show you the incrementality data and turn it off. Where they are, brand defence is the cheapest CAC on your whole account.
Our sale completes in a quote, a call or a consultation. Can smart bidding handle that?
Only if you feed it the truth. Left alone, the algorithm optimises to whatever’s easiest to count, form fills, cheap leads, the ones that ghost. We wire the real outcome back in: offline conversion import from your CRM, values on qualified consultations and completed quotes, so the machine hunts the customer worth having. Same algorithm, completely different appetite.
Performance Max feels like a black box. Is it?
It’s a black box you can feed and audit, and both matter. We control what goes in, first-party audiences, real margins, clean creative from the testing engine, and we grade what comes out against attribution the platform doesn’t control, including how much it’s quietly cannibalising your brand traffic. Used naively, PMAX spends your money marking its own homework. Used properly, it’s the strongest tool in the account.
Our CPCs rise every year. Is that just search now?
Partly, everyone’s bidding with the same automation, so the auction inflates. But if CAC is climbing while spend holds, the usual truth is harder: you’ve run out of demand to capture. Paid search harvests want, it can’t create it, and no restructure fixes an empty field. We’ll tell you when the answer isn’t in the account, because it usually lives upstream, in the feed and the content that plant what search collects.
You're a Google Premier Partner. Whose side are you on?
Yours, and the badge is useful precisely because of that. Partner access gets us betas, escalations and platform insight; your attribution decides whether any of it survives on the account. Google’s recommendations get treated like any other hypothesis: tested, measured outside the platform, kept if they pay. We’re fluent in the machine. We just don’t worship it.
