Searchlab PPC & Paid Advertising
Paid media is the fastest way to find out whether your offer and your landing page work. We build campaigns with a structure you can read, pipe real conversion data back into the bidding, and cut waste every week. Most accounts we inherit lose a meaningful share of budget to broad match drift, missing negatives, and conversions that were never real conversions.
Structure decides how well automation performs. Campaigns are split by intent and by margin, not by whatever the previous agency found convenient. Ad groups stay tight enough that the ad and the landing page match the query. Match types are chosen deliberately, since broad match with modern smart bidding can work well when conversion data is clean and becomes an expensive experiment when it is not. Search term reports are reviewed weekly and negative keyword lists grow from that review, not from a template.
Quality Score is a diagnostic rather than a target. When expected click through rate, ad relevance, or landing page experience is rated below average, that is telling you the promise in the ad does not match the page. Fixing message match usually cuts cost per click and lifts conversion rate at the same time, which is why we treat landing pages as part of the media buy rather than as a separate department problem.
Performance Max needs supervision. Left alone it will happily spend on brand terms and low value placements and report a flattering ROAS. We control it with asset group segmentation, brand exclusions, account level negatives, search theme inputs, and clean product feeds where Shopping is involved. Where the data supports it, we keep standard Search running alongside so high intent queries are not swallowed by a black box.
Meta plays a different role. Nobody on Facebook or Instagram is searching for you, so creative does the targeting work. We run structured creative tests, varying hook, format, and offer one dimension at a time, with enough budget per variant to reach a decision. Broad targeting with strong signal usually beats narrow interest stacks now. Retargeting is capped and separated so it is not credited with sales it did not create.
Everything in PPC & Paid Advertising
Account audit and waste report
A review of structure, search terms, conversion actions, and bidding, quantifying where spend is going that should not be, before anything is rebuilt.
Campaign build or rebuild
Campaigns and ad groups structured by intent and margin, with match type strategy, bidding approach, budget pacing, and geographic and schedule controls documented.
Keyword and negative keyword management
Ongoing search term review with shared and campaign level negative lists, so irrelevant queries are excluded before they consume a meaningful budget.
Ad copy and creative testing
Responsive search ads with pinned control assets, plus Meta creative variants tested by hook, format, and offer on a fixed schedule.
Conversion tracking setup
Primary and secondary conversions defined, enhanced conversions and the Conversions API configured, and offline conversion import from your CRM where lead quality varies.
Landing page recommendations
Message match, form length, page speed, and proof element changes specified per campaign, with tests run when traffic volume supports a clear reading.
Performance Max and Shopping control
Asset group segmentation, brand exclusions, feed quality fixes, and reporting scripts that expose what PMax is actually spending on.
Weekly optimisation and monthly review
Documented weekly changes plus a monthly report on cost per qualified lead, conversion rate, impression share lost, and budget recommendations for the next period.
The process
Audit and fix measurement
Before changing bids we verify what counts as a conversion. Duplicate tags, page views posing as leads, and untracked phone calls are corrected so optimisation has real data.
Rebuild structure
Campaigns are reorganised by intent and margin with clean naming, budget caps, geographic settings, negative lists, and audience signals in place before spend increases.
Test in controlled batches
New ads, creative, and landing pages launch as defined tests with a decision rule agreed in advance, so results are read on evidence rather than on a hunch.
Scale what holds
Winning campaigns get budget in measured increments while efficiency is watched at each step. Anything that degrades as spend rises is pulled back to its stable level.
Questions about PPC & Paid Advertising
What budget do we need to start?
For Google Search in most Indian markets, around ₹60,000 to ₹1,00,000 a month gives enough data to optimise within a quarter. Competitive categories need more. Below roughly ₹30,000 a month you can still run, but expect slower learning and tighter targeting to a narrow set of terms.
Is Performance Max worth running?
It can be strong for ecommerce with a healthy product feed and adequate conversion volume. For lead generation it needs firm guardrails: brand exclusions, account negatives, segmented asset groups, and lead quality feedback from your CRM. Without those it tends to harvest cheap conversions that never become customers.
How do you stop us paying for junk leads?
We import lead stage data from your CRM back into Google Ads and Meta, so the platforms optimise toward leads that became opportunities instead of toward form fills. Alongside that we tighten qualifying language in ad copy and add friction to forms where volume is drowning your sales team.
Do you charge a percentage of ad spend?
We prefer a flat monthly management fee tied to scope, because a percentage model rewards us for spending more of your money. Ad spend is paid directly to Google and Meta from your own accounts, so there is no markup sitting between you and the platform.
Ready to talk about PPC & Paid Advertising?
Tell us where you are stuck. We reply within the hour on WhatsApp, usually sooner.
Or email Searchlabtools@gmail.com