Zaventra

D/00 · Paid Search Campaigns

Performance / Search

Paid search that compounds margin instead of inflating click volume

We run Google Ads, Microsoft Ads, and Performance Max as a single revenue system. Every campaign is structured around query intent, contribution margin, and the smallest set of levers your team can actually defend in a quarterly review.

Book a free strategy call→ All digital disciplines
Margin-first bidding Query-level governance Server-side conversions Incrementality testing

D/01 · Overview

A senior paid search team without the agency overhead

Most paid search accounts are optimised against the wrong numbers. Platform ROAS rewards branded and remarketing traffic, smart bidding chases conversions that would have happened anyway, and reporting hides the campaigns that actually move new revenue. We rebuild the account around the metrics your finance team trusts.

Our paid search pod pairs a strategist, a campaign lead, and a measurement engineer. They own structure, bidding, creative testing, feed health, and the conversion pipeline end to end, then report against contribution margin and incremental revenue on a single weekly dashboard.

D/02 · Scope

What's included in every paid search engagement

A complete, senior-run program covering structure, measurement, creative, and feed work, with no junior account managers in between.

  • Scope 01

    Account architecture rebuild

    We restructure campaigns and ad groups around query intent, margin tier, and bidding signal quality, then document the logic so future changes stay disciplined.

  • Scope 02

    Server-side conversion stack

    GA4, Google Ads, and Microsoft Ads receive deduplicated, server-side conversions with offline imports for pipeline events so smart bidding optimises on revenue, not form fills.

  • Scope 03

    Bidding and budget governance

    Portfolio strategies, tROAS targets, and budget caps are tuned monthly against contribution margin, with guardrails that prevent smart bidding from drifting into low-quality auctions.

  • Scope 04

    Ad copy and asset testing

    Responsive search ads, sitelinks, and Performance Max assets are tested in structured rounds against a shared message matrix, not random variant swaps inside the UI.

  • Scope 05

    Shopping and feed optimisation

    Merchant Center feeds are cleaned, segmented, and enriched with custom labels so Shopping and Performance Max campaigns can bid against product margin and stock health.

  • Scope 06

    Incrementality and reporting

    Geo holdouts, brand isolation, and Looker Studio dashboards make it clear which campaigns drive new revenue and which are simply harvesting demand you already own.

D/03 · Platforms & Tooling

Platforms and tooling we run daily

Production experience across the full paid search stack, from auction-time bidding to enterprise feed and bid management.

  • Google Ads
  • Microsoft Ads
  • Google Search Ads 360
  • Performance Max
  • Google Merchant Center
  • SA360
  • Optmyzr

D/04 · Delivery

How a paid search engagement runs

A four-phase rhythm that moves from diagnosis to a steady, defensible optimisation cadence inside the first quarter.

01

Audit and baseline

We audit account structure, conversion tracking, bidding, and feed health, then baseline contribution margin and incrementality so every later change is measured against a clear starting point.

02

Rebuild and instrument

Campaigns are restructured around intent and margin, server-side conversions are deployed, and Performance Max asset groups are rebuilt with proper exclusions and signal feeds.

03

Test and scale

We run structured creative, bidding, and audience tests in two-week cycles, scaling winners into core budgets and retiring losing variants without sentimental attachment.

04

Govern and report

Weekly reviews focus on margin and incremental revenue, monthly business reviews align spend with pipeline and inventory, and quarterly planning resets targets with finance.

D/05 · Best Fit

Where paid search works hardest

Programs that benefit most from disciplined paid search are ones with real demand, clear unit economics, and a willingness to act on data.

  • Ecommerce and DTC

    Catalogue-driven brands with healthy contribution margin where Shopping, Performance Max, and branded search need to be balanced against true new-customer acquisition.

  • SaaS and B2B

    Pipeline-led businesses with long sales cycles where offline conversion imports and query-level governance are required to keep smart bidding aligned with revenue.

  • Regulated and considered purchase

    Finance, healthcare, and legal brands that need tight query control, careful asset review, and measurement that respects consent and compliance constraints.

D/06 · FAQ

Paid Search Campaigns - common questions.

Practical answers to the questions buyers ask before they engage on paid search campaigns.

FAQ 01

Do you work inside our existing accounts or rebuild from scratch?

We work inside your existing accounts whenever possible. Historical performance data is valuable for smart bidding, so we restructure in place using campaign experiments and staged rollouts rather than starting fresh and losing learning. A full rebuild is only recommended when tracking or structure is unrecoverable.

FAQ 02

How do you handle Performance Max and brand cannibalisation?

Performance Max is run with brand exclusions, account-level negatives, and dedicated asset groups for new customer acquisition. We monitor search term insights, channel reports, and geo holdouts to confirm Performance Max is adding incremental revenue rather than absorbing branded and remarketing traffic.

FAQ 03

What does reporting look like week to week?

You receive a Looker Studio dashboard with contribution margin, incremental revenue, and campaign-level diagnostics, plus a short written note every week covering what changed, what we learned, and what we plan to test next. Monthly reviews go deeper on strategy and forecast.

FAQ 04

Can you run paid search alongside our internal team?

Yes. Many of our engagements are co-managed, with our pod owning structure, measurement, and testing while your internal team handles creative review, landing pages, or specific regions. We agree on a clear RACI in week one so there is no overlap or ambiguity.

D/07 · Related

Other digital disciplines that pair well.

Most engagements combine two or three disciplines so the funnel is wired together end to end.

D/08 · Next step

Paid Search Campaigns

Ready to run paid search as a margin program, not a click program?

Share your current account, conversion setup, and revenue targets. We will respond with a focused diagnostic, the structural changes we would prioritise, and a clear view of what a senior-run program would cost and deliver.

Book a free strategy call See all digital disciplines
Reply within 1–2 business days NDA-friendly No sales pressure