The account grew without a structure
Campaigns overlap, and nobody can tell which offer is working.
Market
Paid search that sends people to a page ready for them.
Google search ads work when the query, the ad, and the landing page describe the same offer. Sovassa manages that system: account structure, keywords, ads, and the tracking that tells a useful enquiry from noise. Spend does not grow to hide a page that is not ready.
The account is grouped by offer and intent, so a research query and a buying query do not share one budget by accident. Negative keywords and a conversion your team agrees is real come before any judgement of the campaign. You own the ad account. We work inside it.
Landing pages are part of the engagement when the current site cannot continue the promise in the ad. We will pause a muddy setup rather than report it as success. A cost per lead is a range after we see the offer, not a guarantee in the first call.
Ecommerce is a typical case. Ads for a collection only help when the shelf matches the ad. If merchandising and acquisition were planned apart, the first job is the page, then the queries that should reach it. We will not point spend at a homepage that does not continue the offer.
A review looks at search terms, the ads people actually saw, and whether the enquiry was one your team wanted. Junk leads are called junk. Budget moves toward the offer that produced a real conversation, and away from queries that only look busy. Creative changes when the same ad has been ignored, not on a calendar. If the useful next step is a clearer page rather than a higher bid, that is the recommendation, even when it means spending less for a while.
The problem
Paid acquisition wastes money in a few repeatable ways.
Keywords and intent are mixed
Research queries and buying queries share an ad and a budget.
The landing page is generic
The click promised something the page does not continue.
Conversions are guessed
Form fills, calls, and junk leads are counted as the same success.
What we deliver
The pieces this service is accountable for.
Account structure
Campaigns grouped by offer, intent, and the page that should receive them.
Keyword and audience strategy
What to bid on, what to exclude, and how broad to be at the start.
Ads and landing alignment
Creative that matches a page written for the same promise.
Tracking and reporting
Conversion definitions your team agrees are worth paying for.
Capabilities
Included in a typical engagement.
- Account audit
- Campaign build
- Ad writing
- Negative keywords
- Conversion tracking
- Weekly or monthly optimization
Stack
Tools we will actually discuss.
Google Ads
Analytics
Tag Manager
Landing pages
Call or form tracking
We will not scale spend to hide a weak page. Tracking is set up before we judge a campaign, and we would rather pause a muddy conversion than celebrate it. Search terms are reviewed often enough that a bad query does not spend for a month unnoticed. Changes to ads, queries, and pages are written down so the next review can tell what actually moved.
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Process
How an engagement moves.
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01
Define a conversion
Agree what a useful lead or sale looks like before spending.
-
02
Structure the account
Separate intent so budget can move toward what works.
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03
Launch carefully
Start with the terms and pages you can stand behind.
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04
Optimize in public
Change queries, ads, and pages with a note about why.
Related
Continue with the work around this service
Most engagements connect more than one capability.
Market
SEO
Technical, on-page, content, and local SEO tied to enquiries rather than traffic alone.
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Digital Marketing
Strategy, campaigns, and reporting that connect search, content, and paid media.
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Web Development
Marketing sites, portals, dashboards, and web apps your team can keep using.
View serviceInsights
Questions buyers ask before this work
Plain answers we give in first conversations.
Marketing
Landing page vs website
Landing pages vs full websites compared: conversion mechanics, paid search efficiency, SEO implications, and how to choose the right destination for your traffic.
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Marketing
SEO vs paid advertising
SEO vs paid advertising compared: speed, cost, control, and long-term value. When each one fits, and why most businesses need both.
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Marketing
B2B lead generation
A practical framework for B2B inbound lead generation: defining qualified opportunities, aligning search intent with service pages, eliminating conversion leaks, and marketing-to-sales handoffs.
Read insightFAQ
Questions, answered plainly
Short answers to the decisions this page is meant to support.
When are Google search ads worth running?
When the offer is clear, the landing page continues the ad, and someone owns the enquiry. A larger budget does not fix a page that says something else.
Do you guarantee a cost per lead?
No. We can forecast a test budget and a range once we see the account and the offer. A guarantee before that is a guess.
Who owns the ad account?
You do. We work inside an account your company controls.
Can this service stand alone?
Yes. We will tell you if another capability would change the outcome, and you can decide whether to include it.
How do we start?
Send a consultation request with the goal, the current site or product if you have one, and the timing you have in mind.