Paid Search
Paid search is most effective when it captures real intent and connects it to measurable outcomes — not when it simply maximizes clicks or impressions.
We help teams run paid search programs that are accountable, explainable, and aligned with analytics and attribution.
Why paid search performance is often misleading
Paid search platforms provide immediate feedback, but that feedback does not always reflect true business value.
Common challenges we see include:
- Over-optimization to platform-reported conversions
- Broad match and automation reducing intent quality
- Inconsistent conversion definitions across tools
- Limited visibility into post-click behavior
- Difficulty explaining performance beyond ROAS
The result is spend that looks efficient — but is difficult to trust or scale confidently.
Our approach to paid search
We approach paid search as an intent capture channel that must be tightly aligned with analytics and attribution.
Our work typically includes:
- Defining conversion signals tied to real outcomes
- Aligning Google Ads and analytics conversion logic
- Evaluating intent quality across keywords and queries
- Connecting search traffic to downstream behavior
- Supporting optimization through experimentation
This ensures optimization decisions are based on signal quality — not surface metrics.
Paid search in a connected activation system
Paid search delivers the most value when it is connected to analytics, CDPs, and broader performance frameworks.
We help teams connect paid search data with digital analytics and attribution models — so intent, behavior, and outcomes can be evaluated together.
Intent capture should increase understanding — not distort it.
When to engage us
Organizations typically engage us when:
- Paid search performance differs from analytics reporting
- ROAS looks strong but business impact is unclear
- Automation has reduced confidence in intent quality
- Attribution questions block optimization decisions
Not confident in your paid search performance?
Request an analytics audit to review your paid search measurement, conversion logic, and attribution approach — and identify where clarity and control can be improved.
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