Discipline II - SEM/Paid Search

Search Engine Marketing

Every dollar, working harder. Drive leads as soon as possible with ads on Google.

What We Do

Paid Search that earns its keep.

Paid Search is only as powerful as the strategy behind it. Wasted spend, keyword bloat, and misaligned bidding erode returns quietly and quickly. A sharp SEM program turns every ad dollar into a working asset.

Whether you are starting fresh or inheriting an account with years of accumulated inefficiency, we build paid search programs that are architecturally clean, tightly targeted, and continuously optimized.

What is Included
  • Google Ads account audit
  • Campaign architecture & restructuring
  • Keyword strategy & match type governance
  • Negative keyword library build-out
  • Ad copy creation & testing
  • Bidding strategy & optimization
  • Audience targeting & segmentation
  • Search term report analysis
  • Budget management
  • Monthly performance reporting

Paid Search works best when it is informed by your organic data. We plug into your broader marketing calendar, your content strategy, and your SEO insights to make sure paid and organic are not working against each other.

Who It Is For

Is Paid Search Right for You?

Brands spending on Google Ads but unsure if they are getting a fair return

Businesses launching Google Ads for the first time who want it built right from the start

Teams managing large budgets without a dedicated paid search specialist

Brands whose campaigns have grown messy over time and need a structural reset

Companies running Google Ads with no visibility into where spend is actually going

In-house teams who need senior expertise to audit, train, or co-manage their accounts

Companies that need fast, measurable results to prove search marketing ROI to leadership

Brands competing in crowded markets where organic alone will not move fast enough

Our Approach

The Paid Search Process

Audit

A full account audit covering structure, quality scores, wasted spend, match type issues, conversion tracking gaps, and quick-win opportunities.

Architecture

A clean campaign structure built around your goals, with proper keyword segmentation, match types, negative lists, and audience layers.

Launch

Campaign builds, ad copy creation, bid strategy setup, and conversion tracking verification before a single dollar of spend goes live.

Optimize

Ongoing bid management, search term analysis, ad copy testing, and structural improvements based on real performance data.

Report

Monthly reporting tied to spend, conversions, cost per acquisition, and business outcomes, with clear projections.

Our Toolkit

Tools We Work In

Google AdsGA4Data StudioSemrushAdobe AnalyticsGoogle Search Consoleand more amazing tools Google AdsGA4Data StudioSemrushAdobe AnalyticsGoogle Search Consoleand more amazing tools
Common Questions

Paid Search FAQ

Our Scout retainer tier is designed for smaller programs managing up to $4,000 per month in ad spend. The Knight tier supports up to $10,000 per month, and Commander supports up to $25,000 per month. For programs above $25,000/mo, our Sovereign tier is scoped individually. Ad spend is billed directly to your Google Ads account and is separate from our management fee. If you are not sure what budget makes sense for your goals, we can help you figure that out.
Our primary focus is Google Ads, which captures the vast majority of search traffic for most businesses. Microsoft Ads can be included as an add-on for accounts where Bing traffic is meaningful. We will let you know if it makes sense for your program.
Yes. A Google Ads audit is one of our most popular one-time projects at $1,200. It gives you a full picture of how your account is performing, where spend is being wasted, and what should be fixed. Many clients use an audit as a first step before moving into a retainer.
Monthly reports cover spend, impressions, clicks, conversion volume, and cost per conversion. We connect the numbers to your business goals, not just account metrics. Knight and Commander tiers include custom Data Studio dashboards for at-a-glance reporting between monthly calls.

Ready to Make Every
Dollar Work Harder?

Start with a one-time Google Ads audit or move straight into a managed retainer.