Practice 02 · Branding & communicationsSEA: paid campaigns judged on the customers they bring
Search engine advertising has a rare advantage: it puts your offer in front of someone at the very moment they express a need. It also has a drawback: every click is paid for, whether it leads to a customer or not. Between the two, everything depends on the account structure, the choice of queries, the ad copy, the page the visitor lands on and the way conversions are measured. Those are the five points Kopus works on.
A first estimate on your searches, no commitment
Who it is for, and whenWhen are SEA campaigns the right move?
SEA makes sense when demand already exists and you need to be in front of it quickly.
- You are launching an offer, a business line or a website, and SEO will take months to take effect.
- Competitors are bidding on your brand name or on the queries that describe exactly what you do.
- Your current campaigns are spending, but nobody knows how many quotes or sales they actually produced.
- Your business is seasonal or sees peaks in demand that you want to capture without delay.
The scopeWhat Kopus handles in your campaigns
- Account structure Campaigns and ad groups organised by intent, area, schedule and language.
- Queries Keyword research, match types and regular exclusion of searches with no value.
- Ads Copywriting, assets, tested variants, and Shopping or Performance Max campaigns where your catalogue suits them.
- Landing pages Recommendations or dedicated pages, consistent with the ad and easy to convert on.
- Conversion tracking Forms, calls, purchases, appointments, and closed sales fed back from your CRM where possible.
- Management Bids, budgets and clear monthly reports, with recommendations rather than just figures.
The methodHow a search ad campaign is set up
Audit or scoping
Existing accounts, history, competitors, objectives and acceptable cost per enquiry.
Tracking set-up
Conversions, visitor consent, dashboard.
Build or rebuild
Campaigns, ads and, where needed, landing pages.
Learning phase
Launch on a controlled budget, review of the actual search terms, first exclusions.
Continuous optimisation
Ad tests, bid and budget adjustments, monthly review.
Behind the auctionWhy the top ad is not always the most expensive one
For every search, the engine runs an instant auction between advertisers. The amount bid matters, but it is weighted by the estimated quality of the ad and its landing page: a more relevant ad can rank above a competitor that bids higher, while paying less for each click. Work on ad copy and landing pages therefore shows up directly in the cost.
Maximum bidwhat you accept to pay for a clickQualityrelevance, expected click-through rate, landing pageAssetssitelinks, callouts, snippets, callAd ranksets the position and the actual cost
Two advertisers on the same query
Advertiser AHigh bid, generic ad
- Ad relevanceBelow average
- Expected click-through rateAverage
- Landing page experienceBelow average
- Sitelinks
- Callouts
- Structured snippets
- Call
Position2
Advertiser BModerate bid, carefully built ad and page
- Ad relevanceAbove average
- Expected click-through rateAbove average
- Landing page experienceAverage
- Sitelinks
- Callouts
- Structured snippets
- Call
Position1
Our positionOur position on online advertising
A low cost per click says nothing about a campaign’s profitability. What matters is the cost of each customer won, compared with what that customer brings in. That is why we give as much weight to conversion tracking and landing pages as to bidding. We also prefer a simple account you can understand to a complex architecture that makes every decision opaque. And we recommend cutting a budget when SEO takes over on the same queries.
Your questionsFrequently asked questions about this service
What budget should we plan for Google Ads?
It depends on click costs in your sector and on search volume. We estimate it during scoping from the planning tool’s data and your enquiry target, then adjust it after the first weeks of delivery.
Who owns the ad accounts?
You do. We work in them with delegated access; the history and data stay yours if you change provider.
Should we bid on our own brand name?
Often yes, when competitors do or when your name resembles a generic term. These clicks are usually cheap; we check on your data.
Do you also work with Microsoft Ads?
Yes. Bing reaches a different, often professional audience, sometimes at lower cost. We add it when your volumes justify it.
How long before a campaign can be judged?
The first weeks are a learning period, for the algorithms and for us. A first meaningful review usually comes after one to two months, depending on conversion volume.
Go furtherPages related to this service
- Your challenges · 11I’m not visible enough on Google and in AI answersShow up where your customers ask their questions: search engines and AI assistants.
- Practice 02Branding & communicationsBuild a strong image and grow your visibility. We create identities and communication strategies consistent with each company’s ambitions, and we keep them alive.
- 02 · BrandingSearch marketingSEO, paid search and visibility in AI assistants, run together from the same data, so that every customer found online costs less.
- 02 · BrandingSocial media advertising (SMA)Campaigns on Meta, LinkedIn or TikTok that reach a chosen audience, with creative designed for each network and honest measurement.
Let’s bring your projects to lifeYour next project starts here.
Let’s talk about your current campaigns or the ones you want to launch, and what a customer costs you today.
A first estimate on your searches, no commitment