Keyword and search term work
The keywords you bid on matter less than the searches you stop paying for. We mine the search terms report continuously and build the negative lists that keep your budget on people who can actually buy.
Taking on new Orlando clients
Google Ads Management That Reports Cost Per Lead, Not Clicks
Paid search puts you in front of someone at the exact moment they are looking for what you sell. We build and manage the campaigns, and report the only number that decides whether it worked — what a qualified lead actually costs you.
- Managed against cost per qualified lead, not impressions or clicks
- You keep ownership of the ad account, the data and the tracking
- No long-term contracts and no jargon in your reporting
Free · No obligation
Get your free paid search review
We’ll show you what we can see running publicly, what your competitors are bidding on, and where the money is most likely leaking.
What’s included
Everything a paid search engagement should actually cover
Account and campaign structure
Campaigns organised around how people search and what you can profitably serve, rather than around your internal org chart. Structure is what makes the reporting legible later.
Ad copy and testing
Multiple ads per group, tested against conversions rather than click-through rate. A high click rate on the wrong promise is an expensive way to be popular.
Local and geographic targeting
Radius, city and neighbourhood targeting set against where you can actually serve profitably. Competing in Winter Park is not the same as competing in Kissimmee.
Conversion and call tracking
Form fills and phone calls tracked back to the campaign, ad group and search term that produced them. Without this you are optimising on clicks and hoping.
Reporting you can read
Monthly reporting on leads and what they cost, by channel, in language you can take to a partner or a board without translating it first.
Why us
What’s different about working with us
Most paid search reporting is built to look busy. Impressions, clicks, click-through rate, quality score — all real numbers, none of which tell you whether the month was worth it.
- We report cost per qualified lead. One honest number, by channel, every month. If it went the wrong way we say so and tell you what we are changing.
- You own the account. The ad account, the conversion tracking and the historical data stay yours. If you leave, you take the asset with you — including everything we learned spending your money.
- We will tell you when ads are not the answer. Some businesses do not have the margin, the budget or the search volume for paid search to work. We would rather say that at the audit than take a retainer for a year.
- We are in Greater Orlando. Local search behaviour, local competitors and local seasonality are not abstractions to us. Orlando bids differently in February than it does in September.
Illustrative — where paid search budget usually leaks
- Broad keywords, no negatives
- Paying for searches you cannot serve
- No call tracking
- Half your leads invisible in reporting
- One ad, never tested
- No idea which promise converts
- Traffic sent to the homepage
- The click is bought, then wasted
Illustration only. Your free review shows what is actually happening in your market.
How it works
Four steps, starting with a free review
Step 1
Review
We look at what is running publicly, what your competitors are bidding on and how your site handles the traffic it already gets. Free, and yours to keep.
Step 2
Build
Account structure, keywords, negatives, ad copy and conversion tracking — set up properly before a dollar of budget is scaled.
Step 3
Optimise
Search terms, bids, budgets and creative reviewed continuously against cost per qualified lead, not against clicks.
Step 4
Report
A monthly number you can act on, plus what we changed and why. No dashboard archaeology required.
Results
What the work has produced
Real engagements, and what the work actually produced.
<$10
Per inbound sales call
A marketing program built to feed a cruise operator’s phone room with sub-$10 calls, which cut their cost per acquisition to less than half of what it had been.
Cruise operator<$20
Cost per lead, down from $200+
We rebuilt lead acquisition for INB Homes and moved their cost per lead from over $200 to under $20.
INB Homes, homebuilder
Who this is for
Paid search works best where the purchase is considered
Our strongest results have come from businesses selling something people research before they buy — a home, a holiday, a procedure, a contractor. The search intent is explicit, the value of a lead is high enough to justify the bid, and the reporting actually matters to someone.
That does not mean we only work in those categories. It means we will tell you honestly at the review whether your margins and search volume make paid search a sensible first channel, or whether your money is better spent somewhere else first.
Industries we work in
- Homebuilders & residential real estate
- Travel, hospitality & attractions
- Healthcare & dental practices
- Home services & contractors
- Professional services
- Med spas & aesthetics
Based in Winter Garden, serving Orlando, Greater Orlando and Central Florida — and clients elsewhere in Florida and the US.
FAQ
Paid search, answered straight
What does Google Ads management cost?
Two numbers, and we keep them separate. Your ad spend goes to Google, not to us. Our management fee is the greater of $2,000 a month or 20% of ad spend — so below roughly $10,000 a month in spend you pay the flat $2,000, and above that the percentage takes over. The floor is deliberate: managing a small account properly takes us about as much work as managing a large one, and we would rather quote honestly than take on a budget we cannot do justice to. If that fee looks out of proportion to what you are spending, say so at the review. We also work hourly at $99 to $150 depending on the project, and for some businesses a one-off account rebuild is a better use of the money than a monthly retainer.
How long before it works?
Faster than SEO, which is the main reason to run it. Leads usually start inside the first week. A stable, trustworthy cost per lead takes longer — expect thirty to sixty days of testing before the numbers settle, and about ninety days before we would both be confident in them. Anyone promising you a predictable cost per lead in week one is guessing.
Is there a minimum ad spend?
We do not mandate one, but the economics set a practical floor. Paid search is optimised by testing, and testing needs enough clicks to produce a signal rather than noise — and with a $2,000 minimum management fee, a very small budget means you are paying more to manage the ads than to run them. If that is where you are, we will say so at the review and point you at hourly work or a different channel instead of taking the retainer.
Do you run Microsoft Ads as well as Google?
Yes, where it earns its place. Microsoft Ads reaches a smaller audience but often at a lower cost per click, and in some categories the buyers skew older and more affluent. It is usually worth testing once Google is producing reliably, rather than splitting a small budget across both from day one.
Who owns the ad account?
You do. We work in your account, not a agency-owned one, and the conversion tracking and historical data stay with you. If the relationship ends you keep every bit of it. An agency that holds your ad account hostage is telling you something about how they expect the relationship to end.
Do you require a long-term contract?
No. The review is free with no obligation, and we do not lock clients into long contracts. Paid search does need a runway to get past the testing phase, and we will be honest with you about that before you start, but staying should be your choice each month.
Find out what your clicks are actually costing you
A free review of your paid search presence. No cost, no contract, no obligation.
Prefer email? hello@marketingcounselors.com