Paid search and PPC
LeadScale runs paid search on Google and Bing for business and consumer advertisers. We research the keywords, write the ads, structure and manage the campaigns, control the bidding and budget, and connect what happens in the account with the leads that eventually reach your team.
If you are looking for a B2B PPC agency, the work inside the Google account is only part of the decision. You also need to decide what the campaign should count as success. LeadScale agrees that with you, checks responses against the programme criteria before delivery and, where the programme supports it, can return agreed outcomes to Google to inform later bidding.
The work inside the account
Paid search starts with the market you want to reach and the searches that indicate somebody may be looking for what you sell.
LeadScale researches the keywords, organises the account and campaign structure, writes the ad copy and manages the bidding and budgets. The work can also include search-term review, negative keywords, ad assets, geographic and device targeting, audience lists, testing and conversion tracking.
The exact mix depends on the programme. A mature account may need careful restructuring and testing. A new campaign may begin with a narrower set of searches and a clearer definition of what should count as a useful response.
LeadScale can also run Google campaign types beyond conventional search where they fit the programme, including Shopping, Performance Max and Demand Gen.
Landing pages are part of the same decision. Where a client needs them, LeadScale can recommend changes, create landing pages and support the technical implementation. That is programme-specific rather than something automatically added to every paid-search engagement.
Decide what Google should optimise for
A campaign can only optimise towards the outcomes it is given.
If the meaningful event is simply a completed form, the account has no way to know from that event alone whether the response was useful to the business. That becomes more important as automated bidding takes a larger role in deciding where budget goes.
The client and LeadScale agree what the programme is trying to optimise for. Where you share outcome data, the LeadScale Engine™ and connected systems can be configured around those outcomes.
Responses from paid search can then be checked against the criteria agreed for the programme before they are delivered. Where the programme is set up for it, agreed outcomes from connected systems can also be returned to Google so later optimisation has more information than the original submission alone.
That does not mean every campaign uses the same outcome or sends the same signals back. The useful outcome depends on what the programme is trying to achieve.
From search to your CRM
- Agree what matters. We define the audience, what a usable response needs to contain and what the programme should optimise towards.
- Build and run the account. LeadScale manages the keywords, ads, campaign structure, bids, budgets and testing agreed for the programme.
- Check the responses. Lead data goes through the four quality checks, using the criteria agreed for the programme, before delivery. The detailed checking process sits in Lead validation.
- Use later outcomes where the programme supports it. Agreed outcomes from connected systems can be returned to Google and used to inform later optimisation.
A response that fails the checks required for the programme is not delivered into the destination system.
What reaches your team
The paid-search work does not end at the form.
Records that pass the checks can be delivered into your CRM or marketing automation system by file, API or a configured integration. Information recorded with the response can include its source, timestamp, lineage and consent audit trail.
That gives the team receiving the lead a record that has been processed against the programme criteria before it enters the systems they work from.
If paid search is one part of a broader programme, see Managed lead generation.
Copia Automation: paid search and social
LeadScale ran Google paid search and LinkedIn paid social for Copia Automation as part of its demand activity.
How response data is handled
Every lead receives the four quality checks, using the criteria in the programme specification. Consent and provenance can be recorded with the record, while duplicate and frequency rules can be applied where they are configured.
Those are processing facts. They do not decide whether somebody will ultimately buy, and they do not replace the commercial judgement made later by sales or marketing.
Frequently asked questions
Do you run paid search for consumer brands as well as B2B companies?
Yes. LeadScale runs paid search for business and consumer advertisers.
What do you need from us to start?
The useful starting point is what you currently count as a conversion, the audience you want to reach and the criteria that determine whether a response is useful to your team. Existing paid-search activity can also provide context for the conversation.
Can LeadScale create landing pages?
Where a programme requires it, LeadScale can recommend landing-page changes, create landing pages and support technical implementation. It is not automatically part of every engagement.
What should count as a conversion?
That depends on the programme. The important part is agreeing the outcome before the campaign is configured, rather than allowing the easiest measurable action to become the objective by default.
Do you run other paid-media channels?
Yes. LeadScale also runs paid social, including LinkedIn audiences from verified leads, and programmatic display. It can also integrate with connected TV. For programmes using several sources, see Managed lead generation.
What does paid search cost?
Commercial terms depend on the work involved and are discussed as part of the discovery conversation.
Show us what Google counts as a conversion today
Bring the searches you are buying, what the account currently optimises towards and what your team regards as a usable response.