Paid search

Search engine ads (SEA) let you reach people who are already searching for what you sell. It is one of the most predictable channels for early-stage companies.

Chapters14 Tools9 About

Chapters

Article2 min
Bid to a target you can defend, then leave the machine alone
With honest tracking in place, set a target cost per acquisition the business can defend, let smart bidding run and stop adjusting it.
Article2 min
Common failures
Most failed B2B paid search accounts fail the same few ways, from broad match with no negatives to ignoring intent and measurement.
Article2 min
FAQs
Answers before you launch paid search, including a starting budget of roughly 1,500 to 3,000 EUR a month to gather enough conversions.
Article2 min
If you cannot measure the right outcome, you are flying blind
Wire conversion tracking to qualified pipeline, not clicks or raw leads, so you know which keywords and ads produce real opportunities.
Article2 min
Match type and negatives are how you control the spend
Match types set how loosely your keywords apply, and negative keywords stop a small budget draining on queries that will never buy.
Article2 min
Paid search captures demand, it does not create it
Paid search harvests intent that already exists rather than creating demand, and seeing it that way makes every keyword decision simpler.
Article2 min
Structure the account around how buyers actually search
Build campaigns and ad groups around how buyers search, not your product catalogue, because tight relevance from query to ad wins.
Article2 min
The landing page is part of the ad, not a separate problem
The landing page must continue the promise the ad made. Message match decides whether a paid click becomes a lead.
Article2 min
Treat the account as a system you improve, never a thing you set up
Run a weekly rhythm of query reviews, negatives and creative refreshes, because an untended account decays over a quarter.
Article3 min
Campaign structure and account setup
Open a Google Ads account with the right settings and conversion tracking, then build two or three campaigns with tight ad groups and a naming rule so every line of spend ties to an outcome.
Article3 min
Keyword research and match types
Build a keyword list from the words your buyers really use, sort it by intent, choose match types that control spend, and start a negative keyword list before your first click.
Article4 min
Ad copy and extensions
Write a responsive search ad from 15 headlines and 4 descriptions that mirror what buyers type, then add sitelinks, callouts and other assets that make the ad bigger and more useful.
Article3 min
Bidding strategy
Pick a bidding strategy that matches the conversion data you have, set a target cost per qualified lead you can defend, and change it in small steps without resetting the learning.
Article3 min
Search campaign optimisation
Run a weekly and monthly review of search terms, ads, budget and conversion quality, with clear rules for what to pause, test and scale based on qualified pipeline.

Tools

ToolClient acquisition
Adalysis
Audits and optimises Google and Microsoft Ads accounts with automated testing and performance alerts.
Paid search
Sign up on Adalysis
ToolClient acquisition
Adzooma
Audits and optimises Google, Microsoft and Meta ad campaigns from one dashboard with alerts and fix suggestions.
Paid search
Free plan
Sign up on Adzooma
ToolClient acquisition
Google Ads
Manage paid search and display advertising campaigns, tracking spend, clicks, and conversions by account.
Paid search
Sign up on Google Ads
Tool
Google Tag Manager
Deploy and update tracking tags and pixels on websites and apps without editing code.
Tech stack
Free plan
Sign up on Google Tag Manager
ToolClient acquisition
LinkedIn
Professional network where B2B founders and sellers research, connect with and reach out to decision-makers.
Outbound
Free plan
Sign up on LinkedIn
ToolClient acquisition
Microsoft Advertising
Buy search, display and video ads across Bing, Yahoo and other networks on a pay-per-click basis.
Paid search
Sign up on Microsoft Advertising
ToolClient acquisition
Optmyzr
Automates and optimises paid search campaigns across Google, Microsoft, Amazon, Meta and LinkedIn.
Paid search
Sign up on Optmyzr
ToolClient acquisition
Skai
Plan and optimise paid campaigns across retail media, search and social from one platform.
Lead generation
Sign up on Skai
ToolClient acquisition
Unbounce
Builds landing pages with no code, tests variations and routes visitors based on performance.
Marketing funnel
Sign up on Unbounce

About this playbook

Search engine advertising is how you show ads to people who are searching for words related to what you do. It is fast to start, measurable and you only pay when someone clicks. Learn how to choose the right keywords, how to write ads that get clicks and conversions and how to manage your budget so you are profitable at scale.