Paid Search Management & Services
Paid search is one of the most powerful customer acquisition channels available
Paid Search Management
Paid search is one of the most powerful customer acquisition channels available — when it’s managed well. The right Google Ads strategy puts your business in front of people who are actively searching for what you sell, at the exact moment they’re ready to act. Done poorly, it burns budget on clicks that never convert and costs that spiral out of control.
Lionwish’s paid search management service is built around one outcome: profitable growth. We don’t optimize for impressions, clicks, or CTR as ends in themselves. We optimize for conversions, cost per acquisition, and return on ad spend — the metrics that actually matter to your business. Every decision we make is traceable to a business outcome.
Our PPC agency approach combines the data discipline of performance marketing with the strategic perspective of digital consultants who understand how paid search fits into your broader growth picture. If you’ve worked with PPC agencies that set up campaigns and then coast, Lionwish will feel very different.
Unlike organic search, where results take months to build, paid search can drive traffic and leads immediately. But speed without strategy is expensive. Effective Google Ads management requires constant analysis and refinement — testing ad variations, pruning wasteful keywords, adjusting bids based on performance data, and expanding into new opportunities as they emerge. This is not a “set it and forget it” channel.
At Lionwish, our paid search management service covers the full lifecycle of a PPC account — from initial strategy and campaign structure through ongoing optimization and monthly reporting that shows you exactly what your investment is returning.
Paid Search Channels
Google Ads Management
End-to-end management of Google Search campaigns — keyword research, match type strategy, ad copy writing and testing, quality score optimization, Smart Bidding strategy, and conversion tracking setup.
We manage accounts of all sizes, from startup budgets to enterprise accounts spending six figures monthly.
Microsoft / Bing Ads Management
Bing Ads deliver lower CPCs and less competition for many queries, particularly in B2B and professional demographics.
We extend your paid search presence to Microsoft’s search network as a complementary channel that often drives strong incremental returns.
Campaign Structure & Account Architecture
Sloppy account structure is one of the most common causes of poor PPC performance. We build campaigns with logical, granular structure that gives Google’s algorithm the signals it needs to optimize effectively while giving us the control to diagnose and fix underperformance.
Finding the right keywords is only half the battle — eliminating wasteful queries through rigorous negative keyword management is equally important. We continuously audit search term reports to ensure your budget is being spent on queries with genuine commercial intent.
Ad Copy Testing & CRO
We write compelling, relevant ad copy and run systematic A/B tests to improve click-through rates and quality scores. Strong ad copy doesn’t just drive more clicks — it attracts more qualified clicks from users who are more likely to convert.
Google’s automated bidding strategies can dramatically improve performance — when used correctly. We configure Smart Bidding with the right conversion goals, appropriate learning period management, and performance guardrails that prevent budget waste during algorithm adjustments.
Conversion Tracking & Attribution
You can’t optimize what you can’t measure. We implement and audit conversion tracking across your entire funnel — from ad clicks to leads, phone calls, purchases, and revenue — and set up attribution models that give you an accurate picture of what’s driving results.
Every month, you receive a clear performance report covering spend, conversions, CPA, ROAS, and key trends — along with a written summary of what we did, what worked, and what we’re focused on next. No jargon, no cherry-picking — the full picture.
Performance Max & Shopping Campaigns
For e-commerce clients, we manage Performance Max and Shopping campaigns that put your products in front of high-intent buyers across Google’s entire inventory — Search, Shopping, Display, YouTube, and Gmail — with a unified strategy and clear ROAS targets.
What Good PPC Management Actually Looks Like
There’s a wide spectrum of quality in paid search management. On one end are agencies that set up campaigns once, make minimal adjustments, and bill you monthly for the privilege of watching your account slowly decay. On the other end is what Lionwish provides: active, data-driven management where every week matters.
Active management means weekly account reviews, continuous bid adjustments based on performance data, regular ad copy iteration, proactive identification of wasted spend, and rapid response when something changes — whether that’s a competitor adjusting their strategy, Google releasing a new campaign type, or your conversion data revealing a new opportunity.
We use AI-powered analysis tools to surface insights faster and catch anomalies earlier, but every decision is reviewed and approved by an experienced PPC practitioner. Automation accelerates our work; it doesn’t replace our judgment.
What to Expect
Discovery & Baseline. We start by understanding where you are — technically, competitively, and from a content standpoint. No strategy is worth anything without an honest baseline.
Prioritized Roadmap. We build a clear plan that tells you what we’re doing, in what order, and why. Not a 50-page document — a focused, actionable roadmap tied to your goals.
Execution & Iteration. We implement, monitor, test, and adjust. PPC is not set-and-forget, and we treat it accordingly. Rankings shift, algorithms update, and competitors move. We stay on top of it.
Reporting That Respects Your Time. You’ll get reporting that shows what matters — rankings, traffic, conversions — without the padding. If a single page tells the story, that’s what you’ll get.
Common Questions
PPC FAQs
What is paid search management?
Paid search management is the ongoing process of building and optimizing pay-per-click (PPC) ad campaigns on search engines like Google and Bing. It includes keyword strategy, ad copy creation and testing, bid management, conversion tracking, landing page optimization, and regular performance reporting. Effective paid search management is an active, continuous process — not a one-time setup.
How much should I spend on Google Ads?
The right budget depends on your industry, target market, goals, and how competitive your keywords are. We can provide competitive benchmarks for your specific market during a free consultation. As a general principle, we recommend starting with enough budget to generate statistically meaningful data (typically at least 30–50 conversions per month per campaign) before making major strategy decisions. We’d rather you start with a smaller, well-managed budget than a large budget on a poorly structured account.
How long does it take for Google Ads to produce results?
Unlike SEO, paid search can drive traffic and conversions immediately after launch. However, new campaigns typically need 4–8 weeks of data collection and optimization before they’re performing at full efficiency. Google’s Smart Bidding algorithms need time to learn conversion patterns, and new ad copy needs time to accumulate performance data. We set realistic expectations upfront and define clear performance milestones.
Can you take over management of an existing Google Ads account?
Yes — and this is one of our most common engagements. We start with a thorough audit of your existing account to understand its structure, performance history, and the most impactful opportunities for improvement. Most inherited accounts have significant wasted spend that we can redirect toward better-performing strategies, often improving performance while maintaining or reducing total budget.
Do you manage social media ads as well as search ads?
Yes. While this page covers paid search specifically, Lionwish also manages paid social campaigns on Facebook, Instagram, and LinkedIn. Paid search and paid social serve different roles in the customer journey — search captures active demand, while social creates and nurtures demand — and we often recommend both as part of a comprehensive paid media strategy.
How do you report on paid search performance?
Monthly, with a clear report that covers spend, clicks, conversions, cost per conversion, ROAS, and key trends. We write a plain-English summary of what we did during the month, what the results were, and what we’re prioritizing next. We also flag any anomalies, competitive changes, or strategic recommendations. You always know exactly what your money is doing.
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