Paid Search Agency

We pull every query you paid for, split brand from non brand and match conversions to CRM stages. The usual findings are a brand campaign taking credit for everything and a broad match campaign buying job seekers.

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Intent tiers

Price each query by what it closes.

Problem searches, solution searches and vendor comparisons convert at different rates into different deal sizes. We set a target cost per opportunity for each tier, so a bid reflects what that click is worth to sales.

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Account structure

Fewer campaigns, smarter bidding.

Automated bidding needs volume to learn, and an account split forty ways feeds it crumbs. We consolidate until each campaign clears its conversion threshold and keep brand in a pen of its own.

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Value based bidding

Teach the algorithm what a deal looks like.

Offline conversion imports send qualified opportunities and closed revenue back to the platform with values attached, so bidding chases buyers and stops rewarding whoever fills out forms fastest.

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Ads and landing pages

Answer the exact question they typed.

Message match lowers what you pay and lifts what converts. We write ads for each intent tier and build the page behind every one, because a homepage is where paid clicks go to wander.

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Query mining

Prune the account every Tuesday.

We read search terms by hand, add negatives, promote winners and compare impression share lost to budget with share lost to rank, since those two problems need opposite fixes.

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Better data wins the search auction.

Platforms automated the bidding years ago, so the edge left in search engine marketing is what you feed the machine, how you read the results and where you decide to stop.

Measure incrementality

Brand campaigns post gorgeous ROAS on people who were already looking for you. We report brand apart and test with holdouts, so growth is judged on searches you had to win.

Feed the auction revenue

Smart Bidding chases whatever you count as a conversion. Count form fills and it finds form fillers, so we send it qualified pipeline and closed deals.

Watch the marginal click

Average cost per lead hides the expensive last clicks, so we track what the next thousand dollars buys and stop where it stops paying.

Light rippling through clear water, the spend that leaks when search engine marketing ignores intent

Paid search, explained

What is paid search?

Paid search is advertising that appears on search engine results pages when someone types a relevant query, and you pay when the ad is clicked. Also called PPC or search engine marketing, it runs through an auction on Google and Microsoft where your bid, ad quality and landing page relevance decide position and price.

Placement

Search results on Google and Microsoft

Targeting

Keywords, match types and audience signals

Bidding

Auction based, on clicks or conversion value

Intent

People already looking for a solution

Measurement

Conversion tracking tied to your CRM

Laptop closed beside a sheet of paper on a dark desk, what paid search advertising is

Pick your engine

Two engines, one plan.

Most B2B accounts run both. Google brings the volume, and Microsoft brings the desk crowd with LinkedIn job titles attached. We start where your buyers search, then add the other once the first one pays back.

Google Ads and Microsoft Ads cards comparing the volume engine and the desk engine for B2B paid search

Why B2B teams run paid search with us

We run your account like a line on the P&L, with cost per opportunity at the top of every report and a person reading your search terms every week.

Revenue in the bidding

Qualified opportunities from your CRM feed the bidding before we raise spend.

Brand reported apart

Branded searches are reported separately, so your own name can't make the rest of the account look better than it is.

Desk with a green banker lamp and a long calculator printout, paid search run like a line on the P&L

A human reads the queries

A strategist reads your search terms line by line every week, adding negatives and finding new winners.

Pages come with it

We write and build the landing page for each ad group, so the click lands on an answer to the search.

From paying for curiosity to paying for pipeline.

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How we work

What it's like to work with us

First call

We Talk

You tell us what's on your plate, what's working and what isn't. We tell you what we're seeing and where we'd start.

From week one

We Build

Strategy and execution start together, because six weeks of planning is how plans go stale. You see the work, and we check in weekly.

Every week

We Ship

Finished work lands every week. We review what shipped, measure what moved and plan the next sprint.

FAQ

Paid search questions

What is paid search?

Paid search is advertising shown on search engine results pages when someone types a relevant query. You bid in an auction on Google or Microsoft and pay when the ad is clicked, and position and price depend on your bid, ad quality and landing page relevance.

How does paid search work?

Paid search works by matching your keywords to what people type, then running an auction each time a results page loads. The search engine weighs your bid against ad quality and landing page relevance, so a better page can win the same spot for less.

What does a paid search agency do?

A paid search agency plans the keyword strategy, builds campaigns, writes ads and landing pages, sets up conversion tracking and manages bids and budget. Leapyn reports on pipeline and revenue, and tells you which searches to stop paying for.

Is paid search the same as PPC or SEM?

Paid search, PPC and SEM overlap without being identical. PPC names the pricing model, pay per click, and can cover social ads too, SEM means marketing on search engines, and paid search means ads on search results specifically.

How much does paid search cost?

Paid search cost has two parts, the clicks you pay the search engine for and the management fee. Click prices come from the auction and vary widely by keyword, and Leapyn's fee is quoted in writing, with retainer hours starting as low as $150 an hour.

What is the difference between paid search and paid social?

Paid search captures demand that already exists by reaching people who are looking, while paid social creates demand by reaching people who fit your buyer profile before they start looking. Most B2B budgets need both, in a ratio set by how much search demand your category has.

Should we bid on our own brand name?

Bidding on your own brand name usually makes sense when competitors bid on it, because brand ads protect the top of the page at a low cost. Test it with a holdout, since many of those clicks would have reached you through the organic listing anyway.

How do you measure paid search for B2B?

Leapyn measures paid search for B2B by importing qualified opportunities and closed deals from your CRM, then reporting cost per opportunity and revenue by campaign. Brand and non brand are reported apart, and holdout tests show what the spend added.

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