Google Ads
Google Ads management tied to CAC, not click volume.
We run Google Ads to drive qualified pipeline now, while SEO compounds underneath. Every campaign is managed to CAC and payback, with budget that flows to what actually converts.
The work
Demand today, while the moat is built.
Paid search is the fastest way to test demand and fund pipeline while SEO compounds. We run it lean, managed to CAC, not clicks, so every dollar is accountable.
Tight account structure, intent-matched keywords and landing pages that convert, all measured against the metrics your CFO cares about.
- Account structure and strategy: campaigns mapped to your funnel stages and ICP, not a flat keyword dump. Each campaign has one target CAC and one job.
- Keyword and intent research: bidding on commercial-intent terms and product-aware searches, with disciplined negative keyword lists mined from your search query reports weekly.
- Landing pages that convert: message-matched, mobile-first pages tuned for conversion rate and Quality Score. We can brief your designer or build the page ourselves.
- Conversion tracking & attribution: clean measurement so spend follows what actually drives pipeline.
- Managed to CAC and payback: bid strategy, budget allocation and creative refresh decisions all judged against your target CAC and payback period. Clicks and impressions sit at the bottom of the report.
How it works
Four stages to Google Ads that pays back.
Audit & tracking rebuild
Audit account structure, conversion tracking, bidding, search query reports and landing pages. Rebuild tracking from scratch where needed.
Account rebuild & strategy
Restructure campaigns by intent and funnel stage. Set a target CAC per campaign and a target ROAS per ad group. Build the negative keyword foundations that stop budget leaking in week one.
Optimisation & creative testing
Weekly search query mining. Fortnightly RSA and Performance Max creative refresh. Landing page A/B tests judged on conversion rate.
Scale & report to CAC
Scale budget into campaigns hitting target CAC. Pull budget from campaigns missing it. Monthly reviews open with cost per qualified opportunity, payback period and CRM-verified revenue.
Google Ads questions, answered
What to know before you invest in paid search.
Usually yes, they are complementary. Ads fund pipeline immediately while SEO compounds, and the search data from paid sharpens your organic strategy. Many clients shift budget toward organic as the moat deepens.
Enough to gather statistically meaningful conversion data inside 60 days at your target CAC. For most SaaS, that's AU$15k to AU$50k a month starting out. We'll model your specific starting budget against your CAC during the audit and scale only what proves out.
Cost per acquisition and payback, tied to qualified pipeline, not clicks, impressions or raw lead volume. Everything is built to be reported to finance.
We can. Conversion rate is half the equation, so we advise on or build message-matched landing pages rather than sending paid traffic to a generic homepage.
Both. The team is based in Melbourne. We work with SaaS, eCommerce and lead gen brands across Australia, the UK and the US, mostly remote. Melbourne-based teams can book onsite working sessions if it helps.
Start with a free audit
See your paid search opportunity, mapped.
Tell us about your goals and we'll come back with where paid search can move fastest.