Where the economics slip
Paid search is often the clearest way to capture demand that already exists. It is also easy to keep funding after it has stopped explaining itself. Campaigns accumulate, conversion actions multiply, and the report describes the platform more clearly than the pipeline or the order book.
Veolytic plans and manages Google Ads and Microsoft Advertising for businesses that want the account tied to commercial outcomes. The work covers account strategy, structure, search intent, budget allocation, measurement and a steady run of experiments. Shopping and Performance Max are used where the catalogue, the feed and the conversion data justify them. They are not a default.
These situations are illustrations, not case studies.
- Acquisition cost has risen, and it is not clear whether the cause is auction pressure, broader matching, or a weaker offer.
- Brand and generic traffic are blended, so the account looks more efficient than the cost of a new customer.
- An ecommerce report leans on platform ROAS, while contribution after discounts and returns tells a different story.
- Lead generation is optimising to form fills that sales do not recognise, because quality was never part of the conversion definition.
How the work is approached
Start with the business result, then the queries. Structure follows intent: brand, high-intent category terms, and the searches that should not be bought. Budgets move towards traffic that can be explained, with room left for a controlled test.
Landing pages are part of the same system. A precise query sent to a vague page wastes the click. Message, offer and the conversion path need to agree before bids are asked to do more.
Priorities differ by model. For ecommerce, measurement usually means transactions and value, plus a separate view of margin. Platform ROAS stays an input, not the decision. For lead generation, it means a definition of a qualified lead and, where the CRM can support it, a path from click to opportunity. Offline conversion imports are useful when the data is reliable. A last-click report is not presented as a full picture of payback.
Microsoft Advertising is added where the incremental demand is worth the operating attention. It is not added for completeness. Experiments stay specific: a structure change, a match-type shift, a landing page, a bidding approach or a feed improvement. Each one has a reason, and a decision about what happens if it works or if it does not.
What you can expect
- 01 An account review that separates useful activity from noise.
- 02 A prioritised plan for structure, intent, budget and measurement.
- 03 Managed campaigns on the accounts we agree.
- 04 A testing record: what was tried, what was learned, and what changed.
- 05 Reporting that connects activity to leads, sales and acquisition cost.
Ongoing management typically includes a weekly reporting conversation. The cadence is agreed for each engagement, and the scope is written into a statement of work.
Ongoing paid search management is aimed at businesses investing £10,000 or more a month in paid media. That figure is advertising spend, not a fee. A review or a shorter strategy project can still be the right first step at another level of spend. If you are unsure, say so. The enquiry is a conversation about fit.