Google Ads
Paid search buys you time. It does not buy you a position.
Ads work from week one and stop the day you stop paying. That is not a criticism, it is the whole point of them. Run alongside organic they carry the pipeline while the slower thing compounds underneath.
Why an SEO agency runs ads
Because the two answer each other
Paid search tells you within weeks which queries actually produce enquiries, at what cost, and what a visitor does after they land. That is information organic takes months to give you, and it is exactly the information you need to decide what to build.
Run separately, by two agencies who do not talk, you pay for that lesson twice and act on it in neither.
It also works the other way. Once organic starts ranking for a term, the paid spend on it can usually come down. Most agencies have no incentive to notice that, because their fee is a percentage of what you spend.
Ours is not, which is the main reason we will tell you when to spend less.
What we do
Four things, and none of them are "optimise the campaigns"
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Work out what a lead is worth
Before a rupee is spent. If you do not know what a customer is worth to you, there is no cost per acquisition that counts as success, and every report becomes an argument about whether the number is good.
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Fix the destination first
Sending paid traffic to a page that does not convert is the most expensive mistake in the account, and it is nearly always the first one. Often the highest-return change is on the landing page, not in the campaign.
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Build the account tightly, then leave it alone
Search terms, negatives, sensible match types, conversion tracking that actually fires. Then enough time to gather data before touching anything. Daily tinkering makes an account look managed and prevents it from learning.
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Report against enquiries, not clicks
Impressions and click-through rate are diagnostics, not results. The monthly conversation is about leads and what they cost.
Proof
89 lead form submissions a month by month three Chetna Realtors · New site, organic and Google Ads from scratchA new real estate consultancy in Gurugram with no website and no search presence. We built the site, the organic foundation and the Google Ads account together, which is why it had a working channel inside a quarter in one of the most contested search markets in India.
89 counts lead form submissions only, not calls or WhatsApp. It is the combined figure across organic and paid; we no longer hold the channel-level split.
Honestly
When we would tell you not to
When the maths does not work. In some categories the cost per click is high enough that paid search cannot pay for itself at your margin. We would rather show you that in the first conversation than take a management fee for two quarters.
When the site cannot convert. Paid traffic to a broken page is money set on fire, and faster than any other way of doing it. Fix the page first.
When nobody is searching. Search captures existing demand. If people do not know your category exists, ads will find very few of them, and you need demand generation instead.
When it is the only thing you do. An account that is the entire pipeline is a business with a single point of failure and no compounding asset. Ads should be buying time for something.
We will look at your account free
Wasted spend, missing negatives, conversion tracking that is not firing, and the landing pages losing you the clicks you already paid for. Yours to keep either way.