Specialism · Paid search
Paid search: advertising on Google, nationally and locally.
With search advertising you appear at the top straight away for people searching right now. We set it up so the brand is visible nationally and every location gets customers from its own region. Without locations bidding against each other.
When
Time for paid search if…
- you want to be visible quickly, without waiting months for SEO
- locations each advertise separately and get in each other’s way
- nobody knows exactly what the ad budget delivers per location
- a new location is opening and needs customers straight away
What we do
One account structure, with room for every location.
- 01
Strategy
Based on your goals and audience, we decide which campaign types and channels fit.
- 02
Structure
National campaigns for the brand, local campaigns for each location, with clear agreements on budget.
- 03
Delivery
We build and manage the campaigns, within head office’s brand guidelines.
- 04
Location
Ads for each location targeted at its own region, so customers end up at the nearest location.
- 05
Optimise
We continuously adjust bids, keywords and copy based on what the numbers show.
- 06
Report
The results every month for each location and for the franchise, with an honest explanation.
What paid search is
Search engine advertising in a nutshell.
Paid search, also called search engine advertising (SEA), means paying to have your ad at the top of the search results on Google, for example, at the moment someone searches for what you offer.
You pay per click. How much a click costs depends on how popular the search term is and how many advertisers are bidding on it. The difference from SEO: SEO builds unpaid rankings and takes time, while paid search delivers visibility immediately for as long as you spend budget.
As well as search ads, you can also advertise on Google with products, images and video. Which format fits depends on your goal.
- Video ads: video tells you more than text alone, on YouTube among other places
- Shopping: your products with photo and price in the search results
- Display ads: visuals on websites and apps, including for people who don’t know your brand yet
- Performance Max: one automated campaign across all of Google’s channels
Why franchising is different
Paid search for a franchise needs direction.
If every location advertises from its own account, they often bid on the same keywords. They push up each other’s cost per click, and head office can’t see what’s happening to the brand.
We set up the structure centrally. Head office sets the brand guidelines and the national campaigns; every location gets local campaigns for its own region. As a Google Partner we manage the accounts, but they always remain yours. If a channel isn’t working, we stop using it.
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Within this specialism
Frequently asked questions
About paid search.
What’s the difference between SEO and paid search?
Both make you easier to find. SEO focuses on the unpaid search results and takes time to build. Paid search is paid ads: you’re at the top straight away, for as long as you pay for it. For most franchise brands, a combination works best.
Does paid search bring customers to a physical location?
Yes, it can. With location targeting you show ads to people near a location, so they visit the shop, showroom or office. For a franchise we set that up per location.
How often do campaigns need updating?
Continuously. We track performance, the market and changes at Google, and adjust campaigns as soon as the numbers give reason to.
How do you measure whether paid search is working?
The ad platforms report figures such as click-through rate, conversion rate and return on investment. We link those to what actually comes in for each location, such as enquiries and calls, and go through them with you every month.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.