Cost per lead down 20%, leads up 40%
−20%cost per lead in 2 months
+40%lead volume
Targeted keyword optimisation and strategic ad placements cut the cost per lead by 20% within two months and increased lead volume by 40%.
Search engine marketing (SEM)
Search engine marketing that reaches buyers at the moment they search
Search ads show your business at the top of Google when people search for what you offer. We choose the right keywords, write ads that earn the click and send people to pages that convert.
In short: Search engine marketing (SEM) means paid ads on search engines, mainly Google Search ads: text ads shown above and below results for the keywords you choose. As an SEM agency, Web Zodiac manages keyword research, ad copy, negative keywords, bidding, budgets and landing pages, and reports the leads and sales they bring.
What is included
What our Search ads management covers
Keyword research
Keywords with real buying intent, grouped by theme, with match types chosen to control spend.
Ad copy and assets
Responsive search ads, sitelinks, callouts and images written to match each search.
Negative keywords
Weekly search term reviews so you stop paying for searches that never convert.
Bidding and budgets
Smart bidding set to your goals, with budgets moved to the campaigns that perform.
How it works
How we run Search campaigns
A clear process from research to scale.
1
Research
We study your market, competitors and search demand, and pick the keywords worth paying for.
2
Build
We structure campaigns by theme, write ads for each group and connect conversion tracking.
3
Optimise
We review search terms, ads, bids and landing pages every week and report every month.
What is search engine marketing?
Search engine marketing (SEM) is paying to show ads in search engine results. When someone searches on Google or Bing, text ads appear above and below the organic results for the keywords advertisers choose. With SEM you usually pay only when someone clicks your ad, which is why it is also called pay-per-click (PPC) advertising.
How does search engine marketing work?
Every search runs a quick auction. Google looks at your bid and at your ad's quality: how relevant the ad and landing page are to the search, and how likely people are to click. It combines these into an Ad Rank that decides whether your ad shows and in what position. Better quality means you can win better positions without paying more.
Your ads can appear on Google Search results, on Google's search partner sites, and, if you choose, on Google Maps through location assets. We usually start with Google Search only, where intent is highest.
Why search engine marketing is important
- It reaches people at the moment of need. Someone searching "emergency plumber near me" is ready to act now.
- It is fast. Ads can show the day they go live, while SEO takes months.
- It is measurable. You can see what each keyword costs and what it brings back.
- It is controllable. You choose the budget, locations, times and searches.
SEM vs SEO
| SEM (paid search) | SEO (organic search) | |
|---|---|---|
| Cost | Pay per click | No click cost; pay for content and work |
| Speed | Results from day one | Usually months |
| Control | Choose keywords, ads, budget and location | Influence, but no guarantee of position |
| When it stops | Traffic stops when spend stops | Rankings can last |
The two work best together. Paid search shows which keywords convert, and that data guides SEO.
What makes a Search account perform
- Intent first: we prioritise searches from people ready to buy or enquire, not just research.
- Tight themes: each ad group covers one theme, so the ad and landing page match the search closely.
- Search term control: negative keywords stop spend on irrelevant searches.
- Accurate conversions: smart bidding is only as good as the conversion data it learns from.
- Landing pages that match: the page has to deliver what the ad promised.
Match types, explained simply
| Match type | Shows for | Best used for |
|---|---|---|
| Exact | Searches with the same meaning as the keyword | Your highest-value, proven keywords |
| Phrase | Searches that include the meaning of the keyword | Controlled reach around core terms |
| Broad | Related searches, guided by smart bidding | Finding new searches, with strong conversion data |
How to do search engine marketing well
- Research keywords by intent, volume and cost per click.
- Group them into tight themes, each with its own ads and landing page.
- Set up conversion tracking before spending.
- Launch with clear budgets and locations, then review search terms weekly.
- Test ads and pages, and move budget to what converts.
Search ads or Performance Max?
Search campaigns give you control over keywords and ad copy. Performance Max reaches people across all of Google's channels with less control. Most accounts do best with Search as the base and Performance Max added once tracking and creative are in place. See Performance Max management.
Proof
Real accounts. Real numbers.
Results from client ad accounts we manage. Client names are kept private.
24,000+purchases from Meta ads
~2xaverage return on Meta ad spend
65,000+clicks from Google Ads
1,300+Google Ads conversions
Anonymized client accounts. Figures rounded down and converted to USD at approximate rates.
Screenshots from Google Ads accounts we managed. Client and campaign names are cropped out; numbers are unedited.
Case studies
All results →Case studies
Real results from client accounts. Client names are kept private.
30% more website traffic for a healthcare provider
+30%website traffic
Higherclick-through rate
A tightly targeted Search campaign with optimised ad copy increased website traffic by 30% and significantly improved click-through rate.
Click-through rate up 50%
+50%click-through rate
Moresales
A precise keyword strategy and engaging search ads raised click-through rate by 50%, which led to a clear uptick in sales.
Questions
Frequently asked questions
What is search engine marketing (SEM)?
SEM is paid advertising in search engine results, mainly Google Search ads. You choose keywords, and your ads show when people search for them. You usually pay only when someone clicks.
What does an SEM agency do?
An SEM agency runs paid search campaigns: choosing keywords, writing ads, managing bids and budgets, excluding wasted searches and improving landing pages, with reporting on leads and sales.
What is the difference between SEM and SEO?
SEM is paid search: fast, controllable and charged per click. SEO is organic search: no click cost, but slower and less predictable. Most businesses benefit from both.
How much do Google Search ads cost?
You set the budget and pay when someone clicks. The cost per click depends on competition for your keywords. In the free audit we estimate costs for your market.
How do you choose keywords?
We look at search volume, cost per click and, most importantly, intent: whether the search shows someone ready to buy or enquire. We also check which searches already bring you customers.
What are negative keywords?
Negative keywords stop your ads from showing for searches you do not want, such as free, jobs or unrelated services. We review search terms weekly and add negatives.
Can you take over my existing campaigns?
Yes. We audit your account first, keep what performs and restructure what does not, without losing your account history.
Free audit
Find out what your ad spend is really returning
A free review of your Google Ads, Meta ads and tracking. No obligation.
Get my free audit →