Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM / Paid Search
Bid & Budget Optimization
Smarter Spend Allocation Across Every Campaign.
We decide budgets from what each qualified lead costs and what you get back for each dollar spent, not from gut feel or from Google telling you to spend more.
We set up Google's automated bidding with the right targets, control how fast the budget is spent, and move money between campaigns. Winners get more, and waste is cut quickly.
Get a Free Budget Audit arrow_forward-32%
Wasted Spend Cut
+58%
Budget to Winners
4.2x
ROAS After Reallocation
Daily
Bid Monitoring
Why Budget Allocation Is the Hidden Lever in Paid Search
Common Issues We Fix
- The same budget for every campaign, whatever the results
- Automated bidding targets set once and never updated
- Seasonal spikes and dips not planned in advance
- Too much budget on searches for your own name while ads that find new customers go short
- No rules for when to scale or pause ad groups
Our Philosophy
Budget is a tool for growth. We split it by how valuable each kind of search is. Ads on your own name get enough to show up reliably. Ads aimed at ready-to-buy new customers get the growth budget. Campaigns that do poorly are cut quickly. Google's automated bidding only works when its targets come from real lead and sales data.
How We Manage Bids & Budgets - The Details
Smart Bidding & Target Setting
- Target CPA / ROAS Calibration: Targets come from the last 30 days of qualified leads or sales and are updated each month.
- Portfolio Strategies: Similar campaigns share one bidding setup when that helps Google learn more steadily.
- Seasonality Adjustments: We tell Google and Bing about busy and quiet seasons when we know demand will swing.
- Device & Geo Modifiers: We change bids for devices and locations based on how each one performs, not on account-wide guesses.
Budget Pacing & Reallocation Rules
- Weekly Reallocation: We move budget from campaigns where leads cost too much to campaigns where they cost less, within set limits.
- Impression Share Monitoring: Campaigns for your own name and for ready-to-buy searches must reach a minimum share of the searches they could show on.
- Learning Phase Protection: We avoid budget changes that make Google start learning again, unless results call for it.
- Marginal ROAS Analysis: We spot the point where extra spend brings less back, before you overspend on a campaign.
Our Bid & Budget Optimization Process
01
Performance Segmentation
We sort campaigns into tiers by cost per lead, return on ad spend, and lead quality.
02
Target Setting Workshop
We set the targets in Google and Bing to match your business goals and your CRM data.
03
Pacing Rules Documentation
We write down the point at which a campaign gets more budget, stays as is, or is cut.
04
Automated Alerts
We set alerts for odd spending, sudden jumps in cost per lead, and drops in how often your ads show.
05
Weekly Reallocation
Move budget based on trailing performance and pipeline feedback.
06
Monthly Strategic Review
Reassess targets, seasonality, and competitive landscape.
Bids follow the jobs, not the platform default
FAQ
Common questions
What to know before you get started.
How do you set Target CPA or ROAS goals?
From your past results, how many leads your sales team can handle, and the profit you need on each sale. We update the targets monthly as more data comes in.
How often do you change budgets?
Minor weekly shifts between campaigns. Major changes monthly or when launching new offers. We avoid disrupting learning phases unnecessarily.
What is marginal ROAS and why does it matter?
It is what the next dollar you spend brings back. Past a certain point, extra budget brings less and less. We find that ceiling before you overspend.
Should branded campaigns get the most budget?
Enough to show up reliably when people search your name, but not so much that it starves ads aimed at new customers. Ads on your own name are cheap to run, but they do not bring in new demand.
How do you handle seasonal budget changes?
Pre-planned increases for peak seasons with seasonality adjustments in smart bidding. Pull-back rules for slow periods.
Can you optimize bids if we have low conversion volume?
It is harder but possible. We give Google more time to learn, group campaigns under one bidding setup, and count smaller actions, such as a click on your phone number, as early signals. We are honest about what to expect.
What bidding strategies do you use?
Google's automated options that aim for a set cost per lead, a set return on ad spend, or as many leads as possible within a target. For tests we set click prices by hand. The choice depends on how much data you have and how long the campaign has run.
How do device bid adjustments work?
Set from what each device costs per lead. Mobile might get a 20% lower or 30% higher bid, depending on your offer and how your landing page works on phones.
Do you use automated rules?
Yes for anomaly detection and impression share protection. Human review before major automated budget cuts.
How do you prevent Google from overspending daily budgets?
We share budgets between campaigns only on purpose. A daily cap is not a hard limit, because Google can spend up to twice the daily budget on days with lots of good searches, then spend less on other days.
What happens when CPA spikes suddenly?
We find out why: broken tracking, a new competitor, a landing page problem, or wasted searches. We fix the cause before changing any targets.
How do you balance Google vs Bing budget?
By the cost of each extra lead and by lead quality. We move budget toward whichever platform brings qualified leads at a lower cost, until the extra return from each is about equal.
Do you optimize for profit or revenue?
Either, your choice. When we have your profit margins we use them, so return targets reflect real profit and not just total sales.
How do you report budget changes?
Weekly notes on what moved, why, and expected impact. Full transparency on allocation logic.
How do we get started?
Request a free budget audit. We look at where your money goes, what targets are set, and what is wasted. Then we give you a plan for moving budget.
Ready to allocate ad spend where it actually performs?
Get My Free Budget Audit arrow_forwardMarketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to inquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓