# Run inside the auction. > Google Ads and Bing Ads for businesses where the math has to work. The signal and the settings, groomed weekly. The audit is free and in your actual account. Canonical: https://www.pivotal-consulting-group.com/services/paid-search We run Google Ads and Bing Ads for businesses where the math has to work. Keywords are a portfolio, the auction is a market, and the job is bidding the right dollar on the right search. ## How we run it Google is very good at doing exactly what you tell it to do. That cuts both ways. Tell it to chase form fills and it buys the cheapest form fills it can find. Tell it revenue is the goal and it will happily buy unprofitable revenue. Tell it what a customer is actually worth and it goes hunting for more of them. So the work is the signal and the settings. The signal is what your business knows that the platform doesn’t: which leads became pipeline, which orders carried margin. We pass it back into the bidding, so the machine optimizes toward the thing your CFO would call a result. The settings are keywords, negatives, bid targets, feeds, ad copy. Groomed weekly, because accounts drift when nobody is in them. ## What you get ### Your data in the bidding For lead gen, we connect the CRM so a $1,000 opportunity stops looking like a $10 form fill. For commerce, we pass profit instead of revenue and treat the product feed like the engine it is. One clean primary conversion action, with the zombie actions old setups leave behind stripped out. ### Spend that gets tested Brand terms look great in the reports because most of those people were coming anyway. We run go-dark tests, bid brand to impression share, keep PMax as a catch-all instead of the strategy. Sometimes the answer is spend less. We’ll say so. ### Senior oversight A partner is in your account every week. There’s no account-services layer between you and the work. Search terms mined, negatives groomed, ads rebuilt when the data asks for it, and someone senior saying no to the platform reps on your behalf. ## Receipts - **$7.5M** — Annual spend reallocated (Observability software) - **2×** — Site conversion rate, best BFCM on record (DTC retail) - **+140%** — Qualified leads, close rate 1% to 4.7% (B2B lending) - **$200** — Profit per order at 2.0× weekday ROAS (Live-events commerce) ## The deal Your accounts, your tags, your learnings. ## The ask The audit is free. We get view access, open the account on a screen share, and walk you through what we find, in dollars. What’s working, what’s broken, how the first 90 days would run. If the answer is that your team has it handled, we’ll say that. ## FAQ ### How fast does this show up in the numbers? Depends what the audit finds. Settings problems, wasted spend, broken conversion actions, we fix those in the first weeks and you see it right away. The signal work takes longer, because the account has to relearn who your best customers are, and for lead gen that means waiting on a sales cycle. The audit ends with how the first 90 days would run, so you’ll know which kind of account you have. ### Do you rebuild the account or work with what’s there? We start in the account you have. Most accounts we open aren’t horribly run, a little dated, and burning the history for a clean slate is usually vanity. We rebuild campaigns when the data asks for it, not to make the work look bigger. ### Is there a spend level where this doesn’t make sense? Yes. Below a certain budget, any management fee is an outsized share of your total spend, and that deal is bad for you. If that’s where you are, we’ll say so on the first call and point you at what’s worth running yourself. ### Do you do SEO too? No. Paid media is the craft. When organic is the right answer we’ll tell you, and we can point you to people who do it well. --- **Pivotal Consulting Group** — founder-led performance marketing. Paid search, paid social, paid LLM. - Site: https://www.pivotal-consulting-group.com - When to bring us in: https://www.pivotal-consulting-group.com/agents.md - Content index: https://www.pivotal-consulting-group.com/llms.txt - Sitemap: https://www.pivotal-consulting-group.com/sitemap.xml - Contact: james@pivotal-consulting-group.com (a founder replies inside one business day)