The Wrong Searches
Clicks from the wrong service or location leave less budget for the people you can help.
Pay Per Click Management and Paid Advertising
Pay Per Click Management.
Built to Win Customers.
Wrong searches waste budget. Poor fit inquiries waste your team’s time. We connect paid search, the offer, and the website with lead feedback so the next investment decision has a business reason.
Better Fit.
Clearer Next Steps.
Better Fit Inquiries
Agree on the service, location, and customer need that make an inquiry useful.
Spend With a Purpose
Know what deserves attention before increasing the budget.
Experience Beyond the Ad
Over 20 years of websites, search, and marketing experience.
The Real PPC Problem
Your Ads Get Clicks.
Your Business Needs Customers.
Wrong searches spend your budget. Poor fit leads spend your team’s time. If the offer, landing page, or response process breaks down, buying more clicks can make the problem bigger. We look for the decision that needs to change.
Interested Visitors Who Leave
An ad promises one thing. A generic page makes people hunt for it. The next click may be back to search.
Leads Your Team Cannot Use
An inbox full of poor fit inquiries costs attention as well as ad spend.
Activity Without an Answer
Clicks and forms look busy. You still need to know which inquiries become business.
Find the Problem Before Funding More of It.
Share your website, the services or products you want to promote, and what is not working. We can discuss which campaign and website questions need a closer review.
The Revenue Surge Approach
Paid Traffic Needs
Conversion Thinking.
Our direct response background is in websites that turn interest from TV, radio, print, and digital marketing into a customer action. That perspective helps us examine the offer and destination alongside the campaign, rather than treating the click as the finish line.
A service the customer wants, with a reason to choose your business.
An ad and page that keep the same promise from first click to contact.
A way to distinguish an inquiry from a useful opportunity and a customer.
A Marketing Partner’s Perspective
Dave provided a solid resource and “home” for my clients that needed direction and counsel on how to maximize their digital efforts from digital media strategies, SEO/SEM and optimal website/landing pages that convert.
Lee MMS
Inside a Paid Search Decision
A Click Is a Clue.
Follow What Happens Next.
For an office cleaning business, a quote request, a job search, and a request for a checklist mean different things. A useful campaign plan connects that intent to the offer, page, and inquiry your team receives.
Example Campaign Workflow · Fictional Business, No Client Results
Review the Query, Not Just the Keyword
Search terms show what people actually searched. Keywords are your targeting choices. Review reported queries and exclusions in the context of the service you sell.
Keep the Promise Specific
The ad, page headline, service details, and contact action should make the same offer. A homepage is not automatically the right destination.
Record Why an Inquiry Did Not Fit
A job seeker, an unreachable contact, and a qualified buyer who did not purchase need different checks. Lead feedback makes the next decision more useful.
Example decisions depend on the business and campaign. Query reporting does not expose every search, and targeting cannot prevent every unsuitable inquiry. Google’s Search Terms Guidance
Conversion Tracking and Useful Decisions
What Has the Campaign
Been Told to Win?
A reported conversion is not automatically a customer. The actions selected to guide automated bidding matter. We start by separating the website event, the useful inquiry, and the business outcome.
Three Different Signals
1
A Website Action
A form completion or call click records an action. Check for duplicate events, spam, and whether the contact actually reached your business.
2
A Qualified Inquiry
Your team confirms the service, area, and customer need. Agree on the definition before treating a low lead cost as a success.
3
A Customer Outcome
A booking or sale adds business context. Connect available outcomes to the campaign where the data and measurement method allow it.
Review which goals actually guide bidding. A downstream goal is useful only when its data is reliable, timely, and suitable for the campaign.
Example Lead Review · No Customer Data
A Job Application Is Not a Cleaning Contract.
Observation
A contact form arrives, but the person is looking for employment rather than an office cleaning service.
Campaign Check
Review the reported search terms, exclusions, ad wording, and page message. Do not label the inquiry as a qualified service lead.
Next Review
Check whether later inquiries fit the service. If good fit buyers are not reached, investigate the response process as well.
When Tracking Is Incomplete, Define the Gap.
A measurement plan should identify the actions being tracked, who supplies qualification feedback, and which customer outcomes can be connected. CRM connections or offline conversion imports depend on access, data quality, consent, and implementation scope. They are not automatic inclusions.
How Google Uses Conversion GoalsBefore Increasing the Budget
More Spend Needs
a Better Reason.
If the campaign is attracting the wrong demand, a larger budget can buy more of the same problem. Start with the evidence that would change an investment decision.
The Questions to Investigate
The Decisions to Test
A Useful Test Has a Boundary.
Agree on the offer, location, media budget, acceptable acquisition cost, and time needed to assess the response. Spreading a limited budget across many services or platforms can leave too little evidence to judge any one of them.
Ring segments are review categories, not budget shares. Forecasts can inform a test, but do not guarantee clicks, inquiries, or customers.
Look Beyond the Cost per Lead
Equal Lead Costs.
Different Customer Costs.
A campaign can look efficient in the ad account and still be expensive for the business. Qualification, the sales process, and the full cost of the work change what each inquiry is worth.
Two Independent Planning Scenarios
Each assumes $3,000 in media spend plus $1,000 in other campaign costs, with 40 inquiries. Media cost per inquiry is $75 in both. Total cost per inquiry is $100.
Assumed costs and outcomes only. These are not Revenue Surge prices, a forecast, or client results.
Scenario A
Inquiries
40
Qualified inquiries
10
New customers
2
$2,000
Total campaign cost per new customer
$4,000 ÷ 2 customers
Scenario B
Inquiries
40
Qualified inquiries
25
New customers
5
$800
Total campaign cost per new customer
$4,000 ÷ 5 customers
Total campaign cost ÷ new customers. The curve shows arithmetic at a fixed $4,000 cost, not performance over time. Both scenarios assume 20% of qualified inquiries become customers.
Define Qualification
Agree on the service, location, need, and other criteria that make an inquiry useful.
Give Sales Time to Happen
Compare costs and outcomes for a consistent period, allowing for the time from inquiry to sale.
Check the Business Margin
Customer revenue is not profit. Delivery costs, repeat business, and your capacity affect what acquisition cost can work.
Choose a Role Before a Platform
Your Customers Do Not
Need Every Ad Channel.
Start with how people buy your product or service. Platform and campaign choices should follow demand, the offer, creative readiness, and the outcome you can measure.
Capture Existing Demand
Google Ads
Microsoft Advertising
People Already Looking for the Service
Investigate search intent, local demand, competing offers, and the page that should receive the click.
The Fit Question
Can the budget reach enough relevant demand to support a useful test?
Give People a Reason to Consider
Meta Ads
YouTube Ads
An Offer and Creative Worth Their Attention
Discuss who needs to see the offer, why they would respond, and which image, video, or message assets are available.
The Fit Question
What will make the audience stop, understand the offer, and take a useful next step?
Reach Professional Buyers
LinkedIn Ads
A Buying Role and a Relevant Business Need
Professional audience options can help reach a defined business buyer. The message still needs a useful reason to engage.
The Fit Question
Does the audience, buying cycle, and potential customer value support this channel?
Platform selection and production scope are agreed for your engagement. Shopping and automated campaign options also need suitable product information, creative, destinations, and conversion goals. Google Local Services Ads have a separate eligibility and lead model.
Website and Conversion Experience
Your Website Has a Job
After the Ad.
A well targeted ad can earn the visit. Your website still has to explain the offer, give people a reason to trust you, and make responding easy.
The Destination
Real People. Relevant Service Information.
An approved Revenue Surge website project, shown for its message, proof, and consultation path.
Recognizable People
Show who is behind the service.
Relevant Information
Answer the questions behind the visit.
A Clear Contact Path
Make the next useful action easy to find.
Real Project Experience · Rosensteel Fleishman
The Website Matters
to the Marketing.
Our work with Rosensteel Fleishman includes website design, service content, local search, Google Local Services Ads, and reporting. This project shows how relevant service information, recognizable people, and a consultation path can work together. It demonstrates coordinated website and marketing experience.
How We Work
Start With a Defined Test.
Learn Before Expanding.
A new account and an established campaign need different starting points. Keep useful history, define the hypothesis, and allow for the time it takes a lead to become business.
1
Define
Agree on the offer, customer fit, market, budget, and outcome worth measuring.
2
Verify
Review existing queries, goals, tracking, destinations, and available account history.
3
Prepare
Scope the campaign groups, exclusions, copy, page changes, assets, and approvals.
4
Evaluate
Review the response by intent and quality. Explain the next change and its reason.
5
Decide
Continue, refine, pause, or expand according to evidence, economics, and capacity.
Know What You Are Agreeing To
A Clear Scope.
A Shared Responsibility.
You should understand what is being managed, what your business needs to provide, and what the investment covers. These are the questions the proposed engagement should settle before launch.
Before Launch
Campaign Work to Scope
Business Input and Agreement
The Offer and Market
Campaign Work to Scope
Research intent, services, locations, campaign groups, and exclusions.
Business Input and Agreement
Confirm what you sell, where you can deliver it, customer fit, margins, and capacity.
Ads and the Destination
Campaign Work to Scope
Define ad copy, creative, landing page work, testing, and approvals.
Business Input and Agreement
Provide accurate offer details and available brand assets. Agree who approves and implements changes.
Response and Measurement
Campaign Work to Scope
Define conversion checks, lead feedback, reporting, and review decisions.
Business Input and Agreement
Name who answers inquiries and how fit, booking, or sales feedback can be supplied.
Budget and Control
Campaign Work to Scope
Separate media, management, setup, creative, page, and tracking costs.
Business Input and Agreement
Confirm spend approval, account permissions, billing, asset ownership, engagement terms, and handover in writing.
Your written proposal defines the final services, costs, access, approvals, reporting cadence, and terms.
Talk Through My PPC Priorities →Client Perspectives
Experience From the Businesses We Work With.
Perspectives on marketing, websites, and conversion work from businesses we have worked with.
The web design provided by Dave was second to none and we've been in the direct response space for over two decades. With Revenue Surge, we ran creative digital marketing campaigns designed to optimize conversion as well as average ticket price...
Jason Galvin
Google · November 7, 2022Dave provided a solid resource and “home” for my clients that needed direction and counsel on how to maximize their digital efforts from digital media strategies, SEO/SEM and optimal website/landing pages that convert...
John Bosacker
Lee MMS
Dave and his team never cease to amaze us with completion of every item on a Scope of Work as well as offering many additional services with fair pricing...
Lori Zeller
THOR Associates
Google · October 24, 2022PPC Questions
PPC Management Frequently Asked Questions
Understand the costs, responsibilities, measurement, and decisions involved before choosing a PPC management partner.
What Does PPC Management Include?
The work can connect search intent, campaign structure, ads, landing pages, conversion tracking, and ongoing review. Your proposal defines the platforms, assets, changes, reporting, and responsibilities included. The aim is an understandable plan for attracting useful inquiries and assessing the business they create.
How Do We Choose a Starting PPC Budget?
Start with the offer, market, likely click costs, sales cycle, and customers you can serve. Media spend is only part of the investment. Management, setup, creative, landing pages, and tracking costs should be clear separately. A focused test can be more useful than spreading the budget across many services or platforms.
Can You Review or Take Over an Existing Account?
We can discuss reviewing the current campaigns, available history, search terms, goals, tracking, and landing pages before recommending what should stay or change. Tell us how the accounts and website are managed, including existing agency relationships and access arrangements.
Who Controls the Accounts, Budget, and Campaign Assets?
Account permissions, billing responsibility, spend approvals, asset ownership, engagement terms, and handover should be clear in the written scope. Share how your current accounts are set up so these responsibilities can be discussed before work begins.
What Will You Need From Our Business?
Start with your website, offer, service locations, goals, and current advertising concerns. The scoped work can then define account permissions, content approvals, who answers inquiries, and how your team will provide feedback on fit and customer outcomes.
Why Can Ad Platform Conversions Differ From Actual Customers?
A conversion may be a website action, such as a completed form or a call click. It does not by itself confirm a useful inquiry or a sale. Goal settings, duplicate events, attribution, and time from inquiry to customer can affect the picture. We discuss which actions are being measured and what the business can verify.
How Can We Address Poor Quality Leads?
First separate spam or duplicates, wrong service or location requests, unreachable contacts, and qualified prospects who do not buy. Those reasons point to different checks in targeting, exclusions, messaging, forms, or follow up. Qualification feedback helps prioritize a change, but no campaign can prevent every unsuitable inquiry.
Does Management Include Landing Pages and Creative?
These can be coordinated with the campaigns. The proposal defines copy, assets, page design, development, testing, and ongoing changes, along with what you provide or approve. Explore our Landing Page Design and Conversion Rate Optimization services for related work.
How Long Should We Run Before Judging Results?
Allow for setup, ad approval, the volume of relevant response, and the time it takes an inquiry to become business. Early activity may reveal problems before there is enough evidence to judge acquisition cost. The review period should fit your sales cycle and the decisions you need to make.
How Will We Review Return and Decide What to Do Next?
Agree on the reporting cadence, tracked actions, qualification feedback, and customer information available. Review campaign cost and lead quality alongside customer outcomes, value, and delivery costs. Incomplete tracking needs an explained gap. No fixed lead volume, customer count, or return can be guaranteed.
Your Next PPC Decision
Find Out What Your PPC
Should Do Next.
Share your website, current advertising, and the business you want more of. We can discuss whether the next priority is the campaign, the offer, the website, or the way inquiries are being measured and handled.
An existing account can be the starting point. A first campaign starts with the offer, customer, and a useful test boundary.