How Does Paid Search Management Help Your Business

By Olivia Johnson - Trusted UK Business Expert

Last Updated 15th of January 2025

6 minute read

If you’re a business owner, then you know that there are a lot of different ways to market your company. You might have tried some traditional methods, like print ads or TV commercials. Or, you may have gone the digital route and started using social media or search engine optimization. 

Paid search management is another option to consider. But what is it? And how can it help your business? Keep reading to find out! 

What is Paid Search Management? 

Paid search management is the process of creating, optimizing, and managing paid advertising campaigns on search engines like Google and Bing. 

Paid search ads are the ones that show up at the top of the search results page, above the organic listings. They’re usually labeled as “sponsored” or “ad.” 

Why Use Paid Search? 

There are a few reasons. 

• Get the Word Out : First, it’s a great way to get your business in front of people who are already interested in what you have to offer. They’re searching for keywords related to your product or service, which means they’re more likely to convert into customers. 
• Target Your Customers : Second, paid search is flexible and customizable. You can target specific demographics, locations, and even devices. And you can set your budget so that you only pay when someone clicks on your ad. 
• Generate More Leads : Paid search can help you generate more leads. Unlike some other marketing methods, you can track how many people have seen your ad and clicked on it. This data can be extremely valuable when you’re trying to measure the success of your marketing campaigns. 
• Sell More Products or Services : Finally, paid search can help you sell more products or services. If done correctly, it will put your business in front of people who are ready to buy. And, with the right offer and call-to-action, you can increase your conversion rate and boost sales. 

How Does Paid Search Work? 

Paid search works by bidding on keywords that you think potential customers will use to find your business. For example, let’s say you own a flower shop in Glasgow. You might bid on keywords like “flower delivery Glasgow” or “flower shop Glasgow.” 

When someone searches for one of those keywords, your ad will appear at the top of the search results page. If they click on your ad, they’ll be taken to your website. 

You’ll then be charged a certain amount of money for each click, depending on how much you bid on the keyword. 

The good news is that you can set a daily budget so that you don’t overspend. And, you only pay when someone actually clicks on your ad. 

How Much Does Paid Search Cost? 

Paid search costs can vary depending on a number of factors, including the competitiveness of the keyword and the amount you’re willing to bid. 

In general, though, you can expect to pay anywhere from a few pence to several pound per click. 

Here’s a comparison table outlining typical pricing for Paid Search Management in the UK across different types of agencies or service providers:

This table covers various types of providers to help you compare pricing structures based on your budget and business needs.

How Can I Get Started with Paid Search? 

If you’re interested in using paid search to market your business, then the first step is to create a campaign. 

You’ll need to choose your keywords, set your budget, and write your ad. Then, you’ll need to decide where you want your ad to appear. 

Once you’ve created your campaign, you can start tracking your results and making changes as needed. 

Paid search can be an effective way to market your business, but it’s important to remember that it’s just one piece of the puzzle. You’ll also need to focus on other marketing channels, like SEO and social media. 

But if you’re looking for a way to generate more leads and boost sales, then paid search is worth considering. 

Paid Search Management Services 

If you don’t have the time or resources to manage your paid search campaigns, then you can always outsource the work to a professional. 

There are a number of companies that offer paid search management services. They’ll take care of everything for you, from keyword research to ad creation to tracking and reporting. 

Paid search management can be an effective way to market your business. But it’s important to choose the right company to work with. Make sure you do your research and ask for references before making a decision. 

FAQ

What is paid search management?

Paid search management involves the planning, execution, and optimisation of pay-per-click (PPC) advertising campaigns, typically on platforms like Google Ads or Bing Ads. It includes managing keywords, bids, ad copy, and targeting to maximise visibility and return on investment (ROI).

How does paid search management help increase traffic to my website?

Paid search ensures your ads appear at the top of search engine results pages (SERPs) when potential customers search for relevant terms. This visibility attracts targeted traffic to your website, increasing the likelihood of conversions.

Can paid search management improve my return on investment (ROI)?

Yes, professional management helps optimise your campaigns by refining targeting, adjusting bids, and testing ad copy. This ensures you’re not only attracting clicks but also converting them into leads or sales, improving your overall ROI.

How does paid search management help my business stand out from competitors?

Effective paid search management focuses on strategic keyword selection and well-crafted ad copy that differentiates your brand. It positions your ads in front of customers actively searching for products or services like yours, giving you a competitive edge.

Can paid search management target local customers?

Absolutely. Paid search campaigns can be tailored to specific geographic areas, helping local businesses attract nearby customers. This localisation ensures your ads reach users who are most likely to engage with your business.

How does paid search management save time?

Managing PPC campaigns involves continuous monitoring, data analysis, and optimisation. A professional paid search manager handles these tasks for you, freeing up time for you to focus on other aspects of your business while ensuring the campaigns run efficiently.

Can paid search management help improve my brand’s visibility?

Yes, it can boost both short-term and long-term visibility. While organic search takes time to build, paid search delivers immediate visibility in SERPs, keeping your brand top of mind for potential customers.

How does paid search management help with budget control?

Paid search management professionals help you allocate your budget effectively, ensuring you’re spending on the most valuable keywords and ad placements. They also monitor campaign performance closely to prevent overspending.

Can paid search management improve my conversion rates?

Yes, paid search managers focus on optimisation techniques such as A/B testing, adjusting targeting, and refining ad copy to ensure that more clicks turn into conversions, whether it’s purchases, sign-ups, or enquiries.

Is paid search management suitable for small businesses?

Definitely! Paid search management can be tailored to fit businesses of any size. For small businesses, it can deliver cost-effective results by targeting specific audiences and keywords that generate high-quality leads.

How does paid search management track and measure results?

Paid search platforms offer in-depth analytics that track metrics like clicks, conversions, and ROI. Paid search managers regularly review these insights to adjust campaigns, ensuring they perform optimally and meet your business goals.

What’s the difference between paid search and organic search?

Paid search involves placing ads at the top of search results through a bidding system, delivering immediate visibility for selected keywords. Organic search, on the other hand, focuses on improving rankings through SEO, which takes time but provides long-term visibility without direct ad costs.

Conclusion 

Paid search is a form of digital marketing that allows you to place ads on search engines like Google and Bing. 

When done correctly, it can be an effective way to generate more leads and boost sales. 

If you’re interested in using paid search to market your business, then the first step is to create a campaign. You can either do this yourself or outsource the work to a professional. 

Paid search can be an effective way to market your business, but it’s important to remember that it’s just one piece of the puzzle. You’ll also need to focus on other marketing channels, like SEO and social media.