We design and operate Google Search, Shopping and Performance Max structures that capture high-intent demand, control wasted spend and scale profitably.
Paid Search collapses for most brands because campaigns are rebuilt constantly, keywords are broad and unstructured, Shopping feeds are messy, search terms are unmonitored and Performance Max runs wild.
Paid Search is not "switching on Google." It is a precision-engineered acquisition system. Requiring intent mapping, structured keyword clustering, feed optimisation, controlled targeting and continuous reinforcement.
Broad keywords, unchecked search terms, messy shopping feeds and PMax running without signals. Budget wasted on irrelevant queries. Campaigns rebuilt every few weeks with no compounding improvement.
Intent-mapped keyword architecture, controlled campaign structures, optimised product feeds and disciplined PMax. A precision system that gets more efficient over time.
Real Paid Search requires
Search intent
Keyword universe creation with intent classification: transactional, commercial, brand and informational. Clustered keyword groups, negative keyword systems, shared libraries across campaigns and cannibalisation prevention.
Search structure engineered for data clarity. Performance Max built with disciplined feed and signal logic. Shopping campaign optimisation, negative keyword strategy, incrementality and brand safety rules. Feed cleanup for product alignment.
Grouped campaigns with brand vs non-brand separation. Top, mid and bottom funnel segmentation. Conversion-driven automated bidding. Ad group relevance and tight matching. Ad copy aligned to user intent and landing pages.
Feed structure and data quality, title and attribute optimisation. Product grouping and priority structures. Merchant Centre optimisation, diagnostics and error correction. Product exclusions and profitability rules.
PMax deployed only with strict asset groups, defined signals, clean feed data, exclusions and category control. Search term monitoring, intent reinforcement and minimising noise and misattribution from day one.
Responsive search ads with structured messaging frameworks. Headline and description rotation, callout usage, seller ratings and extensions. Landing page message alignment to reduce bounce and improve Quality Score.
Accurate credits for Search vs PMax. First and last touch insights, assisted conversions and cross-channel validation across Meta, email, direct and SEO. Fixing inflated or duplicated conversions.
Search term expansion and negative keyword refinement. Bid modifier adjustments, feed optimisation and product-level analysis. Ad testing, hour-of-day and day-of-week budget allocation. Incrementality testing.
Phase 01
Paid Search depends on clean tracking, accurate attribution, quality product data, strong landing pages and accurate feed data. We fix these first. No campaigns launch on broken foundations.
Phase 02
We build the full keyword universe, intent-based clusters, campaign structures, feed rules, landing page matching and PMax architecture for control. Before a single pound is spent.
Phase 03
Deploy Search, Shopping and PMax campaigns. Implement ad copy frameworks. Upload feed optimisations. Add negative keyword systems. Start with controlled bidding and validate tracking before scaling.
Phase 04
Weekly search term analysis, Shopping product performance optimisation, feed improvements, ad creative rotation and bid and budget refinement. Compounding efficiency every cycle.
Phase 05
Channel efficiency, incrementality, new keyword demand, product-level data insights and seasonal and category opportunities. Reported commercially, not just as platform metrics.
Paid Search cannot operate in isolation. It must be tied into the full digital engine. Otherwise it becomes an expensive, disconnected silo.
Paid Search
Growth & Acquisition
SEO & Content
Keyword and intent alignment between paid and organic reduces CPA and improves Quality Score. Both share the same architecture.
Websites
Template quality, UX and product structure directly determine whether paid traffic converts or bounces on arrival.
Tracking
Accurate conversion data is required for Smart Bidding to work correctly. Broken tracking means the algorithm optimises on fiction.
Amazon Ops
Cross-channel demand signals from Amazon and Google Search inform keyword strategy and product prioritisation decisions.
Paid Strategy
Paid Search reporting feeds into unified multi-channel attribution. Ensuring budgets are allocated correctly across all acquisition channels.
Analytics
Insights and forecasting (seasonality, category demand, incrementality) all flow from a structured, reliable analytics layer.
A clean, stable SEM structure that scales without rebuilding every few months
Better efficiency and lower CPA through disciplined keyword and negative keyword logic
Higher ROAS from optimised Shopping feeds and product-level profitability rules
Controlled Performance Max that doesn't waste budget on misaligned signals
Improved conversion from landing page and ad copy alignment
Clear attribution separating Search, Shopping, PMax and brand contributions
Weekly insights that drive actual decisions. Not just platform dashboards.
A reliable search engine for scaling spend profitably over time
Rebuilding fragmented, overlapping or bloated Google Ads accounts. Consolidating campaigns, fixing match types and restoring structure so the algorithm has clean data to work with.
Identifying and cutting wasted spend on irrelevant search terms, duplicated keywords and poorly matched ad groups. Improving CPA without necessarily increasing budget.
Optimising product titles, attributes and feed structure to improve impression share, reduce wasted clicks and lift Shopping ROAS across the catalogue.
Reining in runaway PMax with defined signals, exclusions, asset group structure and search term monitoring so it works alongside (not against) your other campaigns.
Building a Paid Search engine from scratch for a new store or new market. Keyword architecture, feed setup, campaign structure and tracking all correct from day one.
Creating a full SEM strategy from scratch. Keyword universe, intent clustering, campaign hierarchy, PMax architecture and ongoing optimisation cycles all defined upfront.
Get a Paid Search audit and SEM strategy proposal for your business.
Talk to a humanCore Performance
1.2s
LCP
14ms
FID
0.01
CLS
Structure
Channels
Intent capture · Keyword architecture · Controlled campaigns · Efficient spend
Deployments
84.2%
System Health
Stable
