Best Practice Media builds and manages full-funnel Google Ads and Microsoft Bing campaigns — from brand defense and Shopping to Performance Max and YouTube — engineered around your profit margins, not your click volume.
$15M
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80
+
32
%
"Best Practice Media has been instrumental in the growth of our brand. Their deep expertise in Google Ads, combined with their proactive and hands-on approach, sets them apart. BPM is responsive, accountable, and consistently thinking ahead to optimize performance. Working with them feels like having an extension of our internal team."
Stuart Wallock — Co-Founder, AO2 Clear
Every engagement includes these core deliverables — plus whatever your specific situation requires.
Full-funnel Google Ads and Bing campaign builds — Search, Shopping, Display, YouTube, and Performance Max — structured to control spend efficiently at every stage.
Precise keyword research, negative keyword sculpting, and match type strategy that captures high-intent traffic without bleeding budget on irrelevant searches.
Compelling, conversion-tested ad copy across RSAs, DSAs, and all available ad extensions — continuously A/B tested and refreshed.
Smart bidding strategy calibrated to your actual CPA and ROAS targets — not platform defaults. Budget allocation is reviewed weekly and adjusted proactively.
We audit and advise on landing page alignment for every campaign — ensuring ad-to-page message match that drives Quality Score and conversion rate.
Weekly performance reports tied to real business outcomes. We build custom dashboards so you always know exactly where your spend is going and what it's returning
A repeatable system built for results — transparent at every stage.
1
Account Audit & Opportunity Analysis
We start by auditing your existing Google Ads and Bing accounts — or analyzing competitor strategies if you're starting fresh. We map wasted spend, missed keyword opportunities, and structural inefficiencies before building a single campaign.
Account Audit
Competitor Gap Analysis
Wasted Spend Identification
CPA Benchmarking
2
Campaign Architecture & Keyword Strategy
We design a full-funnel campaign structure custom to your business — segmenting by intent stage, product type, audience, and geography. Keyword lists are built with precise match types and robust negative keyword frameworks from day one.
Funnel-Based Structure
Intent Segmentation
Negative Keyword Build
Bid Strategy Design
3
Launch, Tracking & Quality Score Build
Every campaign launches with full conversion tracking in place — GA4, Google Tag Manager, and any third-party attribution tools. We monitor Quality Scores, impression share, and early conversion signals closely in the first two weeks.
Conversion Tracking Setup
QS Monitoring
Launch QA
Impression Share Analysis
4
Continuous Optimization & Scaling
Weekly bid adjustments, search term harvesting, ad copy testing, and audience layering keep performance improving over time. When we find winning combinations, we scale spend deliberately — protecting efficiency while growing volume.
Weekly Bid Management
Search Term Harvesting
Ad Copy A/B Testing
Scaling Protocol
Where We Work.
Expertise across every major platform and tool your business needs.
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High-intent search campaigns capturing demand at the exact moment customers are looking for what you offer — the highest-converting traffic source in most industries.
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Product listing ads and Performance Max campaigns optimized for e-commerce brands — maximizing visibility across Google's full inventory.
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Remarketing, audience targeting, and prospecting across millions of sites — keeping your brand in front of high-intent users who haven't converted yet.
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In-stream and bumper ads managed through Google Ads — powerful for upper-funnel awareness and mid-funnel retargeting to engaged audiences.
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Often-overlooked but consistently delivering lower CPCs and older, higher-income demographics — we manage Bing to capture incremental volume your competitors are ignoring.
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Full GA4 integration and event tracking to ensure every click, conversion, and revenue event is properly attributed — so optimization decisions are based on real data.
Vertical-specific expertise means faster results and fewer costly learning curves.
Shopping campaigns, Performance Max, and branded defense for DTC and marketplace brands — optimized for ROAS and new customer acquisition cost.
Lead generation campaigns targeting high-intent commercial queries — structured around CPL, pipeline value, and sales-qualified lead definitions.
Patient acquisition campaigns for clinics, telehealth, and healthcare providers — compliant with Google's healthcare advertising policies.
Legal PPC with full awareness of Google's sensitive category policies for law firms targeting personal injury, family law, immigration, and more.
Trial signup and demo request campaigns structured around product-qualified lead metrics — not just form fills.
Google Shopping and search campaigns supporting retail launch, DTC subscription growth, and seasonal demand capture for consumer packaged goods.
Paid search advertising — also called PPC (pay-per-click) — is the practice of bidding to appear in search engine results when people search for terms relevant to your business. On Google and Microsoft Bing, advertisers bid on keywords, and the platform displays their ads to searchers based on a combination of bid price and ad relevance (Quality Score).
Unlike organic search, paid search delivers results immediately and puts your brand in front of high-intent prospects at the exact moment they are actively looking for what you offer. It’s the highest-intent traffic source in digital marketing — which is exactly why getting the execution right matters so much.
Google Ads has become one of the most complex advertising platforms in existence. Smart bidding algorithms, Performance Max campaigns, audience layering, and automated recommendations all create powerful tools — and significant pitfalls if you don’t know what you’re doing. The platform’s default settings are optimized for Google’s revenue, not yours.
At Best Practice Media, our paid search team manages PPC campaigns across Google and Bing every day for clients across e-commerce, B2B, healthcare, law, SaaS, and CPG. We know where the platform tries to spend your money, and we know how to keep it focused on what actually drives revenue for your business.
Paid search and paid social advertising are complementary, not competing. Search captures demand that already exists — people who are actively looking. Social creates demand — reaching people before they know they need you. The right channel mix depends on your business model, funnel stage, and budget.
E-commerce and lead gen businesses typically benefit most from a coordinated search and social strategy running simultaneously. B2B brands often rely more heavily on search and LinkedIn. Healthcare and law firms frequently see their highest-quality leads from search because of the inherent intent signal. Our team helps you determine the right allocation for your specific situation.
Questions Answered.
Paid search advertising (PPC) is the practice of paying to appear in search engine results when people search for keywords related to your business. On Google and Bing, advertisers bid on keywords and pay when someone clicks. Because users are actively searching for what you offer, paid search typically delivers the highest-intent traffic of any digital channel.
Google Ads costs have two components: your ad spend (paid directly to Google) and agency management fees. Ad spend budgets typically start at $3,000–$5,000/month for meaningful data. Management fees vary by scope and spend volume. At Best Practice Media, we structure fees around your goals and provide full transparency on how every dollar is allocated.
ROAS benchmarks vary widely by industry and product margin. E-commerce brands commonly target 4–8x ROAS; B2B and service businesses usually measure by cost-per-lead or cost-per-acquisition instead. At Best Practice Media, we align performance targets to your actual unit economics — not generic industry averages.
Unlike SEO, paid search can drive results within days of launch. However, Smart Bidding campaigns typically need 4–6 weeks to exit the learning phase and generate statistically reliable data. Meaningful optimization and scaling happen in months 2–3. Clients who commit to a 90-day runway consistently outperform those looking for overnight results.
Quality Score is Google’s rating (1–10) of the relevance of your keywords, ads, and landing pages. A higher Quality Score lowers your cost-per-click and improves your ad position — meaning you pay less for better placement. Our team actively manages Quality Score by aligning keyword intent, ad copy, and landing page experience at every level of campaign structure.
Yes. We manage both Google Ads and Microsoft Bing Ads. Bing is often overlooked, but it consistently delivers lower CPCs and reaches an older, higher-income demographic that converts well for many industries. For most clients, we recommend running both platforms to maximize search coverage.
We’re a 35-person onshore team with deep experience across all major verticals. We don’t use Google’s automated recommendations without human review. We don’t optimize for clicks — we optimize for your actual profit. And we communicate proactively: you’ll never have to chase us for an update on your account.
THE RESULTS
DONT LIE.
Real numbers from real clients. This is the standard we hold ourselves to on every account.
E-commerce
34%
Reduction in cost-per-acquisition for a DTC brand after restructuring a bloated Shopping campaign into a focused, intent-segmented architecture.
Read the case study
b2b/saas
$58
Cost-per-qualified-lead achieved for a B2B SaaS company combining Google Search and Microsoft Bing — a significant improvement from their previous agency baseline.
Read the case study
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Ready to Make Every
Search Count?
Book a free strategy call. We'll audit your current campaigns, identify wasted spend, and show you exactly what we'd change — no obligation. Book a Free Strategy Call