Search campaign optimisation

Two weeks into a campaign, you'll have data that tells you exactly what's working and what isn't. But only if you know where to look. Most teams run search campaigns on autopilot, checking in every few weeks to see total spend. That's like flying a plane with your eyes closed and checking altitude once an hour. The moment your ads go live, you need feedback loops that tell you what's driving pipeline and what's wasting budget.

This article covers the optimisation cycle: reviewing search term reports to catch irrelevant searches that are draining budget, testing ad variations to improve click-through rates, refining match types based on performance, and continuously reallocating budget toward campaigns and keywords that generate qualified pipeline. Optimisation isn't one-time work. It's ongoing triage that turns a decent campaign into a profitable one.