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Paid Search

Paid Search sits at the point of highest intent in the Discovery System.

When it's managed as a bidding exercise in isolation, it captures demand without strengthening long-term discovery.

When it's managed as a system component, it reveals demand signals that no other channel can, and captures revenue that the rest of the marketing mix has earned.

Scott CarruthersSenior Director, Paid Search
“We solve the gap between demand that exists and demand that converts - while feeding the intelligence that makes the whole Discovery System sharper.”

Our core Paid Search pillars

Consistent Presence
Across search, shopping, and AI-led discovery surfaces at the moments of highest intent.
Controlled Interpretation
Ensuring the brand is correctly associated with the right terms, needs and category signals at the point of decision.
Demand Intelligence
Search query data, auction insights, and impression share data that reveals how people actually describe their need, who is competing for that demand, and where the brand is absent or being displaced.
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Why it matters

Strategic discovery
Most brands treat Paid Search as a demand capture channel - a lever to pull when targets fall short. This framing limits it.
Understanding customer intent
Brands are competing for customers who are actively looking, but they don't fully understand what those customers are looking for, how they're describing it, or where the brand sits relative to competitors at that exact moment.
Keeping control in the AI era
AI Overviews, AI Mode and automated campaign types like Performance Max are changing where ads appear and how much control brands have over them. Without clear guardrails and testing, brands risk handing their search strategy, budget and brand interpretation to the platform.

Engineering discovery

SEO

Paid and Organic are one search channel. We always work in unison to craft innovative strategies before carrying them out together to ensure we capitalise on the demand that matters.

Paid Social and Programmatic

Search shows where demand is missing. That tells organic channels where to build presence, and search then captures what they create.

Creative

We engineer ad copy and asset testing to underline what messaging actively persuades customers at the point of decision, and every result sharpens future rounds of testing.

Marketing Science

Incrementality and new-customer measurement show what Paid Search adds, rather than what it takes credit for.

The impact

FAQs

Accelerate your discovery

Talk to us about Paid Search
Talk to us about Paid Search
Talk to us about Paid Search
Talk to us about Paid Search