Paid search is where demand shows up with its hand raised. WWC builds Google Ads and paid search to catch it, including the people your TV, streaming and radio sent looking.
What it is
PPC, pay per click, means you pay when someone clicks your ad, not when it shows. On Google, that ad appears when someone searches for what you sell, which is why search is usually the highest-intent money in a plan.
Here is what a search-only plan misses. Search does not create demand. It catches it. Somebody has to want the thing first. When a streaming flight or a radio schedule runs, watch your branded searches. They tend to climb, and a plan that runs both is ready for it, with the budget and the keywords in place.
Search is also changing. On searches that show a Google AI Overview, paid click-through fell 68 percent between June 2024 and September 2025 in Seer Interactive's study of 42 organizations (opens in a new tab). Paid search still works. It works best on the searches where people are ready to buy, and it should not be the only thing on the plan.
What we run
Google Ads search
Campaigns built around buying intent, with negative keywords that stop paying for job seekers, do-it-yourselfers and the wrong city.
Local and call campaigns
Ads built for near-me searches and phone calls, tied to your business locations and hours.
Performance Max and Shopping
Google's automated campaigns, set up with guardrails so they do not quietly spend your budget on your own brand name.
Microsoft Advertising
Bing reaches searchers Google does not, often at a lower cost per click.
Conversion tracking
Calls, forms and purchases tracked back to the keyword, so bids follow revenue instead of clicks.
Landing pages
Pages built to convert and tested with SmartOpt, WWC's own conversion software.
How we run it
Most accounts we inherit have the same three problems. They pay for clicks on their own brand they would have gotten anyway, they bid on broad terms that bring in the wrong people, and they count a click as a win.
We fix the tracking first, then the keywords, then the bids. Then we tie search to the rest of the plan: branded search watched against streaming and radio flights, retargeting through YouTube and programmatic, and organic search work so you stop paying for clicks you already own. Landing pages get the same treatment through conversion rate optimization.
What is PPC?
Pay per click. You pay when someone clicks your ad, not when it shows. Google Ads and Microsoft Advertising sell search ads this way, and the price of each click is set by an auction among advertisers bidding on the same search.
How much does PPC management cost?
There are two parts: the ad spend that goes to Google, and the fee for running the account. Keep them separate when you compare agencies. We price management by the size and scope of the account and show both numbers in the plan.
How long does PPC take to work?
Search can produce clicks the day it launches. Making it efficient takes a few weeks of data: which searches convert, which do not, what a lead is worth. Expect the first month to be about learning and the second about tightening.
Should we bid on our own brand name?
Sometimes. If competitors bid on your name, yes, and it is usually cheap. If nobody does, test pausing it. Branded clicks are often clicks you would have gotten for free, and that money may do more on streaming or YouTube.
How do I choose a PPC agency?
Ask who owns the ad account (you should), how they track conversions, what they would cut first, and how search fits with the rest of your marketing. An agency that only talks about clicks and impressions is measuring the wrong thing.
Does paid search still work with AI answers in Google?
Yes, on the right searches. AI Overviews pull clicks away from informational questions. Searches with clear buying intent, like a service and a city, are where the budget belongs, and that is where we put it.
Send us what you spend on search now, or just the goal. We will show you what we would keep, what we would cut and where the money should go.