SEARCH MARKETING / PAY PER CLICK
Pay for the right visit. Measure the next action.
PPC works when the ad, landing page, budget and enquiry route belong to one clear decision.
We plan and manage campaigns around the offer you want to promote, then review search terms, spend and qualified actions. Ad spend and management work are kept separate so you can see what each pays for.
Start with the specific page, problem or goal you can show us.
WATCH THE EXPLAINER
Where paid search fits.
Video transcript — select a time
0:00 So, you’ve got a website and you’re ready for the world to see it. Now what? Let’s talk search engine marketing, or SEM. If you’ve ever searched on Google
0:08 and noticed ads at the top [unclear], the real engine behind most of those ads is pay-per-click, or PPC. SEM
0:16 is all about getting your business noticed by the right people at the right time. Unlike organic SEO, SEM gives instant visibility through paid
0:24 placements. You bid on keywords like “best Italian restaurant near me” or “emergency plumber Sydney”.
0:31 You only pay when someone clicks your ad. In 2025, SEM is powered by automation, AI and personalisation.
0:38 Smart algorithms analyse who’s searching, where they are, what device they use and the time of day.
0:45 Video ads, interactive formats, visual search—think Google Lens and image-based ads. No one size fits all.
0:54 One-off campaigns equal a short, sharp boost, ideal for a product launch or event.
1:00 Testing the waters. For long-term growth, choose a retainer: ongoing management, optimisation and regular
1:06 reporting. SEM needs constant tweaking to keep up with trends, regulations and the way people search. Data privacy
1:14 matters. Be upfront about how you collect and use data. Keep your campaigns compliant. Respect your users’
1:20 trust. Who is SEM/PPC for? Almost everyone: e-commerce brands, local businesses, B2B
1:30 companies and agencies managing campaigns for clients. At Logue Media, I’ve designed flexible plans, whether you need a once-
1:38 off push or ongoing support. My job is to make sure your ads are seen by the right people and that every click counts. If
1:46 you’re ready to take your website from a hidden gem to front and centre, let’s talk about which SEM plan fits you best.
1:53 Thanks for watching. Hit subscribe and check out the website logue.group for more on search marketing and pay-per-click.
DIRECT ANSWER
What is PPC advertising?
Pay Per Click advertising places paid ads in front of selected audiences or searches, with charges generally tied to interactions such as ad clicks. It can create visibility for a defined offer while organic work develops. The useful result is a qualified enquiry or sale at an acceptable cost, so campaign settings, landing pages and conversion measurement have to work together.
Is PPC a substitute for SEO?
No. Ads can reach selected audiences quickly, while organic pages serve longer-term discovery and help a buyer judge the offer. A weak landing page can waste paid traffic, so we review the page as part of campaign planning.
What does the client pay for?
The media budget is paid to the advertising platform. Strategy, setup, management, landing-page changes and reporting are separate service work. We agree what is included before the campaign starts.
What counts as a result?
Clicks and impressions show exposure. We distinguish calls, forms, purchases or other agreed actions and check lead quality with the client where possible. A form count alone does not prove profitable work.
THE BUYER PROBLEM
The budget can disappear before the right buyer arrives.
THE PAID BUYER JOURNEY
A click is a cost. An enquiry is a decision.
A searcher asks for a specific service, sees an ad with a promise, opens a page that should prove it and chooses whether to call or send a form. Each hand-off must match. The campaign can attract the right query but lose the person when the page is vague or the contact path fails on a phone.
Search and ad
Is the intent relevant and is the offer stated accurately? We group searches by the service and buying need behind them, then exclude terms that are unlikely to produce a suitable enquiry. The ad should name the offer and service area honestly so the person knows what awaits after the click. Early search-term reviews show whether the campaign is paying for the audience we intended.
Landing page
Does the page answer the promise with scope, proof and a usable action? The heading, service detail and location should match what the ad offered. A visitor needs enough evidence to judge the business and a call or form that works on a phone. If the destination is a vague homepage, repairing that route may be more useful than increasing the ad budget.
Enquiry
Can the visitor complete the action and reach a person? We test the agreed call, form or purchase route on a phone and confirm it records the event. The team needs a clear owner and a workable response path. A counted form submission is useful evidence that the route worked, but it does not yet show whether the prospect fits the business.
Lead quality
Which contacts match the service, area and capacity you can actually serve? The client’s follow-up distinguishes a suitable prospect from spam, an out-of-area request or a poor fit. We compare that feedback with the search terms and ads that produced the contact, so a campaign is judged on useful opportunities rather than form volume alone.
Next decision
What should change before more money is committed? We bring together spend, search terms, landing-page performance, tracked actions and qualified enquiry feedback. The next decision may be to exclude a search, revise the ad, repair the page, adjust the budget or pause. The client approves material budget and offer changes; the reason is recorded for the next review.
WHAT IS INCLUDED
Five parts of a useful PPC campaign.
The existing service page names these five areas. We agree which work applies to the offer and keep platform media spend distinct from our service fee.
Google Ads Campaign
Keyword Research
Analytics, Tracking & Reporting
Multi-Platform PPC (Bing & Social Media)
Landing Page Design
FROM CLICK TO CONTACT
The ad is only the start of the route.
A useful search can still fail on a vague landing page or an unanswered call. We inspect the hand-off before recommending more spend.
A CLEAR SEQUENCE
Plan. Launch. Learn. Decide.
Campaign work follows the actual offer and approval path. These stages keep account access, the landing page and lead quality connected.
01 — Define the offer
Agree the objective, available budget and locations. Choose the primary conversion action and identify the page the ad should lead to. Review whether the client has capacity to answer incoming enquiries.
02 — Build and test
Set campaign themes, ads, exclusions and locations; check account access and conversion measurement. Test the landing page and contact route on a phone before spend begins.
03 — Launch and observe
Review early search terms, clicks, spend and the first leads. Correct irrelevant traffic and mismatched ad-to-page promises instead of declaring success from impressions.
04 — Improve or pause
Use spend and qualified enquiry data to adjust terms, ads and landing experience. Tell the client what changed, what it cost and which decision is recommended next.
HOW WE DELIVER
PPC decisions, with the right people in the room.
The offer, account access, media budget and lead follow-up determine the work. Meetings support those decisions; monitoring continues through the agreed account and reporting rhythm.
Central Coast / in person
Central Coast businesses can meet in person at the start to define the offer, budget authority and lead follow-up. A local session can also reveal seasonal demand or service-area boundaries that are easy to miss in account settings. Campaign monitoring and reporting continue through the agreed shared account and written decisions.
Regional / Solution project
For a regional Solution project, PPC can support a launch, defined service area or wider website and content delivery. We agree who owns the ad account, landing page, creative approvals and follow-up. Onsite work and travel are specified if needed; campaign management does not automatically include a location visit.
Other locations / remote
For businesses elsewhere in Australia we can plan, review and report remotely by email, telephone and webcam. The client retains account ownership and approves media spend. We use shared reporting and lead feedback to decide whether a campaign should change, continue or pause.
ROLES AND RESPONSIBILITIES
Clear ownership before spend begins.
A campaign needs an approved budget and an accountable response to enquiries. These are the practical duties on each side.
You provide and approve
01
Goals and access
- Business goals, priority services and target markets.
- Ad budget and access to the client-owned account.
02
Approvals and follow-up
- Offer, ad claims, creative and landing-page approvals.
- Prompt lead follow-up and feedback on enquiry quality.
Logue Media plans and manages
03
Research and setup
- Research, campaign structure, ad copy and agreed setup.
- Search terms, exclusions, location settings and bid review.
04
Review and reporting
- Tracking checks, monitoring and clear reporting.
- Landing-page work and extra platforms only where scoped.
MEASUREMENT, NOT VANITY NUMBERS
Keep four measures separate.
The report should make each measure and its limits visible. Compare spend and tracked actions with lead quality and follow-up; a click or an attributed conversion is not a completed sale.
Ad spend
Ad spend is the media budget charged by the advertising platform. We show the approved limit, amount used and any proposed change separately from setup or management fees. This lets you decide whether spend is buying relevant opportunities without confusing media cost with our work.
Clicks and search terms
Click totals show visits, not buyer fit. We review the actual search terms, locations and costs to see where the budget went. Irrelevant terms can be excluded and useful themes can be refined; a lower cost per click means little if the visitors cannot use the service.
Tracked actions
We agree the meaningful actions before launch and test whether the call, form or purchase route records them. A platform may attribute an action to an ad, but duplicated events, missed calls or incomplete tracking can distort the number. The report should show what was counted and what remains uncertain.
Qualified enquiries
The client’s feedback helps distinguish a suitable prospect from a spam form, wrong-area request or general enquiry. We compare that feedback with spend and tracked actions, then decide whether the targeting, ad, landing page or response process needs attention. The aim is a more useful enquiry route, not a larger dashboard total.
BUYER QUESTIONS
Questions before you decide.
These answers define what this service can and cannot do.
How much should we spend on ads?
The budget depends on the offer, target area, competition and what a qualified enquiry is worth to your business. We agree a starting limit and review actual terms and lead quality before recommending a change.
Is ad spend included in the management fee?
No. Platform media spend and Logue Media’s agreed setup or management work are separate amounts. The proposal should identify both and the client should approve budget changes.
Who owns the Google Ads account?
The client should retain ownership and access to the advertising account and data. Logue Media can be granted management access for the agreed work; the access and billing arrangement are documented.
Do we need a new landing page?
Only if the current page fails to match the ad or makes enquiry difficult. We inspect the route first. A new or substantial page repair is scoped and approved separately when needed.
When do we know the campaign is working?
Clicks can appear quickly, but enough qualified lead feedback takes longer. We review search terms, spend, tracked actions and what happened after enquiries, then recommend whether to change or continue.
THE COMMERCIAL NEXT STEP
Know the scope before you commit.
Send the offer, target area, current landing page and the budget range you are prepared to approve. We will identify the campaign, access, tracking and page work needed, then agree the media budget separately from setup and management fees. Review the current PPC plans for pricing context; the proposal names what applies to your account before spend begins.
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What would a good enquiry be worth to you?
Tell us the offer, geography, landing page and budget authority. We can review the current path and agree whether a paid campaign, page repair or different search service should come first.