Question 1

How does the Google auction actually price a click?

Accepted Answer

In the simplified model Google itself has published: your position is decided by Ad Rank, which is roughly your bid multiplied by your quality, plus the expected impact of your assets. The price you pay is not your bid - it is just enough to beat the advertiser below you. Worked example with the classic formula: a competitor bids ₹100 at Quality Score 5, giving an Ad Rank around 500. You bid ₹60 at Quality Score 9, giving 540. You take the higher position and pay roughly 500 divided by 9, about ₹56 - while bidding less than them. That is the whole argument for quality work in one piece of arithmetic, and it is why we treat Quality Score components as a repair list, not a vanity metric. The real auction adds thresholds and context, but the lesson holds: quality is a discount.

Question 2

How is this different from our current Google agency?

Accepted Answer

We start with a written 90-day audit, not a slide carousel. It names the exact keywords, audiences, conversion definitions and bids that are leaking budget - and the math once they are fixed. The most common findings are mismatched conversion definitions between Google and the CRM, broad-match keywords with no Negative Pyramid, and Smart Bidding optimising to raw form fills instead of qualified leads - stuck on rung two of the Signal Ladder. The audit is worth the fee whether or not you engage us.

Question 3

Performance Max or Search - which should we run?

Accepted Answer

Both, usually, but with guardrails. Search gives you query-level control and is where high-intent demand gets captured. Performance Max adds reach across Search partners, Display, YouTube, Gmail and Discover from one campaign, but it will happily absorb your brand traffic and claim the credit unless you apply brand exclusions. Our default: Search carries the proven, named demand; PMax runs alongside with brand exclusions, search themes seeded from converters, and its own budget so you can read its incremental contribution honestly. If PMax cannot beat Search on cost per qualified lead after a fair learning window, it gets scoped down. The data decides.

Question 4

Why does performance dip right after account changes?

Accepted Answer

Learning periods. When a bid strategy, budget or conversion action changes materially, Smart Bidding re-enters learning for roughly a week and delivery gets volatile while it recalibrates. This is documented Google behaviour, not a fault. It is also Law 03: one change at a time. We batch changes instead of stacking them, guard the learning window before judging a test, and use seasonality adjustments for short promotional spikes rather than letting the algorithm mislearn from them.

Question 5

Should we bid on our own brand name?

Accepted Answer

Usually yes, and we will show you the math rather than assert it. Brand clicks are the cheapest in the account, they defend the shelf when competitors bid on your name, and they give sitelink and callout control the organic listing cannot. The honest caveat: some brand spend is cannibalised from organic clicks you would have won anyway. Where the account is big enough we run a brand holdout test to measure the true incremental share, then size the brand budget on evidence. Law 04, applied.

Question 6

Do you need access to our CRM?

Accepted Answer

Ideally, yes. CRM-side conversion import is the change that moves the cost-per-lead needle most - it lets Smart Bidding see which leads actually qualified and won, not just which forms were filled. We can work without it, but the account stays on rung two of the Signal Ladder and never reaches its ceiling.

Question 7

What budget do you recommend to start?

Accepted Answer

It depends on your auction. Some specialty B2B keywords sit at 1,200 to 2,500 rupees per click; if the monthly spend cannot buy enough clicks for statistical confidence inside a quarter, paid search is not the right starting point and we will say so. As a working rule, the budget needs to afford roughly 30 conversions per month per campaign before Target CPA bidding has enough signal to work with. Below that, we run Maximize Conversions or manual structures and build toward it.

Question 8

What reporting do we get, and how often?

Accepted Answer

One Looker Studio view, refreshed daily: spend, cost per lead, cost per qualified lead, and revenue where the CRM allows it. Search-term findings and test outcomes are written up weekly in plain language. No screenshot decks, and no metrics that cannot be reconciled with the platform and your CRM. If a number in the dashboard disagrees with Google Ads, that is a bug and we treat it like one.