Search Engine Marketing Agency Services

What Experience Do Digital Marketing Agencies Have Running Search Engine Marketing (SEM) Campaigns for Different Industries?

Reputable digital marketing agencies often have extensive experience managing search engine marketing (SEM) campaigns across a wide range of industries. This cross-industry expertise allows them to understand diverse consumer behaviors, seasonal trends, and competitive search landscapes. 

Common industries SEM agencies serve include:

• Healthcare: Paid search campaigns help clinics, hospitals, and specialists connect with patients actively searching for care while remaining compliant with industry regulations.
• eCommerce: SEM drives product visibility and sales through targeted search and shopping ads, especially during peak shopping seasons. “To reach potential customers on search engines,” suggests Ravi Pandya from Shopify, “Ecommerce companies run ads to promote their product page in paid search results.” 
• Education: Schools, universities, and online course providers use SEM to increase enrollment by targeting prospective students based on location, interests, and search behavior.
• Home Services: Plumbers, movers, electricians, HVAC techs, and contractors use SEM to appear at the top of search results when customers need immediate services.
• Automotive: Dealerships and auto service centers run SEM ads to promote inventory, service specials, and financing offers to shoppers in their area.

At Ottaway Digital, we have run a range of successful SEM campaigns for over a dozen industries, including:

• Moving Companies and other contracting services
• Healthcare providers and medical services
• Manufacturing and industrial B2B
• Legal services and professional consultants

“Since 1999, we’ve run a series of SEM campaigns tailored for different industries,” says our President, Bob Ottaway.

How Do Digital Marketing Companies Manage Pay-Per-Click (PPC) Campaigns with Google Ads?

Most digital marketing companies follow a structured and strategic process to manage pay-per-click (PPC) campaigns on platforms like Google Ads. As Johanna Marmon from Martech highlights, “Search engines display PPC ads based on online auctions — which roughly translates into the amount marketers or business owners are willing to pay every time someone clicks on their ad.”

PPC campaign responsibilities typically include:

• Campaign planning based on business goals
• Keyword research and match type selection
• Ad copy creation and A/B testing
• Daily or weekly bid adjustments and budget control
• Performance monitoring and optimization
• Conversion tracking and attribution setup

Automation tools and AI-assisted bidding strategies are also frequently used to improve efficiency and return on investment.

At Ottaway Digital, we manage every Google Ads campaign using data-driven approaches, including:

• Manual and AI-enhanced bidding strategies
• Keyword segmentation into tightly themed ad groups
• High-converting ad copy with ongoing testing
• Geo-targeting, device targeting, and dayparting
• Constant monitoring and regular optimizations

“Managing PPC campaigns is all about staying hands-on—from setting up smart targeting to constantly refining keywords and bids, all while keeping a close eye on the performance so your budget is always working toward real results,” emphasizes our President, Bob Ottaway.

How Do Digital Marketing Agencies Measure and Report Success for SEM Campaigns?

Measurement and reporting are key to refining and proving the effectiveness of SEM campaigns. Most agencies provide monthly or real-time dashboards that track:

• Click-through rate (CTR)
• Cost-per-click (CPC)
• Conversion rate
• Return on ad spend (ROAS)
• Impression share and quality score
• Lead volume and call tracking

One Indeed article also recommends, “Run tests between various ads to see which gets the best response,” By doing this, digital marketing agencies can help improve the outcome of your campaign.

At Ottaway Digital, we committed to providing transparent, actionable reporting with:

• Custom dashboards available 24/7
• Weekly and monthly performance reviews with an in-depth analysis
• Call tracking and form fill reporting
• Clear metrics tied to your business goals, not just vanity KPIs
• Ongoing strategic insights based on campaign trends

“Our reports are clear, honest, and tied to your business goals, so you always know how your campaign is performing,” assures our President, Bob Ottaway.

Do Digital Marketing Companies Handle Landing Page Design and Optimization?

“While landing pages cross over with an organic SEO growth strategy, it’s also vital that your paid ads lead customers to the information they’re expecting,” states Will Hillier from CareerFoundry. Because of this, many SEM-focused agencies offer landing page design as part of their services to increase conversion rates. With a well-optimized landing page, agencies can significantly lower cost-per-lead for your campaign.

These services typically include:

• Design and layout tailored to the target audience
• Persuasive, benefit-driven copywriting
• A/B testing different page elements
• Fast-loading, mobile-optimized experiences
• Seamless integration with customer relationship management (CRM) or lead capture systems

Some agencies also use heat maps and session recordings to inform design improvements.

At Ottaway Digital, we design, build, and test landing pages that support your SEM goals. Our landing page services include:

• Custom design aligned with your brand and offer
• High-converting copy tailored to your target keywords
• Form and call-to-action placement best practices
• Ongoing A/B tests to maximize ROI
• Page speed and mobile usability enhancements

“Driving traffic is only half the job,” explains our President, Bob Ottaway, “We also design and optimize landing pages to make sure active users turn into quality leads.”

Can Digital Marketing Agencies Provide Case Studies or References from Other SEM Clients?

When discussing the importance of agencies providing case studies, Mark de Grasse from DigitalMarketer.com suggests, “Real user experiences make it easier for potential customers to envision product use,” Reputable agencies typically offer case studies that showcase their SEM success in various industries. These case studies may highlight:

• Initial challenge and marketing objectives
• Strategy implemented (ad structure, targeting, landing page, etc.)
• Results achieved (CTR, CPC, conversions, ROAS)
• Timeline of improvement
• Client testimonials or quotes

References and client contacts may also be provided upon request, depending on confidentiality agreements.

At Ottaway Digital, we’re proud of the results we’ve delivered for a variety of clients and are happy to share:

• Real-world case studies with key metrics and takeaways
• Client testimonials across industries like healthcare, automotive, and home services
• References from long-term partners who can speak to our reliability and performance
• Before-and-after performance comparisons

“The best way to show how our SEM strategies deliver real, measurable results is through detailed case studies and testimonials,” states our President, Bob Ottaway. To read about some of our SEM campaign success stories, check out our case studies page.

What Do Digital Marketing Companies Include in Their SEM Management Fees, and How Is Pricing Structured?

SEM management fees are typically structured in one of the following ways:

• A flat monthly fee
• A percentage of ad spend (often 10–20%)
• A hybrid of flat fee + performance-based bonuses
• Tiered packages based on service levels

In particular, for PPC campaigns, “Average cost per click is typically $0.11-$0.50 and average cost per month is $100-10,000,” notes SEO.com. Additional services like landing page design or call tracking may be offered as add-ons.

Our SEM pricing is built to be transparent and aligned with your goals. We offer:

• Flat monthly management fees with no hidden costs
• Custom packages based on campaign complexity and goals
• Ad spend billed directly through your own Google Ads account
• Optional add-ons for landing pages, call tracking, or video ads
• Full breakdown of services included during onboarding.

“Our SEM management fees are designed based on the services you need while remaining straightforward and transparent, so you know exactly what you’re paying for,” our President, Bob Ottaway, explains. To receive a free, no-obligation consultation, call us at (248) 637-4600 or fill out our online contact form.