If you feel that your PPC campaigns are not progressing, that your CPA is going up without justification or that your Performance Max “works” but you don’t know why, what you need is not more budget: it’s method. That’s where SEM consulting comes in, a discipline that organizes data, prioritizes actions and aligns your campaigns with business objectives, not just clicks.
At Inprofit we work with a 360º approach to consulting: strategy, martech and creativity under the same umbrella to accelerate recruitment without wasting money on inventions.
What is SEM consulting and why do you need it?
SEM consulting is a structured process to audit, optimize and scale your investments in Paid Media (Search, Shopping, Performance Max, Display, Discovery, Microsoft Ads, etc.). It’s not “touching bids” once a month: it’s diagnosing the entire funnel, from search intent to lead quality.
Warning signs that indicate that it is in your best interest to
- ROAS fluctuates with no clear pattern and no one can explain it.
- Automatic bids active, but without value metrics (LTV, margin) properly configured.
- Lots of impressions, few qualified leads; the sales team complains about quality.
Do you want us to review your account and prioritize quick wins? Write us and we will schedule an express consultancy.
Methodology: from diagnosis to scaling
1) Technical audit of accounts
We reviewed structure by intent (brand, generic, competitors), naming, segmentation, matching, negative lists and conflicts between campaigns. We validate tags in GA4, consent mode and server-side tagging so that the algorithm learns from reliable events.
2) Value metrics and attribution model.
We define primary conversions (MQL, SQL, order) and micro conversions (scroll, initiated forms). We adjust values per event so that bidding strategies (tCPA, tROAS, Max Conv. Value) optimize towards what really impacts the business. If you sell B2B, we connect with CRM to close the loop.
3) Intent-based campaign architecture
We moved from chaotic structures to intent clusters: brand (defensive), generic BOF, MOF with problem/solution keywords and TOF with affinity audiences/custom segments. In eCommerce, we prioritize Shopping and PMax with rich feeds (attributes, GTIN, custom labels).
4) Creativity and messages with data
RSA (Responsive Search Ads) do not go alone: A/B testing of propositions (value, social proof, urgency, guarantees) and extensions (sitelinks, snippets, callouts) to increase CTR without attracting junk traffic. At PMax, we work asset groups by audience/collection and control inventiveness with specific titles and descriptions.
5) Chain of experimentation
We design a backlog of hypotheses prioritized by impact x effort. Experiments with Google Ads Experiments or controlled switch: bids, segmentation, creative, landing pages and location exclusions.
Specific strategies that increase ROAS
Structure that avoids cannibalization
We separate brand, generic and competition with negative cross-listing so that each campaign competes in its own field. In generics, we use broad match + audience signals when there is sufficient data; in early stages, exact/phrase to learn cleanly.
Feed and product signal in eCommerce
A rich feed is half ROAS: titles with key attributes (brand + type + differentiator), sanitized images, real availability and custom labels by margin/season. At PMax, we force coverage with brand search exclusions if it dilutes performance.
Better filtering ads
Clear Claim + social proof + zero risk (returns, demo, free trial) and, if you are B2B, CTAs per stage: “Download guide”, “Schedule demo”, “Calculate your savings”. An ad that filters correctly saves CPA for the sales team.
CRO and tracking: no measurement, no growth
The best CPC does not compensate for a confusing form. We adjust landing pages: visual hierarchy, speed, trust (logos, certifications), and field simplification.
Tracking collects lead value at the conversion event to feed back into bids.
Condensed case study
An industrial SME with expensive leads (CPA > €180) and long sales. Diagnosis: aggressive generic competition, budget trapped in low value terms and PMax cannibalizing brand.
8-week plan
- We restructured campaigns by intent and added cross-denials.
- Integrated CRM to send SQL Won event with value; switched to Maximize Conversion Value with tROAS.
- We create landings by vertical with social proof and multi-stage form.
- At PMax, we group assets by sector and exclude brands.
Result (quarterly average): MQL CPA -38%, MQL→SQL ratio +24%, and monthly pipeline +31%. With the value loop active, the algorithm started to prioritize profitable queries and locations consistently.
Outsource or take it in-house?
If you have an internal team with time and expertise in PPC, consulting can be strategic: we design the system and your team executes.
If your team is at the limit or lacks profiles (data/creativity/CRO), we combine consulting + execution to accelerate. The key is that decision making is based on data and that there is a clear governance of accounts, access and reporting.
Where do we start?
- Technical and business audits.
- Prioritized roadmap with quick wins and growth bets.
- Execution with biweekly sprints and executive reporting.
At Inprofit we believe in predictable Paid Media: less noise, more focus. If you want a second opinion on your campaigns or a serious scaling plan, book a session with our team and we’ll tell you how we would do it for your accounts.
Paid media agency
If you’ve come this far, it’s because you know your campaigns can perform better. The difference between “investing in clicks” and
Our approach is practical and transparent: we audit, prioritize quick wins and activate a 90-day roadmap with assumptions, managers and success metrics. This translates into campaigns that stop cannibalizing, feeds that reflect your real margin,
The best part? You don’t need to redo everything. We start with the most impactful: clean up the structure, set a primary conversion aligned to business, integrate CRM to close the loop and orchestrate creative by intent. From there, we scale with controlled experimentation and executive reporting that anyone in management understands.
If you are looking for a partner who speaks clearly, who goes into technical detail when it’s time and who measures success by pipeline and margin, let’s talk. We suggest you:
1) an express audit of your account to detect brakes and opportunities,
2) a benchmark against competitors and
3) a prioritized mini-action plan with estimated impact.
Schedule a session with our team and we will show you how to restructure your campaigns, what metrics should guide your bids and what changes to apply first to see results in weeks, not months. Contact us now and turn your Paid Media into a predictable acquisition and sales system.
