Search Engine Marketing That
Captures Intent and Converts
Senior-led paid search management built for commercial return. We combine rigorous campaign architecture, intelligent bidding strategy, and structured creative testing to capture high-intent search demand — delivering measurable pipeline at the lowest sustainable cost per acquisition.
Six Paid Search Disciplines,
One Integrated SEM Strategy
Effective search engine marketing is built on rigorous structure, not just spend. We combine platform expertise, commercial strategy, and continuous optimisation to maximise return from every pound invested in paid search.
Google Ads Management
Full-service Google Ads management across Search, Display, Shopping, Performance Max, and YouTube. We build campaigns from keyword architecture through ad copy and landing page alignment — with ongoing optimisation to maximise conversion volume and minimise wasted spend.
Bing & Microsoft Ads
Strategic Microsoft Advertising management for organisations looking to extend paid search reach beyond Google. Often overlooked, Bing delivers lower CPCs and strong B2B audience quality — particularly in markets where Microsoft ecosystem users over-index.
Search Campaign Architecture
Rigorous account structure design that organises campaigns, ad groups, and keywords by commercial intent, product category, and audience segment. Proper architecture is the foundation of paid search efficiency — it determines quality scores, relevance, and long-term scalability.
Keyword Research & Bidding
Systematic commercial keyword research combined with intelligent bidding strategy — from manual CPC through target ROAS and enhanced CPC to smart bidding. We match bid strategy to business objective and campaign maturity, not just platform defaults.
Ad Copy & Creative Testing
Structured A/B testing of ad headlines, descriptions, extensions, and landing page messages to continuously improve click-through rates and conversion rates. We apply statistical rigour to creative testing — not guesswork — to drive compounding performance improvements.
Search Analytics & Attribution
Custom GA4 configuration, conversion tracking, and CRM integration to provide full-funnel attribution from paid search click to closed revenue. We move clients from last-click attribution to data-driven models that accurately reflect search's contribution to pipeline.
Built for Organisations
That Demand Paid Search ROI
Vientra's search engine marketing practice works with B2B and B2C organisations that need more than budget management — they need commercial strategy applied to every campaign decision. Our clients range from growth-stage technology companies building their first paid search programme to multinationals scaling across 20+ markets.
- B2B SaaS and technology companies generating qualified pipeline from search
- E-commerce brands scaling revenue through Google Shopping and Performance Max
- Professional services firms targeting high-intent commercial keywords
- Multinationals requiring coordinated multi-market paid search management
From Audit to ROI
in Four Stages
Audit & Opportunity Analysis
A thorough review of existing paid search accounts — or a fresh opportunity analysis for new programmes — covering keyword landscape, competitor spend, Quality Scores, account structure, and wasted spend. We identify exactly where the value is being left on the table.
Strategy & Campaign Build
Strategy development covering campaign architecture, keyword selection, match type strategy, bidding approach, ad copy framework, and landing page alignment. We build every account on commercial logic — tied to CPA targets and revenue goals from day one.
Launch & Optimisation
Managed campaign launch with structured optimisation cycles covering bid adjustments, negative keyword expansion, quality score improvement, ad copy testing, and audience refinement — accelerating performance toward target metrics.
Reporting & Scaling
Monthly reporting against commercial KPIs with clear cost-per-lead, ROAS, and pipeline contribution data. As performance matures, we build scaling plans to expand keyword coverage, enter new markets, and increase spend efficiency.
Search engine marketing (SEM) refers to paid advertising in search engine results pages — primarily Google Ads and Microsoft Advertising (Bing Ads). Advertisers bid on keywords relevant to their products or services and pay a fee each time a user clicks their ad. SEM delivers immediate visibility for high-intent search queries, making it one of the most efficient channels for capturing demand that already exists in the market.
The terms are often used interchangeably. PPC (pay-per-click) is the pricing model — you pay each time your ad is clicked. Paid search is the channel — advertising within search engine results. SEM (search engine marketing) is the broader practice that encompasses paid search management, including campaign strategy, keyword selection, ad copywriting, bid management, and optimisation. Vientra uses all three terms to refer to the same core activity: managing paid presence within search results to generate qualified traffic and conversions.
SEM costs depend on keyword competitiveness, industry, target location, and campaign objectives. In competitive B2B sectors, cost-per-click for high-intent keywords can range from £5 to £50 or more. Effective B2B paid search programmes typically require a minimum of £3,000–5,000 per month in media spend to generate statistically meaningful data for optimisation. Vientra provides transparent budget recommendations based on your target cost-per-acquisition and commercial objectives before any campaign is activated.
Vientra optimises paid search through a structured programme of keyword expansion and refinement, negative keyword management, ad copy testing, landing page optimisation, bid strategy adjustment, quality score improvement, and audience layer testing. We operate a continuous test-learn-scale cycle — identifying what drives the best cost-per-acquisition and systematically shifting budget toward top-performing combinations of keyword, ad, audience, and landing page.
SEM and SEO are complementary, not competing, strategies. Paid search delivers immediate visibility and is controllable in real time. Organic SEO builds compounding authority over time and drives traffic without direct media cost. The most effective strategies use SEM to capture demand today while organic SEO builds the long-term asset that reduces cost-per-acquisition over time. Vientra designs integrated search programmes that coordinate both channels, sharing data and learnings across paid and organic to improve overall search performance.
The core SEM metrics Vientra tracks are impressions, click-through rate (CTR), cost-per-click (CPC), conversion rate, cost-per-lead (CPL) or cost-per-acquisition (CPA), and return on ad spend (ROAS). Beyond channel metrics, we track pipeline contribution and revenue influenced by paid search, integrating CRM data to provide full-funnel attribution. This ensures reporting reflects commercial impact — qualified opportunities and revenue — not just activity.
Ready to Make Paid Search Work Harder?
Whether you need a new Google Ads programme built from scratch, an underperforming account overhauled, or a multi-market SEM strategy — Vientra delivers senior paid search expertise and commercial results.