Paid search built to grow profitable demand

Most agencies manage the ads. We manage the ads and the data that tells them what to optimize for: paid search across Google, Microsoft Advertising, and ChatGPT Ads, with performance measured by revenue and margin.

Automated bidding can optimize only to the signals it receives. Our data engineers build enhanced conversions, value rules, and first-party audiences, while our media consultants manage the accounts that bid on them.

Talk to a Paid Search Consultant

Trusted by
global brands

Companies that use data to drive their marketing decisions see an average 26% increase in ROI

Search optimized to real customer value

Signals guide performance

Automated bidding performs based on the quality of the data it receives. We engineer the conversion values, first-party audiences, and enhanced conversions it learns from, rather than leaving them to platform defaults.

Bid on the customers worth winning

Margin and lifetime value feed the bid, so campaigns optimize toward the customers worth winning over time. Value rules are set with your commercial team.

Senior strategy, direct into execution

The senior consultant who sets the strategy runs the account, so one person owns both the thinking and the execution. Every change is documented, including the objective it serves and the reasoning behind it.

Paid Search Services

Media management and signal engineering, delivered by one team and measured on revenue and margin.

Discovery & Audit

Consultation & Objectives

We establish the commercial objectives that paid search must serve, including revenue, margin, and lead quality, and the constraints around each. We set media goals against business goals with your commercial team. Success criteria and reporting definitions are fixed at the same time, so platform numbers and business numbers are measured against the same yardstick from the first report.

DELIVERABLE

Objectives & success criteria

Media & Measurement Audit

We audit the account and its measurement together: campaign structure, bidding strategies, budget allocation, Merchant Center and feed health for Shopping, and the tracking and conversion data feeding every bid. Findings are ranked by the spend and revenue each affects, and we state plainly what the reported numbers can and cannot support.

DELIVERABLE

Account & measurement audit

Landing Page Analysis

We analyze each landing page against the campaigns driving traffic to it: message match to the ad and the query, speed, and the conversion path from arrival to action. We weight each finding by the traffic and spend it affects and feed it into both the media plan and the CRO backlog, so page fixes are prioritized by the money riding on them.

DELIVERABLE

Landing page findings

Research & Strategy

Query & Auction Economics

We research auction insights, impression share, and query-level economics: which terms carry profitable demand, where competitors bid and how aggressively, and what headroom exists at what cost. The plan is set against that market rather than against last year's account, and the research is revisited each quarter as competitors and costs shift.

DELIVERABLE

Query economics & competitive analysis

Search Strategy & Structure

Our consultants define the search strategy: structure across Search, Shopping, and Performance Max; the bidding approach and targets for each; and budget allocation across Google, Microsoft Advertising, and ChatGPT Ads, with the first-party data and conversion values that power it built in from the start. Sign-off comes before any restructure begins.

DELIVERABLE

Search strategy & account structure

Signal & Value Implementation

We implement enhanced conversions, offline conversion import, and value rules with our data team so bidding optimizes for the customer's worth winning rather than the cheapest conversion. Each feed is validated in platform diagnostics before any campaign relies on it, and documented so your team can maintain it.

DELIVERABLE

Implemented signals & value feeds

Insights & Optimization

Management & Optimization

We manage budgets and pacing, bid strategy targets, search terms and negatives, responsive search ad testing, and Performance Max asset groups on a set cadence, and document every change against the objective it serves. We agree on escalation paths and approval thresholds at the start, so nothing material moves without the right sign-off.

DELIVERABLE

Ongoing management & change log

Reporting & Intelligence

Each cycle connects spend to the revenue and margin it produced, where your measurement allows, and closes with prioritized recommendations and their estimated impact. Leadership sees what paid search returned in the figures the business already uses, and your team knows what changes next.

DELIVERABLE

Reporting & strategic recommendations

Signal Optimization

We continuously review conversion coverage, consent impact, and data freshness, and engineer fixes as platform requirements shift and consent rates change. Each review is tied to the campaign performance it protects, so you can see what the data work is worth in media terms. Nothing the account bids on goes stale unnoticed.

DELIVERABLE

Signal quality reviews & fixes

Schedule a Discovery Call

A fractional data team turns expertise into ongoing capability.

The engineers behind the campaigns: conversion values, offline import, and consent-durable tracking run under SLA, from one data team, signal to intelligence.

Learn more about our solution

Google Reviews

Working with Adaptive has been a great experience. Not only have they provided in depth training on GA4, but they have also provided ongoing support for our implementation. Their depth of knowledge on GA4 has been instrumental to our set up and kicking off use of data with our team.

Monica Figa

Associate Director, Data & Insights

Adaptive helped us to architect, implement, train, and support a complicated project servicing a Fortune 100 company. They have been fantastic with their communication, organization and eye for detail in implementation. I would highly recommend working with this team.

George Andersen

Senior Manager, Digital Insights & Analytics

Adaptive did an amazing job helping us to migrate in time to GA4 and also solving a massive regex house of cards issue. Their data layer and hashed id solution has made a massive difference in helping us gain insights and collect game changing data for our business.

Micah Nyatsambo

Sr. Director, Digital Engagement Marketing

The team are fantastic to work with. We had an urgent need for additional tracking support and the team was able to get up and running within a matter of a couple of days.

Jessica Williams

Director of Strategy

Adaptive did a great job of helping us implement Google Analytics on our site and also of moving us from Universal Analytics to GA4 when the time came. Their process was thorough and easy.

Hampton Stephens

VP of Product

Adaptive is great! They're extremely knowledgeable, flexible, and easy to work with. Their willingness to modify their own process to meet our somewhat non-standard needs is refreshing.

Cole McKussic

Director of Data Science

Working with Brian at Adaptive to implement GA4 was a fantastic experience. Quick, professional, and effective, their help has transformed how our company uses data for decision-making.

Ryan Henderson

Marketing Director

Adaptive & Co worked with us at The Shade Store and helped us successfully integrate and upgrade to GA4, and also assisted in our strategic move to Google Tag Manager (GTM).

Justin Hoffman

Senior Vice President Development

We've had an overall fantastic experience with the Adaptive team. Along every step of the way, the team collaborated with us, came up with great ideas. Friendly, enthusiastic, ambitious, and committed.

Jordan Norris

Marketing Director

We have been using the Google Analytics consultancy services of Adaptive for a year and a half now and couldn't be happier. Brian & his team are fantastic.

Tim Robertson

Chief Digital Officer

A top-notch analytics consultancy, excellent at every service they provide. Look forward to working with them consistently as we harness our data and navigate the changing environment.

Steve Mucciolo

Global Insights Manager

Adaptive has been great to work with; they are very responsive and always give great advice. I strongly recommend Adaptive to any business looking for a company to help with data analytics consulting.

John Colianne

Digital Marketing Manager

Adaptive has been a huge help to our company, helping us to get set up with GA4, migrating all of our GTM tags over, providing the necessary training, and data visualization.

Joe Lambert

Digital Properties Manager

As an individual with a very in-depth understanding of data intelligence and technology, I am comfortable recommending Adaptive to anyone needing assistance setting up complex data engineering and analysis.

Ryan Goldberg

Director of Insights

Highly recommend! Adaptive set up our organization's Google Analytics/Google Tag Manager and guided us through maintaining our SEO rankings during a major website launch.

Marie von Hafften

Director of Technology

Adaptive are definitely pros with data and have a great depth of understanding and the ability to work with people on a human level. Highly recommend!

Mary O'Rourke

Vice President of Operations

Since Adaptive implemented our digital marketing program, data has driven every marketing decision. We've seen an immediate impact on performance.

Eoin Whelan

Marketing Manager

We started working with adaptive on GA4, but due their professionalism and expertise, we have continued to work with them on forecasting models and further analytics capabilities.

Matthew Payne

Transformation Director

Have worked with this company for several years now, they are very knowledgeable and professional and work quickly. Would highly recommend using them for your Google Analytics consulting.

Eric Nordyke

Co-Founder & Board Member

The team have been a huge help to our company, helping us to get set up with GA4, migrating all of our GTM tags over, providing the necessary training and answering all our questions.

Liam O'Marah

Director of Digital Marketing & Web Strategy

From custom analytics solutions with GA4 and Google Tag Manager to running Google Ads and PPC initiatives, Adaptive is the most competent agency I've worked with -- and that is saying a lot after running high performance marketing agency teams for the better part of a decade. I could not recommend them enough.

JJ Koch

Director of AI

Very detail-oriented; alerts you to what you need to know, especially when you may not know it; understands how to communicate tech talk to non-techies; gets things done that have been otherwise difficult to do. Would highly recommend them!