Search Engine Marketing (SEM): Paid Search that Drives Conversions

Master paid search — from keyword selection to bidding, ad creatives, and conversion tracking. Practical strategies for startups, ecommerce and agencies.

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  • Google Ads
  • Bing Ads
  • PPC Strategy
  • Analytics & Tracking

SEM Fundamentals

SEM is paid search marketing where advertisers bid to show ads in search engine results. The core objective is to deliver relevant traffic that converts — quickly and measurably.

Keyword Research
Find intent-rich keywords & negative keywords
Ad Creatives
Compelling headlines, descriptions & extensions
Bidding & Budgets
Manual & automated bid strategies
Tracking & Analytics
Conversion tracking and attribution

In-depth SEM Guide

A practical walkthrough from account setup to scaling campaigns.

1. Account Structure

Organise by Campaign > Ad Group > Keywords > Ads. Keep tightly-themed ad groups for higher Quality Score and relevance.

2. Keyword Strategy

  • Use a mix of exact, phrase and broad-match modifier where appropriate.
  • Segment keywords by funnel stage — transactional vs informational.
  • Regularly add negative keywords to reduce wasted spend.

3. Ad Copy & Extensions

Write 3–4 ad variations per ad group. Use sitelink, callout and structured snippet extensions to increase SERP real estate.

4. Bidding & Automation

Start with manual CPC for control; test automated strategies (Maximize Conversions, Target CPA, ROAS) once data volume is sufficient.

5. Landing Pages

Match ad intent to landing page headline and UX. Fast loading, clear CTA, minimal distractions and conversion-focused forms.

6. Tracking & Measurement

Implement Google Ads conversion tracking, Google Analytics 4, and use UTM parameters. Set up goals and events to measure micro/macro conversions.

7. Optimisation Loop

Weekly: review search terms, low-performing keywords, and ad performance. Monthly: test landing pages and bid strategies; quarterly: review account structure and strategy.

Essential SEM Tools

Platforms & tools that make SEM efficient.

Google Ads

Core paid search platform for most markets.

Microsoft Advertising

Bing Ads — often lower CPC in certain verticals.

Keyword Planner & Ahrefs / SEMrush

Keyword discovery and competitive research.

Google Analytics 4 & Tag Manager

Tracking, events, and tag deployment.

SEM Packages

Choose a package depending on business size and goals.

Starter

PKR 25,000/month

  • Account audit
  • Basic keyword research
  • 2 campaigns, monthly reporting
Select
Growth

PKR 50,000/month

  • Everything in Starter
  • Landing page recommendations
  • Weekly optimisation
Select
Scale

Custom/month

  • Full management & reporting
  • Advanced automation & scripted bidding
  • Dedicated account manager
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Frequently Asked Questions

Budget varies based on your industry, target keywords, and overall marketing goals. It’s best to start with a smaller budget, track your CPA, and gradually scale what delivers the best results. SEM is a powerful technique that allows you to reach highly relevant customers and achieve noticeable growth within days. It also helps your website gain visibility quickly, giving your business an immediate boost in search rankings.

Paid search can drive traffic immediately, but optimisation for efficient conversions usually takes 4–12 weeks of data and testing.

Yes — SEM provides immediate, targeted traffic while SEO builds sustainable organic growth. Use both to dominate SERPs.

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Why choose us?
  • Transparent reporting & dashboards
  • Data-driven optimisation
  • Experience across ecommerce, lead-gen and SaaS
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