Where ad budgets get wasted
Five things, and we see all five in nearly every account we take over.
No conversion tracking, or tracking that counts the wrong thing
If the account is optimising toward page views or button clicks rather than genuine enquiries, Google will get very good at buying you the wrong outcome. This is the most common fault and the most expensive.
Broad match with no negatives
Broad match without a disciplined negative keyword list will spend your budget on searches that have nothing to do with your business. A clinic paying for "free treatment" clicks is paying for people who will never book.
The ad goes to the homepage
Someone searches for a specific service, clicks an ad about that service, and lands on a homepage listing eight things. They leave. You paid for that.
One campaign for everything
Different services with different values and different customers, all in one campaign, all competing for the same budget. The cheapest clicks eat the money and the profitable ones get nothing.
Nobody is watching it
Accounts left running on the settings from launch. Search terms change, competitors change, costs drift up, and nobody notices until the quarterly review.
What our paid ads service covers
Audience and message work
Before anything is built, we work out who your customers are and what they respond to. Once we understand the audience, ads can be written for specific situations rather than for everybody.
Keyword and audience research
What people search, what it costs, what intent sits behind it. High-intent terms first. Awareness terms only when the budget can carry them.
Campaign build
Structured by service and by value, so budget goes where the margin is.
Ad copy
Few words, and they have to work hard. Crisp, relevant and matched to the search that triggered them. Copy is written in-house, not generated in bulk.
Creative
Statics and video for Meta and display, built on your brand system.
Landing pages
We build the page the ad points at. One offer, one action, matched to the ad. This is usually the single biggest improvement available in a struggling account.
Conversion tracking
Set up properly, so the numbers in the account are enquiries rather than proxies. Nothing else in this list matters if this is wrong.
Negative keywords and ongoing optimisation
Reviewing search terms, cutting waste, shifting budget toward what converts.
Reporting
Spend, enquiries, cost per enquiry, and what changed. Monthly, in plain language.
Platforms we run
- Google Search. The highest-intent traffic available. Someone typing "dentist in Ballygunge" is not browsing.
- Google Performance Max and Shopping. For e-commerce catalogues.
- Meta, covering Facebook and Instagram. Interest and behaviour targeting, and the best place for visual products.
- LinkedIn. B2B, professional services and recruitment. Expensive per click and worth it when the deal size justifies it.
- Amazon Ads. For brands selling on the marketplace.
- X Ads. Where the audience is genuinely there.
How we work
Step 1: Brainstorming
We work out what your customers need and what they respond to. Once the audience is understood, the ads can be built for specific cases rather than aimed at everyone.
Step 2: Writing the ad copy
Few words at our disposal, so they need to land. Crisp, relevant and matched to the intent behind the search.
Step 3: Landing pages and tracking
We build the relevant landing pages and measure campaign performance through regular analysis, then adjust.
Paid ads for clinics and healthcare
A large part of our client list is healthcare, including Jain Hospital Howrah, Arton Clinics, MCKV Health and Charring Cross.
Healthcare advertising carries constraints that catch generalist agencies out:
- Google restricts certain healthcare advertising and requires certification for some categories. Campaigns need building within those rules from the start rather than after a disapproval.
- Personalised advertising rules limit health-based targeting. You cannot target people by inferred medical condition, so the strategy has to run through search intent and geography instead.
- The landing page has to be handled carefully. Enquiry forms collecting health information need appropriate treatment.
- Claims must stay defensible. Outcome promises in ad copy are both a compliance risk and a trust problem.
The good news: healthcare search intent is unusually strong. Someone searching for a diagnostic centre near Howrah is choosing today, which makes search advertising unusually efficient when it is set up properly.
Paid ads and SEO together
They are not alternatives, and treating them as such is how businesses end up choosing badly.
Ads give you speed and certainty. Live in days. You know exactly what a click costs.
SEO gives you compounding and margin. Slow to start. Cheaper per enquiry every month it runs.
The sensible pattern for most Kolkata businesses: run ads to generate enquiries now, ring-fence a smaller ongoing amount for SEO, and over twelve to eighteen months shift the balance as organic takes over the terms you no longer need to rent.
Ads also feed SEO. The search term report from a live campaign tells you exactly what real customers type, which is better data than any keyword tool.
What we need from you
Paid ads work fastest when the client side is ready.
- A budget you can sustain for at least three months. One month of spend produces data, not conclusions.
- A landing page or permission to build one. Sending traffic to a weak page wastes the budget.
- Fast responses to enquiries. Leads that sit for two days convert far worse. Ads generate enquiries; they cannot make anyone ring back.
- Honest reporting from your end on which leads turned into business, so we can optimise toward revenue instead of form fills.
Find out what your leads should cost
Call +91 98305 45687, email [email protected], or come to 17R Dover Terrace, Ballygunge, Kolkata 700019.
