Paid ads management
Paid ads on all three platforms that matter here.
Paid ads management at SEO Excellence covers Google Ads, Microsoft Advertising and Meta — Facebook and Instagram. Campaigns are built around the searches and audiences that produce work, with call and form tracking tying every lead back to the click. Ad spend is paid directly to each platform and is never marked up.
Google Ads is where most Australian search demand is. Microsoft Advertising is cheaper and almost nobody bothers with it. Meta reaches people who were not searching at all. They do different jobs, and we run all three.
What it covers
The work, and why each part is there.
The demand that already exists
Built across separate campaigns by service and intent, so budget follows the work you actually want rather than whatever gets the most clicks.
The cheap traffic nobody claims
Bing carries real Australian volume — default on Windows and on Edge — and the competition is thinner, so clicks cost less. Campaigns import from Google, so the marginal cost of running it is small and we include it alongside.
The people who were not searching
Facebook and Instagram reach demand before it becomes a search. A different creative cycle to search ads, which is why it sits on the Premium plan rather than being bundled in.
Every lead tied to its click
Google’s gclid, Microsoft’s msclkid and Meta’s own parameters, matched back to the enquiry. Without that you are reading the platform’s marking of its own homework.
Negatives and search terms
Reviewed continuously. Most wasted spend is not a bad keyword — it is a good keyword matching a search nobody wanted.
Spend goes to the platform
On your own card, in your own account, on all three. We do not mark it up and we do not hold it.
Proof
Two clients, two platforms, real numbers.
Identified by industry rather than by name. Microsoft Advertising is not shown because those campaigns are too recent to read honestly — we would rather say so than quote a fortnight.
Ad spend is paid directly to Google, Microsoft and Meta on your own card. It is never marked up and never held by us.
Frequently Asked Questions
Which platform should I start with?
Google, almost always — it is where the intent is. Microsoft Advertising is worth adding immediately after because the campaigns import across and the clicks are cheaper. Meta is worth it when you have something to show people who were not looking for you yet.
Is Bing advertising actually worth it in Australia?
For most businesses, yes, as an addition rather than a replacement. It is the default search on Windows and Edge, the auction is less competitive so clicks cost less, and because campaigns import from Google the extra management effort is small. The volume is a fraction of Google’s, so treat it as cheap incremental traffic, not a channel of its own.
How much ad spend do I need?
We suggest $1,000 to $1,500 a month to start on Google, adjusted on real data after the first month. Below about $500 a month there is rarely enough volume to learn anything before the budget is gone.
Do you mark up ad spend?
No. It is billed by Google, Microsoft and Meta directly to your own card and your own accounts. Our fee is the plan fee and nothing else.
Why do you not just trust the platform’s conversion numbers?
Because they are consistently optimistic. On one client here the ad platform reported 58 conversions where 50 real bookings existed — about 16 per cent over in aggregate, and much worse per keyword: one term reported seven conversions against three real bookings. We match the click id to the actual job instead.
Everything else
The rest of what we do.
Start here
Start with a free search audit.
No obligation, and the audit is yours to keep either way.