--- title: SEM / PPC | Digital Marketing | Claritas One description: SEM and PPC — paid search strategy, Google Ads and Microsoft Ads account structure, Quality Score optimisation, attribution modelling and CAC reduction. url: https://claritasone.com/services/digital-marketing/sem-ppc canonical: https://claritasone.com/services/digital-marketing/sem-ppc kind: service source: https://claritasone.com/services/digital-marketing/sem-ppc author: Claritas One datePublished: 2016-01-01 dateModified: 2026-04-18 updated: 2026-04-18 publisher: Claritas One --- # SEM & PPC *Services / Digital Marketing* > Precision-engineered paid search programmes on Google and Microsoft that optimise for qualified pipeline, not raw click volume — with full-funnel attribution and board-ready ROAS reporting. [Home](https://claritasone.com/) › [Services](https://claritasone.com/services) › [Digital Marketing](https://claritasone.com/services/digital-marketing) › **SEM / PPC** ## Overview Enterprise paid search programmes routinely suffer from structural inefficiency: bloated keyword portfolios, untested creative, and bid strategies calibrated for impression volume rather than revenue quality. At Fortune 500 scale, even a 15% improvement in quality score translates to millions of dollars in recaptured media budget. Claritas approaches SEM as a revenue engineering exercise — mapping campaign architecture to deal stages, applying machine-learning bid strategies against your actual CRM conversion data, and stress-testing every landing page for conversion parity. The result is a paid search programme that the CFO can defend at the board level: predictable cost per qualified opportunity, transparent ROAS, and a clear roadmap for efficiency gains as spend scales. ## Our Approach ### 1. Account Architecture Review Structural audit of campaign hierarchy, match-type distribution, ad group granularity, and quality score anchors — identifying waste and efficiency gaps before a single dollar is reallocated. ### 2. Audience & Intent Segmentation Layering first-party CRM signals, in-market audience data, and firmographic targeting to ensure spend concentration on buyers matching your ideal customer profile. ### 3. Creative & Landing Page Optimisation Systematic A/B testing of ad copy, extensions, and destination pages, with statistical significance thresholds aligned to your conversion volume. ### 4. Smart Bidding & Budget Governance Deployment of value-based smart bidding strategies fed by offline conversion imports from your CRM, ensuring bids reflect true revenue potential rather than surface-level click metrics. ### 5. Attribution & ROAS Reporting Multi-touch attribution models that connect paid search investment to pipeline stage and closed revenue, delivering the commercial transparency required for executive review. ## Capabilities - Google Ads and Microsoft Advertising enterprise account management - Value-based smart bidding with offline CRM conversion import - Firmographic and in-market audience layering - Ad copy and extension A/B testing at statistical significance - Quality Score improvement and cost-per-click reduction - Negative keyword governance and budget allocation discipline - Landing page conversion engineering - Pipeline-attributed ROAS dashboards for board reporting ## Outcomes | Metric | Value | | --- | --- | | Average reduction in cost per qualified lead | **28%** | | Median ROAS across enterprise accounts | **4.1x** | | Quality Score uplift within 90 days | **15%** | ## Next Step **Extract more revenue from your paid search investment.** Request a strategy session to diagnose structural inefficiencies in your current SEM programme and model the revenue impact of a restructured approach. → [Get a proposal](https://claritasone.com/get-a-proposal) · [Contact us](https://claritasone.com/contact) --- View the live page: About Claritas One: · Contact: · All pages: