Paid search fundamentals that compound profit over time.

Paid Search · 7 min read

Paid search has become unfairly unfashionable. Done properly it is still the most predictable profit channel in the stack. Here is how I think about it.

Intent is the only metric that matters

Every keyword sits on a spectrum from research to ready to buy. The first job is to map that spectrum for the brand, then concentrate budget where intent is highest.

Brand terms get protected, high intent generics get pushed, and discovery queries get tested only when the core is profitable.

Feed quality beats bid strategy

For ecommerce, the shopping feed is the campaign. Titles, attributes, imagery and pricing decide what Google shows and to whom. I spend more time on the feed than on bids most weeks.

Let the algorithm cook, then audit it

Modern Google rewards patience. I give smart bidding enough conversion volume and time to learn, then audit weekly with search term reports, placement exclusions and asset performance reviews.

Compounding comes from stacking small, deliberate improvements on a stable base, not from constant restructure.

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