The search world is more complex than ever, especially with the rise of AI and social search.
However, nearly 80% of Americans prefer search engines like Google or Microsoft Bing for general information searches.
That’s why search engine marketing (SEM) and pay-per-click (PPC) advertising remain leading strategies for reaching high-intent prospects.
In this article, we’ll discuss how SEM and PPC work together, what to look for in a PPC agency, and how to choose the right partner to help you meet and exceed your business goals.
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What is search engine marketing (SEM)?
Search engine marketing helps businesses reach their target audience through paid advertising.
For example, when a prospect types a search query into Google or Bing, SEM can place your business at the top of the results, even above organic listings.
The most common SEM platforms include:
- Google Ads
- Microsoft Advertising
- Other search-based advertising platforms (Yahoo, Amazon, etc.)
For the query, “how to find senior living options,” three sponsored posts appear front and center, even above the AI Overview and organic results.
These businesses pay to target those who are actively looking for senior living options.
SEM vs. SEO
SEM is not SEO (search engine optimization):
- SEO focuses on earning visibility organically through content and technical improvements
- SEM focuses on gaining visibility through paid ads
With SEM, businesses can generate qualified leads and increase sales by putting their message in front of high-intent users who are searching for solutions.
What is pay-per-click (PPC) marketing?
PPC marketing allows businesses to bid on keywords relevant to their products or services. You only pay when someone clicks on your ad.
How PPC works
- User enters a search query, such as “best estate planning lawyer near me”
- PPC ads appear at the top or bottom of the search engine results page (SERP)
- If the user clicks on the ad, the business is charged a fee based on how competitive the keyword is
PPC ads can be targeted based on location, device, search intent, time of day, and more.
The precision makes PPC one of the most popular and effective models, especially useful for driving high-quality leads and measurable results.
Benefits of PPC
- Fast visibility: Ads can begin generating traffic almost immediately
- Flexible budgeting: Set daily or monthly caps based on your goals
- Precise performance tracking: Know exactly how much you’re spending and what results you’re getting
How does PPC fit into search engine marketing?
PPC is a payment model used within SEM campaigns.
SEM only refers to paid ads within search engines like Google and Bing, while PPC also exists outside of SEM, including social platforms like Facebook Ads or LinkedIn Ads.
Here’s a quick breakdown:
- SEM = Paid search advertising
- PPC = The pricing model most commonly used to run those ads
Most campaigns use PPC, so when people say “SEM,” they often refer to PPC-driven campaigns in search engines.
What do search engine marketing agencies do?
SEM agencies help businesses run effective paid search campaigns.
Paid search sounds easy enough, but a lot goes into building successful campaigns.
Let’s look at what SEM agencies typically do for businesses.
Help you choose keywords
SEM agencies start by strongly understanding your business, industry, goals, and audience.
From there, they perform detailed keyword research to:
- Identify high-intent search terms your ideal customers are using
- Find opportunities your competitors are missing
- Prioritize keywords based on volume, competition, and expected ROI
This research better positions your ads to appear in front of the right people at the right time.
Build your campaigns
Once the keyword strategy is established, SEM agencies can build and launch your campaigns.
This includes:
- Writing compelling, high-converting ad copy
- Setting target parameters
- Aligning ads with custom landing pages to increase conversions
Track and optimize campaign performance
After your campaigns are live, the agency actively manages them by:
- Adjusting keyword bids to remain competitive and control costs
- Monitoring key metrics like click-through rate (CTR), cost-per-click (CPC), and conversion rate
- Pausing underperforming ads or keywords and allocating the budget appropriately
- A/B testing copy, formats, and visuals to find what works best
This continuous fine-tuning is where many businesses find the real value of an agency.
Offer reporting and platform expertise
Reputable SEM agencies provide transparent, regular reporting so you can see how your ad spend contributes to your business growth.
They also monitor evolving trends and platform features, such as algorithm updates, AI tools, and shifts in consumer behavior.
Why should you hire an SEM agency for PPC?
Without the right expertise, it is easy to waste money on the wrong clicks or miss opportunities to improve your campaigns.
Hiring a search engine marketing agency for PPC can be a smart move for the following reasons:
- They’ve already tested what works: You’ll get better results, faster
- Your budget will be used wisely: Agencies cut wasteful spending and focus your budgets on campaigns that convert
- You’ll save time: PPC management is time-consuming—an agency handles all of the daily responsibilities
Agencies also offer big-picture thinking based on campaign results.
They can help you scale efficiently by launching new campaigns, targeting new markets, or expanding your strategy as needed.
What to look for in a search engine marketing agency for PPC
The right PPC agency should act as an extension of your team, fully dedicated to your business goals.
Look for these characteristics in an agency:
- They have proven experience and a solid track record of results
- They take time to understand your business and offer tailored strategies
- They write strong ad copy
- They continuously test, monitor, and share results
- They show a genuine interest in your success
A true partner will be interested in helping you build a sustainable, scalable marketing system.
Questions to ask before hiring an agency
To make sure you and the agency are on the same page, ask the following questions:
- What experience do you have with PPC in my industry?
- How do you define and measure a campaign’s success?
- What’s your approach to keyword research and ad copywriting?
- How often will I receive performance reports?
- How do you manage budgets and ad spend?
The answers to these questions will help you understand whether your business and the PPC agency are a good fit.
Search engine marketing and PPC agencies: FAQ
A search engine marketing PPC agency is your partner in paid search, running and managing advertising campaigns on platforms like Google and Bing. From keyword research and ad creation to smart bidding and performance optimization, a PPC agency helps you drive qualified traffic, generate leads, and get more out of your marketing budget.
for. Your ad placement depends on your bid, how relevant your ad is, and the quality of your landing page. PPC is a fast, measurable way to bring the right people to your website.
Think of Search Engine Marketing (SEM) as the big picture—any paid strategy to appear in search results. PPC is just one slice of that, focused on paying for each click you get. While all PPC is SEM, SEM can include tactics like display ads and video pre-roll. In short, PPC is a method; SEM is the strategy.
Here’s a quick litmus test. You might need a PPC agency if:
● Your current campaigns aren’t converting
● You’re spending too much and seeing too little in return
● Your team doesn’t have time (or experience) to manage campaigns
● You’re ready to scale faster and smarter
At Kaleidico, we provide strategy, structure, and execution so that every dollar you invest in ads works harder and delivers better results.
A solid PPC agency should take the heavy lifting off your plate. That includes:
● Building and managing ad campaigns
● Finding high-intent keywords and analyzing competitors
● Writing compelling ad copy (that actually gets clicks)
● A/B testing and conversion tracking
● Optimizing landing pages for performance
● Providing transparent, data-driven reports
We believe in building PPC campaigns that don’t just get clicks—they get customers. get customers.
Partner with Kaleidico for results-driven PPC advertising
Our PPC management services are designed to deliver targeted, high-impact campaigns that drive real results.
Whether you’re looking to capture demand with Google Ads or build awareness through Facebook Ads, we create and manage campaigns that align with your goals and optimize them for maximum performance.
Looking for a top-rated PPC agency to help meet your goals? Let’s talk.
