Paid search and organic search run by one team, so the two channels compound instead of competing for the same click.
Search engine marketing that treats paid and organic as one system. Rule27 runs Google Ads, Microsoft Ads, and the SEO behind them inside a single team, so your budget stops funding clicks you were already winning for free.
Search engine marketing is the union of paid search and organic search, and most agencies pick one side. A PPC shop bids on terms you already rank for. An SEO shop ignores the demand you could capture today. Rule27 runs both under one roof with zero hand-offs, so the channels are coordinated by the same strategist against the same pipeline goal. Paid search buys the top of the page while your organic surface is being built. Organic takes over the terms where a click no longer needs to cost you money. You see one plan, one dashboard, and one accountable team instead of two vendors blaming each other for the same result.
The method carries over from the organic work Rule27 is known for. Before a campaign spends a dollar, every target query is validated against the live search results, the same Phase 2 SERP gate that governs our organic builds, so budget goes to intent that actually converts rather than volume that looks good in a keyword tool. Google Ads and Microsoft Ads campaigns are structured around that validated intent, ad copy and Performance Max assets are tested continuously, and bids are managed against conversions, not clicks. Reporting reconciles ad-platform data with Google Analytics so you can see cost per acquisition move, not just impressions rise. Because creative, development, and analytics live in the same building, landing pages and ad assets ship without a third-party queue.
This service is built for national brands and multi-location service businesses that want paid and organic working the same pipeline, and for teams tired of one agency for ads and another for SEO. Rule27 holds Google Premier Partner status and carries 56 or more certifications across 9 platforms, and we manage paid search as a percentage of spend so our incentive is your efficiency, not our hours. Rule27 does not publish paid-search performance numbers it cannot source. Where results are cited on this site they come from Google Search Console and Google Analytics client deployments, and past performance does not guarantee future results.
Built to deliver.
Google Ads management across search, Shopping, Performance Max, and display, structured around intent validated in live search results before spend begins
Microsoft Ads campaigns that capture the Bing audience most competitors leave uncontested, run on the same strategy and reporting as your Google account
Paired organic and paid strategy from one team, so you stop paying for branded and top-of-funnel clicks your organic pages already earn
Shopping and product-feed optimization covering feed hygiene, bidding strategy, and competitive positioning for ecommerce catalogs
Remarketing and audience campaigns that re-engage high-intent visitors who already know your brand, at a lower cost than net-new prospecting
In-house ad creative and landing pages, with responsive search ads, Performance Max assets, and conversion pages built by the same team, not a third-party queue
Conversion-based bid and budget management with reporting that reconciles ad-platform data against Google Analytics, so cost per acquisition is the number you watch
See how SEM Services would work for your business.
Book a consultationThe engagement.
Audit and Teardown
We review your current paid and organic footprint together, wasted spend, missed intent, branded-search overlap, and competitor share of voice, and hand back a plain-language teardown of where the money is leaking.
Intent Validation and Buildout
Every target query is checked against live search results before it enters a campaign. We then build the account structure, ad copy, audiences, and conversion tracking around the intent that survives that gate.
Launch and Optimize
Campaigns go live, and from week one we manage bids and budgets against conversions, test ad copy and assets continuously, and shift spend toward the queries and audiences that actually close.
Report and Compound
You get reporting that ties spend to cost per acquisition, not just clicks, plus a recurring strategy review where paid learnings feed the organic roadmap and organic wins pull budget off terms you no longer need to buy.
Priced like a product.
Not sure which tier fits? We will scope it with you.
Start with SEM ServicesIf we don't reduce your cost-per-acquisition within 60 days, we waive our management fee for month 3. We don't get paid to maintain your current results, we get paid to improve them.
Asked often.
What is the difference between SEM and PPC?
SEM is the full picture of search marketing, both the paid ads and the organic rankings that appear on the same results page. PPC is only the paid side, the pay-per-click campaigns on Google and Microsoft. A PPC-only agency will happily bid on terms you already rank for organically. Rule27 runs SEM as one system so paid covers the gaps while organic takes over the terms it can win for free.
Why run paid and organic search with the same agency?
Because they fight over the same clicks when they are managed separately. A paid team with no visibility into your rankings will spend on branded and top-of-funnel terms you already own organically. An SEO team with no view of paid intent misses the queries converting in your ad account right now. One team on both channels means budget shifts to where each channel wins, and your paid learnings feed the organic roadmap instead of sitting in a separate report.
How quickly can campaigns go live?
Roughly one week from kickoff to live campaigns. That window covers query validation against live search results, account structure, ad copy, audience setup, and conversion tracking. We do not launch before conversion tracking is confirmed, because a campaign you cannot measure is a campaign you cannot optimize.
How is the service priced?
Paid search management is priced as a percentage of your ad spend, so our incentive is tied to your efficiency rather than our hours. Ad spend and management scale together, and we will recommend a spend band based on your market and goals during the audit. Platform spend, third-party software, and media production above a base allocation are separate from the management fee and always disclosed.
How do you choose which keywords to bid on?
Research first, then a live check. We pull search volume, competition, and intent, then validate each candidate query against the actual search results before it enters a campaign, the same Phase 2 SERP gate we use on our organic builds. Terms that look strong in a keyword tool but show weak commercial intent on the live page do not get your budget. We prioritize on business value and conversion likelihood, not raw volume.
Do you handle the ad creative and landing pages?
Yes. Ad copy for search is part of management, and because Rule27's creative and development teams work in the same building, responsive display assets, Performance Max creative, and conversion landing pages are built in-house rather than routed to a separate vendor. If you have existing brand assets you want used, we work from those.