Paid search has never been more complicated. Or more valuable, if you know what you’re doing.
We offer full-service paid search management or focused consultancy and audits, depending on what you need. Either way, the starting point is always the same: understanding your business objectives first, and building a search strategy around those, not around what the platforms want you to spend.
Search is changing faster than it ever has. Here’s what that actually means for your brand.
The fundamentals of paid search are not going away. Clear measurement, clean first-party data, well-structured feeds, a proper understanding of how Performance Max actually works. These things matter more than ever, precisely because the platform is getting more complex and more automated.
What is changing is the shape of search itself. Large language models like ChatGPT, Google’s AI Mode, and Gemini are shifting how people discover products and brands. Search is becoming less about simple keyword intent and more about how your brand shows up across an increasingly fragmented discovery landscape. That creates new risks for brands that are only optimising for last year’s version of search, and real opportunities for those that aren’t.
Performance Max is a good example of how this plays out. For years it was treated as a black box, and many agencies were happy to leave it that way. We weren’t. Understanding what’s actually happening inside PMax, from search term visibility to brand exclusions to channel inventory breakdown, is now a genuine competitive differentiator. And it’s the kind of depth that only comes from doing the work, not from taking the platform’s reporting at face value.
There’s also the question of where paid search sits in the wider acquisition picture. YouTube is no longer an afterthought for retail brands. Moving up the funnel to build awareness and consideration is increasingly essential for brands that want to compete for the next generation of customers, not just convert the ones who already know them. We build that thinking into how we manage search from the start.
Lyndsay Harrison - Senior Digital Marketing Manager
Expert paid search management, across every platform that matters.
Here’s what we manage and how we do it.
- Search and AI Max
Core search campaign management built around your commercial objectives, not platform defaults. As AI Max evolves, we’re tracking what actually improves performance and what’s noise, so our recommendations are always grounded in what the data tells us rather than what Google recommends. - Shopping and Performance Max
We manage Shopping and PMax as an integrated system, not as separate campaigns that happen to run in the same account. That means feed quality, bidding strategy, brand exclusions, and audience signals all working together, with full visibility into what’s driving results across channels. - YouTube and Demand Gen
Upper-funnel activity that actually connects to commercial outcomes. We use YouTube and Demand Gen to build awareness and consideration for retail brands in a way that complements and amplifies the performance activity running below it, rather than sitting in a separate silo. - App campaigns
End-to-end app campaign management across Google and Apple app stores, for brands where app acquisition is part of their growth strategy. - Display and programmatic
Targeted display activity for retargeting, prospecting, and brand building, managed to complement your search strategy rather than duplicate it.
From awareness to advocacy, we create comprehensive paid search strategies that meet (and maximise) your business objectives.
Don’t just take our word for it.
We manage paid search for some of the UK’s most ambitious ecommerce and retail brands. Here’s what one of them has to say.
Why Choose Genie Goals?
“Genie manage both our UK and IE PPC activity at Mamas & Papas and we see them as an extension of our digital marketing team. We have a great relationship with Chris, Ainhoa and Amy who provide continuous communication and reporting so we have a full understanding of how our Paid Search is performing. Working together on new initiatives, we continuously deliver high-performing paid search campaigns within budget whilst sticking to our COS model.”
- Lyndsay Harrison, Senior Digital Marketing Manager, Mamas & Papas
Angela Ward, General Manager
Certified at the highest level across every major platform.
Our platform partnerships give us access to beta features, dedicated support, and early visibility of where search is heading next.
Want to know if your paid search is performing as well as it should?
Bring us your account and your objectives. We’ll give you a straight assessment of what’s working, what isn’t, and what we’d do differently. No flattery, no jargon.
Request a paid search review