Search engine marketing reaches people who are already looking for the products and services you sell. Davnoot plans and runs those campaigns around the search terms worth bidding on, the locations you serve, the budget you have, and a business goal someone can check at the end of the month.
Whether the account is new or has been running for years, the work is the same. Find the searches worth buying, put a page behind each one that answers it, then track what they produce.
Request an SEM consultation →A search is a short window. Someone types a query, scans the results, and picks. Search engine marketing puts a business inside that window, in front of people already looking for what it offers, which is why a search campaign produces enquiries in its first weeks while other channels are still assembling an audience.
Davnoot plans and manages SEM campaigns around relevant search terms, target locations, budgets, and measurable business goals. What the campaign has to achieve comes first. Keywords, ads, bids, and pages follow from it, not the other way round.
This page covers search engine marketing as a whole: strategy, keywords, ads, landing pages, tracking, and optimization. If you want the account-management side written up on its own, that lives on our PPC agency Montreal page, and the decision of how much of the budget search should get in the first place is covered on our media buying agency Montreal page.
A search campaign is a set of choices that only make sense against each other. We manage them as one piece of work rather than as a monthly checklist.
Each of the six below can be improved on its own and still leave the campaign where it started. Better keywords pointed at the wrong page, or a better page with nothing tracking what happens on it, both end the same way.
We agree on what the account has to produce before anything gets built, then separate campaigns by service, product, location, or search intent so each one can be read on its own instead of as an account average.
We review commercial keywords, high-intent searches, the real search terms already triggering ads, keyword competition, negative keywords, and location-based searches, and keep the ones that relate closely to what the business sells.
Each advertisement has to match the search that brought someone to it. We test ad copy, headlines, offers, and calls to action against each other instead of writing one version and leaving it running for a year.
Someone searching for a specific service should land on a page about that service, not a generic homepage. We check that the page behind each ad group gives the visitor a clear next step and one obvious way to take it.
Traffic earns its cost when it turns into a business result. We track contact forms, phone calls, quote requests, bookings, purchases, and lead forms as separate actions so it is clear which campaigns and keywords produce them.
Search data keeps arriving after launch. We use it to adjust keywords, advertisements, bids, budgets, and landing pages over time, and we report on the numbers those decisions were made against.
A search campaign should be built around what the business wants to achieve. That sounds obvious, and it is still the step most often skipped. The account gets keywords before anyone has written down what a good month is supposed to look like.
A campaign gets pointed at one of these. Most accounts carry two or three at once, and we keep them in separate campaigns so one goal does not quietly absorb the budget meant for another.
We then split campaigns by service, product, location, or search intent. That split is what makes the reporting readable later. A service costing three times as much per enquiry is only visible if it was never mixed in with the rest.
We research keywords based on what people are actually looking for and how closely that search relates to the business. Search volume is the least interesting number on the list, because a large audience asking the wrong question is still the wrong audience.
The review covers six things, and the last two usually save the most money. Negative keywords and location settings are what stop the budget from meeting searches the business has no way to serve.
This cuts irrelevant traffic and keeps the advertising budget on searches that can turn into work. In practice the keyword list gets shorter before the results get better.
Every ad has to answer the query that surfaced it. When it does not, the click is paid for anyway and the visit is over in seconds, which is an expensive way to find out the wording was wrong.
We test different ad copy, headlines, offers, and calls to action rather than writing one version and treating it as settled. We compare ads inside the ad group they belong to, since a message that works for one service reads as noise against another.
Testing is only worth doing when something is counting the outcome. An ad that earns more clicks and fewer enquiries has still lost, and only the conversion data will say so.
Half of a search campaign happens after the click. We make sure the landing page offers a clear next step, and that the step is the one the campaign was built to produce rather than a general invitation to browse.
Someone searching for a specific service should land on a page that addresses that service, not a generic homepage. Asking a visitor to go hunting for the thing they just typed into a search box is where most of the drop-off happens.
Where a matching page does not exist yet, that is worth knowing before the budget goes live. It is usually cheaper to write the page than to keep paying for clicks that arrive somewhere close enough.
For a business serving Montreal, we structure campaigns around specific locations and service areas. The budget then reaches the customers the business actually serves instead of spreading across areas it cannot cover.
Where a business covers several areas, those areas are worth keeping in separate campaigns. One campaign covering the island, the South Shore, and everywhere in between tells you nothing about any of them, and the cheapest area quietly funds the most expensive one.
Campaigns can run in English, French, or both. In a bilingual market that is a targeting decision as much as a writing one, because the two audiences search with different words and rarely at the same cost.
A campaign counts when someone fills the form, picks up the phone, or asks for a quote. Until those actions are tracked, it can only be judged on how much attention it bought, and buying attention is the one thing every campaign is good at.
We count contact forms, phone calls, quote requests, bookings, purchases, and lead forms, each as its own action rather than one total. A booking and a newsletter signup are not the same event and should not carry the same weight.
That is how we see which campaigns and keywords produce meaningful results, and it is what lets us move budget on evidence instead of on the shape of a traffic graph.
These are the numbers we review campaign performance through. We read them as one set, on the cadence each one earns, rather than pulling them into a slide at the end of the month.
Nearly every change that improves one of these costs you another. A lower cost per click buys weaker traffic, and a higher conversion rate on a shrinking budget is not the win it looks like. A single metric is a poor reason to touch a campaign.
We use the data to adjust keywords, advertisements, bids, budgets, and landing pages over time. The aim is to get the same budget in front of more of the searches that lead somewhere, which usually means less traffic rather than more.
Davnoot helps Montreal businesses with SEM strategy, keyword research, search campaigns, ad testing, conversion tracking, and ongoing optimization. One team holds all six, so the keyword decision and the landing-page decision are not made by people who never speak.
We focus on connecting relevant searches with the products or services your business actually provides. Everything else in the account exists to serve that, and anything that does not gets cut.
If a campaign is already running, the first piece of work is reading it: search terms, campaign structure, targeting, tracking, and where the budget is actually going. That review is what decides whether the account needs rebuilding or just maintaining.
Search engine marketing buys the demand that exists this month. These are the pages covering the platform underneath it, the day-to-day account work, and the channels that lower what you have to keep paying for.
We will read what is running now, research the searches worth buying in your market, and build a campaign around your services, target locations, and budget. Book a free 30-minute call and we will tell you what we would change first and why.