Search Engine Marketing and Pay Per Click Management

Generate Website Traffic and Get Results

We use our AdWords Certified team

to make your campaign more successful.

Pay per click advertising puts your business at the top of a search results page, and you pay only when somebody clicks. That is the whole idea in one sentence. Everything after that is deciding whether it is right for your business, and running it so the money goes somewhere useful.

Dominguez Marketing has been doing this from Buffalo since 2018. Mark Dominguez Jr. started the company on a simple principle: explain the work in language the business owner actually uses, and show the numbers whether or not they are flattering. Most of our clients are owners who are good at their trade and have no particular interest in becoming experts in advertising platforms. That is fine. You should not have to be.

How Pay Per Click Actually Works

When somebody searches for what you sell, the ads at the top of the page got there through an auction that finished in a fraction of a second. Google looks at everyone who wants to show an ad for that search and ranks them using two things: how much each advertiser is willing to pay, and how relevant and useful Google thinks each ad and landing page will be to the person searching.

That second half is the part worth understanding, because it is where most of the difference in cost comes from. Two businesses bidding the same amount will not pay the same amount per click. The one whose ad matches the search more closely, and whose landing page answers the question the searcher actually had, pays less and ranks higher. Relevance is a discount.

This is also why the ad and the page behind it cannot be treated as separate jobs. An ad that promises something the landing page does not deliver costs more per click and converts worse, and both effects compound. A campaign is not a list of keywords. It is a chain from the search, to the ad, to the page, to whatever you want the visitor to do next, and it performs at the strength of its weakest link.

Is Pay Per Click Right For Your Business?

Here is an honest way to decide, rather than a pitch.

Pay per click usually makes sense when

You need results in weeks rather than months, because you are opening, launching something new or filling a slow season
People are already searching for what you sell, so there is existing demand to capture rather than demand you have to create
One customer is worth substantially more than one click, which is what makes the arithmetic work
You can handle the volume. Advertising that generates calls you cannot answer is money spent badly
You want a controlled test of a market or a service before committing to it more heavily

Pay per click is usually the wrong tool when

Nobody is searching for what you offer yet, in which case the demand has to be built somewhere else first
Your budget is small enough that it will run out before there is enough data to learn anything
The page the ad points to is not ready, because sending paid traffic to a weak page is the most expensive way to find that out
You need the results to keep coming after you stop paying, which is a different job with a different timeline

The honest summary is that paid search buys you attention now, and it stops the day you stop paying. Search engine optimization builds attention that persists, and it takes longer to arrive. Many businesses eventually want both, but they are answers to different questions and it is worth being clear about which question you are asking.

Company Strengths at a glance

Our Strong Points

Google Adwords (Search)

100%

Bing Ads

89%

Google Adwords (Display)

95%

Setup Services

Pay Per Click Setup

Setup is where a campaign is won or lost, and it happens before a single dollar of ad spend goes out the door. These are the decisions we work through with you.

What counts as a result

Before anything is built we agree on what success is. A phone call, a form submission, a booked appointment, a quote request. This has to be decided first, because everything after it is measured against this definition. A campaign without an agreed goal can be reported as successful no matter what it does, and that helps nobody.

Who should see the ads

Location targeting is where a lot of local budget quietly disappears. If you serve a twenty mile radius, there is no value in showing ads to someone three hundred miles away, and the settings that control this are not obvious. We set the geography to match the area you actually serve, and we set the schedule to match the hours when someone can reach you.

Which searches to pay for, and which to block

Keyword selection gets most of the attention, but negative keywords matter just as much. These are the terms you explicitly refuse to pay for, and they filter out the searches that look related but never turn into customers, like people looking for a free version, a job, or a do it yourself guide. Building that list at the start and adding to it every month is one of the plainest ways to stop waste.

Where the click lands

A click has to arrive somewhere that answers the search. That usually means a page built for the specific service the ad is about, with the offer visible without scrolling and an obvious way to get in touch. If the page is not right, we will say so before the campaign goes live rather than afterward.

Pay Per Click Maintenance

The First Fourteen Days

A new campaign is a set of educated guesses until it has real search data behind it. In the first two weeks we watch it daily, because this is when the largest and easiest corrections are available. Search terms that were never intended get blocked, bids get adjusted where they were set wrong, and ads that clearly are not landing get replaced. Expect this period to look unsettled. That is the campaign learning, not the campaign failing.

Monthly Review

Once it is stable the rhythm becomes monthly, and the questions stay the same. What did the spend produce. Which searches brought people who became customers and which brought people who did not. Which ads earned their place and which are dragging. What should change next month, and what should be left alone because changing it constantly prevents any of it from being measured.

Reporting You Can Read

You get a dashboard you can check any time, and a plain summary of what it means. The summary matters more than the dashboard. A report full of platform metrics is not an answer to the only question most owners have, which is whether this is working and what it is producing. We will tell you that in a sentence, and show you the numbers underneath it, including the months where the answer is not what either of us wanted.

We Solve Real Problems

what can we do for you?

Want To Boost Your Business Today?

drop us a line and keep in touch

If you are weighing up whether paid search fits your business, the fastest way to find out is a conversation. We will tell you plainly whether it makes sense for what you sell and what you are trying to achieve, including when the answer is that it does not.

Get in touch and we will talk it through in plain English.