Paid Search (Google Ads & Bing Ads)

There’s no better audience than the one that’s already actively seeking what you offer. Search engines are constantly changing. For now and into the foreseeable future, searchers will see — and hear — paid media first.

What are your goals for growth?

Anyone can set up a paid search account that focuses on the obvious keywords for your goals. But your audience is using millions of variations of search queries. Parallel Path achieves specific marketing and business goals with a better ROI through our proven approach to paid search.

We focus on what we call “search query optimization” to achieve your goals. 

  • More than 4.7 billion search queries happen every day
  • Of these, 15% haven’t been seen by search engines in the last six months (if ever)
  • 70% of search queries have no keywords in a paid search account that exactly match these searches across any paid search marketing campaigns

We are better because our approach goes deeper into these search query universe.

Data Analysis

Your data provides the roadmap to success. We have the approach, technology, and experience to allow your marketing investments go farther. Delivering the right user search, to the right keyword | match type, with the right precision bidding strategy, ad message, and landing page to ensure the optimal path to conversion.


Keyword theme alignment, depth, match type usage, organization, and relevance is the foundation of our paid search architecture. Think hundreds of thousands, not hundreds or thousands of keywords. The value from paid search is tapping the market demand. 


Relevance is direct and must be in 100% alignment between what a searcher is asking for and what you’re delivering. Our approach ensures alignment between keyword, ad copy, and landing page. The result is a better performing paid search campaign at a lower cost per conversion and that means a better ROI.


We build custom algorithms specifically around bidding strategies and cost per acquisition/ROI goals allow for the most efficient use of your marketing investments. Algorithms are able to make updates to the account more efficiently and systematically than humans. This approach delivers peak performance and eliminates the costly manual approach of the ‘hunting and pecking’ management approach.


Iteration is the activity of growing the paid search account based on the proven approach of data analysis, architecture, and optimization. Depending upon the level of investment (media budget), market demand (search queries), and lead volume this process will be iterated and followed on a daily/monthly/quarterly/or semi-annual basis.

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Featured Blog

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There are quite a few tools available to help you plan and post social. It might be difficult to decide which ones are right for your organization, but you can start by considering each tool according to the following five criteria. And of course, reach out to learn more about our social media management and content marketing services. We’ll do the heavy lifting for you. 

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Case Study


Hospital Paid Search Success

Paid search account rebuild and optimization approach improves budget efficiency and ROI while connecting patients to the care they need.

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