- 5T+searches are made on Google every yearSource: Google, 2025
- 15%of Google searches every day are new, never searched beforeSource: Google, 2024
- 53%of mobile visits are abandoned if a page takes over 3 seconds to loadSource: Google, 2016
- 70.22%average documented online shopping cart abandonment rateSource: Baymard Institute, 2025
What is search engine marketing?
Search engine marketing (SEM) is paid advertising on search engines such as Google and Microsoft Bing. Advertisers bid on keywords so their ads appear when people search for related terms, and pay when someone clicks. SEM captures existing demand from people actively looking for a product or service.
Search ads work because intent is high, but costs rise quickly when keywords are broad, ads are generic, and landing pages do not match the search.
We build tightly themed campaigns, write ads that match each search, exclude wasted searches, and send traffic to pages built to convert.
Our approach to search engine marketing
Every search engine marketing engagement at Hudace rests on three principles.
- 01
Intent
Budget goes to the searches and audiences most likely to buy, and away from waste.
- 02
Message match
Ads and landing pages say exactly what the searcher was looking for.
- 03
Measurement
Every campaign is tracked to leads and revenue, so bidding optimises for profit.
Signs you need search engine marketing
- Your search ads spend a lot on irrelevant searches.
- Cost per click keeps rising.
- Ads send traffic to your home page.
- Conversion tracking is missing or unreliable.
- You are not advertising on Microsoft Bing.
What our search engine marketing service includes
Keyword strategy
The searches worth paying for.
- Buying-intent keyword research
- Match type strategy
- Negative keyword lists
- Competitor and brand terms
Campaign structure
Accounts organised for control and learning.
- Themed ad groups
- Location and language targeting
- Ad scheduling
- Budget allocation
Ad copy
Ads that match the search and stand out.
- Responsive search ads
- Assets such as sitelinks and callouts
- Offer and proof messaging
- Ongoing A/B testing
Landing pages
Pages that keep the promise of the ad.
- Message match
- Fast mobile pages
- Clear forms and calls
- Conversion testing
Bidding and budgets
Spend where it returns most.
- Smart bidding to cost or ROAS targets
- Device and location adjustments
- Budget pacing
- Impression share monitoring
Microsoft Advertising
Reach Bing and Microsoft network users.
- Campaign import and adaptation
- LinkedIn profile targeting
- Separate bidding
- Combined reporting
Our search engine marketing process
- 01
Audit
Search terms, structure, and tracking.
- 02
Research
Keywords, competitors, and costs.
- 03
Build
Campaigns, ads, and landing pages.
- 04
Launch
Live with verified conversion tracking.
- 05
Optimise
Weekly search term, bid, and ad reviews.
- 06
Report
Leads, sales, and cost per result monthly.
What you get every month
- Keyword research
- Campaign builds
- Ad copy and assets
- Landing pages
- Weekly optimisation
- Monthly report
Platforms and tools we use
How we measure results
Every engagement starts with agreed targets. Each month you get a report and a call covering:
- Cost per conversion
- Conversion rate
- Return on ad spend
- Impression share
- Search term relevance
How much does search engine marketing cost?
A monthly management fee plus ad spend paid directly to Google and Microsoft.
What affects the price
- Ad spend
- Number of campaigns and markets
- Landing page needs
- Languages
Ways to work with us
Monthly SEM management
Ongoing campaigns and optimisation.
Account audit
A detailed review and action plan.
Why choose Hudace for search engine marketing
Waste removed first
We cut irrelevant spend before scaling.
Landing pages included
Pages built by our own web team.
Both engines
Google and Microsoft managed together.
Transparent
Search terms and spend fully visible to you.
Industries we serve
Sports and fitness
Clubs, academies, gyms, and sports brands growing fans, members, and sponsors.
Beauty and cosmetics
Skincare, makeup, salons, and clinics launching products and filling bookings.
Ecommerce and retail
Online stores and retailers growing revenue per visitor and repeat orders.
Events and entertainment
Concerts, conferences, and venues selling tickets before the doors open.
Esports and gaming
Teams, tournaments, and studios building audiences and sponsor value.
Real estate
Developers, brokers, and holiday homes turning listings into real enquiries.
Education
Schools, universities, and training providers filling every intake.
Professional services
Law firms, clinics, physiotherapy, and consultancies winning local clients.
We work with brands in Qatar, the United Arab Emirates, Saudi Arabia, and India, in English and Arabic. See our digital marketing agency in Qatar and digital marketing agency in Dubai pages.
Frequently asked questions
What is the difference between SEM and SEO?
SEM is paid search, where you pay per click. SEO earns free organic rankings over time. They work best together.
How quickly does SEM bring results?
Ads can bring clicks and leads within days. Efficiency usually improves over 4 to 8 weeks of optimisation.
Should we advertise on Bing?
Often yes. Microsoft Advertising usually has lower competition and reaches desktop and professional audiences.
Do you bid on competitor brand names?
It can work but costs more and must follow trademark rules. We advise case by case.
What is a good cost per lead?
It depends on your industry and deal value. We set targets based on what a customer is worth to you.
Do I own the ad account?
Yes, always.