Paid Ads · Paid Search

Hire the Top Paid Search Experts

Paid search is advertising bought against a person’s typed query on Google and Bing, capturing demand that already exists rather than manufacturing new demand. GTM 8020 assigns you a senior fractional paid search expert from its team who owns keyword tiers, ad copy, and landing page match — usually in 1–2 weeks.

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Key takeaways
  • Paid search is the only major channel that captures existing buyer intent instead of creating it.
  • Campaigns run on three keyword tiers — branded, commercial, and competitor — each needing its own bids and landing page.
  • The branded-search debate (bidding on your own name) and Bing’s lower CPCs are two of the biggest levers most teams ignore.
  • GTM 8020 assigns you a vetted senior paid search operator from its team in 1–2 weeks.

What is paid search?

Paid search — also called PPC or search advertising — is advertising bought against a person’s typed query on Google Ads or Microsoft (Bing) Ads, so the ad appears only when someone is already searching for a related term. It is the only major channel inside paid ads that captures existing demand rather than creating it.

Campaigns are built around three keyword tiers. Branded terms are searches for your own company name. Commercial (generic) terms describe the problem or category — “fractional CMO,” “paid search agency” — without naming a vendor. Competitor terms name a rival directly. Each tier converts differently and needs its own bids, ad copy, and landing page.

Paid search runs on both engines a buyer might use. Google Ads carries the largest volume; Microsoft (Bing) Ads often carries less competition and lower cost per click for the same terms, especially in B2B.

Why paid search is different from SEO

Paid search buys placement instantly with a bid; SEO earns placement over months through content and authority. A campaign can be live within a day, but the traffic is rented — it stops the moment spend stops. SEO traffic is owned; it compounds after the work is done. A mature program treats paid search as the fast lane for demand you need this quarter, not a substitute for organic authority.

The branded-search debate

One contested call is whether to bid on your own branded terms when you already rank organically for them. The case for bidding: you control the message and block competitor conquesting ads. The case against: you may pay for clicks you’d have gotten free. The right call depends on how aggressively competitors bid on your name.

Paid search vs. organic search vs. paid social

These channels get lumped together as “marketing spend,” but they behave on different timelines and cost curves.

ChannelSpeed to resultsCost curveDurability
Paid searchLive in days; captures existing intentPay per click; scales with volumeStops when spend stops
Organic search (SEO)3–12 months to rankUpfront investment, low marginal cost afterCompounds after launch
Paid socialLive in days; interrupts, doesn’t capture intentPay per impression; rises as audiences fatigueStops when spend stops

Most operators run all three: paid search to capture demand that exists, paid social to build awareness with people not yet searching, and SEO to reduce dependence on both over time.

How do you measure paid search?

Paid search is measured on cost per acquisition (CPA) and return on ad spend (ROAS) against pipeline or revenue — not clicks or impressions. Click-through rate and Quality Score matter only as levers that lower conversion cost.

A senior operator tracks conversion rate by keyword tier, since branded, commercial, and competitor terms convert at different rates, and tracks impression share — the share of eligible auctions you appear in — since a capped budget means demand goes uncaptured.

Ad copy and extensions (sitelinks, callouts, structured snippets) get tested continuously, since small click-through gains compound into lower CPA. Landing page message match — whether the landing page repeats the ad’s exact promise — is its own lever; this overlaps with landing page design, since a mismatch is a common cause of wasted spend.

How to hire a paid search expert with GTM 8020

GTM 8020 is a go-to-market agency with only senior operators on its team — the 20% of talent that drives 80% of growth. Instead of sifting agency pitches, you tell us your challenge and we put the right operator from our team on it:

  • 1. Book a free 30-minute call. Walk us through your funnel, current spend, and which engines you’re running.
  • 2. Meet your operator in 1–2 weeks. We introduce a vetted paid search expert who has managed Google and Bing accounts at your stage.
  • 3. Work together directly. Your expert embeds fractionally — hands-on, and you can scale spend and hours up or down as you grow.

Common paid search mistakes

  • No branded-search decision. Leaving your name undefended lets competitors bid on it and steal clicks you’d otherwise get free.
  • Skipping negative keywords. Without a negative list, budget leaks to irrelevant queries that never convert.
  • Poor landing page message match. Sending a click to a generic homepage instead of a page repeating the ad’s exact promise kills conversion rate.
  • Testing headlines but not extensions. Sitelinks and callouts move click-through rate and are rarely tested with the same rigor.
  • Ignoring Bing entirely. Microsoft Ads often carries lower CPCs for the same terms, especially in B2B.

GTM 8020’s bench includes operators who’ve run paid search across B2B and B2C. Browse our experts or book a free call to get a senior operator from our team on it.

FAQ

Frequently asked questions

What is paid search?
Paid search (PPC) is advertising bought against a person’s typed query on Google Ads or Microsoft (Bing) Ads, so the ad appears only when someone is already searching for a related term — it captures existing demand rather than creating new demand.
What are the keyword tiers in paid search?
Branded terms are searches for your own company name, commercial (generic) terms describe the problem or category without naming a vendor, and competitor terms name a rival directly. Each tier converts differently and needs its own bids and landing page.
Should you bid on your own branded search terms?
It depends on competitive pressure. Bidding controls the message and blocks competitor conquesting ads on your name, but you may pay for clicks you’d have gotten organically for free — the right call scales with how aggressively rivals bid on your brand.
Is Google Ads or Microsoft (Bing) Ads better for paid search?
Google Ads carries the largest search volume, while Microsoft (Bing) Ads often carries less competition and a lower cost per click for the same commercial-intent terms, especially in B2B — most mature programs run both.
How do you measure paid search performance?
On cost per acquisition (CPA) and return on ad spend (ROAS) against pipeline or revenue, plus conversion rate by keyword tier and impression share. Click-through rate and Quality Score matter only as levers that lower conversion cost, not as end goals.
How much does a fractional paid search expert cost?
Engagements are monthly and fractional — far less than a full-time hire — and scale with your ad spend and stage. Book a free call and GTM 8020 will put the right operator from its team on it, at a budget that fits.
How is GTM 8020 different from other agencies?
Most agencies win the deal with senior strategists, then hand the work to junior staff. GTM 8020 has only senior operators on its team. The operator you meet does the work and has led growth at some of the fastest-growing companies, including ones that scaled to tens and hundreds of millions in revenue. Engagements are monthly, and work usually starts in 1–2 weeks.
Meet the GTM 8020 team

Operators who've done it before.

Jeddi Mess
Jeddi Mess
Fractional Growth Lead - Polsia, HeyGen, Vibe, Zite, Pixa, Morphic,..
12 years experience
Growth MarketingGTM MarketingProduct MarketingDemand GenerationPaid Ads

Fractional head of growth & advisor for AI companies - Polsia, HeyGen, Vibe, Zite, Pixa & more

Ex / Clients
polsiaVibe.coheygenPixaTely AIAmpiFireZiteTwinLucis (YC X25)RorkArcads AI
Hire Jeddi
Liam MacCormack
Liam MacCormack
Growth Operator
11 years experience
Growth MarketingRevOpsPaid Ads

Founder of Corrective Growth, specializing in building growth systems across paid, outbound, product, and ops. AI-native and always pushing boundaries.

Ex / Clients
googlecognitionarchivepaid
Hire Liam
Suzanne Tran
Suzanne Tran
Marketing Exec With Expertise in GTM, Demand Generation, Brand & Lifecycle Marketing
18 years experience
Growth MarketingProduct MarketingDemand Generation

Fractional CMO and growth marketing executive with experience leading global marketing organizations at LinkedIn, DoorDash, and Care.com specializing in GTM strategy, demand generation, brand transformation, lifecycle marketing, and revenue growth.

Ex / Clients
EmployZipCare.comDoorDashLinkedInRetailNextWhole Drinks LLCIBM Video Streaming
Hire Suzanne
Nav Singh
Nav Singh
Growth, RevOps and Customer Success Leader
17 years experience
Growth MarketingDigital StrategyDemand GenerationRevOps

Nav Singh is a growth, RevOps, and GTM leader with 17 years of experience building companies from zero to over $200M in revenue.

Ex / Clients
heygenSemgrepEgnyteAndreessen HorowitzPlanet Granite SunnyvalePeer Health ExchangeGalileo LearningCalifornia State SenateCalifornia State Assembly
Hire Nav
Jimmy Pal
Jimmy Pal
Scaling Organic Growth For Ambitious Brands
8 years experience
SEO & GEOContent Marketing

Jimmy has built organic growth / SEO / AEO programs for 75+ brands helping them with search visibility across all platforms

Ex / Clients
steadilyUpworkredditheygenModal
Hire Jimmy
Jason Widup
Jason Widup
Marketing Leader Helping B2B Companies Scale
18 years experience
GTM MarketingDigital StrategyMarketing Analytics

Jason Widup is a fractional CMO and marketing executive with 18 years of experience building B2B marketing engines.

Ex / Clients
PixisHockeyStackmetadata.ioTableau SoftwareGetty ImagesMicrosoftAT&T Wireless
Hire Jason
Sebastian Silva
Sebastian Silva
RevOps & Automations
11 years experience
Marketing AnalyticsDigital StrategyMarketing OperationsRevOps

Go-To-Market and Revenue Operations expert with a proven track record across industries and business sizes. Ex-Shopify, former founder of acquired RevOps Consultancy, now helping businesses leverage AI and drive revenue.

Ex / Clients
shopify
Hire Sebastian
Andrea Cutright
Andrea Cutright
VP Marketing | Growth & Product Marketing Leader
15 years experience
Demand Generation

I build growth engines for companies at moments of market and technology change. My work sits at the intersection of category narrative, product, and growth execution – defining the story a company tells, the audience it serves, and the demand systems that translate attention into revenue.

Ex / Clients
LumaUpworkamazonDisney Streaming ServicesYahoo!
Hire Andrea
Stan Rosenberg
Stan Rosenberg
Community & Events
12 years experience
Growth MarketingDigital Strategy

Founder of Storm King Consulting, helping MarTech companies and agencies scale through referrals, partnerships, and community building. Runs the Storm King Exec Network, a network of 550+ eCommerce and Marketing Leaders.

Ex / Clients
EnviveBeam ImpactWunderkindDeloitteNYU Stern Marketing Society
Hire Stan
Matteo Tittarelli
Matteo Tittarelli
Product Marketing, B2B Positioning
7 years experience
GTM MarketingGrowth MarketingProduct MarketingContent Marketing

GTM consultant for Series A-C B2B SaaS specializing in positioning, website programs, product launches, storytelling, thought leadership, and LinkedIn content. Works hands-on with teams to ship ready-to-deploy assets.

Ex / Clients
GenesysGTM Engineer SchoolCrescendoPivotAdvisoryAISeapointEnhesaArchiveZeffyOctaveStrapiCommon RoomHyperGrowth PartnersMixmaxFullEnrichSpotDraftReforgeEthenaAirOpsToastAhrefsCloudNCAkiflowClarisightsOwner.comSoulloopCello
Hire Matteo
Kristen Pecka
Kristen Pecka
Fractional CMO | Head of Marketing | GTM Narrative & Category Creation | B2B SaaS + AI
19 years experience
Product MarketingGrowth MarketingDemand GenerationContent Marketing

Senior marketing executive with 15+ years building brand narratives, GTM strategies, and demand engines for B2B SaaS and AI companies. Most recently Head of Marketing at Pixis, an agentic AI platform, where I led marketing across the platform and an AI-native agency network simultaneously. I specialize in zero-to-one work — category creation, brand transformation, and building the marketing foundation that connects story to pipeline.

Ex / Clients
PixisIMPACTKMH Marketing, LLCAdvertising WeekAudio Network US, IncSoho EditorsNickelodeon
Hire Kristen
Alex Berry
Alex Berry
Enterprise Sales Leadership, AI-Native Sales Ops
15 years experience
Enterprise Sales

Highly experienced end-to-end sales leader covering SMB, Mid Market and Enterprise. Focusing on AI Automation covering strategy, execution and deploying agentic solutions to scale revenue teams.

Ex / Clients
VonageOysterhrUsedelegateLandbaseOyster®World Economic ForumNexmo, the Vonage API PlatformEnterprise Sales Forum
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Client love

What our clients say.

5.0 out of 5· 23 verified client reviews
★★★★★

In two months, GTM 8020 tripled our inbound leads and our AI search traffic. They rebuilt our page structure and schema so LLMs can actually parse and cite us, then went deep on the questions our buyers are really asking. Buyers start their research in ChatGPT and Perplexity now — and we show up. Has been amazing working with your team!

Connor NowinskiConnor Nowinski
COO, 11x
★★★★★

Truly incredible work.

Stan RosenbergStan Rosenberg
Founder, Storm King Consulting
★★★★★

Working with the GTM 8020 team feels like having outcome-obsessed partners at the speed of my business. In three months we hit 10k organic impressions per day, a 192% increase in clicks, and 170 LLM sessions per month. They act like owners — same-day responses, zero hand-holding.

Matteo TittarelliMatteo Tittarelli
B2B GTM Advisor · Genesys Growth
★★★★★

Best in the biz!

Travis BraultTravis Brault
Head of Operations, Rivo
★★★★★

Fantastic work! I can attest to these results as I've seen it first-hand. Your AI SEO/GEO strategies and insights have been a game changer for us. Love to see it — keep it up!

Pierre WrightPierre Wright
Head of Demand Gen, Resolve Pay
★★★★★

Great work!

Paul BenPaul Ben
Co-Founder & CEO, Archive
★★★★★

GTM 8020 has driven real results for us across both organic growth and outbound channels — they know their space and have become a genuine extension of our team. That's fast!

Francesco GattiFrancesco Gatti
Co-Founder & CEO, Opensend
★★★★★

A couple of months working with the GTM 8020 team and we've gone from barely any presence on AI search to closing our first deals sourced from LLMs. They build interconnected content clusters around buyer themes and earn branded mentions that get us cited by ChatGPT, Perplexity and Gemini.

Jason WidupJason Widup
CMO, Archive
★★★★★

Great job as always.

Ram MichaeliRam Michaeli
CMO, Inner Balance
★★★★★

GTM 8020 built us a content engine that keeps compounding — blog traffic and impressions have hit record highs month after month, and we now show up in AI answers where we had no presence at all before. They ship consistently, report clearly, and operate like part of our team. Next level stuff.

Alex LazoffAlex Lazoff
CRO, Rivo
★★★★★

This is amazing! Loved working together — have seen great results.

Lisa ShmulyanLisa Shmulyan
Growth Leader, Every
★★★★★

We're showing up in ChatGPT, Claude, Perplexity, and even Notion AI when enterprise buyers research AI agent security — six months ago we had zero inbound from organic. Instead of chasing keywords, they created the content that defines the category. They operate like part of our team.

Jiquan NgiamJiquan Ngiam
Co-Founder, MintMCP
★★★★★

Your AI workflows have been a goldmine for booked calls and closed deals. Up and up and to the right — the only direction you know how to go!

Mark RegalMark Regal
SaaS Founder
★★★★★

GTM 8020 partnered with our small-business growth marketing team to increase organic traffic via programmatic SEO and lead-capture widgets. They brought real insight on automating the lifecycle and responding to high-value leads. A pleasure to work with — highly recommended.

Emily EberhardEmily Eberhard
Growth Marketing Lead @ Reddit
★★★★★

Very impressive! Been working with Jimmy since launch and he is killing it — coming from a paid marketing guy who never believed in SEO before.

Art AbergelArt Abergel
Founder, XV1
★★★★★

Organic site visitors went up 42% last month and LLM sessions increased 66% MoM — all from the content cluster and distribution strategy the GTM 8020 team built with us. 79 articles in two months, total impressions up 121%, and most pages now rank on page one of Google.

Daniel SaksDaniel Saks
CEO, Landbase
★★★★★

Clean strategy and clean execution. GTM 8020 has been a genuine growth partner for us at Herb — fast, strategic, and consistently delivering on organic and AI search. Big momentum here. Elite work as always.

Alessandro RicchiardiAlessandro Ricchiardi
Growth Lead, Herb
★★★★★

GTM 8020 is a must-hire for startup commercial teams. They got us to top-3 and top-5 on important keyword searches and drove content that consistently scored 80%+ on Google's authority scores. They also drove top-of-funnel leads from pipeline to conversion.

Duy VoDuy Vo
Founder, ProductFy
★★★★★

GTM 8020 is the best of the best when it comes to anything outbound or growth-marketing focused. If you're in need of an honest group to help with GTM, GTM 8020 is the first place to start. I highly recommend their team.

Eric TarloEric Tarlo
Head of Sales @ Native Frame
★★★★★

From ground zero, they meticulously built our SEO framework into a powerhouse that consistently drives solid traffic. Beyond the metrics lies their true strength: deep SEO knowledge paired with an ability to communicate complex ideas in an accessible way.

Andy ZhaoAndy Zhao
Founder, Ark7
★★★★★

GTM 8020's mastery in growth and demand generation is remarkable. Their strategic approach boosted our visibility through scalable SEO, and their demand-gen strategies fueled our sales pipeline and user-acquisition efforts. Analytical, with a strong strategic mindset.

Tim WuTim Wu
CMO, Resolve
★★★★★

We worked with GTM 8020 on a few campaigns and were impressed by their strategic insights and expertise. Extremely thoughtful in their approach, big-picture thinking, and able to move both quickly and efficiently. I wouldn't hesitate to work with them again.

Roshni WijayasinhaRoshni Wijayasinha
Founder, Prosh Marketing
★★★★★

GTM 8020 worked with founders to build out B2B growth models spanning SEO, outbound email, lead capture & lifecycle automation, and paid-ads retargeting. I've referred them to multiple founders and they've always delivered.

Mike PerezMike Perez
Director of Growth Analytics, M13

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