Enterprise PPC Management
queryDNA™ — paid search optimization at the molecular level
Most agencies manage PPC from the keyword down. SEMoptimize builds from the search query up, because after twenty years of enterprise paid search we know something the keyword planners won’t tell you: keywords are best guesses. Search queries are facts.
That gap between what people actually type and what campaigns are built to catch is where PPC budgets leak. It’s also where we work. Paid search is a pull medium: when someone hands Google their exact intent, your job is to deliver on that ask precisely — the right query, to the right keyword and match type, with the right message, bid, and landing page. Miss any link in that chain and the impression is wasted. We build campaigns in the image of your own search-query data so the chain holds, impression after impression.
What is queryDNA Optimization? queryDNA is SEMoptimize’s proprietary search-query architecture and algorithmic optimization process. Instead of managing a few hundred keywords, it analyzes every query your account actually receives, clusters them into hyper-segmented themes, pairs each theme with purpose-built ads, and bids at the query level with custom algorithms. The result on mature accounts is consistently the same: more conversion volume at a more efficient cost-per.
How we run enterprise paid search
Query Theme Analysis
We mine your full query history to find the loss leaders — the damaging themes quietly draining budget and dragging down Quality Scores — and eliminate them with extensive, theme-level negatives before we spend a dollar building.
queryDNA Theme Clustering
Positive themes get isolated into a hyper-segmented structure that diversifies your keyword portfolio, ends keyword cannibalization, and amplifies the long tail most accounts leave on the table.
Ad Multivariate Optimization
Hyper-targeted messaging tested combination by combination, so every query cluster gets the ad themes that historically convert it — not one generic ad stretched across a thousand intents.
queryDNA Bidding Algorithm
A search-query-based bidding algorithm with natural, data-driven match-type tiers that protect matching integrity and balance the whole portfolio — more revenue, better ROI, no over-bidding on head terms.
CRM-Integrated Optimization
We connect Google Ads to Salesforce, HubSpot, and other systems so optimization targets deals won and revenue earned, not just cost per lead — and so we can forecast growth from market demand and your own pipeline.
Geo Normalization & Reporting
Geographic conversion-rate variance gets normalized into the bidding strategy, and our proprietary reporting serves every audience — granular detail for your managers, the KPIs that matter for your C-suite.
Does it work? On one national consumer-lending account, queryDNA rebuilt campaigns to produce 51% higher application volume year over year at a 22% more efficient cost per application — with brand search improving 47% and 43% on the same measures. The pattern repeats across verticals from insurance to SaaS security to healthcare. See the detail in our case studies.
What the first 60 days look like
Two tracks run in parallel. Out of the gate, we take over day-to-day management and capture the low-hanging fruit: bidding, negatives, settings, extensions, keyword and match-type gaps, and tracking cleanup, while we integrate your data sources and stand up the reporting feedback loop. Meanwhile the rebuild track runs the full queryDNA process: query theme analysis in the first ten days, positive-theme categorization over the following three weeks, hyper-customized ad creation with your feedback throughout, the bidding algorithm built alongside, and a constructed, stabilized relaunch typically 45 to 60 days in. You’re never waiting on the rebuild to see improvement — and the rebuild is never rushed to meet an arbitrary date.
Frequently Asked Questions
How is SEMoptimize different from other PPC agencies?
Most agencies operate on the distorted layer of keywords, match types, and simplified account structures — “managing” the account rather than rebuilding what’s underneath it. We go beneath the keywords to the search queries themselves, because that’s where the facts are. Campaigns built in the image of real query data need less guesswork, waste less budget, and convert more of the impressions they win.
What is queryDNA Optimization?
queryDNA is our proprietary five-step process: account health analysis and opportunity projection, query theme analysis to eliminate damaging themes, query clustering to hyper-segment the valuable long tail, ad multivariate optimization to align message to query, and a query-aware bidding algorithm. It was developed over two decades of managing enterprise accounts and refined on billions of impressions.
Does this work with Google’s Smart Bidding and AI features?
Yes — they get better together. Google’s automation optimizes to whatever structure and signals you feed it; a clean, hyper-segmented architecture with query-level data gives it dramatically better raw material. And where Google’s AI can’t see — your CRM, your margins, which leads actually became customers — our integrations and custom algorithms fill the gap with human oversight on top.
What kind of company is a good fit?
Our best-fit clients typically have $10M+ in annual revenue, a marketing team in place, a Google Ads account with at least 12 months of history, and an active CRM such as Salesforce or HubSpot. If PPC growth has plateaued or costs keep climbing despite competent management, that’s usually the sign there’s opportunity below the surface.
How do you charge, and what does reporting look like?
Engagements are scoped to your account’s size and complexity — ask us for a proposal. Reporting is customized rather than templated: monthly performance summaries and meetings as the baseline, with dashboards tuned to each audience, from query-level analysis for your team to executive KPI views for leadership.
Paid search is where we started, but it is half the picture: the same query intelligence now powers our SEO services and our generative engine optimization (GEO) practice, so your brand wins the ranking, the ad auction, and the AI answer.
Stop guessing. Start knowing your growth potential.
We’ll forecast the untapped potential in your existing account — real math from your own query data, not a sales pitch.