Demand you do not have to create.

Sometimes, and rarely as the whole account. It can find volume that manual structures miss, but it also blends channels and reports less than you need to make decisions. We use it where the data supports it, alongside structures that stay legible.

Partly. Auction prices are set by competitors and are not something anyone can argue down. What is controllable is what you bid on, how relevant the ad and page are, and how much you spend on queries that were never going to convert. That is usually where the real cost sits.

Often, though not always. If your existing page already answers the exact query and makes the next step obvious, use it. If it is a general page being asked to serve five different intents, a dedicated page will usually pay for itself.

This is a single-platform engagement focused on Google's inventory. Performance Marketing is the portfolio decision across channels. Teams who want depth in search alone start here; teams allocating across Google, Meta and elsewhere are better served by the broader engagement.

Yes, and we prefer to. Account history has value — conversion data, audience signals, what has already been tested. We audit it first and are explicit about what we would keep, restructure or pause, and why.