PPC Design, Management & Execution
Since the early days of the web, PPC campaigns have been critical to building a brand. However, this success has also made paid search, including Google Ads, Google Shopping, and Microsoft Ads, highly competitive and expensive. Capturing high-intent customers requires skill, planning, and experience.
Orange 142 begins by building strategic lists of keywords that align with your brand, products, and customer behavior (we’ll send you a keyword approval form to sign off on, ensuring we’re on the same page).
We write (and test continuously) compelling ad copy, calls-to-action, and landing pages to drive clicks and conversions. At the same time, we optimize bidding strategies to boost campaign efficiency and reduce acquisition costs.
What are Intent-Based Assets and Why Are They Important?
A fundamental shift in AI-driven campaigns is the central role that intent—and Google’s ability to detect it—now plays in determining who sees your ad.
Intent-based assets are critical to modern PPC success. These are the ad components—headlines, descriptions, images, videos, CTAs—that advertisers provide to Google as modular inputs. Google’s AI dynamically assembles and delivers these components based on real-time signals of user intent, not fixed keyword triggers.
Because of this, assets must do more than look good. They need to speak directly to a user’s needs in the moment, whether or not that user ever clicks through. This makes intent-based assets one of the most important tools advertisers have to guide performance in AI-powered formats like PMAX, Demand Gen, and AI Max.
Your Orange 142 Media Solutions team will supply assets, as well as build and structure them to work with Google’s AI systems. That means creating intent-based components that speak directly to user needs, testing and refreshing them regularly, and making sure they’re mapped to the right signals.
Learn Read our Q&A on Intent-Based Assets and how they function »
Performance MAX Support
Consumers rarely stick to one channel, which means their purchase journeys can begin on YouTube, move to search, and conclude with a click on a Shopping ad. Google’s Performance Max (PMAX) is designed to tell a cohesive brand story across all Google Ads touchpoints, including Search, Shopping, Display, YouTube, Discover, Gmail, and Maps.
Your Orange 142 Media Solutions team manages every aspect of your PMAX campaigns. We define search themes, structure campaigns to align with your business goals, and apply audience signals and location targeting to reach the right people. We also create and test all campaign assets—including product images, headlines, ad copy, and landing pages—for full-funnel impact. It’s a full-service approach designed for results.
Learn more about how the Orange 142 Media Solutions team manages your campaigns »
Demand Gen
Demand Gen is Google’s AI-powered campaign type built to drive interest and consideration across visually rich placements, such as YouTube, Discover, and Gmail. It’s a subset of PMAX that focuses specifically on mid-funnel users who aren’t actively searching but are likely to engage based on their behavior, preferences, and intent signals.
Your Orange 142 Media Solutions team builds Demand Gen campaigns with the right balance of automation and control. We develop scroll-stopping creative, guide Google’s AI with audience cues, such as interests and past behaviors, and monitor performance daily to adjust for what’s working.
AI Max
AI Max is Google’s next-generation search format, powered by AI, but still grounded in keyword-based targeting. Ads appear across Google Search and Search Partner sites, reaching people who are actively searching for products or services. Unlike traditional campaigns where keyword match types strictly control who sees your ad, AI Max treats keywords as intent signals. That means the AI has more flexibility to match your ads with relevant searches, even if the exact terms don’t appear in your list.
Orange 142 helps you strike the right balance between guidance and automation. We develop high-quality, intent-based assets, structure your campaigns for clarity and control, and continuously monitor performance to ensure your ads are being shown to the right searchers. Our approach helps brands get the most out of AI without giving up strategic oversight.
Optimization & Reporting
Our Media Solutions teams meet multiple times a week to assess how each campaign and its assets are performing, so we can tweak, test, and optimize them ASAP. Nothing is overlooked, beginning with the targeting inputs, whether that’s a traditional keyword list or AI-driven signals, such as Search Themes.
AI-driven campaigns are evolving fast, and Orange 142 is evolving with them. Our teams are developing and refining proprietary methods that adapt to the way AI interprets intent, signals, and assets.
Regardless of the campaign type, we continuously analyze budget allocation and optimize the bidding strategy based on channel performance. We track conversions, cost-per-click, cost-per-lead, return on ad spend, and cross-channel lift. With your performance and budget at stake, we look at everything.
And you can too! Our real-time dashboards provide you with detailed campaign results 24/7. Our end-of-campaign wrap-up report provides you with insights into key metrics, including best-performing creatives, regions, channels, and more.
How Do I Troubleshoot PPC Campaigns?
Are your PPC campaigns failing to deliver the results you or your clients need? Orange 142 Media Solutions teams are here to help. We’ll conduct a comprehensive review of your account structure to uncover performance blockers and hygiene issues.
For traditional campaigns, that means evaluating keyword strategy, ad copy, bidding, budget allocation, and extensions. For AI-driven formats such as PMAX, Demand Gen, and AI Max, we also review creative assets, audience signals, as well as the AI control levers, which include negative keywords, content blocks, and permission settings that influence how the system serves your ads.
To get your campaigns back on track, we can recommend (or implement) strategic improvements such as campaign restructuring, keyword and signal optimization, ad revisions, bidding adjustments, and more.