Our first step will be to understand your business and marketing goals, and what you’re trying to achieve. Once we’re aligned on these, we can set some targets together that will act as performance indicators of our efforts. A simple example of such an indicator might be to increase conversions from paid search by x% within y months. We would track the number of conversions over time, optimising the paid search campaigns as necessary in order to ensure that conversions rise and ultimately meet or exceed the target!