Google Ads strategy, campaign build, and monthly optimisation from a Singapore team that cares about your cost per lead as much as you do. PSG Grant eligible for qualifying SMEs.
Search Engine Marketing, or SEM, is the practice of paying for visibility on Google’s search results. When someone in Singapore types ‘plumber near me’ or ‘aesthetic clinic Orchard’, the top three or four results are often ads. Those ads are SEM in action. Done well, SEM puts your business in front of people at the exact moment they are ready to buy. Done badly, it burns budget on clicks that never convert.
In Singapore, SEM matters more than in most markets. Mobile search is near-universal, competition for commercial keywords is high, and local intent is strong. Singapore SEM requires tight geographic targeting, currency-aware bidding, and ad copy that reads as local rather than generic.
Tuition Centre · 12 Months with PaperCut
+310% Leads in 3 Months
Owner & Founder, Canopy Learning
PSG Grant eligible. Qualifying SMEs can claim up to 50% back.
Every SEM engagement at PaperCut Collective follows the same rhythm. This is not a template we bolt onto every client; it’s the structure that has delivered results across 100+ Singapore campaigns. What changes is the targeting, the ad copy, and the landing pages — not the cadence.
Deep dive into your objectives, target market, and competitors. Comprehensive keyword research and audience segmentation to craft a focused campaign strategy.
Compelling, human-written ad copy. Continuous A/B testing of ad variations to improve click-through rates and cost per conversion.
Landing page optimisation for UX and conversion — fast loading, mobile-first, with clear calls to action that drive results rather than just traffic.
Data-driven bid and budget management to maximise efficiency. Lead flow becomes consistent enough that our clients hire additional team members to handle demand.
Every PaperCut Collective SEM client gets the same baseline, regardless of package size. You are not paying for features — you are paying for the scale at which we apply them.
Full Google Ads account build or audit, including account structure, campaign naming, and conversion tracking
Singapore-focused keyword research using SEMrush and Google’s Keyword Planner, including long-tail and competitor keywords
Ad copy written by humans, not templates — at least 3 variants per ad group for testing
Landing page alignment review, so the page a user lands on matches the ad they clicked
Negative keyword management — reviewed weekly for Month 1, fortnightly after that
Bid and budget management aligned to your cost per lead target
Remarketing setup where applicable, including audience lists and creative
Monthly performance reports in plain English, with a recommendation on next month’s focus
A direct Slack or WhatsApp line to your account manager — not a ticketing system
PSG Grant pre-approval paperwork for qualifying Singapore SMEs
Management fees at PaperCut Collective are transparent. You’ll see the full structure before you sign, and the fee is separate from your ad spend — which always goes directly to Google, billed to your own payment method.
For SMEs running a single Search campaign.
For businesses running multi-campaign Google Ads.
For e-commerce and multi-location brands.
PSG Grant eligible — up to 50% of the management fee covered for qualifying Singapore SMEs.
Every SEM engagement is different, but the numbers below reflect what’s achievable when the process above is followed consistently.
One Face Clinic
Started at SGD 185 cost per lead on a previous agency’s campaigns. After rebuild and 3 months of optimisation, cost per lead dropped to SGD 62 on Search and SGD 41 on Remarketing.
Nancyho LifeCoach
Launched from zero. Built Search + Meta Ads parallel campaigns. Hit 47 qualified trials in Month 4 at SGD 148 per trial — well inside the SGD 250 target.
Home Services Client
Scaled ad spend from SGD 3,000 to SGD 9,500/month while keeping cost per lead stable at SGD 28–34. Owner now hires a second team because the lead flow is consistent.
There are dozens of SEM agencies in Singapore. Here’s how to tell us apart.
If SEM isn’t the right channel for your business, we’ll tell you in the discovery call. That saves you SGD 10,000+ in wasted spend.
Not us. If you ever want to leave, you walk away with the full account, the data, and the history. Some Singapore agencies lock this in their own MCC — we don’t.
Not a ticket queue. Not a junior rotating in every 3 months. You get the same person for the life of the engagement, with a mobile number.
We don’t hide behind jargon. Impressions, clicks, CPC, CPL, ROAS — we explain what moved and why.
Up to 50% of qualifying fees covered under the Singapore government’s SME grant. We handle the application.
So we understand that paid and organic should support each other, not fight for the same budget. Most of our clients run both.
Clicks and impressions appear within 24 hours of campaigns going live. Qualified leads typically start arriving in Week 2. Meaningful cost per lead data — the number you actually care about — stabilises around Week 6 to 8. Anyone promising conversions on Day 1 is spending your money on brand terms, which is an easy win but not real growth.
You do. The account is created under your Google account, linked to our agency manager account only for access. If you ever end the engagement, you keep the account, the campaigns, the history, and the data.
Three months. Google Ads needs that long to gather enough data for informed optimisation. After the initial three months, we move to monthly rolling — cancel any time with 30 days' notice.
Direct to Google, on your own credit card. We never touch your ad spend. You see every dollar spent in your own Google Ads billing. Our management fee is billed separately, by us.
Yes, for qualifying Singapore SMEs under the Productivity Solutions Grant. Up to 50% of the management fee can be covered. We prepare the pre-approval paperwork as part of onboarding.
We'll tell you on the discovery call before you sign anything. If you book a consultation and we think SEO, social, or a different channel is a better fit, we'll recommend that instead. Sometimes that means referring you to a specialist, sometimes it means we deliver the alternative ourselves.
Email: ask@papercutsg.com
Phone: +65 8079 7401
We provide post-sales support Monday to Friday, 8 AM – 5 PM via on-site visits or teleconference. Reachable 24/7 via email or contact form.
