SEM agency - what is it and what does it do?
Dla biznesu
31 July 2025
Do you want to increase sales on your website? Have you been in business for a while and are seeing a visible drop in profits? Or maybe you just can't break through your glass ceiling? Then you need to seriously consider using online marketing, carried out by an experienced SEM agency. See exactly what it does and how to choose a good company to work with.
What is an SEM agency?
To understand what an internet marketing agency does, it is useful to know what SEM (Search Engine Marketing) is. Well, these are planned activities that aim to increase the visibility of a website in Google search. So they combine SEO with PPC paid campaigns. By typing in the right keywords, a user will see your website, which increases the likelihood of them entering it and making a purchase or taking another action, such as liking your company fanpage on social media.
The SEM advertising agency selects services in such a way that the selected website is displayed more frequently and higher in the search engine. It configures paid advertisements so that they are displayed to those people who really are potential customers. This is why the entire campaign is tailored to a specific industry. 
SEM Agency - area of operation
The SEM agency focuses on two areas of activity. The first is positioning SEO. All services are aimed at increasing the visibility of your website in the search engine. There is no denying that most users search for services, specific products and answers to their questions on the Internet.
Having a website (regardless of the industry or even the function it serves) is worth taking care of SEO. This will increase the number of users within the site and make your brand more recognisable. Among the advantages are also the long-term effects.
However, actions need to be reviewed periodically and adapted to changes in algorithms. Adequate optimisation of the website will also come in handy, which must be carefully planned and entrusted to specialists in order to make SEO even more effective.
The second area is the SEM campaign, i.e. ads created using Google Ads. These are strictly marketing activities that involve running PPC campaigns. Ads on the web are displayed just before the organic results, so they are more likely to be clicked on. The creative requires planning the campaign in terms of the headline, description or label, but not only.
It is necessary to target the right keywords and the right target group. This is done by creating a so-called persona in Ads. This is our model customer - we define, for example, their gender, age, place of residence or interests. All this is done in order to reach exactly those people to whom our offer is addressed. 
How do you identify a good SEM agency?
A good marketing agency should start by analysing the industry and the current situation of the company. It is then in a position to outline objectives that are achievable within a specific timeframe. All this should be included in the documentation prepared for the client, so that he or she can analyse the terms of the contract and, for example, set an appropriate budget.
Once the cooperation has started, the SEM agency should periodically monitor and report on the results achieved. Of course, full success a month or a quarter after the cooperation is established is not very realistic. Usually, these activities are calculated for a slightly longer time horizon.
A good agency will provide you with data for analysis, which is collected using the appropriate tools (e.g. Google Analytics and Google Search Console). Speaking of which, professionals should also have keyword monitoring programmes and give you access to your advertising account so you can check your campaigns in real time.
Search engine marketing is very dynamic. That is why a good agency should prepare a promotion strategy at the beginning of the cooperation, but also propose new directions and types of campaigns. This allows you to look for potential customers and also to stand out from the competition.
SEM agency - what search engine marketing looks like
For search engine marketing to make sense, many aspects need to be taken care of. These include high-quality content, budgeting for advertising campaigns and optimising the website. Often, website owners do not have enough time or the necessary tools, as well as knowledge and experience in this topic. It is therefore better to rely on professionals.
Advantages of working with an SEM agency:
- you entrust tasks to specialists, thus saving a lot of time,
- increase the visibility of your website on the internet,
- you take care of consistent strategies, brand recognition and a positive online business image,
- reach your target audience,
- you promote your products and services through paid campaigns,
- you create valuable content for the website,
- you increase organic traffic to your shop, portal or blog,
- you have the chance to make more profit, i.e. succeed online,
- you realise the full potential of your website,
- all campaign designs are consistent in terms of values and visual identity.
SEM agency services
As we wrote earlier, online marketing entrusted to an SEM agency focuses on two areas. Here are the most common services offered by the specialists.
Positioning activities:
- carry out an audit to see what has worked so far and what can be improved,
- competitive analysis,
- keyword analysis,
- creation of a content plan, i.e. marketing content for the website,
- optimising the website to prepare it for better visibility on the web,
- taking care of internal and external linking,
- monitoring and reporting of results.
SEM campaign activities:
- competitive analysis,
- preparation of marketing campaigns (definition of budget, selection of target group, creation of content),
- keyword analysis and selection,
- setting a maximum rate per click,
- analysis of activities,
- remarketing,
- Technical configuration of the SEM campaign on the website.
How do you measure the success of a campaign in an SEM agency?
First of all, start by checking that the initial investment assumptions are working. This is about the intended targets in time, which should be set at the beginning of the cooperation. Measuring advertising campaigns for the average user is a little more complicated.
Indicators are used for this, particularly a marketing measurement system based on ROI (for longer running activities) and KPIs (Key Performance Indicators), or key performance measures.
It is also worth analysing:
- website traffic,
- the number of actions taken (e.g. purchase of a product),
- conversion rate,
- the total cost of acquiring a lead,
- rejection rate,
- average time spent on the website,
- the total cost of the campaign and profit.
A lot about the effectiveness of a campaign can be told by the metrics: CTR, CPT, CPC and CPA. These are available from the Google Ads dashboard. Remember, however, that performance marketing takes time.
In order to be able to assess the effectiveness of an advertising agency, all measures should be established at the beginning of the cooperation. Measuring effectiveness cannot be taken from nothing, so regular reporting and analysis of data is important.
How much do SEM agency services cost?
Unfortunately, it is impossible to give a definitive answer to this question. It all depends on your industry, your current website activities and their effectiveness, as well as your exact list of services. For example, if you want to include copywriting in the price, you need to allocate a larger budget to an SEM agency.
A lot depends on what you want your advertising campaigns to look like. You have to allocate part of the cost to pay specialists and part to the Google Ads creation itself. Initially, the services may be a little more, as you need to optimise your website (prepare it for SEO), create a marketing strategy and analyse the competition.
Of course, it is necessary to use current resources, e.g. content, but these may need to be developed at additional cost.
The planned activities will vary in services, so the project must be treated individually. It makes use of the skills of the specialists so that a comprehensive action is provided to the clients. The more services, the higher the cost will be. Remember, however, exactly what you care about: website efficiency, building a good image, increasing sales on the site. These are the foundations around which you should build your online brand.
You can be billed in a number of ways, including by results or by working hours. However, you are paying for the professionalism and experience of the SEM agency and for the results to translate into increased traffic and revenue for your business! In the end, if you choose a team of professionals, the game is definitely worth the candle.
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