You run 87 LinkedIn ads and 4 on Google.
PA Consulting outweighs you on both.
Nicola - Public Digital leans on LinkedIn and barely shows up on Google, while PA Consulting runs a bigger program on both channels. The upside: the government-digital search lane is cheap and wide open. Here's the gap.
Focused on LinkedIn. Barely present on Google.
Public Digital runs a respectable LinkedIn program - 87 live ads to public-sector leaders. But on Google, where buyers search for a transformation partner, you run just 4 ads and pull effectively no paid-search traffic. Meanwhile PA Consulting shows up on both channels at greater scale. You're the sharper, more focused brand, but you're under-covered where decisions get made.
You've built a LinkedIn presence. Search is nearly empty, for you and against you.
PA Consulting shows up on both. You show up on one.
This isn't only a search gap, it's a coverage gap. On LinkedIn you're outrun 766 to 87; on Google, 24 to 4. The good news: gov-digital search is barely contested, so the Google side is cheap to win, and the LinkedIn side is a volume-and-testing gap, not a strategy one.
Outrun on LinkedIn, nearly absent on Google.
Public Digital runs 4 Google ads and 87 on LinkedIn. When public-sector buyers search "government modernization consulting" and "public sector transformation", almost no one is bidding, so whoever shows up wins the click cheaply. Right now that's not you.
The gov-digital search lane is wide open.
Unlike most categories, paid search here is barely contested. PA Consulting runs 24 ads but pulls almost no measured paid-search traffic; PUBLIC runs none. The demand is modest but the competition is near zero, so owning your category terms is cheap and fast.
24 ads, ~0 measured paid visits
Runs nothing on search
4 ads today, own terms cheaply
Low competition means low CPCs. The Google lane is yours to take before anyone else does.
What PA Consulting is running.
Snapshots from the Google Ads Transparency Center and LinkedIn Ad Library - PA Consulting's live presence across both channels.
- A bigger, always-on program on both Google and LinkedIn - 24 search ads and 766 on LinkedIn.
- Broad consultancy positioning aimed at government and public-sector buyers.
- On Google their search footprint is modest - the terms are cheap and winnable.
- The gap is coverage and volume, not a smarter strategy.
Public Digital is the sharper, more focused brand.
But PA Consulting is simply present in more places. Closing the Google gap is cheap; closing the LinkedIn gap is volume you can build.
Own the empty search lane, then scale LinkedIn.
Two moves. First, own the cheap, uncontested Google terms so buyers searching for a partner find you. Second, close the LinkedIn volume gap on PA Consulting. Here's the shape.
on paid search for your category terms today, so clicks are cheap
your Google presence should look more like your LinkedIn one
the LinkedIn volume gap to PA Consulting to close over time
to own search and start scaling LinkedIn coverage
Illustrative, based on observable category demand and typical B2B conversion rates - not a guarantee, and gov procurement cycles run long. We pressure-test these against your real numbers, deal size and close rate on the call.
How you'd win
Bid on 'government modernization consulting', 'public sector transformation' and Public-Digital-brand terms. With almost no competition, you own the top cheaply.
You already run 87 ads and know the audience. Scale coverage and testing toward PA Consulting's level with sharper, proof-led creative.
Government buyers buy on track record. Put named outcomes front and centre across both channels.
You're the more focused brand in this category. The call is where we make you the more visible one too.
30 minutes. Your live account. A clear plan to lift ROAS.
No slide-deck pitch. You give us view-only access to your Google Ads, and we walk it with you, pointing at real campaigns, real keywords, real creative, and show you exactly where we'd move budget to lift ROAS.
Google Ads (and LinkedIn Ads if relevant), read-only. Nothing changes in your account. Takes 2 minutes.
Screen-share, 30 minutes. We open your campaigns, ad groups and creatives alongside the competitive data in this report.
Where the wasted spend is, the channel gap vs PA Consulting, the creative angles you're not testing, and the sequence we'd tackle them in, yours to keep, execute in-house or with us.
What this looks like in practice
"We enjoy a productive partnership with Prime Marketing. We started with LinkedIn Ads and later moved our Google Ads to them as well. Since then we've seen clear improvements in our results."
"Prime built the ABM and LinkedIn layer that actually moved machines. The lead quality and the sales conversations shifted almost immediately."
"A stable, predictable lead flow every single month. Prime treats our paid channels like a growth engine, not a media buy."
30-minute working session with Papillon. View-only. Actionable.
Want the full picture, Nicola?
This report uses only public data. Give us 30 minutes and viewer access, and we'll show you exactly where the budget's going and how to own the search lane and close the LinkedIn gap on PA Consulting, backed by our 90-Day Paid Pipeline Sprint guarantee.