Turning PPC Insights Into Better Client Stories: How Lewis Media Partners Uses Optmyzr

Managing paid search across very different clients means Jennifer's team regularly needs to answer two questions. What is happening in the account, and how do we explain it clearly to the client?

The raw data is often available inside the ad platforms, but getting from that data to a useful explanation can take time. That becomes especially important before client meetings.

Some Lewis Media Partners clients know paid search deeply. Others do not want to spend a meeting discussing the mechanics behind every keyword, bid, or auction metric.

The paid search team therefore needs insights that help them understand performance quickly and translate it into something relevant to the business.

1. PPC Investigator gives the team a starting point for deeper analysis

Jennifer uses Optmyzr several times a week, particularly when she is ready to do deeper optimization or prepare for a client meeting. One of her go-to tools is PPC Investigator.

When she opens an account and asks, "What's going on with this client?", PPC Investigator gives her a starting point for answering that question. Instead of manually piecing together different performance signals, the team can use it to get to the story behind the account and identify the areas that deserve a closer look.

Jennifer describes it as a shortcut.

"PPC Investigator just really helps us get to the bottom real fast, the story of what's going on behind our account, and allows us to dig in deeper in those areas."

For client-meeting prep, that makes it easier to move from numbers to an explanation.

2. Competitor insights make PPC conversations more meaningful to clients

Competitor analysis is one of the Optmyzr capabilities Jennifer's team uses most. The breakdown helps them understand which competitors are appearing for particular keywords, while AI summaries help highlight changes such as competitors entering or leaving the market.

Jennifer finds those insights especially useful with clients who do not want to spend much time in the details of paid search. Competitor activity is something they immediately understand.

"If you talk about their competitors, their ears are open."

For one tourism client, the tool also helped the team discover a site that was presenting itself as the client and bidding on its keywords. Lewis Media Partners spotted it, alerted the client, and the client was then able to investigate and have the site taken down.

3. Weather data helps a tourism client spend when demand is more likely to be there

One of Lewis Media Partners' tourism clients is heavily affected by weather. The team uses Optmyzr's weather-based capabilities to hold back budget when poor weather is expected two or three days ahead. That leaves more budget available when conditions improve and attendance is more likely to pick up.

For Jennifer, it adds another layer of protection around the client's spend. Instead of treating every day the same, the team can account for a real-world factor that directly affects the business.

"It just allows us to have that extra cushion for when they do have good weather."

4. Product Labeler keeps changing product performance organized

Lewis Media Partners does not manage a large number of Shopping campaigns, but for the ones it does, Smart Product Labeler helps bring structure to large and changing product catalogs.

Jennifer uses it to separate stronger-performing products and keep products organized into performance-based groups. That is particularly useful for a client whose product mix changes throughout the seasons.

Instead of repeatedly rebuilding that segmentation manually, the team has a clearer way to keep track of how different groups of products are performing.

5. Geo and time-of-day views make the data easier to use outside paid search

Some of the value extends beyond the search team. For an education client, Jennifer uses Optmyzr's geo visualization to show how conversions are distributed across the state. The visualization works particularly well in presentations for a brand-focused client that wants to understand where its reach and results are coming from.

The team also uses Optmyzr's time-and-day breakdown and shares those insights with its CTV buyer, who can use them to inform scheduling decisions in another channel.

The underlying data may exist in Google Ads, but Jennifer points out that getting to it there takes more work. Optmyzr makes it easier to turn that information into something the wider agency and the client can actually use.

6. AI provides another shortcut for quick meeting prep

Jennifer has also experimented with Optmyzr's AI capabilities. She appreciates that AI is available within the platform rather than being treated as a separate add-on.

While her team also works with external AI assistants for planning, she finds Optmyzr's AI useful when she needs quick account insights, particularly while preparing for meetings.

For her, it is another way to get to useful context faster without adding another disconnected workflow.

Asked to choose the biggest benefit Lewis Media Partners gets from Optmyzr, Jennifer chose insights. The platform gives the team a faster route from account data to an understanding of what is actually happening.

That impact shows up across the agency's workflow.

Faster analysis: PPC Investigator provides a quick starting point for understanding performance and deciding where to investigate further.

Better client conversations: Competitor insights give clients an easy-to-understand way into the PPC story.

More contextual optimization: Weather data helps the team adjust spend around conditions that affect actual customer demand.

Clearer reporting: Geo and time-of-day views make account performance easier to visualize and share.

Less manual work: Optmyzr reduces the effort involved in building views and analyses that would otherwise require more digging in the ad platforms.

Insights that travel beyond PPC: Data from paid search can also inform other teams, including Lewis Media Partners' CTV buying.

Jennifer also sees meaningful time savings. As she puts it, she is not sure how long it would take to manually create some of the views the team now uses, and some workflows, such as weather-based adjustments, would be difficult to reproduce at all.

But the bigger benefit is what those insights allow the team to communicate.

"It's an innovative, easy-to-use platform that delivers valuable insights and helps us tell a clear and more compelling performance story to our clients."

Parting words

Jennifer says one of the things she appreciates most about Optmyzr is that the platform continues to anticipate changes in paid search.

"I think it's one of the only platforms that I actually look at the updates for because I always know that you all are thinking ahead."

She sees that same value for newer members of her team. Compared with platforms that can feel intimidating because of how much has to be configured, Jennifer says junior paid search team members tend to gravitate toward Optmyzr and get up to speed with it more easily.

For a small, full-service agency where people often wear multiple hats, having the insights, workflows, and starting points already available makes a difference.

"The other tools are just a little intimidating, like, where do we start? And Optmyzr has everything already right there."