Surge Search
Google, Bing/Microsoft and Shopping campaigns built to capture demand at the exact moment someone searches.
Introducing · NeuGenM Surge
Bid smarter.
Spend less.
Convert more.
Paid search and paid social, run by one AI engine that never stops optimising — engineered by Cortex.ai, NeuGenM's proprietary optimisation suite.
SearchSurge Search · Paid Search & Shopping
SocialSurge Social · Paid Social & Programmatic
CortexThe Optimisation Engine
01 — The shift
The auction doesn't wait for a weekly review anymore.
It moves in milliseconds. Brands still making manual bid changes once a week are competing with algorithms — at human reaction speed.
₹69,856 Cr
India's digital ad spend by 2026 — around 61% of total advertising budgets. Source: Dentsu
85–95%
of Google & Meta advertisers now run AI-powered bidding as the default, not the exception. Every paid auction now runs on machine bidding.
Up to 37%
less wasted spend reported when bidding shifts from manual to AI-driven management.
02 — The problem
Most brands are optimising in the rear-view mirror.
Search and social budgets sit in separate accounts, run by separate teams, reviewed by a human once a week — with an agency markup on the media in between.
Manual & Siloed
Search and social run as two separate accounts
No shared signal, no shared budget logic.
Reactive
Bids adjusted once a week, after the budget's spent
Always optimising last week's auction.
Surge Active
One AI engine, both channels, real-time reallocation
Budget moves to what's converting, every hour.
03 — Introducing
NeuGenM Surge.
Paid search and paid social, run by one AI engine that never stops optimising.
Surge Social
Meta, Instagram, LinkedIn and YouTube campaigns that turn scroll-time into pipeline.
Cortex AI
The proprietary optimisation layer that bids, allocates budget and tests creative across both channels, in real time.
Module 01 · Intent
Show up when they're searching.
Surge Search builds and runs Google, Bing/Microsoft and Shopping campaigns engineered to win the auctions that matter — not just the ones with the most volume. Capturing demand at the exact moment someone is looking to buy.
SurgeSEARCH
Structure
Account & campaign architecture built around how you actually sell.
Bid
Cortex.ai-managed Smart Bidding, tuned to your real margin and conversion data.
Shop
Product feed optimisation & Shopping / Performance Max campaigns.
Expand
Continuous search-term mining to find demand competitors miss.
Surge Search — how it works
From audit to Cortex handover, in weeks.
Surge Search doesn't start with bids — it starts with structure and tracking that Cortex can trust.
01
Account Audit & Structure Month 1
Search-term & wasted-spend audit · campaign restructure · conversion tracking QA.
02
Feed & Landing Page Fit Month 1
Product feed optimisation · landing page conversion review · tracking implementation.
03
Cortex Handover Month 2
Bid strategy handed to Cortex.ai · budget guardrails set · human QA checkpoints.
04
Scale & Expand Month 2+
New campaign types tested · search-term expansion · monthly performance review.
Module 02 · Attention
Reach them before they search.
Surge Social plans, builds and runs paid campaigns across Meta, Instagram, LinkedIn and YouTube — matched to funnel stage, not just platform. Turning scroll-time into pipeline, across every major platform your audience is on.
SurgeSOCIAL
Prospect
Cold audience campaigns built on lookalikes, interest & behavioural signals.
Retarget
Full-funnel retargeting sequences that follow the buyer, not just the browser.
Convert
Conversion-optimised creative & landing experiences, tested continuously.
Surge Social — how it works
From audience mapping to weekly creative refresh.
01
Audience & Funnel Mapping
Define cold, warm & hot audiences per platform and objective.
02
Creative & Format Build
Native ad formats per platform, produced and tested in batches.
03
Launch & Cortex Optimisation
Cortex.ai manages bid & budget shifts across platforms in real time.
04
Measure & Iterate
Weekly creative refresh, funnel-stage reporting, fatigue monitoring.
Platforms & formats we run
| Platform | Format | Best for | Funnel stage |
|---|---|---|---|
| Meta / Instagram | Reels, Carousels, Collection | Broad reach & retargeting | Awareness–Conversion |
| Sponsored Content, InMail | B2B & high-consideration | Consideration–Conversion | |
| YouTube | In-stream, Shorts | Video storytelling at scale | Awareness–Consideration |
| Programmatic / DSP | Display, Native, CTV | Retargeting & incremental reach | Retention–Retargeting |
Every platform feeds Cortex.ai the same conversion signal — so budget moves to whichever is converting, not whichever was planned.
Module 03 · The engine
One brain. Every channel.
Cortex.ai is NeuGenM's proprietary optimisation engine — built on unified customer data, connected to real activation channels, and checked against true incremental impact, not just platform-reported clicks. The brain behind every bid, every budget shift and every creative test.
CortexAI
Bid
Real-time, margin-aware bidding across Google, Meta & more.
Allocate
Cross-channel budget shifts based on live conversion signal, not a monthly plan.
Test
Continuous creative & landing page experimentation.
Validate
Every decision checked against Meridian MMM, not taken on faith.
Cortex.ai — how it works
The engine behind every decision.
Cortex.ai runs inside guardrails strategists set — it operates, it doesn't decide alone.
01
Signal Ingestion Continuous
Pulls conversion, margin & auction data from every connected channel.
02
Predictive Bidding Real-time
Forecasts the value of each auction before bidding, not just after.
03
Budget Reallocation Hourly
Shifts spend toward the highest-converting channel & campaign.
04
Human Guardrails Ongoing
Strategists set targets & limits — Cortex operates inside them, always.
The Cortex.ai stack
Best-in-class infrastructure. One proprietary brain.
Cortex.ai doesn't reinvent data unification or media-mix measurement — it orchestrates best-in-class layers and adds NeuGenM's own real-time decisioning on top.
Data · Twilio Unify
Unify
Unified, consent-based customer profiles from every source — web, app, CRM, offline — resolved into one identity.
→
Activation · Twilio Engage
Engage
Omnichannel journeys — email, SMS, WhatsApp, push — built on that profile, synced back to ad platforms as audiences.
→
Optimisation · NeuGenM Proprietary
Cortex.ai
Real-time bidding & budget allocation across search & social, powered by Unify's identity signal and Engage's engagement data.
→
Measurement · Google Meridian
Meridian
Bayesian marketing-mix modelling across online & offline — validates Cortex's calls against true incremental impact.
Data → Activation → Optimisation → Measurement — and back to Data. The loop closes every cycle.
Platform coverage
Every auction that matters to your buyer.
One engine across all of them.
Google Ads
Search, Shopping, PMax
Microsoft / Bing Ads
Search & audience network
Meta
Facebook & Instagram
LinkedIn Ads
B2B & high-intent
YouTube Ads
In-stream & Shorts
Amazon Ads
Sponsored & DSP
Programmatic / DSP
Display & native
Connected TV
CTV & OTT inventory
Cortex.ai capability
Built to think across channels, not per platform.
NeuGenM's own decisioning layer — built on Twilio Unify, Twilio Engage and validated by Meridian MMM. Not a reseller markup on someone else's dashboard.
01
Cross-Channel
One model, one budget logic across search & social — not separate tools per platform.
02
Real-Time
Bid & budget decisions made in minutes, not on a weekly review cycle.
03
Margin-Aware
Optimises toward actual profitability, not just the cheapest click.
04
Human-Guided
Strategists set the guardrails; Cortex operates inside them, never outside.
The Surge framework
One budget. Two channels. A brain that moves it.
Search
Captures Intent
Wins the demand that's already searching for you, right now.
→
Social
Builds & Retargets
Creates demand that isn't searching yet, and follows everyone who's shown intent.
→
Cortex
Reallocates
Watches both channels hourly and moves budget to whichever is converting.
→
Efficiency
Compounds
Every week of data makes the next week's bidding sharper.
Measurement & analytics
Proof beyond the last-click.
One KPI framework across search and social — so efficiency, quality and true incremental impact are always visible in one place.
Efficiency
- CPC & CPM
- CPA / cost per lead
- Budget pacing accuracy
Quality
- CTR
- Quality / Relevance Score
- Landing page experience
Revenue
- ROAS
- Conversion rate
- Average order value
Truth
- Incrementality testing
- Holdout groups
- Meridian MMM cross-check
Reporting cadence: live Cortex.ai dashboard · weekly optimisation notes · monthly strategy review
Compliance & data privacy
Built for a consent-first, cookie-constrained web.
Cortex.ai and every Surge account are built around first-party data and platform policy from day one — not retrofitted after a warning email.
DPDP
DPDP Act Readiness
Consent-based data handling for retargeting lists and Customer Match audiences.
POLICY
Platform Compliance
Google & Meta ad policy adherence, with continuous account health monitoring.
1P DATA
First-Party Strategy
Built for a cookie-constrained world — less reliant on third-party signal.
SAFETY
Brand Safety
Placement exclusions & content adjacency controls across social and programmatic.
The combined play
Four systems. One growth engine.
Signal, Swarm, Surge and Shelf are designed to compound — AI visibility, social trust, paid acquisition and retail conversion, under one accountable strategy.
Signal
✓ Brand cited by AI engines
✓ Long-term discovery
✓ GEO + LLM advertising
Swarm
✓ Always-on content
✓ Creator-led trust
✓ Shoppable & live commerce
Surge
✓ AI-optimised acquisition
✓ Unify + Engage + Meridian
✓ Powered by Cortex.ai
Shelf
✓ Quick-commerce share
✓ Catalogue optimisation
✓ Retail media buying
Why NeuGenM
Built to own the optimisation layer, not rent someone else's.
01
Proprietary Decisioning, Not a Reseller Markup
Cortex.ai's optimisation logic is built and owned by NeuGenM, layered on best-in-class infrastructure like Twilio and Meridian — not glued together from someone else's dashboard.
02
Cross-Channel by Default
Search and social optimised together, from day one — not run as two separate retainers.
03
Margin-Aware Optimisation
Bidding tuned to actual profitability, not vanity metrics like clicks or impressions.
04
India-First Execution
Festive calendars, regional-language creative and local payment behaviour built into every account.
Engagement models
Three ways to bring Surge in.
Start with a single channel, or hand the full acquisition stack to Cortex.ai — scope and fee are shaped to your objective.
Campaign
A single search or social launch with fixed scope, timeline and fee — ideal for a product launch or seasonal push.
Always-On Retainer
Full Surge Search + Social + Cortex.ai management, run as one integrated team across every channel.
Performance-Linked
Fee tied to ROAS or CPA improvement against an agreed baseline — aligned incentives, shared upside.
Proof — Client results
Surge, in the wild.
Accor Hotels — 30:1 ROI
Every rupee of search spend turned into thirty — SEM rebuilt around revenue, not cost-per-booking, across Accor Hotels India.
Intellect Design — −96% CPL
A precision LinkedIn ABM programme that reached the right 760 decision-makers inside a 17,000-person bank — thought-leadership turned into pipeline.
What you get
Ready to let the algorithm work for you?
We'll show you exactly where manual bidding is leaving money on the table — and what Cortex.ai would do differently.
- ✓Full account & wasted-spend audit across search & social
- ✓Cortex.ai simulated bid & budget reallocation
- ✓Cross-channel efficiency benchmark vs 3 competitors
- ✓90-day Surge activation roadmap
Start your free Cortex audit
Bid Smarter. Spend Less. Convert More.
Free. No commitment.
Start your free Cortex audit → Free · No commitment · neugenm.ai/surge