Google Ads
Search, Shopping, Performance Max, display and video, structured around commercial intent and margin.
PPC & paid search
PPC managed against revenue, not clicks
Paid search is the fastest way to buy commercial intent – and the fastest way to waste budget. We manage Google Ads and Microsoft Advertising for UK and international businesses with a simple test: what did the spend return, and can we make it return more?
- Google Premier Partner
- Microsoft Advertising Partner
- Ecommerce, lead generation and international accounts
- Managing paid search since 2002
Where paid search accounts usually lose money
In most audits we run, the problem is not bid management. It is broad targeting picking up research traffic, conversion tracking counting the wrong actions, shopping feeds missing the attributes that decide when your products are shown, or landing pages that lose the visitor the ad just paid for.
Automation has made platform-side management easier and account structure more important. Performance Max and smart bidding will optimise towards whatever signal you give them, so the value now sits in what you feed the system: accurate conversion data, sensible value signals, clean product data and disciplined budget allocation.
That is where we concentrate. It is also why our PPC work is usually paired with analytics and tracking and conversion rate optimisation.
What we manage
Microsoft Advertising
Often overlooked, frequently cheaper, and strong for B2B and older demographics. Managed properly, not mirrored.
Search campaigns
Keyword and query analysis, match type discipline, negatives, ad copy testing and landing page alignment.
Shopping & feed optimisation
Titles, attributes, categorisation and feed rules – the biggest single lever in most retail accounts.
Performance Max
Asset groups, audience signals, exclusions and reporting that shows what PMax is actually doing.
Remarketing
Segmented by behaviour and value so you spend on people worth returning to, not everyone who bounced.
International PPC
Multi-market accounts with native language ad copy, local competitor analysis and market-level budgets.
Tracking & measurement
Conversion tracking, values, offline and CRM data where available, so bidding optimises to profit.
Landing page performance
We review and improve where the click lands – the cheapest gain in most accounts.
Our approach to paid search
- 1
Audit
Account structure, wasted spend, tracking accuracy, feed health and competitor position.
- 2
Commercial model
Target CPA or ROAS derived from your margins and lead value, not a platform default.
- 3
Rebuild what limits performance
Structure, conversion actions and feeds first, so automation has something reliable to optimise against.
- 4
Test deliberately
Ad copy, landing pages, bidding strategies and audiences tested one variable at a time.
- 5
Report on the money
Spend, revenue or leads, ROAS or CPA, quality, and the decisions we recommend next.
Commercial outcomes we work towards
- Higher return on ad spend at a stable or reduced budget
- Lower cost per acquisition on the accounts that matter
- Better lead quality, judged on what converts to sale
- Reduced wasted spend on non-commercial search terms
- Profitable expansion into new products, services or markets
- Clear visibility of what paid search contributes
Results and evidence
We report on client performance using agreed commercial metrics, and we are happy to talk through relevant examples from your sector on a call. Verified case studies and client results will be published in this section.
Ask us for examples from your sectorFree PPC audit
Find out where your paid search budget is going
Send us a few details and a senior PPC specialist will review your Google Ads or Microsoft Advertising account. You'll get clear findings on what is limiting performance and what we'd change first. Senior specialist review. No obligation.
What we look at
- Wasted spend on search terms that don't convert
- Account and campaign structure
- Conversion tracking accuracy and what's being counted
- Bidding strategy, budgets and Performance Max setup
- Shopping feed health (for retailers)
- Ad copy and landing page alignment
Frequently asked questions
Which platforms do you manage?
Google Ads and Microsoft Advertising across search, shopping, Performance Max, display and remarketing. We are a Google Premier Partner and a Microsoft Advertising Partner.
What budget do we need for PPC to work?
It depends on competition in your market and the value of a sale or lead. We would rather tell you a market is too expensive for your margins than take a budget that cannot produce a return.
Do you rebuild existing accounts or work with what is there?
We audit first. Where account structure, conversion tracking or feed quality is limiting performance, we rebuild those parts. Where campaigns are performing, we keep them and optimise.
Can you run PPC in other countries and languages?
Yes. We run international campaigns with native language capability, so ad copy, keywords and landing pages read properly in-market rather than being translated literally.
Who owns the ad accounts?
You do. We work in your accounts, and you keep full access and ownership of the data and campaign history.
Next step
Request a PPC audit and we'll show you where the budget is going.
- Google Premier Partner
- Microsoft Advertising Partner
- Since 2002 · 300+ clients