Paid Search Agency for Accounts That Have to Perform
PPC management across Google, Microsoft, Shopping and remarketing, built around the cost per sale you need rather than the impressions you could buy. Every structural decision in the account is made by the specialist running it, and written down.
Talk to the teamBrands we work with
What Paid Search Covers
Six disciplines sit inside paid search. Most accounts need three or four of them, not all six, and part of the first conversation is working out which.
Google Ads
The core of most accounts. Search campaigns built around intent, with the structure, match types and negatives that decide how much of your budget reaches a relevant query.
PPC audits and account management
A full review of an existing account before anything is rebuilt, then day to day management against agreed targets.
Microsoft Ads
Bing, Edge and the Microsoft network. Lower volume than Google, frequently a lower cost per click for the same intent, and often overlooked in B2B where the desktop audience sits.
Shopping and Performance Max
Product feeds, campaign structure and the controls that stop an automated campaign from spending its way to the wrong products.
Display and programmatic
Reach and retargeting beyond the search results page, with placement quality checked rather than assumed.
Remarketing
Bringing back people who arrived and did not convert, with the frequency and exclusion rules that keep it welcome.
How We Structure and Run a PPC Account
Most underperforming accounts are not badly optimised, they are badly structured. Optimisation can only work with what the structure allows it to see, so that is where we start.
- 01
Structure
Campaigns grouped by intent and margin rather than by the shape of your website menu, so budget can be controlled at the level where it actually matters to you.
- 02
Signals
Conversion tracking checked before anything is optimised. An account bidding towards the wrong conversion action will get very efficient at the wrong thing.
- 03
Query control
Search term reports reviewed weekly, with negatives added as an ongoing discipline. This is where wasted spend is found, and it never stops being worth doing.
- 04
Bidding and pacing
Automated bidding used where there is enough conversion data for it to learn, manual control kept where there is not. Budgets paced against seasonality rather than divided by thirty.
Paid Search Alongside Your Other Channels
Reading paid and organic on the same page
Search is the one place where your paid and organic listings compete for the same result.
When the two budgets are planned together, you stop paying twice for the same visibility and start covering the terms nobody is competing for.
We map every commercial term on two axes: how well it converts in the ad account, and where you rank organically. The terms that convert and where you sit outside the top few results are the ones paid should be funding, and they are also the top of the SEO roadmap. Where you already hold the leading organic position, we test whether the paid click is incremental before continuing to pay for it, by pausing selectively and watching total conversions rather than paid conversions alone.
The answer varies by term and by results page. On a page where ads, Shopping, a map pack and an AI answer sit above the first organic result, the paid position may be the only one a user sees. On a straightforward informational page where you rank first, it often is not. Measuring it per term is slower than applying a rule, and it is the only version that survives contact with a finance director.
Ad copy is content, and it tests faster than content
Responsive search ads let you test headlines against real demand within days. The messages that win are evidence of what your market responds to, and they feed the meta descriptions, the page headings and the propositions used across content marketing. It is the cheapest message testing available, and it usually runs without anyone outside the paid team seeing the results.
Feeds, audiences and what happens after the click
Shopping performance is decided as much by the product feed as by the campaign, so ecommerce and paid search work on the same data. Remarketing audiences and customer match lists come out of the CRM, which means the quality of your email segmentation directly changes what paid search can do with your existing customers.
Paid search is still the channel with the best conversion rate, and it always will be, because you are catching people at the exact moment they are looking for you. But that is also its limit. Search can only convert demand that already exists. Once you own every relevant query, there is nowhere left to grow except paying more for the same clicks. Brands that scale are the ones creating that demand somewhere else, on Meta, TikTok, YouTube or through content, so that search has more volume to capture. Social creates the demand that search can harvest.
Whether the Account Is New or Twenty Years Old
An account already running
We start with an audit rather than a rebuild. Existing accounts usually hold performance worth keeping and conversion history the platforms have already learned from, and resetting that has a cost. The audit says what to keep, what to restructure and in what order.
Starting from nothing
A new account begins with keyword and competitor research, a tracking setup checked before launch rather than after, and a deliberately narrow first phase. Narrow gathers usable data faster than broad, and it makes the first month readable.
Reporting Built Around Cost Per Sale
Monthly reporting leads with the numbers that decide budget: cost per acquisition, return on ad spend, share of the available impressions and where the wasted spend went. Platform metrics sit underneath for anyone who wants to check the working. Where the honest read is that a campaign should stop, the report says so and says where the money should go instead.
Paid Search in Regulated Categories
In some categories the wording of an ad is governed before it is written. Pet and animal health is the clearest example we work in, where Veterinary Medicines Directorate requirements shape what a product can claim. Paid search is where that bites hardest, because a disapproved ad stops delivering immediately and the account keeps its budget while the traffic disappears. Writing to the constraint from the first draft is quicker than appealing a rejection.
See our pet and veterinary workSend Us the Account and the Target
A cost per sale you need to hit, a launch that needs volume quickly, or an account nobody has restructured in three years. Tell us where you are and what has to be true by when, and we will come back with what we would change first.
PPC and Paid Search Questions, Answered
Is paid search the same thing as PPC?
In everyday use, yes. PPC stands for pay per click, which is the pricing model, and paid search is the channel where that model is most commonly used. Strictly, PPC also covers paid social and display when they are bought on a cost per click basis, which is why the two terms get used interchangeably. If someone offers you PPC management, ask which platforms they mean.
Should we bid on our own brand name?
Usually, though not always, and it is worth measuring rather than assuming. Bidding on your brand protects the top of the page when a competitor bids on it, and lets you control the message and the landing page. Against that, if nobody is bidding against you and your organic listing already dominates the page, some of those clicks would have arrived free. The test is the same as for any other term: pause it, watch total conversions, not paid ones.
Do we need Microsoft Ads as well as Google?
It depends on your audience. Microsoft carries a smaller share of search, but the cost per click is often lower for the same intent, and the audience skews towards desktop and workplace devices, which matters in B2B. The usual approach is to import proven Google campaigns rather than build in parallel, then judge it on its own cost per sale after a few months.
Do we have to use Performance Max?
No, but it is increasingly hard to reach some inventory without it. The important part is the controls: brand exclusions, asset groups built around real product groupings, and enough separation to see what is actually driving the result. Handing an automated campaign a single budget and a broad feed produces numbers that look fine and cannot be explained.
How quickly will we see results?
Impressions arrive on day one, useful data takes longer. Automated bidding needs a meaningful number of conversions before it stops guessing, which for most accounts means four to six weeks before performance settles. Restructuring an existing account resets part of that, which is why the audit decides whether the restructure is worth it.
How do you stop budget going to irrelevant clicks?
Weekly search term reviews, a maintained negative keyword list, tight match type discipline and audience exclusions for people who will never buy. It is unglamorous and it is where a large share of the savings in most accounts comes from.
