Your ad budget is not a vanity metric. Every £ you spend on paid search should be working harder than the £££'s before it. Our PPC agency London team builds campaigns around ROAS, CPA and revenue, not click-through rates and impression share that look impressive in a report but do not pay the bills.
Book a Free PPC Audit →Broad match keywords sending irrelevant traffic. Ad groups with no negative keyword governance. Performance Max campaigns with zero asset testing. Shopping feeds with missing attributes and poor product titles. Landing pages that do not match ad copy. These are the most common PPC problems we find when we audit accounts for the first time. And they are costing businesses money every single day.
A properly managed PPC account is not just about running ads. It is about continuously testing, refining and reallocating budget toward what is actually working. Our PPC services London team does this as a matter of course, not as an optional extra.
Search, Shopping, Display, YouTube and Performance Max. Full account management including keyword research, negative keyword governance, ad copy testing, bid strategy optimisation and landing page alignment. We build campaigns around conversion intent, not keyword volume. High-volume keywords that do not convert get cut or restructured. Every pound goes where it earns its return.
Shopping feed optimisation, campaign architecture by product category and margin, Performance Max campaign structure, negative keyword lists built around actual search term reports. We also optimise the product feed itself: titles, descriptions, attributes and image quality. A well-structured shopping campaign with a strong feed consistently outperforms a poorly structured one regardless of bid levels.
Microsoft Ads reaches audiences that Google misses, including a high proportion of over-35 professionals and corporate device users. CPCs are typically 20 to 30% lower than Google for the same keywords. Often overlooked by competitors, which means less auction competition and better impression share for the same budget. We manage Microsoft Ads alongside Google for maximum paid search coverage.
Meta (Facebook and Instagram), LinkedIn, TikTok. Each platform has fundamentally different audience behaviour, creative requirements and bidding mechanics. We do not run the same ad on every platform. Meta for awareness, retargeting and ecommerce conversion. LinkedIn for B2B lead generation. TikTok for consumer brands targeting younger demographics. Creative, targeting and budget managed separately for each platform's specific dynamics.
Visitors who have already shown interest in your product or service are your most valuable audience. We build remarketing lists from website visitors, CRM data and video viewers, then serve them targeted ads across Google, Meta and Microsoft. Remarketing consistently delivers the lowest CPA and highest ROAS of any paid channel because you are reaching people already partway through the buying decision.
The best-managed PPC campaign in the world will underperform if traffic lands on a page that does not convert. We audit landing pages against ad copy, check message match, page speed, trust signals, CTA clarity and form friction. Where we manage both PPC and the landing page, conversion rates improve significantly because the entire paid acquisition funnel is working together rather than in isolation.
PPC keyword data reveals which search terms actually convert for your business. That data is invaluable for SEO content strategy. Keywords that convert in paid search almost always convert in organic too. SEO content that ranks for high-converting terms reduces your dependence on paid traffic for those queries, lowering your overall cost of acquisition over time.
As an integrated digital marketing agency in London, we manage PPC and SEO together where possible, using each channel's data to improve the other. The result is a paid search strategy that gets smarter over time rather than more expensive.
Wasted spend analysis: identifying budget going to irrelevant search terms
Account structure review: campaign and ad group architecture
Negative keyword gaps: what should be excluded but is not
Ad copy quality: relevance, message match and CTR by ad group
Bid strategy alignment: manual vs smart bidding suitability
Landing page alignment: message match and conversion friction
Conversion tracking: are the right events being tracked correctly
Book a free 30-minute PPC audit. We will look at your current campaigns, identify wasted spend and tell you honestly what a properly managed account would look like for your business. No sales pressure. Just straight answers.