Google Search campaigns
The ads people see when they search for what you sell. We build them around buyer keywords, write ads that match the search, add sitelinks, callouts, call and location assets, and keep cutting the searches that waste money.
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Paid search
PPC agency in London
Google Ads and Microsoft Ads managed against your profit, not your click count. Every call, form and sale tracked, and a live dashboard you can open any time.
Google Ads
Tracked to the sale
Clicks are easy to buy. Profit is not.
Google will happily spend your budget. Without the right setup, much of it goes on searches that never buy, on audiences that never convert and on campaigns optimising for the wrong goal. In a market as competitive as London, that waste adds up fast. Our own industry is an example: Semrush puts the average click on “ppc agency london” at about £15.
We set up every account around one question: what is a customer worth to you, and how much can you afford to pay to win one? Then we manage the campaigns to that number, and we show you the result in enquiries and sales.
What our PPC management includes
Performance Max
Google’s campaign type that runs across Search, Shopping, YouTube, Display, Gmail and Maps from one budget. It works well with good data and badly without it. We feed it clean conversions, strong assets and audience signals, exclude your brand terms where that makes sense, and check the placement and search term reports so it does not spend blind.
Shopping
For online shops, we manage your Merchant Center feed and Shopping campaigns, grouped by margin and best sellers. See our ecommerce PPC service.
Demand Gen, YouTube and Display
Image and video ads across YouTube, Discover, Gmail and the Display Network, used to reach people before they search and to bring back people who visited. We use them when the numbers support it, not by default.
Remarketing
Ads shown to people who visited your site or used your app, with audiences split by what they looked at and how recently.
Microsoft Ads
Ads on Bing, in Microsoft Edge and in Copilot. Fewer searches than Google, but clicks are often cheaper and the audience is different enough to be worth testing. We import and adapt your Google campaigns, then manage them on their own numbers.
Local Services Ads
For trades and local services where Google offers them, these ads appear at the top of the page with a Google verification badge, and you pay per lead rather than per click. We check whether your trade qualifies and set them up if it does.
Tracking first
Bad tracking is the most common problem we find in PPC accounts. Campaigns optimise for page views, duplicate conversions or nothing at all. Before we spend your money, we check and fix it.
- Conversion tracking for calls, forms, bookings and sales, set up in Google Tag Manager and GA4.
- Enhanced Conversions, which use hashed customer data from your forms and checkout so Google can measure conversions it would otherwise miss.
- Consent Mode v2, which Google requires for users in the UK and EEA. Without it, remarketing and measurement suffer.
- Call tracking, so you know which ads and keywords made the phone ring, and how long the call lasted.
- Offline and CRM conversions, so Google learns which leads turned into paying customers, rather than which filled in a form.
How we manage your account
- Bidding to your numbers
- We set target cost per acquisition (CPA) or return on ad spend (ROAS) from your margins, and adjust as the data grows.
- Search terms every week
- We review what people searched before they clicked and add negative keywords to stop paying for the wrong ones.
- Location and timing
- We target the areas you serve, by postcode or radius, and shift budget to the days and hours that convert.
- Ad testing
- New headlines and descriptions tested against the current best, every month.
- Landing pages
- If the page is the problem, we tell you, and we can fix it. We build websites too, so we can fix the landing page ourselves instead of sending you elsewhere.
Data Studio · Google Ads
Sample dashboard. Figures are illustrative.
London
Advertising in London
London is several markets at once. Searches in the City and the West End can follow office hours, while residential areas can pick up in the evenings and at weekends. Visitors and commuters search for services in areas they do not live in. And competition for clicks can vary a lot between a central postcode and an outer one.
So we look at your data by area and by hour, not just in total, and set targeting and budgets to match where and when your customers book. For local businesses, see our local PPC service.
How we work
- 1
Audit
Weeks 1 to 2
We review your account, tracking, landing pages and competitors. If you have no account, we plan one from keyword and cost data.
- 2
Plan
Targets for CPA or ROAS, budget split by campaign and a launch plan.
- 3
Fix tracking and build
Weeks 2 to 4
Tracking checked, campaigns rebuilt or launched.
- 4
Optimise weekly
Search terms, bids, budgets and ads.
- 5
Review monthly
A monthly call and a new plan each quarter.
What to expect
New campaigns spend their first two to four weeks learning. Google’s automated bidding needs conversion data before it settles. Most accounts reach stable performance within six to eight weeks. If you already have an account with good history, improvements usually show sooner.
Honest limit: PPC cannot fix a weak offer or a slow website. If your prices, reviews or landing pages are the problem, more budget will not solve it. We will tell you early.
What our Google Ads audit checks
- Tracking: which conversions are counted, whether any are duplicated and whether calls and sales are tracked.
- Structure: campaigns, ad groups and budgets, and whether they match how your customers search.
- Search terms: what you paid for in the last 90 days, and how much went on searches that never convert.
- Bidding: which strategy each campaign uses, and whether the targets are realistic.
- Ads and assets: ad strength, sitelinks, callouts, images and call assets.
- Landing pages: speed, message match with the ad and how easy it is to enquire or buy.
- Location and schedule: where and when your ads run, and what that costs.
- Performance Max: what it spends on brand searches, placements and products.
- Competitors: who appears next to you and how often they outrank you.
You get a ranked list of fixes, with what we expect each one to save or earn.
Should you bid on your own brand name?
Often, yes, but test it. If competitors bid on your name, your own ad protects those customers for a low cost per click. If nobody else appears for your name, your organic listing may win the click for free. We measure both and only keep brand campaigns where they pay for themselves. In Performance Max, we use brand exclusions so it does not take credit for people who were already looking for you.
You own everything
Your Google Ads account, Merchant Center, Tag Manager and Analytics are set up in your name, with us as managers. If you ever leave, you keep the account, the history and the data. Ad spend is paid by you directly to Google and Microsoft, separate from our fee. [to confirm: no markup on ad spend]
Reporting
Reporting you can open any time
Your Data Studio dashboard shows spend, clicks, calls, forms, sales, cost per acquisition and return on ad spend, by campaign, updated every morning. It sits next to your SEO data if we run that too, so you can see paid and organic together. Once a month we walk you through it.
Data Studio · Performance dashboard
Sample dashboard. Figures are illustrative.
Results
Real numbers only. Each result is published with the date range and the client’s permission.
Result to be confirmed
Duck & Dry
Blow dry bars across London. Website, SEO and Google Ads
[to confirm: result and date range]
Result to be confirmed
[to confirm: second PPC client, result and date range]
Who works on your account
Alex runs our Google Ads and Microsoft Ads accounts himself, from build to weekly optimisation. Louie looks after landing page speed and hosting. Meet the team
Photo of Alex coming soon
Alex
Co-founder · Web development, SEO and PPC
Photo of Louie coming soon
Louie
Co-founder · IT, websites, hosting and security
FAQs
PPC agency London: frequently asked questions
Straight answers. If yours is not here, ask us and we will reply within one working day.
Our fee depends on the number of campaigns, platforms and how much work the account needs. You get a fixed monthly fee after the audit. Ad spend is separate and paid directly to Google or Microsoft.
Enough to give Google useful data each month. That depends on what a click costs in your market and how often clicks turn into customers. We work it out with you in the audit, from real cost data.
Ads can bring in enquiries in the first week. Campaigns usually take six to eight weeks to settle at a stable cost per lead.
No. Plans start with a three month term and then roll monthly.
You do. We manage it with your permission, and you keep everything if you leave.
Yes. We run Microsoft Ads alongside Google Ads, with separate targets for each.
Yes. We review tracking, structure, spend, search terms and landing pages, and tell you what we would change and why.
A live dashboard updated daily, plus a monthly review call. You see spend, leads, sales and cost per result, not just clicks.
Yes. We manage accounts for clients across the UK and abroad.
Yes, through Demand Gen and Performance Max, when video suits the business and the budget. We can advise on simple video formats if you do not have any yet.
It is Google's campaign type that runs across Search, Shopping, YouTube, Display, Gmail and Maps from one budget. It suits accounts with good conversion data and strong images and video. We usually run it alongside Search campaigns, not instead of them, and watch closely where it spends.
Usually, yes. PPC brings in customers now while SEO builds, and the search term data from ads shows which keywords to target organically.