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Paid search has stopped being a keyword game. Bidding is now driven by machine learning, which means your results depend less on manual tweaking and more on the quality of the signals, creative and conversion data you feed the platforms. We build campaigns around that reality, and we judge them on profit rather than clicks.
These three get used interchangeably and it causes real confusion when comparing quotes. Here is how we separate them.
The umbrella term. Any advertising you pay for: search ads, shopping, display, social, video and marketplace placements all sit underneath it.
Anything appearing on a search results page. A Google or Microsoft text ad qualifies; a Facebook ad does not, even though both are paid media.
A pricing model, not a placement. You pay only when someone clicks. Most paid search is PPC, but so are plenty of social and display ads.
Six disciplines that most accounts need in some combination.
High-intent campaigns across Google and Microsoft. Tight account structure, genuine negative keyword hygiene and bidding built around profit rather than volume.
Meta, TikTok, LinkedIn and the rest. Creative built for the feed it runs in, with audience targeting that goes beyond the obvious demographics.
Your product feed is the campaign. We clean titles, attributes and imagery so the platform can match you accurately, and extend into major marketplaces where it pays.
PMax and the Display Network can scale fast or waste fast. We structure them with proper asset groups, exclusions and reporting so you can actually see what is working.
Most people do not buy first visit. We bring the right ones back with sequenced messaging rather than following everyone around the internet with the same banner.
A frank read on what your current account is doing, plus attribution work so you know which channels introduce customers and which close them.
We are platform agnostic. If a channel cannot show a return for your business we will tell you rather than spend on it, and we will move budget to whichever surface is actually converting this quarter.
A tested cycle that gets to profitable quickly, then keeps compounding.
Audit & Onboarding
We audit the existing account and the competitive landscape, map your customer personas to real search and buying behaviour, then agree the targeting, keywords and negatives that will carry the strategy.
Implementation & Launch
We build the campaigns, write the copy and brief the creative, then set up live dashboards so you can see progress against agreed KPIs from day one. You own the accounts throughout.
Optimisation & Attribution
Testing rather than hunches. We adapt to shifts in behaviour across devices and touchpoints, and use attribution to see which channels introduce customers and which close them.
Reporting & Realignment
Weekly and monthly reporting in plain language, plus a quarterly strategy review to step back, look at the wider business goals and reset priorities.
An honest read on what is working, what is not, and where the biggest opportunities sit.
Account Structure
We check the account is built to reach customers at every stage. Google alone offers Search, Shopping, Display, YouTube, Demand Gen and PMax, and most accounts use a fraction of that well.
Keywords & Semantics
How your customers actually phrase things, including the colloquialisms and misspellings, so we can separate high intent from expensive browsing.
Competitor Benchmarking
Where rivals are beating you on impression share and message, and which gaps they have left open.
Bid Strategy
Machine learning does the heavy lifting, but it needs the right targets and constraints. We set those deliberately rather than accepting defaults.
Attribution & Tracking
Single-click journeys are long gone. We verify conversion tracking is accurate first, because every automated bid decision depends on it.
Budget & Wastage
Where spend is leaking: broad match drift, irrelevant placements, duplicate audiences and campaigns quietly bidding against each other.
Three steps from first conversation to a plan you can act on.
Tell us your current tactics, spend and growth targets, and we will be straight about what is realistic on that budget.
We identify the changes that lift results fastest, including the landing page and tracking fixes that usually matter more than bids.
A costed roadmap with forecast outcomes and the reasoning behind each recommendation. No lock-in required to get it.
It buys you speed and control. You can be visible for a high-intent search this afternoon, measure the result precisely, and scale or stop at will. It is also insulated from the organic algorithm updates that can move rankings overnight.
Enough for the platform to gather meaningful conversion data, which depends on your average order value and sales cycle rather than a fixed figure. We would rather start focused on your best-converting terms than spread a small budget thin.
Traffic arrives immediately. Reliable data usually takes two to four weeks, and automated bidding needs conversion volume before it performs. Most accounts see meaningful optimisation gains inside the first quarter.
Always. We manage them on your behalf, but the accounts, the data and the history stay yours and you keep a direct relationship with each platform. If we ever part ways you lose nothing.
Often yes, and it is regularly overlooked. Competition is thinner, clicks are usually cheaper, and the audience skews older and more desktop-based, which suits some B2B and higher-value products very well.
Weekly and monthly, with a quarterly deep dive. Reports focus on cost per acquisition and return rather than impressions, and we explain what changed and why in plain English.
Send us access and we will tell you exactly where the budget is leaking. No obligation, no lock-in.
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