Pay-per-click advertising
Clicks are easy to buy. We're interested in what happens after the click — so every campaign is tied to revenue in your analytics, not to impressions, and you can see exactly what each pound returned before you're asked to spend the next one.
on ad spend
acquisition
set and forget
ad account
Five platforms, one number.
Each platform earns its budget separately, and each is judged on the same thing: what came back. Switch platform to see the campaigns we run there and how they perform.
- BrandExact · 4 ad groups £1,180 96 £12 8.4×
- Emergency calloutPhrase · high intent £6,420 214 £30 6.1×
- Service + cityExact · 12 locations £7,240 208 £35 4.6×
- CompetitorExact · conquesting £3,560 94 £38 3.1×
Spend goes up. So does the gap.
Anyone can grow revenue by spending more. The test is whether the gap between the two lines widens as you scale — because that gap is the only part you get to keep.
- Conversion tracking rebuilt first, so the revenue figure can be trusted.
- Budget moves weekly toward whatever is clearing your target return.
- We'll tell you when to stop scaling. Every account has a ceiling.
The highest bid doesn't win.
This is the part most agencies never explain. Google doesn't rank ads by bid — it ranks them by Ad Rank, which is roughly your bid multiplied by how relevant your ad and landing page are.
So a competitor bidding £3.50 with a mediocre landing page loses to you bidding £2.60 with a good one — and you pay less per click than they would have. Quality is not a soft metric here. It is a direct discount on every click you buy.
That's why we rebuild landing pages as part of a paid campaign rather than treating them as someone else's job. It's the cheapest lever in the account.
- You £2.60 9 23.4
- Competitor A £3.50 5 17.5
- Competitor B £4.10 4 16.4
- Competitor C £2.20 7 15.4
Ad rank = bid × quality. You pay the next advertiser's ad rank ÷ your quality: 17.5 ÷ 9 = £1.94.
Where the money is actually made.
Not in clever targeting. In cutting waste, testing creative properly, and knowing the cost of every step.
Wasted spend, cut
Every account we inherit is paying for searches that were never going to buy. These are from one month.
- plumber jobs near me£412
- free plumbing advice£286
- plumbing course london£238
- how to fix a tap yourself£194
- plumber salary uk£151
Creative, tested properly
Creative is the biggest lever left in a modern ad account. Performance decides what stays live, not opinion.
Cost at every step
Knowing where people drop out is what tells us whether to fix the ad, the page, or the follow-up.
- £44.60 per 1,000 · 2.9% click
- £1.54 each · 9.1% enquire
- £16.90 each · 32% close
- £52.80 each · £276 avg order
The order we do it in.
Scaling an account whose tracking can't be trusted just means losing money faster. Measurement comes first.
Most accounts we inherit are counting the wrong things — form views as conversions, duplicate tags firing twice, no revenue value passed back at all. Until that's rebuilt, every optimisation decision is a guess dressed up as data. This is week one, always, and it usually changes the picture of what's working.
Search terms report, negative keywords, placement exclusions, audience exclusions. There is almost always a four-figure sum being spent on people looking for jobs, courses, free advice or DIY instructions. Recovering that costs nothing and funds the first month of proper testing.
Modern bidding is machine-driven, and machines need signal. Split a campaign too finely and no segment gets enough conversions to learn from; leave it too broad and you lose control of where budget goes. We consolidate where signal is thin, separate where control matters, and bid to the outcome you actually sell.
Relevance is a direct discount on every click. Better ad copy and a landing page that matches the search can drop your cost per click by a third while improving position — which is why we rebuild landing pages as part of the campaign rather than treating them as somebody else's job.
You set the return you need. Anything clearing it gets more budget, anything below it gets fixed or turned off, and you see both decisions in a weekly report written in plain English. We'll also tell you when an account is at its ceiling — every market has one, and spending past it is how good campaigns get ruined.
Paid buys time. Use it well.
PPC is the fastest channel to turn on and the most expensive to rely on forever. These are what we build alongside it.
Search engine optimisation
Takes over the terms paid proved were worth having, so you stop renting the traffic you already know converts.
Pay-per-click
Google Ads and Meta, managed daily and tied to revenue rather than clicks.
You're hereWeb development
Landing pages built for the ad that sent you there — the cheapest way to lower cost per click.
Content creation
The ad copy, the landing page copy, and the creative angles the testing is run on.
Social media
Organic presence that makes the paid ads work harder — people check before they buy.
Email marketing
Sells to the customer a second and third time, so the acquisition cost you paid once keeps returning.
Find out what you're wasting.
Give us read-only access to the ad account and we'll come back with what's being spent on searches that will never buy, what your tracking is getting wrong, and what the account could realistically return — before you've committed to anything.