Paid media that follows the customer beyond the click
Google Ads, Microsoft Advertising, Meta and LinkedIn, chosen because your customers are there, not because the platform exists.
Client advertising spend managed every month
And a Microsoft Advertising Partner
Cost per lead on a recent paid social campaign
What each one is actually good at
Google Ads
Capturing demand that already exists. Somebody searching for what you sell is the closest thing to a customer raising their hand.
Microsoft Advertising
Smaller audience, often older and more commercial, frequently cheaper. Regularly overlooked, and regularly worth running alongside Google.
Meta advertising
Creating demand rather than capturing it. Strong for consumer services, launches and lead generation where people are not yet searching.
LinkedIn advertising
Expensive per click and occasionally worth every penny, when you are selling something with a long cycle to a specific job title.
We do not run every platform by default. Channel selection follows where your customers actually are, and sometimes the honest answer is one channel done properly.
Every channel judged on the same thing
Running four platforms is only an advantage if you can compare them honestly. That means every enquiry, call, form or message, carrying its source, and every outcome recorded against it.
Otherwise you end up moving budget towards whichever channel reports the most conversions, which is rarely the same as whichever produces the most customers.
| Source | Leads | Qualified | Revenue |
|---|---|---|---|
| Google Ads | 142 | 88 | £61,400 |
| Organic search | 96 | 54 | £38,900 |
| Google Business Profile | 61 | 44 | £24,150 |
| Paid social | 38 | 19 | £9,800 |
“…we’re after a price on 200mm spiral, about forty lengths, delivered to site next week…”
Mark the outcome
Connecting a phone call back to the keyword that produced it
What you are paying a PPC agency to do
Paid search rewards attention rather than cleverness. Most of the work is unglamorous and it is the reason accounts left alone quietly rot.
Read the search terms every month
Not the top twenty by spend, the whole report. Research intent, wrong-fit traffic and adjacent nonsense turned into negatives. This alone is why most inherited accounts improve.
Keep the structure tight
Campaigns and ad groups that match how you actually sell, so budget can be moved towards what works instead of being averaged across everything.
Test the landing page, not just the ad
Most conversion rate problems are on the page, not in the account. One change at a time, funded well enough to produce a result you can trust.
Track the calls
For most service businesses a large share of enquiries arrive by phone. Untracked, that traffic looks like it produced nothing and the campaign gets blamed.
Feed outcomes back to the platform
Qualified enquiries and closed sales pushed back into Google Ads with values attached, so bidding chases revenue rather than form fills.
Report commercially
Cost per qualified lead and cost per customer at the front, what we changed and what we learned, including the things that did not work.
How management is priced, and what sits on your invoice
The question behind this one is usually simpler than it sounds. Will I know what I am paying, and will anything come out of my advertising budget that I did not agree to?
The fee is agreed in writing before any work starts, and it reflects the scale and complexity of the account. One service in one location is less work to run than six campaigns across three platforms with call tracking and a CRM connection behind them, and the price says so. Whatever it comes to, you see the figure before you commit to it, and it sits on the invoice as its own line. Your media budget goes to the platform.
A useful sense check before you appoint anyone: if management costs more than the spend it manages, the account is probably too small for an agency and you would be better served by a fixed-scope setup and a quarterly review. We will tell you when that is the case.
Lead types
Send these leads into Google
Lead outcomes
Only send conversions that have these outcomes
- Booked job
- Callback requested
- Interested, needs access
- Price not agreed
- Spam / bot
- Wrong number
- Job seeker
- Existing customer
Where paid search earns its keep, and where it does not
Paid media is not right for every business and we would rather say so before taking the work.
Considered purchases
Where one customer is worth enough to absorb a competitive click price. Construction, property, professional services, manufacturing, specialist suppliers.
Defined service areas
Businesses that can serve a region profitably and want the budget spent there rather than across a radius somebody picked once and never revisited.
Long sales cycles
Where the sale is months after the click. It works, but only with pipeline stages pushed back to the platform, otherwise good campaigns look like bad ones.
Not for tiny margins
If a customer produces forty pounds of margin and clicks cost four, the maths rarely works. We run that calculation with you before anyone commits a budget.
Not as a first move
If enquiries already arrive and nobody follows them up, fixing that is free and works faster than any campaign.
Not without tracking
Spending before you can measure the outcome produces expensive guesswork. We fix measurement first, every time.
What people ask before appointing a PPC agency
How much does PPC management cost?
It depends on the number of campaigns, the number of platforms and how much measurement work is needed before any of it goes live. We quote it before work starts, put it in writing, and keep it as its own line rather than folding it into your media budget, so nothing comes out of your spend that you have not agreed. If management would cost more than the spend it manages, we will tell you that instead of taking the work.
How much should we spend on ads?
Work backwards from your gross margin per customer, your closing rate on enquiries and the most you would happily pay to acquire one. That gives a target cost per enquiry, which you compare against click prices in your sector. There is a floor below which a campaign cannot teach you anything, and if that floor is above your budget the answer is to narrow the campaign rather than thin it.
How long before we see results?
The first weeks are a learning period and will look unstable. Judging an account at week four is the most common and most expensive mistake. Expect the shape to become clear in the second or third month, sooner if tracking was already in place.
Our leads are poor quality. Can that be fixed?
Usually, and it is normally a tracking and qualification problem rather than a bidding one. Note that fixing it makes cost per conversion go up and cost per customer go down, so make sure whoever reads the report understands that before we start.
Do we keep the account if we stop working with you?
Yes. It is your account, in your billing, with all of its history. We would not build in your account on any other basis, and we would treat a vague answer to that question from any agency as information.
Do you work outside Liverpool?
Yes. We are Liverpool based and work with businesses across the UK. Paid media is not a geographic service; being local matters for meeting in person and very little else.
Can you just audit our existing account?
Yes, and we are happy to. You get the findings whether or not you go on to work with us. The first thing we look for is whether anything in the account represents an actual sale, because in most accounts we review, nothing does.
Which channels are worth your money?
Tell us who buys from you and how they decide. That usually answers the channel question before we look at a single account.
