PAY PER CLICK MANAGEMENT
PPC Services for UK Businesses
Most UK Google Ads accounts we take over are losing a meaningful share of their budget before a single qualified lead arrives. Not to fraud, and not to a badly written advert, but to search terms nobody ever reviewed, conversion actions that count the wrong thing, and a campaign structure built for a business that has since changed. We manage pay per click for UK companies who want the money accounted for: a full audit before we touch anything, a documented plan for what changes and why, and monthly reporting against pipeline rather than clicks. Management starts at £500 a month.
- Broad match spending where you cannot see it
- Conversions that count the wrong event
- Structure built for a business you no longer run
Your ads are working. Your account might not be.
Google Ads rarely fails loudly. The campaigns keep running, the impressions keep arriving, and the monthly invoice keeps clearing. What changes quietly is the proportion of that budget reaching people who could actually buy from you. By the time it shows up in the sales figures the account has usually been drifting for two or three quarters, and the reporting that was supposed to catch it has been measuring the wrong thing the whole time.
01
Broad match spending where you cannot see it
Since broad match was rebuilt around intent signals, a single keyword can pull in search terms that share almost no commercial overlap with it. The report that would show you this sits three clicks deep, and on most accounts we audit it has never been reviewed at all.
02
Conversions that count the wrong event
If your conversion action fires on a page view, a newsletter signup or any form submission including recruitment enquiries, then Smart Bidding is optimising towards that. It will do so very efficiently. The account looks healthier every month while the quality of what arrives gets steadily worse.
03
Structure built for a business you no longer run
Campaigns get built once and inherited forever. Budgets stay split across products you have discontinued, geographies you no longer serve and a landing page that was replaced in the last website build. Nothing breaks, so nothing gets flagged.
PPC Management Services That Start With an Audit
We do not rebuild an account before we understand it. Every engagement opens with a structured audit of the last twelve months: search terms against spend, conversion actions against what your sales team counts as a lead, campaign structure against your current commercial priorities, and landing pages against the queries being sent to them. You get the audit as a written document whether or not you go on to work with us. If the honest answer is that your account is in reasonable shape and does not need an agency, we will tell you that.
- Search term and negative keyword control, maintained monthly rather than set once at launch
- Conversion tracking rebuilt around revenue, with values assigned so Smart Bidding optimises for the enquiries your sales team wants
- Campaign structure and budget allocation rebuilt around your current margins and capacity
- Landing page and message match reviewed, because the advert is only half the transaction
- Google Shopping and Performance Max: feed quality, asset groups, and the exclusions that stop PMax eating your brand traffic and taking credit for it
- Reporting in cost per qualified enquiry, not cost per click
What Happens After You Sign
Ninety days is roughly what it takes for a restructure to produce data you can read. The sequence below is deliberate: the cheap fixes that save money happen before any rebuild, so the account is already spending better while the bigger work is underway.
You keep ownership of the account
It stays on your Google Ads ID and your billing. If we part company you keep the history, the data and the structure. Agencies that build in their own MCC and hand you nothing are protecting themselves, not you.
Fixed fee, not a percentage of spend
A percentage model pays your agency more for spending more of your money. Ours does not. Management starts at £500 a month and is quoted against the work, not against your budget.
A minimum budget that is honest about the maths
We ask for at least £500 a month in ad spend. Below that there is not enough conversion data for bidding to learn anything, and you are better served by a one-off audit than a retainer.
- Weeks one and two: full account review, tracking verification, and a written findings document with wasted spend quantified in pounds
- Weeks three and four: negative keywords, tracking fixes and obvious budget reallocation. Most of the immediate saving comes from here
- Month two: campaign architecture rebuilt against your commercial priorities, adverts and extensions rewritten, landing page recommendations issued
- Month three onward: testing cadence, monthly reporting and a standing call, with every change logged so you can see what moved and when
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When PPC Services Are Worth Paying For
Two different cases, and it is worth being clear about which one you are in. At entry level, around £500 a month in ad spend, the retainer is buying you a correctly built account and someone watching it, and the fee is a large proportion of the media. That is a reasonable trade when the alternative is a badly structured account burning the same money with nobody looking. Above roughly £5,000 a month the arithmetic changes completely: recovering even a fifth of wasted spend covers the retainer several times over before any improvement in conversion rate.
- UK businesses spending at least £500 a month on Google Ads
- Companies with a long or considered sales cycle where the last-click number has stopped being useful
- Ecommerce operations where Shopping and Performance Max have become the majority of spend and nobody is quite sure what is inside them
- B2B and professional services firms who need enquiry quality measured, not enquiry volume
- In-house marketing teams who want a specialist on paid search without adding a permanent hire
FAQ
Frequently asked questions
The questions we get asked most before a project starts. Can't find what you're looking for?
Ask us directlyAgency management fees in the UK typically run either as a fixed monthly retainer or as a percentage of ad spend, usually between 10 and 20 per cent. We charge a fixed fee starting at £500 a month, because a percentage model rewards an agency for spending more of your budget. Your ad spend is separate and paid directly to Google, and we ask for a minimum of £500 a month there.
Wasted spend usually falls within the first month, because that comes from negative keywords and tracking fixes rather than optimisation. Meaningful improvement in cost per qualified enquiry generally takes two to three months, since Smart Bidding needs conversion volume against corrected tracking before it can learn anything useful.
In practice the terms are used interchangeably. Where there is a distinction, PPC services describes the wider set including strategy, landing pages and creative, while PPC management describes ongoing account operation. We do both under one retainer rather than pricing them apart.
No, and it is usually a false economy. Microsoft Advertising can import Google campaigns directly and typically costs less per click in the UK, particularly in B2B where the audience skews toward desktop and work devices. We run both where the volume justifies it.
We work with the existing account by default. It carries quality score history and conversion data that a new account would discard. We only recommend starting fresh when the account has structural damage that cannot be unpicked, which is rare.
Yes. A standalone audit is a fixed-price piece of work and you receive the same written findings document as a retained client. Plenty of businesses take the audit, implement it in-house, and come back a year later. That is a perfectly good outcome.
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