Always Evolving SEO

PPC management that spends your budget like it's ours

Google Ads, Shopping, Performance Max and Microsoft Ads, built on conversion tracking you can trust and planned alongside your SEO.

Book a discovery call What's included

Problems we fix

  • Cost per lead rising every month
  • Performance Max spending on placements you can't see
  • Conversions in Google Ads that don't match the CRM
  • Paying for clicks on terms you already rank first for
  • Smart bidding learning from the wrong conversions
  • Ads paused or limited by policy issues

How we approach PPC Management

Automated bidding is only as good as the conversion data you feed it. Most of the PPC accounts we audit don't have a bidding problem, they have a measurement problem: duplicate conversions, micro-conversions counted as leads, or consent settings throwing away the signal. We fix the data first, because everything else depends on it.

Paid and organic also work better together. We look at where you already rank well enough to cut paid spend, where paid can test keywords before you invest in content, and where Shopping ads and free listings can share the same feed work.

What's included

Account audit and restructure
Campaign structure, match types, negatives, search terms, bidding strategies and wasted spend, with a clear list of what to change and why.
Search campaigns
Keyword strategy, ad copy and assets, landing page alignment and ongoing search term management.
Shopping and Performance Max
Feed optimisation, product grouping, asset groups and audience signals, plus the reporting needed to see what Performance Max is actually doing.
Microsoft Advertising
Campaigns imported and adapted for Bing, where audiences and costs often differ enough to be worth running separately.
Conversion tracking
Google Ads conversions, enhanced conversions and offline conversion imports, set up and checked against your CRM or order data.
Landing page testing
Recommendations and A/B tests on the pages your ads send people to, because conversion rate is often the cheapest lever in the account.

Who it's for

Lead generation businesses

Service companies that need a steady flow of qualified enquiries at a cost per lead that works.

Online retailers

Stores running Shopping and Performance Max that need profit-aware bidding rather than revenue at any cost.

Accounts in need of a rescue

Spend is rising, results aren't, and nobody can explain why.

How the work runs

  1. 1

    Tracking check

    Before touching campaigns we confirm every conversion action is firing, deduplicated and consent-aware.

  2. 2

    Account audit

    Structure, search terms, bidding and spend reviewed against your business goals and margins.

  3. 3

    Rebuild or refine

    We restructure where it's needed and leave alone what's working. Changes are staged so the bidding algorithms can relearn.

  4. 4

    Weekly optimisation

    Search terms, negatives, bids, budgets and assets managed weekly, with changes logged.

  5. 5

    Monthly review

    Spend, conversions, cost per acquisition or ROAS, and how paid and organic are working together.

PPC Management questions

Something else? Ask us directly.

Do you take a percentage of ad spend?

We'll set out fees clearly in the proposal after the audit. Whatever the model, the ad account stays in your name and you keep full access and ownership.

Why do you start with conversion tracking?

Smart bidding optimises towards whatever you tell it is a conversion. If that data is wrong or incomplete, the algorithm gets very efficient at the wrong goal. Fixing tracking is often the biggest improvement available.

Is Performance Max worth it?

It can be, especially for retailers with good feeds. It's less transparent than Search or Standard Shopping, so we run it with proper exclusions, sensible asset groups and the reporting needed to see where spend goes.

Should we run Microsoft Ads too?

Often, yes. It usually has lower volume but different audiences and costs, and the campaigns can be imported from Google Ads and then adapted. It's worth a test in most accounts.

From the news desk

All insights

Other services

Let's find out where your growth is hiding.

Book a discovery call. We'll look at your Search Console and analytics with you and tell you honestly where the biggest opportunity is, even if it isn't with us.

Book a discovery call Email Paul