Paid Media Management

Where the money goes

Broad match keywords without a tightly managed negative list. Landing pages that don't match the ad's promise. Campaigns with too little conversion data for automated bidding to work — below 30 conversions per month per campaign, the machine is guessing, not optimising.

A solicitor running ads for "commercial lease review" can end up paying for clicks from people searching for how to break a lease themselves. The ad copy matched the words. The search intent was completely different. This is a real pattern from account audits, not a hypothetical.

The other common failure: a visitor clicks an ad about a specific service and lands on a generic homepage. Two things happen simultaneously. Quality Score drops, pushing cost-per-click up. And the visitor leaves without converting. Google punishes relevance failures with both lower rankings and higher costs.

What we do differently

We restructure accounts around cost-per-acquisition, not click-through rate. CTR is easy to improve. Getting the right person to take the right action costs more attention and more discipline.

Every campaign is mapped to a landing page built for that campaign's specific promise. Negative keyword lists are maintained weekly. Budget is shifted toward the campaigns generating revenue, not just volume.

We run Google Ads and Meta. We don't spread campaigns thin across every platform to appear busy.

What you get

• —Full account audit with specific findings and cost-saving recommendations
• —Campaign restructure built around conversion intent, not impression volume
• —Negative keyword management and match type discipline
• —Landing page recommendations aligned to each ad group's promise
• —Monthly reporting on cost-per-acquisition, not vanity metrics

When paid search is the wrong channel

Paid search only works if people are already searching for what you offer. If your product is new enough that buyers don't know to look for it, Google Ads won't create that demand. Meta or programmatic display work better in that situation.

And if your margin per sale is below £300, paid search economics typically don't work unless your conversion rate is exceptional. We'll tell you this before you spend a penny on setup.