Paid search

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Google Ads and Microsoft Advertising that reach people as they search for what you sell.

What it is

Paid search puts your business at the top of search results when people look for what you offer. You pay when someone clicks, so every pound should be tied to a search that matters.

We build and run your campaigns, keep a close eye on costs and report on the leads and sales they bring in.

Who it’s for

Businesses whose customers search before they buy: local services, B2B companies and online shops. It also suits brands that already spend on Google Ads but aren’t sure the account is set up well.

Platforms and campaign types

• Google Search with AI Max: an opt-in setting that matches searches beyond your keywords, writes extra ad text and can send people to the best-matching page on your site. Dynamic Search Ads are being upgraded to AI Max automatically from September 2026, so we check those accounts first.
• Performance Max: one campaign across Google’s channels. It now supports negative keywords at campaign level and reports spend and conversions by channel (Search, Shopping, Display, YouTube, Gmail, Discover and Maps), so you can see where the budget goes.
• Shopping: product ads built from your Merchant Center feed. Good product data (titles, images and attributes) drives results. See Ecommerce and marketplaces.
• Demand Gen: visual ads across YouTube (in-stream, in-feed and Shorts), Gmail, Discover and the Display Network, to build interest before people search.
• Microsoft Advertising: search ads on Microsoft’s network, including Bing. LinkedIn profile targeting (company, industry and job function) helps B2B brands focus on the right people. In standard Search campaigns it adjusts bids rather than limiting who sees the ad.

What’s included

• Audit: account structure, keywords, search terms, wasted spend and tracking.
• Setup: campaigns, keywords, negative keywords, ads and audiences.
• Management: bids, budgets and search terms, reviewed and adjusted as results come in.
• Creative: ad text, plus images and video for Performance Max and Demand Gen.
• Tracking: leads and sales measured properly in Google Ads, Microsoft Advertising and GA4.
• Reporting: a monthly report in plain English and a call to agree next steps.

What you get

• An audit summary with a prioritised list of fixes
• A campaign plan with goals and a budget split
• Live campaigns, built and checked
• A monthly report on leads, sales and cost

What we measure

• Leads and sales (conversions)
• Cost per lead or cost per sale
• Return on ad spend (ROAS)
• Click-through rate
• Search impression share
• Spend on irrelevant searches

Questions

How much should we spend on ads?

It depends on your market, your goals and what a lead or sale is worth to you. We recommend a starting budget in the plan and adjust it as results come in. There’s no minimum spend. If a budget is too small to learn from, we’ll tell you before you spend it.

Should we use Performance Max or Search campaigns?

Often both. Search gives tight control over which searches you appear for. Performance Max reaches people across Google’s channels. Now that Performance Max reports by channel and accepts negative keywords, we can run them side by side and see what each one does.

What happens to our Dynamic Search Ads?

Google is upgrading Dynamic Search Ads to AI Max automatically from September 2026. We review your settings, landing pages and exclusions so the change doesn’t send budget to the wrong searches.

Is Microsoft Advertising worth it?

For many brands it’s an extra source of searches alongside Google. For B2B brands, LinkedIn profile targeting makes it worth a look. We’ll tell you in the audit whether it’s worth testing for you.

Pricing: a monthly management fee from £500 + VAT, plus your ad spend, paid directly to the platform. Minimum term 3 months. Every engagement starts with a free audit.

Delivered by: in-house by Studios 6.

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