--- title: "Pay Per Click" url: https://marketingsignals.com/service/pay-per-click type: Service --- # A PPC Agency Measured On Paid Search ROI PPC agency managing Google Ads, Shopping, Performance Max and Microsoft Ads for brands spending £20,000 to £100,000+ a month. Measured on revenue. Measurable growth, revenue and ROI form the core of our approach to Pay-Per-Click management. Our specialist paid search team translates your business goals into a data-led strategy that prioritises ROAS and conversion, across Google Ads, Microsoft Ads, shopping, display and remarketing. Our PPC services cover everything from account structure and keyword research to bidding strategies and creative. Senior-led throughout, with transparent reporting and continuity from the person who scoped your account to the person running it. ## We’ve Helped Dozens Of Great Brands Grow Their Digital Presence Via Search Marketing ## A PPC Strategy Built Around Your Business Goals We start every PPC account with what your business is trying to achieve commercially, and build data-driven ad strategies, targeting and PPC management around that specific target. That target might be more revenue or a lower cost per acquisition or something else entirely. What matters is that the PPC strategy is built around it from the start, and that we’re judged against the same numbers the business actually cares about, not vanity metrics that look good in a report and means nothing on your P&L. Our [glossary](https://marketingsignals.com/glossary) explains Performance Max, Quality Score, ROAS and the other terms you will see in our reports. Why Choose Us ## Performance-Driven Digital Marketing Across All Search & AI Surfaces. ## Built on Search. Measured on Revenue ### ROI-Driven PPC Management, Measured On Revenue Not Clicks Clicks, impressions and CTR tell you how a campaign is behaving. They don’t tell you whether it made money. We build PPC campaigns around the metrics that really count: return on ad spend and cost per acquisition. That shows up in specific decisions across the account, not just in how we talk about it. If a change is not going to make a material difference to overall performance from an ROI perspective, we won’t make it. - Target keywords based on ROI - Campaign performance reported in revenue - PPC budget shifted to performers - Underperforming keywords cut quickly - Budget reallocated toward what converts - Every decision tested against ROI #### Senior Team On Your Account The specialists who scope your account stay on it once the contract’s signed, so you’re not re-explaining the brief to someone new a few months in. Most clients who come to us have been through a spell of drifting performance somewhere else, and fixing that is basically what we’re built for. It’s also why clients trust us to run paid search properly, rather than as an add-on bolted onto a wider marketing offering #### Quality Over Volume We know not every conversion is worth the same to your business. A form submission or an e-commerce sale doesn’t automatically deliver the same ROI. That’s why we integrate campaigns with your actual sales process and conversion data, whether that’s offline enquiries for B2B or margin and order value for e-commerce, so campaigns are optimised towards what actually matters for your business, not ours. We’ll align the campaigns to whichever number you’re actually judged on. #### Communication Built Into How We Work Our PPC specialists send weekly updates, run monthly review calls and are reachable on a shared Slack channel. A real-time dashboard means you don’t wait for a report to see campaign performance. Updates land before you’d think to ask. ### Your PPC Agency, In Practice ## What We Run Inside Your Account #### Google Ads Management Your ad budget should go where it returns the most revenue or the lowest cost per acquisition, not where the platform’s defaults send it. Our Google Ads management services cover Search, Shopping, Performance Max, Display and YouTube, run by a senior specialist who sets bids and budgets against your commercial target and reviews search terms, ads and spend every week. #### PPC Audits Wasted spend rarely shows up in the reports an account already produces. Before we take anything over, a PPC audit reviews account structure, search terms, conversion tracking and wasted spend, then sets out a fix list ordered by what each change should save or earn. You see where the budget is leaking before you commit to anything further. [Explore PPC Audit.](https://marketingsignals.com/service/pay-per-click/ppc-audit) #### Shopping And Feed Optimisation In Shopping, the feed decides which searches your products appear for, so a weak feed costs sales before bidding even starts. As a Google Shopping agency, we rewrite product titles and attributes from real search term data, build feed rules that keep the catalogue clean, and fix Merchant Center problems so your best-selling products stay live and visible. #### Performance Max Performance Max should bring you new customers, not take credit for brand searches you would have won anyway. As a Performance Max agency, we split asset groups by margin, apply brand exclusions and use search term insights to see what the campaign is really buying, so its spend goes on sales that would not have happened without it. #### Microsoft Advertising Microsoft Advertising reaches a different audience at different costs, so a straight copy of your Google settings rarely gets the best from it. As a Bing Ads agency, we import your Search and Shopping campaigns, then manage them separately, with bids, budgets and negative keywords set for Bing’s audience and costs, so the extra reach adds sales at a cost per acquisition you can defend. #### Remarketing And Customer Match People who already know your brand usually convert at a lower cost, and lapsed customers are revenue you have already paid to acquire once. As a remarketing agency, we run RLSA, remarketing lists and Customer Match from your first-party data, with separate messages for active and lapsed customers and exclusions so existing customers stop using acquisition budget. #### YouTube And Video Video can build the demand your search campaigns later capture, as long as it is measured properly. As a YouTube ads agency, we build some campaigns for reach and others for conversions, then judge them on view-through conversions and the lift in brand searches they create, so you can see what video adds to revenue rather than counting views. #### Conversion Tracking Smart bidding can only optimise towards what it is told, so poor tracking means paying to find the wrong customers. We set up GA4, enhanced conversions and Consent Mode v2, then check conversion tracking in Google Ads against your real sales and leads, so bidding learns from the outcomes your business is actually judged on. Every PPC account we manage is run against the number your business is judged on, whether that is revenue, return on ad spend or cost per acquisition. These are the services behind that target, each handled by a senior specialist who knows your account rather than a junior learning on it. ## Who We Run Paid Search For ### E-commerce PPC For retailers, the real question is whether each sale makes money after ad costs, not just whether ROAS looks healthy. As an e-commerce PPC agency, we run Shopping-led accounts with margin-aware bidding and feed work, measured on ROAS and margin so budget goes to the products that earn the most. [Explore E-commerce PPC.](https://marketingsignals.com/service/pay-per-click/ecommerce-ppc) ### B2B And Lead Generation PPC A form fill is not a sale, and bidding on form fills alone fills a sales team’s diary with poor leads. As a B2B PPC agency, we feed lead quality back from your CRM and set bids on pipeline value, so spend follows the leads that become customers. [Explore B2B PPC.](https://marketingsignals.com/service/pay-per-click/b2b-ppc) ### PPC For Law Firms Legal keywords sit in some of the most expensive auctions in Google Ads, so every wasted click hurts. Our PPC for law firms is built around case types, with separate campaigns, ads and budgets for each, so spend matches the value of the work each enquiry is likely to bring. [Explore PPC for Law Firms.](https://marketingsignals.com/service/pay-per-click/ppc-for-law-firms) Featured Work ## Paid Search Campaigns We’re Proud Of ## Every PPC Campaign Type Earns Its Place ### Search Ads Campaigns built around real customer intent across Google Ads and Microsoft Ads, combining target keywords, query-level control and continuous optimisation to capture high-intent demand. Dynamic search ads fill the gaps where your keyword coverage doesn’t reach. ### Google Shopping Feed optimisation and margin-aware bidding, so ad budget concentrates on the products worth selling rather than distributing evenly across a catalogue. ### Performance Max Run properly, PMax delivers effective PPC campaigns. That means tight asset control, clean conversion inputs, brand exclusions where they belong, and enough segmentation to see what’s actually driving results. ### Remarketing And RLSA Re-engaging users who already know you, where the cost of a conversion is lowest and the intent is highest. Applied selectively, since audience size decides whether it’s worth running at all. ### Display Targeted display for demand generation and nurture across the Google Display Network, measured on its contribution to conversion rather than on impressions served, and on what it adds to brand visibility along the way. ### Video Short-form video built around a hook that survives the first three seconds, with brand messaging that still lands if the sound is off. Targeted precisely and judged on the same commercial metrics as everything else. Each campaign type chosen by what the commercial objective needs, not by what’s easiest to report on. ## How We Take On Your Account ### 1. Audit The Account Before we change a single setting, we review account structure, search terms, conversion tracking and wasted spend. The audit tells us what to keep, what to fix first and how much budget is going on clicks that never convert. ### 2. Fix Tracking And Structure Tracking is checked first, because every later decision depends on it. Campaigns are then rebuilt around search intent and product margin, so budget can be steered towards the searches and products that make you money. ### 3. Optimise Weekly The same specialist reviews search terms, bids, budgets, feeds and ads every week. That continuity means each change builds on the last one instead of starting again whenever the account changes hands. ### 4. Report On Revenue A monthly report and call cover revenue, ROAS and cost per acquisition rather than clicks and impressions, with the changes behind each movement and the next round of tests set out clearly. ## Specialist PPC For Your Business Model Google Shopping, Performance Max and Search for online retailers, run on revenue, ROAS and margin. Paid search for long sales cycles, with lead quality fed back from your CRM so bidding chases pipeline. A full Google Ads and Microsoft Ads audit: tracking, structure, search terms and waste, with a ranked fix list. Google Ads for law firms by case type and intent, tracked to new clients and written within advertising rules. Specialist PPC **4.9** from [130 reviews](https://www.google.com/search?q=Marketing+Signals+reviews) ## Don’t just take our word for it > “Marketing Signals is our kind of agency: they do what they say they are going to do. The team is responsive and has the ability to pivot onto different priorities throughout the yearly trading cycle. We are well on target to meet our own sales target on the back of their work every single time!” > > — Jamie Evans, Head of E-commerce > “I've worked with Marketing Signals on a few projects and always had great customer service, fast delivery and reliable quality. Definitely somebody who should be on your potential agency list for any future activity.” > > — Rob Hughes, Director, Global SEO > “We have been working with Marketing Signals since 2015, after our previous agency had messed up. They helped reduce our average CPC and increase conversions, as well as helping us launch a separate site just for Drug Driving leads. We've never looked back and have referred them to many of our other business contacts.” > > — Matthew Miller, Managing Director > “As a long-term client of Marketing Signals, I can confidently say their expertise in SEO and PPC is second to none. They deliver consistently good results from SEO and PPC and maintain excellent communication with us.” > > — Sandra Carosi, Head of Marketing > “Gareth and the team immediately understood what we were looking for and the type of audience we wanted to attract. Through site changes, content improvements and lots of great PR pieces, we were able to significantly increase the number of leads we got from the organic channel.” > > — David Weaver, Co-founder > “An excellent agency to work with and a perfect choice if you're looking to scale quickly.” > > — Katie Owen, Founder ### What does a PPC agency do? A PPC agency plans, builds and manages PPC campaigns across platforms like Google Ads and Microsoft Ads. That covers keyword research and audience strategy, ad copy and creative, bid and budget management, feed optimisation, conversion tracking and ongoing testing. In PPC advertising, advertisers pay only when someone clicks, which makes account structure and targeting the difference between efficient spend and wasted spend. The management layer matters more than it used to. Platform automation handles much of the in-account optimisation, so the value an agency adds sits in strategy, data quality and knowing when the algorithm is optimising toward the wrong thing. ### How much do PPC services cost? There’s no single number, it depends on the account and the platform, but we typically work with businesses investing between £20,000 and £100,000+ a month in ad spend, on top of management fees. Below that range, smart bidding often doesn’t get enough data to work properly, and management fees can end up disproportionate to the spend itself. If that’s where you are, we’ll tell you honestly whether paid search is the right channel to lead with, or whether the budget works harder elsewhere first. ### How quickly does PPC deliver results? Faster than organic search. Campaigns can generate website traffic and conversions quickly, which is the main reason businesses reach for paid search first. Meaningful efficiency gains take longer. Smart bidding needs a learning period, conversion data needs to accumulate, and the first month is usually spent fixing tracking and structure. Expect early results quickly and stable performance from around month three. ### Do you use Performance Max and smart bidding? Yes, on most accounts. Both work well when the inputs are right, and refusing to use them on principle costs clients money. The caveat is that neither is a substitute for strategy. Performance Max in particular will happily spend on branded traffic you’d have won anyway, or cannibalise your shopping campaigns, unless it’s structured and constrained deliberately. That structuring is the work. ### What’s the difference between PPC and SEO? Paid search buys visibility immediately and stops when the budget stops. Organic search takes months to build and continues returning after the investment. They compete for the same screen and answer to different timelines. Most businesses need both, weighted according to their business objectives, how urgently they need volume, and how competitive their organic landscape is. Where clients want them run as a single programme rather than two, that’s what our Integrated Search service does. ### How do you report on performance? Weekly email updates, monthly review calls, a shared Slack channel and a real-time dashboard you can check whenever you want. Your dedicated account manager owns all of it. Reporting covers what we changed, what it did, and what we’re testing next. We report on failed tests as well as successful ones, because a report showing only wins isn’t a report. ### Do you work with our in-house marketing team? Frequently. A good proportion of our clients have in-house marketing capability and want specialist paid search expertise alongside it rather than instead of it. That usually means we handle platform strategy, campaign management and testing velocity while your marketing team owns brand, creative direction and wider planning. We work to your roadmap and reporting cycle. ### What if our current agency isn’t working? It’s the most common reason clients come to us, and the usual causes are consistent: junior account management, no strategic direction, reporting built around metrics that don’t reach the P&L. Some of it is simply an agency’s approach not fitting how the business makes money. We’d start with an audit of the existing account rather than a rebuild. There’s normally more value in what’s already there. ### What makes a good PPC agency? Senior people on the account, clarity about which metrics they’re optimising toward, and a willingness to show you tests that didn’t work. Ask who will actually run the account day to day, and ask them to explain a decision they got wrong. Credentials like platform partnerships are worth having, but they tell you an agency meets a spend threshold, not that it made anyone money. Ask what the commercial outcome was. ### Do you audit our account before taking it on? Yes. Marketing Signals audits every PPC account before taking it on. The PPC audit covers account structure, search terms, conversion tracking, bidding, feeds where relevant and wasted spend, and ends with a fix list ordered by what each change should save or earn. The cost depends on the size and complexity of the account, so we quote after reviewing it. The audit also shows whether the account needs fixing or rebuilding. ### Do you manage Microsoft Ads as well as Google Ads? Yes. Marketing Signals manages Microsoft Advertising alongside Google Ads, and as a Bing Ads agency we run it as a separate channel rather than a copy. It is worth adding when your Google campaigns are performing well and you want more volume at a similar cost per acquisition, or. We import Search and Shopping campaigns, then manage bids, budgets and negative keywords for Bing’s own audience and costs. ## FAQs Visibility Playbooks ## Related Playbooks Our Digital Marketing Services ## Ready To Make Your Ad Spend Work Harder?