Google Ads: one platform included, extra platforms priced by spend.
Paid and AI ads is a full discipline, and your retainer includes one ad platform, fully managed. It is only running additional platforms alongside the first that adds a supplemental fee, set by that platform’s ad spend. Fixed up to £5,000 a month in spend, then it scales to a custom rate.
- Your retainer already includes one ad platform, managed. The fees below apply to each additional platform.
- Add a second or third platform (Google, Meta, Bing) and each one adds a fee, set by its own ad spend.
- The fee is fixed up to £5,000 a month in spend on a platform. Above that it scales to a custom rate.
- No setup fee, no markup on media. You pay the platforms directly. Three-month minimum.
You turn Facebook and Instagram into a demand engine: creative-led prospecting and retargeting, measured against contribution margin rather than the pixel's flattering last click.
You win the auction most advertisers ignore: cheaper clicks and an older, wealthier, more B2B audience on Bing, run to the same contribution-margin discipline as the rest of your spend.
Google Ads is the fastest way to buy high-intent demand, and the easiest place to waste money when it is left to the platform's automated goals. We run Search, Shopping and Performance Max to contribution margin, with proper conversion tracking and offline conversion imports so Google optimises to revenue rather than to form fills. Media is paid directly to Google, and our fee does not rise just because your spend does.
Every discipline is run by the person named on your account and reported the same way. Switch discipline above to see what each one actually involves, and where we have flagged a capability as emerging rather than running.
What Google Ads involves
Model the economics
What a customer is worth and what you can pay to win one. Every campaign is judged against that, not against a click-through rate.
Fix the conversions
Proper conversion tracking (GA4, Google Ads, Consent Mode v2) and offline conversion imports, so the account optimises to real revenue instead of a thank-you page.
Restructure for intent
Search built around what buyers actually type, with the negatives and match types that stop budget leaking to junk terms.
Google Ads, six things, in this order.
Model the economics
What a customer is worth and what you can pay to win one. Every campaign is judged against that, not against a click-through rate.
Fix the conversions
Proper conversion tracking (GA4, Google Ads, Consent Mode v2) and offline conversion imports, so the account optimises to real revenue instead of a thank-you page.
Restructure for intent
Search built around what buyers actually type, with the negatives and match types that stop budget leaking to junk terms.
Contain Performance Max
PMax run with the exclusions, asset discipline and brand guardrails that stop it quietly spending your budget on traffic you already had.
Prove, then scale
Start where intent and margin are clearest, prove the model, then widen with evidence rather than optimism.
Cut weekly against margin
What pays gets more budget; what does not gets stopped, not defended in a monthly deck.
Buying intent is up for auction. Paid puts you at the front of it.
These are industry figures, not our own results, and we do not invent numbers. They show why intent-led paid can pay for itself where broad awareness spend does not. We manage to contribution margin, and no return is ever guaranteed.
Worth doing, and not worth doing.
Do this if
Do not bother if
What lands on your desk.
Four numbers, reported the same way every month.
Fixed at the start of the engagement so the reporting cannot be reshaped later to flatter the result. Whether they moved or not, they are in the report.
Contribution per pound spent
Margin generated against media invested, the number that decides whether the channel is working.
Cost per qualified lead
What it costs to win an enquiry worth the sales team's time, tracked across the quarter.
Search impression share on money terms
Whether you show up where the high-intent demand actually is.
Wasted spend removed
The share of budget moved off terms and placements that never converted.
Asked on every Google Ads call.
Do you charge a percentage of ad spend?
No. Media is paid directly to Google, and our fee does not rise just because your budget does.
Will you run Performance Max?
Where it earns its place, and with guardrails. Left unchecked it cannibalises brand and hides waste, so we contain it rather than trust it blindly.
How fast can we see results?
High-intent Search can produce enquiries in the first weeks once the tracking is trustworthy. We fix measurement before we scale spend.
Do you manage Google Ads for B2B?
Yes. B2B Google Ads management is core to what we do: high-intent Search built around how B2B buyers actually phrase a problem, tight negatives, and conversion tracking imported from your CRM so spend follows real pipeline rather than raw form fills.
Is this different from your Paid programme?
It is the Google-specific version of it. If you also want Meta or Microsoft, the Paid & AI ads programme runs all of them to one margin model.
How much do Google Ads cost?
Google Ads cost depends on your market and competition, not a flat rate. What matters is contribution per pound spent: we model what a customer is worth, then let spend follow real margin. Media is paid directly to Google, and our fee does not rise with your budget.
What is Performance Max?
Performance Max is Google's automated campaign type that spends across Search, Shopping, Display and more from a single asset set. Left unchecked it cannibalises brand and hides waste, so we contain it with exclusions, asset discipline and brand guardrails rather than trusting it blindly.