One ad platform is included. Extra platforms are the add-on.
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 get every pound of media working to what a customer is actually worth, across Search, Shopping and Performance Max, with a senior operator on the account and no percentage markup on your spend.
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.
Paid is the fast lever: it buys demand you have not earned yet. We run it to contribution margin rather than to the platform's reported conversions, so spend follows what a customer is genuinely worth. Media budget is paid directly to the platform; there is no percentage markup on your spend.
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 Paid & AI ads involves
Model the economics
What a customer is worth, what you can pay to win one, and where the margin actually sits. Everything is judged against this.
Instrument conversions
Proper GA4 and Google Ads conversion tracking with Consent Mode v2, plus offline conversion imports, so the platform optimises to revenue, not to a form fill.
Build the account
Structure, intent mapping and negatives, built to be legible rather than to hide waste.
Paid & AI ads, six things, in this order.
Model the economics
What a customer is worth, what you can pay to win one, and where the margin actually sits. Everything is judged against this.
Instrument conversions
Proper GA4 and Google Ads conversion tracking with Consent Mode v2, plus offline conversion imports, so the platform optimises to revenue, not to a form fill.
Build the account
Structure, intent mapping and negatives, built to be legible rather than to hide waste.
Launch high-intent first
Start where the money is clearest, prove the model, then widen with evidence.
Add paid AI placement
Extend into paid placement inside AI answers where your buyers are already asking.
Cut and compound
Weekly, against margin. What pays gets more; what does not gets stopped, not defended.
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.
Paid & AI ads specialisms.
You reach the right buyers at scale without pouring budget into cheap impressions and junk placements. We run Google Display and programmatic to real outcomes, with brand safety and measurement you can trust.
You get numbers you can act on, so every bid and every report rests on what actually happened. We fix GA4, Google Ads tracking and Consent Mode v2 so the platforms optimise to real data.
You get spend that defends your best listings and buys genuinely new demand, judged on real unit economics, not flattering ACoS. We run Sponsored Products, Brands and Display, with media paid straight to Amazon and no markup.
You get paid social pulling in one direction to a single profit model, run by senior people. We coordinate strategy, audiences and creative across Meta and YouTube, with media paid straight to the platforms and no markup.
You get a clear read of what is working in your Google Ads, what is quietly bleeding budget, and what to fix first. It is a low-risk way to see the truth in your account, the same instinct as our free teardown, done in depth.
You reach the right audience at scale without pouring budget into fraudulent inventory and unsafe placements. We run programmatic as media buyers who hold the line on quality, not button-pushers chasing cheap impressions.
You get an honest buyer's guide, not a pitch, so you can pick the PPC agency that fits your budget and goals. It covers the fee models and their hidden incentives, and where we fit and where we do not.
You reach the buyers now asking an AI assistant instead of searching, and stay ready for the surfaces coming next. We tell you what is buyable today, position you for the rest, and run it all to what a customer is worth.
You run PPC to the value of a signed matter, in some of the most expensive and crowded keywords in Google Ads. We bring tight tracking, disciplined negatives and no percentage markup on your media spend.
You follow every visitor around the web with clean audiences, and stop paying for sales you were going to win anyway. We measure retargeting incrementally, not as a margin lever that takes credit it did not earn.
You steer Performance Max instead of letting it quietly spend on brand terms and cheap placements, then take the credit. We run it with clean feeds, deliberate signals and hard exclusions, all judged against contribution margin.
You create demand and prove it, instead of getting judged on the wrong number. We run YouTube to incrementality and brand lift, with senior hands on the account and no markup on your spend.
You win the retail budget most stores quietly waste, on the feed and structure that decide Shopping, not the bid. We run Shopping and Performance Max to contribution margin, with media paid straight to Google and no markup.
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
The number that matters: margin generated against media invested, not clicks or impressions.
Cost per qualified lead
What it costs to win an enquiry worth the sales team's time, tracked over the quarter.
Blended pipeline from paid
Enquiries and revenue attributable to paid, reconciled against your own CRM.
Wasted spend removed
The share of budget moved off terms and audiences that never converted.
Asked on every Paid & AI ads call.
Do you charge a percentage of ad spend?
No. Media budget is paid directly to the platform, and our fee does not rise just because your spend does.
How fast can we see results?
Paid is the quick lever. High-intent campaigns can produce enquiries in the first weeks, once tracking is trustworthy.
What is paid AI placement?
Paid slots inside AI answers and assistant surfaces, run to the same margin discipline as search. We add it where your buyers are actually there.
What if it is not working?
We say so in the monthly session, with the numbers, and we would rather pause spend than keep it running to look busy.
How much does PPC cost?
There is no fixed number: PPC cost depends on your market and what a customer is worth. We model the economics first so spend follows margin, and our fee does not rise with your budget. Media is paid directly to the platform.
Is PPC worth it for B2B?
When the maths works, yes: paid is the fast lever that buys demand you have not earned yet. We only run it where a customer is worth enough to pay for one profitably, and we stop it rather than defend it if the margin is not there.