SEM & PPC
Precision-engineered paid search programmes on Google and Microsoft that optimise for qualified pipeline, not raw click volume — with full-funnel attribution and board-ready ROAS reporting.
Senior-only delivery · £960M revenue influenced
Our approach.
A structured methodology refined across hundreds of enterprise engagements.
Account Architecture Review
Structural audit of campaign hierarchy, match-type distribution, ad group granularity, and quality score anchors — identifying waste and efficiency gaps before a single dollar is reallocated.
Audience & Intent Segmentation
Layering first-party CRM signals, in-market audience data, and firmographic targeting to ensure spend concentration on buyers matching your ideal customer profile.
Creative & Landing Page Optimisation
Systematic A/B testing of ad copy, extensions, and destination pages, with statistical significance thresholds aligned to your conversion volume.
Smart Bidding & Budget Governance
Deployment of value-based smart bidding strategies fed by offline conversion imports from your CRM, ensuring bids reflect true revenue potential rather than surface-level click metrics.
Attribution & ROAS Reporting
Multi-touch attribution models that connect paid search investment to pipeline stage and closed revenue, delivering the commercial transparency required for executive review.
What we deliver.
Core capabilities that drive measurable commercial outcomes across every engagement.
Google Ads and Microsoft Advertising enterprise account management
Value-based smart bidding with offline CRM conversion import
Firmographic and in-market audience layering
Ad copy and extension A/B testing at statistical significance
Quality Score improvement and cost-per-click reduction
Negative keyword governance and budget allocation discipline
Landing page conversion engineering
Pipeline-attributed ROAS dashboards for board reporting
Quality Score
8.1
+56% from baseline
Pipeline ROAS
4.1x
Median across accounts
Why It Works
Precision at every layer of your paid search stack.
Real-Time Analytics
Live dashboards tracking spend, conversions, and pipeline attribution across every campaign and ad group.
Brand Safety & Governance
Negative keyword discipline, placement exclusions, and budget guardrails that protect brand integrity at scale.
Conversion Engineering
Landing page optimisation, CRM conversion import, and A/B testing at statistical significance thresholds.
Technology Stack
Platform expertise that compounds.
Deep, certified proficiency across the platforms that power enterprise paid search.
Google Ads
Search, Shopping, Display, Video and Performance Max campaigns managed at enterprise scale with advanced scripts and automation.
Microsoft Advertising
Bing, LinkedIn audience targeting, and Microsoft ecosystem campaigns for incremental reach at lower CPCs.
Google Analytics 4
Event-driven measurement, cross-domain tracking, enhanced conversions, and custom attribution models for true pipeline visibility.
Tag Manager & GTM SS
Server-side tagging, consent mode V2 compliance, and first-party data collection infrastructure for durable measurement.
CRM Integration
Offline conversion import from Salesforce, HubSpot, or Dynamics — feeding real revenue data back into smart bidding algorithms.
Looker Studio & BI
Automated ROAS dashboards connecting ad spend to pipeline stages, with executive-ready visualisations and alerting.
— How we measure success
Predictable cost per qualified opportunity — the number your board actually asks about.
We benchmark every engagement against a single commercial metric: the cost and volume of sales-qualified opportunities generated. Everything else — channel mix, creative tests, attribution — is a lever in service of that number.
Extract more revenue from your paid search investment.
Request a strategy session to diagnose structural inefficiencies in your current SEM programme and model the revenue impact of a restructured approach.