01PPC & Paid Search
Search is the one channel where the customer arrives already looking for a solution. Nobody has to be convinced there is a problem — which is why paid search often produces sales, qualified leads and first deposits faster than any other channel. The only question is whose name is at the top when they look.
02The Auction
Position is not bought with money alone. The platform multiplies your bid by a quality score — how well the keyword matches the intent behind the search, how relevant the ad is, and how good and how fast the page behind it is. Get that right and you sit above a competitor while paying less than they do.
03Architecture
Quality score is not a switch. It is what happens when the whole account lines up — and that structure runs straight through your website, not around it. Watch the same account built two ways.
We Are Not Optimists. We Are Not Pessimists. We Are Realists.
We work with what is actually there. If something needs improving we say so and recommend how. If a fix sits outside what we do, we still tell you what it should look like — because the goal is sales, qualified leads and deposits, not a tidy report about clicks.
04Before A Single Keyword
05The Leak Nobody Notices
You do not run ads on your own brand keywords, because you already rank first organically. Reasonable — until a competitor in your industry buys your name.
Now they sit first or second as an ad. You are third or fourth on the screen. The customer your budget created never reaches you.
Brand keywords are usually the cheapest clicks in the entire account. Leaving them undefended is the most expensive saving in paid search.
06Two Accounts, Two Jobs
Separate accounts, separate tactics, and mixing them up is why so many campaigns underperform. Neither replaces the other.
Demand already exists. Fewer people — but almost all of them want something.
Search intent, keyword structure, quality score, account history, ad group assembly. Volume is capped by how many people are actually looking.
Demand does not exist yet. Far more people — most of them were not looking for you.
Creative strategy decides the result since the platforms took over targeting. This is where thousands of leads a day live. See paid media.
So What Is The Split?
There is no standard answer, and anyone who gives you one has not looked at your product. It depends on the vertical, the country, the margin and how much search volume genuinely exists.
If search turns out expensive or thin, we move weight into paid media and keep search running quietly while the account builds history — an account with no history is expensive by definition. In forex, search brought considerably more than social. It also did not work without it.
07Restricted Verticals
Search platforms defend these categories far harder than social does. Expect constant phishing flags, suspended accounts and rebuilds — and that is with proper agency access, not despite it. Whoever promises you smooth scaled search for gambling, crypto gambling or unlicensed trading is selling you their optimism.
There are routes — a PWA changes the picture for some products, and licensed regulated brands run search normally once authorisation is in place. For everything else the honest recommendation is paid media and high-risk media buying. We would rather lose the brief than the quarter.
08The Question You Are Asking
Fair question. The honest answer is that you are not really asking where they are — you are asking whether a team that survives restricted verticals can handle a normal one.
Discipline travels downhill. In a white niche a campaign can run for years without losing an account. We come from an environment where things break weekly. That transfers down easily — it never transfers up.
Two white niche files in our archive, both with real figures: 5,197 enquiries at £14.75, and 2.65 return on ad spend with £138,156 tracked profit. Plenty of agencies show twenty logos and no numbers.
09Who We Run Search For
10From The Archive
Home improvement account, paid search running alongside paid social. Client name, dates and account details sealed. Full breakdown in the case files, and the screens open live on a call.
11Search Is One Link
A campaign is only as good as what it connects to. Every link below is built in-house — which is the only reason the architecture holds together.
12FAQ
We will look at the account history, the analytics and the competitors, then tell you honestly where search can win and where it cannot.
How the whole agency works · Case files · Paid media · Conversion rate