PPC and Google Ads management in London

Account and tracking in your name

Google Ads, Microsoft Ads, Merchant Center and GA4 created or transferred into your accounts, with every call, form and sale tracked as a conversion before a penny is spent.

Keyword research shared with SEO

One search map for paid and organic, so you pay for the searches organic cannot yet win and stop paying for the ones it already does.

London targeting that matches your trade

A radius around your postcode, the boroughs you serve, or the whole city, with the areas you cannot reach excluded and bids adjusted by location and time of day.

Ads and assets written for the search

Headlines and descriptions that match what the person typed, with sitelinks, call assets and location assets, tested against each other and pruned monthly.

Landing pages that hold the click

Each campaign sent to a page about that service, built or improved with our conversion team, because the page is half the cost per lead.

Shopping and feed management

A Merchant Center feed with clean titles, prices and availability, campaigns split by margin and category, and the products that do not pay excluded.

Remarketing within the rules

Audiences built only from consented visitors under UK GDPR and PECR, with frequency capped so you follow people without haunting them.

Monthly report in cost per lead

Leads, calls, sales and cost per result by campaign, borough and device, with the search terms report and what we changed, from your own accounts.

How we do it

Tracking comes first, every time. Before a campaign launches, every call, form, booking and sale is recorded as a conversion in GA4 and imported into Google Ads, in accounts that belong to you. A paid campaign without conversion tracking is a campaign judged on clicks, and clicks are what Google sells, not what you buy. We would rather delay a launch by a week than optimise toward the wrong number for a year.

Research is shared with your SEO. One search map tells us which searches organic already wins, which it can win within the year and which it will not, and the paid budget goes where organic cannot yet reach. Brand searches are usually left alone or bid on lightly, and the report shows you the difference between a lead that paid search created and one it merely intercepted. The SEO versus Google Ads guide explains how the two channels divide the work.

London is a geography problem as much as a keyword problem. A business in Harrow that bids on "London" pays for clicks from Bromley it can never serve. We target the radius or the boroughs you actually cover, exclude the rest, and adjust bids by area and by time of day: a locksmith’s searches peak at night, a dentist’s at lunchtime from office postcodes in the City and Canary Wharf, an estate agent’s on Sunday evening. Microsoft Ads is added where the audience uses it, which for professional and B2B services in London is more often than people expect.

Then the discipline that separates a campaign that pays back from one that drains: the search terms report, read every week in the first months, adding negatives, splitting out the searches that convert and pausing the ones that do not; ads tested against each other and the losers replaced; budget moved toward the campaigns, areas and devices that produce leads at the lowest cost. Each campaign points at a page about that service, built or improved with our conversion team, because a cheaper click to a page that does not convert is not cheaper.

Who runs it: Hassan Pasha, CEO and Co-Founder, sets the search and performance direction, organic visibility, paid acquisition and the measurement behind them. Our Ads Expert builds and manages the campaigns. Muhammad Saad, Web Designer, works on the landing pages. You deal with one named account lead, and the whole team is named and pictured. Media spend is paid by you directly to Google and Microsoft from your own account; our fee is separate and quoted in writing, so you always know what went to the platform and what went to us.

What changes and when

Paid search moves faster than organic and that is the point of it. Ads can show within days of the account and the ads being approved. What takes longer is a cost per lead you can trust: it needs enough conversions to read, and in the first weeks the search terms report is still being pruned and the bidding is still learning, so the early numbers are usually worse than the settled ones. We tell you that before launch rather than after. Where SEO runs alongside, its timing is unchanged: Technical fixes are usually re-crawled within two to eight weeks. Local search changes often show within one to three months. Competitive London head terms usually take six to twelve months. These are typical ranges from our own work, not a promise for your site, and we report progress every month so you can see which it is.

We do not guarantee a cost per lead or a return on spend. Both depend on your market, your competitors’ bids and your site as well as on our work. What we guarantee is the work: tracking in place before launch, the research and build as agreed, the weekly pruning in the early months, and the monthly report in your own accounts. If a listed month-one item is missed for a reason within our control, that month’s fee is credited.

How it is measured

What we report: leads, calls, bookings and sales; cost per lead and return on spend by campaign, by area of London and by device; the share of spend going to searches that convert; what the search terms report showed and what we changed because of it; and, read alongside Search Console, which searches organic has started to win so the paid budget can move on. Where it comes from: Google Ads, Microsoft Ads, GA4 and your call-tracking numbers, all in accounts you own, so every figure can be checked without asking us. How often: a written report every month, with the paid and organic review together every quarter at Tower 42 or on video.

What we do not report as results: impressions, clicks, click-through rate or "quality score" on their own. They are diagnostics, and they appear in the appendix where they belong. A campaign is judged by what it cost per enquiry and what those enquiries were worth. Our reporting guide describes what to expect from any report, paid or organic.

What it costs to find out

The free SEO audit is free and delivered within two working days: an SEO specialist reviews your site by hand, including the pages any paid campaign would send people to, and says plainly whether paid search, organic search or both is the right next step for your situation and your budget. If you already run ads, give us read-only access to the account and we will tell you in the same review whether it is set up to count leads at all.

Get your free SEO auditSend your web address and an SEO specialist reviews the site by hand within two working days. Three fields, no call required, no automated score.

Our management fee is quoted in writing after the review, and it depends on the number of campaigns, whether Shopping and remarketing are included, and how much landing page work the site needs. Media spend is separate, paid by you directly to the platforms, and never passes through us. The pricing page explains what drives the cost of everything we do, and the terms are the same as for every service: no exit fee, and the account stays yours. These terms are proposed and are confirmed in writing before you sign.

Common mistakes we see on London sites

• No conversion tracking, so the account has been "optimised" for clicks for two years and nobody knows what a lead costs.
• Broad match keywords with no negatives, paying for "plumber jobs London", "plumbing courses" and "free plumbing advice" on a campaign meant to find customers.
• Targeting all of London from a shop in Bromley, or a two-mile radius from an office that serves the whole city.
• Every ad pointing at the home page, so a person who searched for "invisalign Fulham" arrives on a page about the practice’s history.
• Ads running at 3am for a business that answers the phone at 9am, with no call assets and no schedule.
• Spending the whole budget on the business’s own name and calling the result a return on investment.
• A previous agency that owns the Google Ads account, so the history, the data and the audiences leave with it.
• Reports full of impressions and click-through rates that never mention a call, a booking or a sale.

How it fits with other services

Paid search is the fast channel and managed SEO is the compounding one, and they are run from one search map so the budget moves as organic wins ground. Local businesses pair it with local SEO and a well-run Business Profile, because the map pack and the ads often appear together for the same search. Stores run Shopping alongside the ecommerce SEO plan. For audiences who are not searching yet, paid social on Meta reaches them where they are. Every campaign is only as good as the page it lands on, so conversion rate optimisation is built into the work, and where a site needs a proper landing page system, web design builds it. The cost guide sets out what organic work costs in London with its sources, so you can compare the two channels honestly.

We have not yet published a PPC case study. Our published cases describe search, local and web work, and none of them reports a paid campaign result, so none appears here as proof. Ask us for a reference call with a client whose paid search we run.