What is PPC?
Intent-driven paid search that captures demand and turns it into measurable business outcomes
When people are actively searching for your product or service, PPC ensures you’re there at the moment it matters most.
But running PPC effectively is no longer just about bidding on keywords. Rising costs, increased competition, and evolving campaign types mean that without a clear strategy, spend can quickly become inefficient.
We work alongside you to build and manage PPC campaigns across Google Ads and paid search, helping you capture high-intent demand, improve efficiency, and generate results you can scale with confidence.
How we work
Capturing High-Intent Demand
PPC is one of the most powerful performance channels available.
It allows you to reach users who are already looking for what you offer, making it a key driver of leads, sales, and revenue when managed effectively.
Measurement & Reporting
We focus on what matters, from cost per lead to revenue and return on ad spend, giving you clear visibility on performance and next steps.
Optimisation & Efficiency
We continuously refine campaigns, improving bidding strategies, reducing wasted spend, and increasing return on investment over time.
Campaign Execution
We launch and manage campaigns across our agreed platforms like Google Ads and Bing Ads, ensuring accurate tracking and a strong performance foundation from day one.
Ad Creative & Messaging
We develop ad copy and creative that aligns with user intent, improving click-through rates and driving higher-quality traffic.
Campaign Structure & Planning
We build a campaign structure that supports your media plan, ensuring targeting, bidding, and campaign types work together to deliver efficient performance.
Keyword & Search Intent Strategy
Once direction and investment are aligned, we identify the terms your customers are actively searching for, focusing on high-intent opportunities that are most likely to convert.
Forecasting & Expected Outcomes
As part of our media plan, we model expected performance based on data available such as budget, market conditions, and historical data, setting clear expectations around traffic, leads, and return on investment.
Media Planning & Budget Allocation
Before any campaign build or detailed research, we define how your budget should be invested across channels, audiences, and stages of the customer journey.
In-Depth Discovery
We start by understanding your business, your audience, your commercial objectives, and your current performance, identifying what’s working and where the biggest opportunities lie.
PMAX
Performance Max as Part of Your PPC Strategy
Performance Max is not a replacement for PPC. It’s a tool within it.
When used correctly, it can extend your reach across Google’s full network, including Search, Shopping, Display, and YouTube, helping you capture demand beyond traditional keyword targeting.
But without the right structure, data, and creative, it can quickly become a black box.
We use Performance Max strategically, alongside search campaigns, ensuring it supports your wider PPC activity rather than competing with it. This includes:
Aligning Performance Max with your core campaign structure
Feeding it high-quality audience and conversion data
Testing creative to improve performance
Monitoring and refining based on real outcomes
I feel that you don’t just deliver content and campaigns; you protect the soul of The Story of Emily while building trust, momentum and real connection with our audience. I’m grateful for how proactive, flexible and organised you are, and for the consistently clear communication and reporting, plus the way you spot opportunities early and bring smart, thoughtful recommendations that keep us moving in the right direction.