Paid Search Agency in London

Paid Search Agency in London

We design and manage high-intent PPC campaigns on Google Ads, Microsoft Advertising, and paid social to drive profitable growth. Our focus is on commercial outcomes—lower CAC, higher ROAS, and margin-aware strategy—rather than just clicks and impressions. Typical clients are mid-market and enterprise brands spending £5k–£500k+ per month in e-commerce, fintech, B2B, SaaS, healthcare, legal, and real estate.

You’re spending money on Google Ads, Bing, and paid social—but your CAC is too high, your ROAS isn’t moving, and you’re not sure if your campaigns are actually driving profitable growth. In London’s hyper-competitive market, most agencies optimise for clicks and impressions, not for margins, break-even CPA, and real commercial outcomes.

You need a paid search agency that treats PPC as a commercial engine, not just a platform tactic—one that audits SKU margins, structures campaigns around break-even thresholds, and aligns every pound spent to your actual business goals. That’s exactly what we deliver.

Who this is for:
Mid-market and enterprise brands in London and the UK with monthly ad spend typically from £5k up to £500k+, in e-commerce, fintech, financial services, B2B, SaaS, healthcare, legal, or real estate.

We work with clients across Central London, the City, Canary Wharf, Shoreditch, and surrounding boroughs, and also support UK-wide and multi-location scaling.

About Make Agency

Make Agency is a London-based performance marketing firm founded in 2018. We have a team of 25+ senior paid search specialists, data analysts, and CRO experts working across the UK and internationally.

Mission:
To help ambitious brands grow profitably by treating paid search as a commercial engine—not a platform tactic—using margin-aware strategy, break-even CPA modelling, and measurable ROAS.

We collaborate with clients in e-commerce, fintech, financial services, B2B, SaaS, healthcare, legal, and real estate, delivering campaigns that align with long-term business goals rather than short-term metrics.

Learn more about our team and story on our About page.

Paid Search Agency in London — Services & Pricing

We design and manage end-to-end paid search and performance marketing campaigns for London businesses, from initial audit to ongoing optimisation and growth planning. Our focus is on efficiency, clarity, and measurable outcomes — reducing customer acquisition cost (CAC) while maximising return on ad spend (ROAS).

Most clients are on a fixed monthly retainer with optional performance components, plus a clear onboarding timeline of 2–4 weeks from kick-off to first optimised campaigns.

Google Ads Management

We manage full-spectrum Google Ads campaigns:

• Search campaigns – targeting high-intent keywords at the moment users are ready to buy or convert.

• Shopping & Performance Max – essential for e-commerce brands to push products across Google’s most conversion-focused channels.

• Demand Gen, Display, and Video – for brand awareness, retargeting, and attention-led growth.

• Campaign structure and strategy – built around intent, business goals, and commercial margins rather than just volume.

We align keyword strategy, bidding, and creative with your target CAC and ROAS, ensuring every pound spent is tied to a measurable outcome.

For a deeper look at our approach, see our Google Ads Management service page.

Microsoft Advertising / Bing PPC

While Google dominates, Microsoft Advertising (Bing) still captures a meaningful share of UK search traffic, often at lower CPCs and with strong B2B and enterprise audiences.

We:

• Extend your reach beyond Google at efficient cost.

• Structure Bing campaigns to mirror your highest-performing Google logic.

• Use cross-channel insights to refine audiences and messaging.

This is particularly valuable for lead gen, SaaS, and professional services where decision-makers often search across multiple engines.

More details are available on our Microsoft Advertising / Bing PPC service page.

Paid Social Support

Paid search and paid social work best together. We support integrated campaigns across:

• Meta (Facebook & Instagram)

• LinkedIn (for B2B and high-value lead gen)

• TikTok (for brand-led and ecommerce growth)

• YouTube (for video-driven awareness and conversion)

Our approach is commercial first: we define break-even CPA, LTV, and margin constraints, then design paid social strategies that complement your search performance rather than duplicate it.

See our Paid Social service page for more.

E-commerce Paid Search

For e-commerce brands, we focus on:

• Product-led campaigns – Shopping, Performance Max, and dynamic search ads.

• Feed optimisation – ensuring data quality, categorisation, and performance limiting factors are removed.

• Seasonal and promotion planning – aligning campaigns with key sales periods.

• Margin-aware strategy – structuring campaigns by SKU profitability and break-even thresholds.

We also work closely with your website team to improve landing pages and conversion paths, which directly impacts CAC and ROAS. For more on our approach to landing optimisation, see our Conversion Rate Optimisation (CRO) page.

For more details, see our E-commerce PPC page.

Lead Generation PPC

For B2B, SaaS, professional services, and regulated industries:

• We build campaigns focused on qualified leads, not just volume.

• Landing pages and forms are designed to reduce friction and improve conversion rate.

• We use audience segmentation and intent signals to prioritise high-value prospects.

• Metrics are tied to lead quality, pipeline impact, and ultimately revenue.

For regulated sectors (e.g., fintech, legal, financial services, healthcare), we also ensure campaigns respect relevant compliance requirements, including FCA messaging rules, advertising standards, and data privacy (GDPR) where applicable.

We optimise form design, messaging, and follow-up flows to improve lead quality and conversion rate. Learn more about our approach on our CRO page.

Why London Brands Work With Us

London’s digital landscape is one of the most competitive in the UK, with over 1.1 million registered businesses. Choosing a local paid search agency gives you a clear advantage in strategy, execution, and commercial alignment.

Local Knowledge

We understand London’s market dynamics, buyer behaviour, and competitive intensity. This informs:

• Keyword strategy and targeting.

• Messaging and tone.

• Campaign pacing and seasonality.

We work closely with brands across Central London, the City, Canary Wharf, and Shoreditch, ensuring campaigns reflect local nuances and commercial expectations.

Commercial Strategy and ROAS Focus

We do not optimise for clicks or impressions alone. Our approach is grounded in a commercial model:

• We audit SKU margins and segment campaigns by profitability.

• We define break-even CPA and use it to guide bidding and budget allocation.

• We focus on ROAS, CAC, conversion rate, and lead quality as primary KPIs.

This shifts your paid search from a “platform metric game” to a revenue and efficiency driver.

Cross-Channel Capability

We do not treat paid search in isolation. We integrate:

• Paid social

• Amazon Advertising

• Programmatic and display

• CRO and content

• SEO and content strategy (where relevant)

This creates a cohesive performance strategy rather than fragmented channels.

Senior Delivery

Your campaigns are managed by senior specialists with:

• Deep platform expertise (Google Ads, Microsoft Advertising, paid social).

• Commercial grounding in margins, CAC, and ROAS.

• Experience across multiple industries and business models.

We also support UK-wide and multi-location scaling for brands that want to expand beyond London.

Industries We Support

We specialise in performance marketing for sectors where precision, compliance, and commercial discipline matter. For more details, see our dedicated industry pages:

• Fintech marketing

• B2B marketing

• Healthcare marketing

• Legal marketing

• Real estate marketing

E-commerce

We help e-commerce brands scale profitably by:

• Structuring campaigns by SKU profitability and break-even thresholds.

• Using Shopping and Performance Max to drive transactional volume.

• Improving landing pages and checkout flows to boost conversion rate.

For example, for a London-based DTC fashion brand, we reduced CAC by 28% while increasing ROAS by 42% within six months.

Fintech

For fintech and digital finance brands, we:

• Build campaigns around compliance and responsible messaging (e.g., FCA rules).

• Focus on high-value acquisitions (e.g., accounts, loans, investments).

• Align CAC and LTV to ensure sustainable growth.

For a London fintech lender, we reduced CAC by 20% while maintaining FCA-compliant messaging and improving conversion rate by 35%.

Read more in our Fintech case study.

Financial Services

For banks, insurers, wealth management firms, and professional financial organisations:

• We target qualified customers with careful audience segmentation.

• Messaging emphasises trust, credibility, and long-term value.

• Campaigns are aligned with financial advertising standards and GDPR.

B2B

For B2B companies:

• We focus on lead quality over volume, using clear ICP (ideal customer profile) targeting.

• Search and LinkedIn are combined for full-funnel coverage.

• Metrics are tied to pipeline and revenue, not just form fills.

SaaS

For SaaS businesses:

• Campaigns focus on trials, demos, and activations.

• We segment audiences by product stage and use case.

• ROAS and CAC are modelled against contract value and retention.

Healthcare

For healthcare providers and related businesses:

• We use sensitive, compliant messaging tailored to local intent.

• Campaigns target specific service areas and patient journeys.

• Landing paths are designed for trust, clarity, and conversion.

Legal

For legal firms:

• We target high-value services (e.g., corporate, immigration, dispute).

• Messaging emphasises credibility and case outcomes.

• CAC is managed carefully in competitive legal keywords.

Real Estate

For property developers, agents, and related services:

• We run localised campaigns for specific areas and developments.

• Lead generation focuses on enquiries, viewings, and sales.

• Campaigns integrate with property portals and content.

Our KPIs and Process

We deliver paid search as a structured, transparent process from audit to growth. Typical onboarding from signed contract to first optimised campaigns is 2–4 weeks.

Account Audit

We start with a full review of:

• Current campaign structure and performance.

• Keyword coverage, bidding, and creative.

• Landing pages and conversion paths.

• Historical data on CAC, ROAS, and lead quality.

This identifies quick wins and long-term strategic opportunities.

Keyword and Competitor Research

We build keyword strategies grounded in:

• Relevance to your products/services.

• Commercial opportunity (margin, LTV, break-even CPA).

• Competitor positioning and gaps.

This ensures you’re not just bidding on volume, but on value.

Campaign Build and Launch

Campaigns are built with:

• Clear intent-based structures.

• Aligned ad copy and landing experiences.

• Bidding and budget strategies tied to your commercial goals.

Launch is followed by close monitoring to ensure performance aligns with expectations.

Optimisation and Testing

Continuous optimisation includes:

• Refining keywords, bids, and audiences.

• Testing ad copy, landing pages, and offers.

• Adjusting budgets based on performance and margin data.

This is where long-term efficiency and ROAS improvements are realised.

Reporting and Growth Planning

We provide transparent reporting that:

• Shows real ROI, not just platform metrics.

• Highlights CAC, ROAS, conversion rate, and lead quality.

• Includes actionable insights for future growth.

We also plan ahead for seasonality, new products, and expanding into adjacent channels.

What We Measure

We focus on commercial KPIs that reflect business performance.

• CAC (Customer Acquisition Cost): We track and optimise CAC by channel, campaign, and audience to ensure acquisition is sustainable relative to LTV and margin.

• ROAS (Return on Ad Spend): ROAS is a core metric for e-commerce and revenue-driven campaigns, used to evaluate efficiency and scale decisions.

• CPA (Cost Per Acquisition): For lead gen and service-based businesses, CPA is monitored against target thresholds and break-even points.

• Conversion Rate: We analyse and improve conversion rates across landing pages and forms to maximise the value of every click.

• Revenue / Lead Quality: Ultimately, we measure revenue generated from paid search, lead quality and pipeline impact, and long-term value (LTV) where data is available.

Case Studies / Results

We deliver measurable outcomes across sectors. Full case studies with dates and context are available on our case studies archive.

• E-commerce brand (2025):
  An e-commerce retailer in London was struggling with rising CAC and inconsistent ROAS. We audited their SKU margins, restructured campaigns by profitability, and implemented feed optimisation. Within 6 months, CAC fell by 28% while ROAS increased by 42%.
  Read full case study.

• B2B SaaS (2025):
  A B2B SaaS company increased qualified lead volume by 65% with a 22% reduction in CPA, using intent-based search and LinkedIn integration.
  Read full case study.

• Fintech (2024–2025):
  A fintech brand achieved a 35% improvement in conversion rate and a 20% reduction in CAC by refining audience segmentation and landing experience.
  Read full case study.

How We Charge and Measure

Pricing Models

We typically work with:

• Fixed monthly retainer based on scope and scale.

• Optional performance component tied to agreed KPIs (e.g., lead volume or revenue).

• No hidden fees; all platform costs are paid directly by you to Google, Microsoft, Meta, etc.

Budgets can start from around £5k/month and scale to multi-figure amounts, always aligned to break-even CPA and margin constraints.

Tracking and Attribution

We support robust measurement and attribution using:

• GA4 for event-based tracking and conversion modelling.

• Google Tag Manager (GTM) for clean, scalable tag management.

• Google Consent Mode and other consent frameworks to respect user privacy.

• Integration with CRM systems (e.g., HubSpot, Salesforce) to tie paid search to pipeline and revenue.

We use GA4, GTM, and conversion modelling to ensure your paid search performance is measured against real business outcomes, not just clicks.

For more detail, see our Tracking & Attribution service page.

Choosing a London PPC Agency — A Practical Checklist

If you’re evaluating agencies in London, consider these criteria:

• Commercial focus: Do they speak in margins, break-even CPA, and ROAS, not just clicks and impressions?

• Sector experience: Have they worked with your industry (e.g., fintech, legal, e-commerce)?
  See our work in Fintech, Legal, and E-commerce.

• Measurement & tracking: Can they demonstrate GA4, GTM, and CRM integration experience?
  Learn more on our Tracking & Attribution page.

• Transparency: Do they provide clear reporting, budget modelling, and KPI dashboards?

• Local knowledge: Do they understand London’s competitive landscape and buyer behaviour?

Agency vs In-House

Use this as a quick decision guide:

• If your monthly ad spend is under £5k, focus on agencies with flexible, transparent pricing and strong onboarding.

• If your monthly ad spend is £5k–£50k, prioritise agencies with clear commercial strategy and measurable case studies.

• If your monthly ad spend is over £50k, look for agencies with senior-led teams, advanced attribution, and cross-channel integration.

FAQs

What is a paid search agency?
A paid search agency manages pay-per-click (PPC) campaigns on search engines like Google and Microsoft to drive customer acquisition. They handle keyword research, bid management, ad creation, and performance tracking to reduce CAC and maximise ROAS.

What does a paid search agency in London do?
A London paid search agency designs and optimises campaigns specifically for the UK’s most competitive digital market. They align strategy with local buyer behaviour, competition, and commercial goals, covering Google Ads, Microsoft Advertising, and often paid social.

What is the difference between paid search and PPC?
“Paid search” and “PPC” are often used interchangeably. Paid search refers specifically to search engine advertising (e.g., Google Ads, Microsoft Advertising). PPC is the broader model of paying per click, which can include search, some social, and other channels.

Do you manage Google Ads and Microsoft Advertising?
Yes. We manage full-spectrum Google Ads campaigns (Search, Shopping, Performance Max, Display, Video) and Microsoft Advertising (Bing) campaigns, aligned to your commercial goals.

Do you offer paid social as well as paid search?
Yes. We support integrated paid search and paid social strategies across Meta, LinkedIn, TikTok, and YouTube, ensuring campaigns work together rather than in isolation.

Do you work with e-commerce businesses?
Yes. We specialise in e-commerce paid search, including Shopping, Performance Max, and dynamic search, with a focus on margin-aware strategy and scalable ROAS. Learn more on our E-commerce PPC page.

Do you work with fintech and financial services brands?
Yes. We have experience in regulated sectors, designing compliant, high-intent campaigns that focus on qualified acquisitions and long-term value, respecting FCA rules, advertising standards, and GDPR where applicable.
See our Fintech case study.

How do you measure PPC success?
We measure success using commercial KPIs: CAC, ROAS, CPA, conversion rate, and revenue/lead quality. Platform metrics like clicks and impressions are used only as supporting data.

What budget do I need for PPC management in London?
Budget depends on your industry, goals, and competition. We can work with budgets from start-up to enterprise level, always aligning spend to break-even CPA and margin constraints. Typical clients spend from £5k to £500k+ per month.

Do you offer PPC audits?
Yes. We provide detailed PPC audits that identify quick wins, structural issues, and long-term opportunities across campaign setup, keyword strategy, bidding, and landing experience. Book one via our PPC audit page.

How long does it take to see results?
Initial efficiency improvements often appear within 2–4 weeks. Sustained ROAS and revenue growth typically build over 3–6 months as data, testing, and optimisation accumulate.

Do you provide reporting and optimisation?
Yes. We provide transparent, ROI-focused reporting and continuous optimisation, with regular reviews and growth planning. This is part of our standard process and not an additional service.

Can you manage lead generation campaigns?
Yes. We specialise in lead generation PPC for B2B, SaaS, professional services, and regulated industries, focusing on quality over volume.

Do you help with conversion rate optimisation?
Yes. We work closely with landing page and CRO strategies to ensure paid search traffic converts efficiently. See our CRO page for more.

Are you a Google Partner or Premier Partner?
We hold Google Ads and Microsoft Advertising certifications and work within the Google Partner ecosystem. If you require Premier Partner status specifically, we can confirm our current level directly during your consultation.

Which London areas do you serve?
We serve clients across London and the UK, with a focus on businesses in Central London, the City, Canary Wharf, Shoreditch, and surrounding boroughs where our client base is strongest.

How do you charge for PPC management?
We typically work with a fixed monthly retainer, plus an optional performance component tied to agreed KPIs. All platform costs are paid directly by you. Budgets can start from around £5k/month and scale upward, always aligned to break-even CPA and margin constraints.

How do you handle tracking and attribution with GA4?
We use GA4 for event-based tracking and conversion modelling, managed via Google Tag Manager. We support consent frameworks (including Google Consent Mode) and integrate with CRMs (e.g., HubSpot, Salesforce) to tie paid search to pipeline and revenue.