Michelle, 1Rebel UK
"Really recommend Clean Digital, they've been a fantastic agency to work with and we've always been really impressed with the team and the results they produce."
Google Premier Partner · UK Search Awards Winner · Edinburgh, UK
Clean Digital runs lead generation PPC for Google Ads and Microsoft Ads accounts where a lead is not the same as a sale. We feed CRM status and lead-quality data back into the account, so bidding optimises towards the leads that become customers and reporting shows pipeline instead of form-fill counts.
127%
YoY increase in PPC enrolments, Arden University
28%
YoY increase in lead quality, Arden University
Paid search budgets we answer for
Most lead gen accounts are optimised to the wrong finish line. Google Ads sees a form fill and counts it as a win, but the sale happens days or weeks later in a CRM the account cannot see. So bidding gets better and better at producing leads the sales team rejects. Three patterns show up in almost every lead gen account we take over.
The lever →When every form fill counts as one conversion with no value, Smart Bidding spends more to find more form fills, regardless of whether they ever become customers.
The fix →Feed lead-quality and CRM status back into the account as conversion values, so bidding optimises towards leads that turn into revenue.
The lever →Cost per lead looks great while cost per actual customer keeps climbing, because the cheapest leads are often the lowest quality.
The fix →Optimise to qualified leads and pipeline value rather than raw volume, so the account is judged on sales won, not forms submitted.
The lever →Without offline conversion imports, the account has no idea which keywords, ads and campaigns produced the deals that actually closed.
The fix →Offline conversion tracking that ties closed revenue back to the original click, so reporting and bidding both run on real outcomes.
When the lead count looks healthy but sales keeps rejecting what comes in, the budget is usually going to one of these four problems. Every engagement starts with a senior audit that shows exactly where the money went.
The report shows plenty of leads, but most get rejected.
The fix →Lead-quality data fed back as conversion values, so bidding targets the leads that convert.
Broad match and weak negatives pull in researchers and job seekers, not buyers.
The fix →A match-type strategy and maintained negative lists, so budget concentrates on commercial intent.
Decisions are made on form fills because the sale is invisible to the account.
The fix →Offline conversion imports that connect closed revenue to the original click.
Brand and non-brand reported together make ROAS look strong, hiding flat non-brand growth.
The fix →Brand and non-brand split into separate campaigns and targets, so you can see genuinely new pipeline.
Spend by lead source
Sample output
| Lead source | Spend | Leads | Qualified | Closed | Call |
|---|---|---|---|---|---|
| Non-brand, high intent | £3,400 | 48 | 31 | 9 | Scale |
| Brand | £1,100 | 22 | 18 | 6 | Keep |
| Broad, low intent | £2,600 | 90 | 7 | 1 | Cut |
| Free-resource seekers | £980 | 64 | 2 | 0 | Cut |
Illustrative example. Your audit is built from your own lead, CRM and revenue data.
Clean Digital is a Google Premier Partner, in the top 3% of UK Google Ads agencies. For a lead gen account that means certified specialists working across the conversion tracking, the CRM feedback loop and the bidding, not a junior rotation chasing cheap form fills.
Partner-level access to features and betas across Google and Microsoft Ads.
Specialists who question lead quality and weak tracking, not just cost per lead.
Reporting built around pipeline and closed revenue, brand vs non-brand, what to scale and what to cut.
18 specialists running paid search for lead gen clients across Scotland, the wider UK and international markets.
No long-term contracts. We run month-to-month, so you are never locked in. We cut the waste first, connect the data to your sales outcomes, then move budget to the leads that close.
A senior audit of search terms, match types, brand dependency, conversion tracking and the gap between leads and sales, with no changes until the priorities are agreed.
The early focus is usually cutting low-intent spend and building the CRM feedback loop.
With real outcomes in the account, budget moves to the search terms and audiences that produce qualified pipeline.
Step one is the same free senior review we offer, with no obligation to continue.
28%
YoY increase in lead quality
Arden University
The same approach, value-based bidding tied to qualified leads and closed revenue, applies whatever you sell. The free senior review shows what it would look like on your own CRM and sales data.
Worth a conversation if
Probably not a fit if
Common questions lead gen teams ask before handing a Google Ads or Microsoft Ads account to an agency.
A free senior review of your Google Ads or Microsoft Ads account. You get a written summary covering:
“A useful PPC review should make the next decision obvious: what to cut, what to protect, and what is worth more investment.”
Fraser Smith, Chief Strategy Officer, reviews every submissionFree senior PPC review
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