Search campaign management
We separate brand and non-brand campaigns, define match-type rules and maintain negative keyword lists. Each campaign receives its own targets and bidding logic. See our search campaign management.
Google Premier Partner·UK Search Awards Winner·Edinburgh, UK
Paid search management servicesthat cut wasted spend
Clean Digital manages Google Ads and Microsoft Ads accounts for UK businesses that need stronger commercial control. Senior specialists audit search terms, Shopping feeds, Performance Max and conversion tracking. They correct unreliable measurement before reallocating spend to qualified leads, sales and revenue.
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92%
client retention
£160M+
ad spend managed
7+
industry awards
12:1
average ROI
Paid media managed across
Google Ads
Instagram
YouTube
TikTok
Snapchat
Reddit
What our paid search management services include
Our senior specialists manage each campaign and the conversion data that guides Smart Bidding. We review search terms, product feeds and landing-page tests inside your own accounts. Reporting connects each budget decision to qualified leads, sales and revenue.
Google Ads & Microsoft Ads,Search · Shopping · PMax
Our paid social team manages Meta, Instagram, TikTok, Snapchat and Reddit budgets. Our programmatic team manages display, video and CTV. Both teams can coordinate with the paid search account.
Shopping and product feed work
We improve product feeds and organise listing groups around margin and demand. Shopping budget then follows products that generate profitable sales. See our Google Shopping & feed management.
Performance Max governance
We apply brand exclusions, review search themes and audit asset coverage. Budget controls limit spend when Performance Max cannot prove incremental return. See our Performance Max management.
Microsoft Ads management
We configure Microsoft Ads with separate budgets, audiences and reporting. The account targets additional demand without copying Google Ads settings. See our Microsoft Ads management.
Conversion tracking and measurement
We deduplicate conversion actions, assign commercial values and import offline outcomes when sales close elsewhere. GA4 and platform reports use the same conversion definitions. See our conversion tracking & measurement.
Ad copy and landing-page feedback
We test ad messages against accurate search-result previews. We also review landing pages when strong ads do not produce enough conversions. See our ad copy & landing-page feedback.
Budget planning and reporting
We forecast demand and allocate budget by campaign and commercial objective. Monthly reporting identifies which activity to fund, change or stop. See our budget planning & reporting.
Where paid search accounts waste budget
Search terms, campaign structure and conversion data determine what automated bidding buys. We compare account results with qualified leads, sales and revenue. The audit identifies wasted spend before the next budget decision.
Spend going to searches that do not convert
Broad match can capture low-intent or irrelevant searches. Blended reporting can credit brand traffic while non-brand revenue remains unchanged.
Management action:We define match-type rules and maintain negative keyword lists. Separate brand and non-brand campaigns show which activity creates additional revenue.
Conversion tracking that cannot be trusted
Duplicate conversions, missing values and offline sales create inaccurate reporting. Smart Bidding and account managers then optimise against incomplete commercial data.
Management action:We deduplicate conversion actions and assign verified values. Offline conversion imports connect sales that close outside the website.
Leads the sales team cannot use
Platform reports may count leads that the sales team rejects. Cost per lead can fall while cost per acquired customer rises.
Management action:We import qualified-lead outcomes and assign conversion values when the data supports it. Smart Bidding then targets enquiries that produce customers or revenue.
Performance Max and Shopping without clear accountability
Google Ads reports channel, search-term and product performance. Pooled targets can still hide brand contribution or spend on products without sales.
Management action:We review channel performance, search terms, brand contribution and product-level results. We then apply negative keywords, brand exclusions, feed changes and budget controls where the evidence supports them.
Search-term audit
Sample output
Search termSpendConv.Call
“emergency boiler repair edinburgh”£4126 leadsScale
“boiler repair near me”£3884 leadsKeep
“free boiler grant application”£2140Cut
“what is a boiler service”£1560Cut
“boiler repair jobs”£980Cut
This £1,268 sample includes £468 spent on searches with no conversions. A blended report could continue funding them.
Our paid search management process
We first audit search terms, conversion tracking and campaign structure. We correct wasted spend and unreliable measurement before increasing budget. We test ads, landing pages and bidding against qualified leads, sales and revenue.
Step 1
Audit spend and conversion tracking
A senior specialist audits search terms, match types, brand dependency, Performance Max overlap and conversion data. We agree priorities before making account changes.
- Map of spend without attributed revenue, by campaign and query
- Conversion tracking check covering duplicates, values and offline gaps
- Priority actions agreed with your team
Step 2
Cut the waste, fix the tracking
We first remove wasted spend and correct conversion tracking. Subsequent budget decisions use verified conversion data.
- Negative keyword lists and query controls for Search and Shopping
- Deduplicated conversion actions, verified values and offline imports where required
- Budget removed from campaigns without an agreed commercial return
Step 3
Move budget to proven campaigns
Verified conversion data identifies the search terms, feeds and audiences associated with revenue. We reallocate budget and report the commercial effect each month.
- Value-based bidding where conversion volume and values support it
- Structured tests for ads, landing pages and bid strategies
- Monthly report with recommended budget changes
The free senior review covers the first step. Request a review of your paid search account
Paid search results
Paid search accounts managed by Clean Digital
Paid search management for lead generation and ecommerce
Lead generation requires CRM feedback and qualified-lead conversion data. Ecommerce requires accurate product data, order values and margin inputs. Our reporting connects paid search spend to each commercial result.
Lead generation PPC
Many lead generation accounts lose money between the form submission and the sale. We import CRM stages and qualified-lead outcomes into Google Ads. Conversion values guide Smart Bidding towards enquiries that become customers. Reporting connects campaign spend to pipeline and sales.
See our lead generation PPC service28%YoY increase in lead qualityArden University · Read the case studyEcommerce PPC
Shopping performance depends on feed quality, margin-aware campaign structure and seasonal demand. We group products by commercial value when platform defaults hide those differences. Budget can then follow products that generate profitable sales throughout the year.
See our ecommerce PPC service176%YoY increase in sales through PPCDobbies Garden Centres · Read the case studyPaid search specialists
Why businesses choose Clean Digital
Clean Digital combines senior account ownership, Google Premier Partner status and rolling monthly agreements. Search terms, tracking and budget decisions are reported against qualified leads, sales and revenue.
01
Senior specialists
Certified paid search specialists manage the account, review the commercial data and remain accountable for the budget decisions.
02
Google Premier Partner
Clean Digital is in the top 3% of UK Google Ads partners, with partner-level access to platform support, features and product updates.
03
Month-to-month
Clients can end the rolling agreement each month. Our reports state the completed work, commercial results and recommended next actions.
04
UK/Edinburgh
The employee-owned team is based in Edinburgh and manages paid search accounts across Scotland, the wider UK and international markets.
Clean Digital is an employee-owned PPC agency based in Edinburgh. Our 17 specialists manage paid search for clients across Scotland, the wider UK and international markets. Meet the team assigned to client accounts.
A good fit if
- Paid search spend is commercially material, and your team needs evidence of the return
- Platform reports show lead volume, but sales teams reject too many enquiries
- Search, Shopping and Performance Max share budgets, which obscures the return from each campaign type
- Your next planning cycle needs a paid search forecast and recommended budget split
Probably not if
- The first campaign has too little budget to support meaningful testing
- Price is the only criterion on the agency shortlist
- Your team cannot share or correct the conversion data required for reliable optimisation
- You require guaranteed ad positions or immediate ROAS results
Paid search management FAQs
Effective paid search management requires clear platform scope, reliable commercial reporting and realistic improvement timelines. Our PPC case studies show completed results. Our free PPC tools support budget and campaign planning.
What do your paid search management services include?
Our paid search management covers Google Ads and Microsoft Ads Search campaigns. We also manage Shopping feeds, Performance Max controls, conversion tracking, landing-page tests, budgets and reporting. The ad preview tool checks responsive search ads before launch.
Preview responsive search adsDo you manage Google Ads and Microsoft Ads?
Yes. We manage Google Search, Shopping and Performance Max alongside Microsoft Ads. Our specialists set separate budgets, audiences and reporting rules for each platform. We do not copy Google Ads settings directly into Microsoft Ads.
Microsoft Ads management servicesDo you manage paid search for lead generation and ecommerce?
Yes. Lead generation work connects CRM stages, lead quality and sales outcomes to bidding. Ecommerce work covers Shopping, Performance Max, feeds, margins, seasonal demand and revenue values.
See lead generation PPC managementHow much does paid search management cost?
Fees reflect media spend, channel mix, account complexity and required tracking work. The free senior review defines a scope before any management agreement. Paid search management runs on a rolling monthly agreement.
Get a free senior PPC reviewHow quickly should paid search results improve?
Our specialists can remove obvious wasted spend during the first few weeks. Tracking changes, budget reallocation and completed tests usually require a full quarter for reliable assessment. The initial forecast reflects the available budget and expected conversion volume.
Calculate a paid search budgetWhen is Clean Digital a good fit for paid search management?
Clean Digital suits businesses where paid search materially affects sales, leads or revenue. We provide senior account control, reliable commercial reporting and direct challenge on budget allocation. Our case studies show the commercial problems and account sizes we manage.
See our paid search case studiesGet a senior review of your paid search account
A senior specialist reviews your Google Ads or Microsoft Ads account. The written summary covers:
- Where spend produced no revenue in the last 90 days
- Whether your conversion tracking is reliable
- The brand vs non-brand split behind your ROAS figure
- Which campaigns are worth more budget and which to cut
“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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