---
title: "Paid Search Management Services | UK PPC Agency | Clean Digital"
description: "Paid search management services from a UK Google Premier Partner. We cut wasted Google Ads and Microsoft Ads spend, fix conversion tracking and fund what sells. 14:1 ROAS at Dobbies. Free senior PPC review."
canonical: "https://cleandigital.co.uk/paid-search"
image: "https://cleandigital.co.uk/images/paid-search-hero.jpg"
content_signal: "ai-train=no, search=yes, ai-input=yes"
---

Google Premier Partner · UK Search Awards Winner · Edinburgh, UK

# PAID SEARCH AGENCY & PPC MANAGEMENT

Clean Digital is a **paid search management agency** for Google Ads and Microsoft Ads accounts where the spend has to perform. We apply the strategies an account needs to find wasted budget and move it to what brings in revenue.

Reply within one working day · no obligation

[127% YoY increase in PPC enrolments Arden University View case study](https://cleandigital.co.uk/case-studies/arden-university)

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

## Paid search management services, end to end

The campaigns are only part of it. Our **paid search management services** put a specialist member of the team across the search terms, the feeds, the conversion tracking and the reporting, all in your own accounts.

Google Ads & Microsoft Ads,
Search · Shopping · PMax

Meta, Instagram, TikTok, Snapchat and Reddit budgets run with our [paid social team](https://cleandigital.co.uk/paid-social), and display, video and CTV with [programmatic](https://cleandigital.co.uk/programmatic), often alongside the same paid search account.

### Search campaign management

Query-level control across Google Ads and Microsoft Ads, which can include match-type strategy, maintained negative lists, and brand and non-brand separated with their own targets and bidding logic. See our [search campaign management](https://cleandigital.co.uk/search-campaign-management).

### Shopping and product feed work

Feed quality, listing-group structure and margin-aware campaign splits, so Shopping budget can go to the products that actually sell, weighted by margin. See our [Google Shopping & feed management](https://cleandigital.co.uk/google-shopping-management).

### Performance Max governance

Brand exclusions, asset coverage, search-theme review and budget caps, so Performance Max is less likely to be credited with brand searches you would have won anyway. See our [Performance Max management](https://cleandigital.co.uk/performance-max-management).

### Microsoft Ads management

Extra search demand from Microsoft Ads, typically set up with its own budgets, audiences and reporting rather than copied across from Google. See our [Microsoft Ads management](https://cleandigital.co.uk/microsoft-ads-management).

### Conversion tracking and measurement

Deduped conversion actions, real values, offline imports where revenue closes off-site, and GA4 alignment, so bidding and reporting can run on accurate numbers. See our [conversion tracking & measurement](https://cleandigital.co.uk/conversion-tracking).

### Ad copy and landing-page feedback

Message testing and SERP-true previews, plus landing-page feedback for when the ads are working but the page is not converting. See our [ad copy & landing-page feedback](https://cleandigital.co.uk/ad-copy-and-landing-pages).

### Budget planning and reporting

Forecasts, budget splits and monthly reporting that show what is working, what to cut, and where more budget would help. See our [budget planning & reporting](https://cleandigital.co.uk/ppc-budget-planning-and-reporting).

## Why paid search accounts stop scaling

When an account stops growing, it is usually the data going into it rather than a lack of demand. As **paid search specialists**, we see the same three problems in almost every account we take over.

### The automation feedback loop

Smart Bidding optimises towards whatever the conversion data tells it is good. If that data includes duplicate conversions, leads the sales team rejects, or conversions with no value attached, it spends more to find more of the wrong customers.

The lever → The usual response is to fix the inputs: deduplicated conversions, real revenue values and offline outcomes imported back, so Smart Bidding has accurate data to work from.

### Brand searches flattering the results

When brand and non-brand are reported together, ROAS looks strong because brand campaigns capture demand you already had. Once brand search maxes out, growth stops, and the blended report does not show it.

The lever → A common fix is to separate brand and non-brand into their own campaigns and targets, so you can see how much of the performance is genuinely new business.

### The tracking ceiling

Without revenue values and CRM feedback, bidding optimises for more conversions rather than more valuable ones, so scaling the account lowers the average customer value.

The lever → Where the data supports it, we set up value-based bidding using real outcomes (enrolments, bookings or closed revenue) so the account can scale without the average order or lead value dropping.

Not sure which pattern your account is in? Check whether a change is statistically significant with the free [ad test significance calculator](https://cleandigital.co.uk/tools/ad-test-significance), or get a free senior review from a **paid search management agency**.

## Where paid search budgets leak

When the reports look fine but revenue, leads or bookings are not growing, the budget is usually going to one of these four problems. Every engagement starts with a **paid search audit** that shows exactly where the money went.

### Spend going to searches that do not convert

Broad match picking up low-intent and off-topic searches, plus brand traffic counted as performance, so the account looks active while non-brand revenue stays flat.

The fix → Often query-level control: a match-type strategy, maintained negative keyword lists, and brand and non-brand split into separate campaigns, so the ROAS figure can reflect real performance.

### Conversion tracking that cannot be trusted

Duplicate conversions, missing values and gaps where sales close offline mean every decision, human or automated, is based on inaccurate data.

The fix → Typically a tracking rebuild: deduplicated conversion actions, real values, and offline conversion imports where the sale closes off-site.

### Leads the sales team cannot use

The report shows plenty of leads, but the sales team rejects most of them. Cost per lead looks low while cost per actual customer keeps rising.

The fix → Where the data allows, we optimise towards qualified leads: lead-quality data fed back into the account as conversion values, so bidding can target the leads that turn into customers.

### Performance Max and Shopping with no visibility

Pooled budgets and limited reporting make it hard to see where Performance Max is taking brand search, or where Shopping is spending on products that do not sell.

The fix → Often we separate the channels: brand exclusions on Performance Max, a listing-group structure, feed fixes and budget caps, so each campaign type can be measured on its own.

Search-term audit

Sample output

Search term Spend Conv. Call

“ emergency boiler repair edinburgh ” £412 6 leads Scale

“ boiler repair near me ” £388 4 leads Keep

“ free boiler grant application ” £214 0 Cut

“ what is a boiler service ” £156 0 Cut

“ boiler repair jobs ” £98 0 Cut

Of this £1,268 sample, £468 went to searches that produced nothing. A blended report would have kept funding them.

Illustrative example. Your audit is built from your own search-term and revenue data.

Why a specialist PPC agency?

## A senior team, accountable for the spend

Clean Digital is a Google Premier Partner, in the top 3% of UK Google Ads agencies. In practice that means certified specialists questioning wasted spend, weak conversion tracking and campaigns that are not producing results, then putting budget behind what genuinely converts.

![The Clean Digital paid search team, an employee-owned PPC agency in Edinburgh](https://cleandigital.co.uk/images/team/misc/clean-digital-ppc-agency-team-photo-employee-ownership.png)

0 1

### Google Premier Partner

Top 3% of UK Google Ads partners, with partner-level access to support, features and betas across Google and Microsoft Ads.

0 2

### Senior people on the account

Certified paid search specialists who question wasted spend and weak conversion tracking, not a junior rotation learning on your budget.

0 3

### Reporting tied to the next decision

Monthly reporting built around your next budget call: brand vs non-brand, what is worth scaling and what to cut.

0 4

### Employee-owned, Edinburgh

An employee-owned PPC agency running paid search for clients across Scotland, the wider UK and international markets.

An [employee-owned](https://cleandigital.co.uk/employee-ownership) PPC agency in Edinburgh, 18 specialists running paid search for clients across Scotland, the wider UK and international markets. See [who you’d work with](https://cleandigital.co.uk/about).

UK Search Awards 2022 European Search Awards 2022 PPC Agency of the Year Digital Excellence Award

## Paid search management, step by step

No long-term contracts. Our **PPC management** runs on a rolling month-to-month basis, so you’re never locked in. We cut the waste first, get the tracking right, and give you a clear output at each step.

1

Step 1

### Find where the money goes

A senior audit of search terms, match types, brand dependency, PMax overlap and conversion data, with no changes made until the priorities are agreed.

- Waste map: spend with no revenue attached, by campaign and query
- Tracking integrity check: duplicates, values, offline gaps
- Agreed priority order, in plain English

2

Step 2

### Cut the waste, fix the tracking

The early focus is often cutting wasted spend and rebuilding conversion tracking, so later decisions run on accurate numbers.

- Negative lists and query controls live across Search and Shopping
- Conversion tracking rebuilt: deduped, valued, offline where it matters
- Budget pulled from campaigns that cannot justify it

3

Step 3

### Move budget to what sells

With accurate tracking and controlled queries in place, budget moves to the search terms, feeds and audiences that drive revenue, and the monthly reporting shows the effect.

- Value-based bidding where the data supports it
- Structured tests on ads, landing pages and bid strategies
- Monthly reporting built around the next budget decision

Step one is the same senior review we offer for free. Request one for your account

## View our PPC case studies

[![Dobbies Garden Centres paid search case study](https://cleandigital.co.uk/images/case-studies/dobbies/preview-dobbies-garden-centres-clean-digital.webp) 14:1 ROAS across all paid channels Dobbies Garden Centres Shopping and Search restructured around feed quality and seasonal demand for the “Spring It On” campaign. Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres)

[![Arden University paid search case study](https://cleandigital.co.uk/images/case-studies/arden-university/preview-arden-university-clean-digital.webp) 127% YoY increase in PPC enrolments Arden University Value-based bidding tied to enrolments rather than enquiries, so spend followed the applicants who actually enrolled. Read the case study](https://cleandigital.co.uk/case-studies/arden-university)

[![Rabbies paid search case study](https://cleandigital.co.uk/images/case-studies/rabbies/preview-rabbies-clean-digital.webp) 236% YoY increase in booking revenue Rabbies Booking revenue scaled with only 17% more PPC spend by moving budget to the tours that sell. Read the case study](https://cleandigital.co.uk/case-studies/rabbies)

From the same team

[49% YoY increase in PPC Revenue (YTD 2025) · The Roof Box Company](https://cleandigital.co.uk/case-studies/the-roof-box-company) [28% YoY increase in lead quality · Arden University](https://cleandigital.co.uk/case-studies/arden-university) [25% Of online purchases from a last-click paid touch point · Dobbies Garden Centres](https://cleandigital.co.uk/case-studies/dobbies-garden-centres)

Get this level of review on your account [Browse all case studies](https://cleandigital.co.uk/case-studies)

Paid search budgets we answer for

## Lead generation and ecommerce PPC

The same **paid search services**, tuned to two different types of business.

### Lead generation PPC

Many lead gen accounts lose money in the gap between the form fill and the sale. A common move is to feed CRM status and lead-quality data back into Google Ads as conversion values, so bidding can optimise towards leads that become customers and reporting shows pipeline rather than form-fill counts.

[See our lead generation PPC service](https://cleandigital.co.uk/lead-generation-ppc) [28% YoY increase in lead quality Arden University · Read the case study](https://cleandigital.co.uk/case-studies/arden-university)

### Ecommerce PPC

In ecommerce, performance often comes down to Shopping feed quality, margin-aware campaign structure and seasonality. Where it helps, we split campaigns by product economics rather than platform defaults, so budget can go to the products that make money across both peak and quieter periods.

[See our ecommerce PPC service](https://cleandigital.co.uk/ecommerce-ppc) [176% YoY increase in sales through PPC Dobbies Garden Centres · Read the case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres)

## Is a specialist paid search agency worth it?

It is worth being honest about who benefits from a **specialist PPC agency** and who does not:

Worth a conversation if…

- Paid search spend is commercially material and someone is asking what it actually returned
- Lead volume looks fine in the report but sales keeps rejecting what comes in
- Search, Shopping and Performance Max budgets are pooled together, so you cannot tell what each is returning
- You need a forecast and budget split ready for the next planning cycle

Probably not a fit if…

- You need a first-ever campaign and the budget is still too small to fund real testing
- Price is the only criterion on the agency shortlist
- You cannot share or fix the conversion data, so there is no reliable way to optimise the account
- You want guaranteed positions or overnight ROAS promises; we don’t sell either

## Paid search agency FAQs

Straight answers on **paid search management**, PPC audits, Google Ads and Microsoft Ads, and whether the next budget increase is justified. For the numbers behind the answers, see our [PPC case studies](https://cleandigital.co.uk/case-studies) and [free PPC tools](https://cleandigital.co.uk/resources).

### Where do paid search accounts usually waste the most money?

The biggest leaks are often search terms nobody would pay for twice, broad match traffic without enough control, weak negatives, bad conversion actions, Shopping feed issues, Performance Max handoffs, duplicated campaigns, and budgets protected by blended reports.

[Get a free ad account audit](https://cleandigital.co.uk/ad-account-audit)

### When is Clean Digital a good fit for paid search management?

Clean Digital is a good fit when paid search is already commercially important and the account needs stronger control, clearer reporting, better lead or revenue quality, and a senior team willing to challenge the spend.

[See our PPC case studies](https://cleandigital.co.uk/case-studies)

### Do you work on lead generation and ecommerce PPC?

Yes. Lead generation accounts often need better conversion quality, CRM feedback, and sales-stage reporting. Ecommerce accounts often need Shopping, Performance Max, feed quality, margin, product seasonality, and revenue-value work.

[Read the Dobbies ecommerce PPC case study](https://cleandigital.co.uk/case-studies/dobbies-garden-centres)

### How do you reduce wasted PPC spend?

A common approach is to cut the obvious waste, then challenge the hidden waste: query quality, match types, negatives, conversion actions, bidding, landing-page fit, brand/non-brand separation, Shopping feed quality, and budget trapped in campaigns that only look efficient in blended reporting.

[Forecast what your budget should return](https://cleandigital.co.uk/tools/media-spend-calculator)

### Do you manage Microsoft Ads as well as Google Ads?

Yes. Microsoft Ads can add useful incremental search demand, but it often needs its own budget logic, audiences, match type control, and reporting rather than a blind copy of the Google Ads account.

[See Microsoft Ads management](https://cleandigital.co.uk/microsoft-ads-management)

### What does a paid search agency actually do?

A serious paid search agency controls where the money goes: which search terms are bought, how Search, Shopping and Performance Max budgets are split, whether conversion tracking reflects real revenue, and whether the next budget decision is defensible. Campaign maintenance is often the smallest part of the job.

[Explore all paid media services](https://cleandigital.co.uk/services)

### What do your paid search management services include?

Search campaign management on Google Ads and Microsoft Ads, Shopping and product feed work, Performance Max governance, conversion tracking with offline values, ad copy and landing-page feedback, and budget planning with monthly reporting built around decisions rather than activity.

[How we handle tracking and measurement](https://cleandigital.co.uk/data-and-analytics)

### How do you test and improve ad copy?

We compare materially different reasons to click (price, proof, urgency, product fit) and preview how each ad reads in the results before launch. Weak headlines and vague offers are cheaper to fix before they run.

[Preview your Google Ads](https://cleandigital.co.uk/ad-preview-tool)

### Do you only work with businesses near Edinburgh?

No. Clean Digital is an Edinburgh-based PPC agency working with clients across Scotland, the wider UK and internationally, including accounts that needed paid search to support expansion into new markets such as the US.

[PPC agency Edinburgh](https://cleandigital.co.uk/ppc-agency-edinburgh)

### How quickly should paid search results improve?

Obvious waste often comes out in the first few weeks, and that alone can change the numbers. Structural gains (tracking rebuilt, budgets reallocated, tests concluded) typically show over a quarter. Anyone promising guaranteed results in days is guessing with your budget.

[Free PPC tools and calculators](https://cleandigital.co.uk/resources)

### How much does paid search management cost?

There is no honest one-size answer: PPC management fees depend on spend level, channel mix, and how much work conversion tracking and account structure need for scaling to make sense. The free senior PPC review is the fastest route to an accurate scope; it shows what needs fixing, with no retainer commitment required.

[Start with the free senior review](https://cleandigital.co.uk/ad-account-audit)

### Are you a Google Premier Partner?

Yes. Clean Digital is a Google Premier Partner, which places the agency in the top 3% of UK Google Ads partners, with advanced certifications, partner-level Google support, and early access to new Google Ads features and betas.

[More about the agency](https://cleandigital.co.uk/about)

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