London · PPC
PPC agency
in London
London clicks are among the most expensive in Europe, so the cost of running the account badly is unusually high. We manage against qualified pipeline, not clicks, and take no cut of your media spend.
Get a free account auditWhat does a PPC agency in London do?
A PPC agency in London plans, builds and runs your paid search and paid social, and answers for what it returns. The real work is choosing which searches are worth paying for at UK prices, proving which clicks became revenue under consent rules that hide some of them, and cutting the rest.
What running paid media in the UK actually involves
Five things that differ from the US playbook most agency training is built on. The first two are legal requirements, not preferences.
- Consent comes before cookies
- PECR requires it before non-essential trackingA share of your conversions will be legitimately unmeasured. Accounts run as though that is not happening optimise toward a distorted picture of what works.
- Financial promotions are regulated
- Approval required under section 21 FSMAIf you advertise investments, credit or insurance, ad copy is a compliance artefact as well as a marketing one. Getting this wrong is far more expensive than a poor CPA.
- Clicks are expensive but cheaper than the US
- UK CPCs sit well below equivalent US termsIf you are running both markets on one strategy, the UK usually deserves more aggressive bidding than it is getting.
- Microsoft Ads is worth more here than people assume
- Meaningful share in UK business and financeFrequently dismissed as an afterthought. In UK B2B it often delivers a lower cost per qualified lead than Google, and it takes an afternoon to import.
- Your competitors bid on your brand
- Permitted in the UK, subject to trade mark rulesCompetitors may bid on your name; using it in ad copy is a different matter. Worth knowing which of these is actually happening before reacting.
We check all five in the audit. The first and second are where we most often find an account exposed.
Where the money is usually lost
Four places. At UK click prices each of them costs more than the equivalent mistake in a cheaper market.
Measurement that stops at the form
If the account cannot see which enquiries became customers, every optimisation after that point is confident guesswork. We wire conversions back from your CRM before touching bidding, because otherwise we tune efficiently toward the wrong outcome.
Always the first fixConsent handled as an afterthought
Basic tag setups lose a meaningful share of conversion data the moment a visitor declines. Consent mode and server-side measurement recover much of it lawfully. Most accounts we audit are simply unaware of the size of the gap.
Specific to this marketClicks from people who will never buy
Research queries, job seekers, competitors, students. In cheap markets a rounding error; at UK B2B prices, a serious monthly line item that disciplined negatives remove almost immediately.
Recoverable quicklyLanding pages nobody has revisited
You can buy the best click in the market and lose it to a page that loads slowly, buries the point, or asks for eleven fields and a phone number. Accounts get reviewed monthly; the pages they point at often have not changed since launch.
Cheapest lever you own
How we take over an account
Audit before proposal
Where the spend went, what it produced past the form fill, where consent is costing you data, and what we would change. Written up and yours whether or not you hire us.
Fix measurement, then structure
Consent-compliant conversion tracking wired to real sales outcomes first. Campaign structure, match types, negatives and bidding after — restructuring an account you cannot measure is activity, not progress.
Concentrate and compound
Budget moves toward what demonstrably returns and away from the rest, with landing pages tested against the terms that matter. Paid search rewards the accounts nobody left on autopilot.
Paid search will not rescue a weak offer, and at London prices it exposes one quickly. If the real constraint is your close rate or your proposition, more traffic simply buys more evidence of that at a higher cost per unit. We would rather name it in the audit than six months into a retainer.
Questions
- How much should we spend on Google Ads in London?
- It follows from what a customer is worth and how many leads close, not from a benchmark. We work backwards: value of a closed deal, close rate, therefore affordable cost per qualified lead, and what that implies at current UK click prices. Where the arithmetic does not work, the honest answer is that this channel is wrong for you.
- Is your fee tied to how much we spend?
- No. Flat management fee, no markup, and you keep ownership of the ad accounts. A percentage model pays the agency more for spending more of your money, which aligns badly everywhere and particularly at UK B2B click prices. If we part ways you keep all campaigns and historical data.
- How does cookie consent affect our reporting?
- Under PECR you need consent before non-essential tracking, so visitors who decline are not measured conventionally. This is lawful and normal, and the answer is not to work around it. Consent mode plus server-side measurement recovers much of the signal legitimately, and modelled conversions fill some of the rest — as long as you know which numbers are modelled.
- We are a regulated financial firm. Can you run our ads?
- Yes, with your compliance function involved from the outset rather than at sign-off. Financial promotions need approval under section 21 FSMA, which shapes ad copy, landing pages and the claims you can make. It slows iteration and that is simply the cost of the sector — planning for it beats discovering it.
- Is Microsoft Ads worth running alongside Google?
- In UK B2B, usually yes, and it is consistently underrated. The audience skews toward desktop and corporate environments, competition is thinner, and cost per qualified lead is often lower than Google. Campaigns import in an afternoon, so the test is cheap enough that there is little reason not to run it.
Sources
- Semrush UK database, September 2026 — the 12,100 monthly volume and $26.22 average cost per click cited above.
- UK Information Commissioner’s Office guidance on PECR and the use of cookies and similar technologies.
- Financial Conduct Authority rules on financial promotions under section 21 of the Financial Services and Markets Act 2000.
- Google Ads documentation on consent mode, enhanced conversions and offline conversion imports.
Related
Find out where the spend is going
A free audit of your existing account: what you are paying for, what it produced, how much data consent is costing you, and what we would change first.
No obligation. You keep the findings whoever acts on them.