Google & Microsoft Ads

PPC that buys
revenue,
not just clicks.

Most Google Ads accounts waste 40–60% of their budget on irrelevant clicks, overbid keywords, and untested landing pages. We audit everything, rebuild what's broken, and tie our fees to your actual results — not impressions.

Google Premier Partner

KPI-Linked Fees

48-Hour Audit Turnaround

Google Ads

Microsoft Ads

Shopping

Live Search Intent Analysis

Optimising

Transactionalbuy CRM software for agencies

£4.80

2,900/mo

Commercialbest project management tools 2026

£2.20

8,100/mo

TransactionalSEO agency pricing UK

£6.40

1,600/mo

Informationalhow to reduce Google Ads CPA

£1.10

4,400/mo

Quality Score Average

8.8/10

£2.1M

Ad spend managed monthly

6.2x

Average ROAS delivered

-41%

Avg. CPA reduction in 90 days

What We Do

Full-stack paid search.
Every channel. Every intent layer.

From search and shopping to Performance Max and Microsoft Ads — we manage every paid search touchpoint with the same obsessive attention to quality score, intent match, and conversion architecture.

Search Campaign Architecture

SKAG and STAG structures rebuilt for 2026's keyword match landscape — with airtight negative lists and intent-segmented ad groups.

Keyword sculpting by intent tier (transactional / commercial / navigational)

Negative keyword audit and expansion (300+ terms minimum)

Ad copy A/B testing with RSA pinning strategy

Quality Score optimisation — targeting 7–10 across core terms

Bidding Strategy & Smart Automation

We don't hand Google your budget on autopilot. Every Smart Bidding strategy is supervised, constrained, and validated against actual revenue — not Google's definition of conversion.

Target CPA and Target ROAS calibration with portfolio bid strategies

Enhanced CPC vs automated bidding split-testing

Seasonality adjustments and bid modifier audits (device, location, time)

Impression share monitoring against competitive benchmarks

Microsoft Ads — Untapped Advantage

Bing controls 27% of UK desktop search. Most brands ignore it. Competitors overpay on Google for the same audience they could own on Microsoft for 30–40% less CPC.

Google Ads import with Microsoft-specific optimisation (not just a copy)

LinkedIn profile targeting layered onto search intent

Audience Intelligence audience segments for B2B campaigns

Performance comparison dashboard: Google vs Microsoft attribution

B2B Search — Job Function Targeting

Microsoft's unique advantage: serve ads to LinkedIn job titles, industries, and company sizes directly within search results. The only PPC platform that lets you target job function + keyword intent simultaneously.

Job function and seniority overlays (e.g. CFO + "accounting software")

Company size targeting for enterprise SaaS campaigns

Industry-specific ad copy matched to audience segment

Google Shopping & Feed Optimisation

Most Shopping campaigns fail before a single bid is set — the product feed is the problem. We fix titles, attributes, and categories before touching campaign structure.

Product title restructuring using search query data (brand + type + spec)

Custom label architecture for margin-aware bidding

Merchant Center health audit and policy compliance

Competitive price monitoring integration

Performance Max — Controlled Automation

PMax gives Google enormous control over your budget. We constrain, monitor, and override it — using asset group segmentation, audience signals, and search term transparency tools.

Asset group segmentation by product category and margin tier

Audience signal construction from first-party CRM data

PMax vs Standard Shopping split to identify cannibalisation

Weekly placement and search term reports with exclusion management

Google Display Network — Retargeting

Display without intent control burns budget. We use first-party audiences, placement exclusions, and frequency caps to retarget the right people — not the internet at large.

RLSA and Customer Match audience segments from your CRM

Placement exclusion list (mobile apps, low-quality inventory filtered)

Frequency capping to prevent ad fatigue and over-spend

Sequential retargeting: awareness → consideration → conversion messaging

YouTube & Video Ads

YouTube is the second-largest search engine. In-stream, bumper, and Shorts ads targeted by search intent and audience segment — designed to move buyers down the funnel, not just generate views.

Video ad creative briefs and script optimisation for 5-second hooks

Custom intent audience targeting (competitor search terms)

View-through conversion attribution and incrementality testing

Wasted Spend Estimator

How much are you
paying for nothing?

The average Google Ads account wastes 40–60% of its budget. Enter your current spend and metrics to see what you're likely losing — and what fixing it could be worth.

Wasted Budget Calculator

Adjust values to match your current Google Ads account performance.

Monthly Ad Spend (£)

Current ROAS

Target ROAS

Estimated monthly wasted spend

£4,200

Annual revenue at target ROAS

£540,000

How We Work

From audit to profit
in 30 days.

We don't take three months to find quick wins. Our 30-day onboarding is structured to stop wasted spend in week one and build towards full performance by week four.

Week 1

Full Account Audit & Wasted Spend Map

We dismantle your account layer by layer: search term reports, quality scores, negative lists, bidding strategies, landing page alignment, conversion tracking integrity, and attribution model accuracy. Every issue is categorised by impact size and fixed in priority order.

72-Point Account AuditWasted Spend ReportPriority Fix ListTracking Verification

Week 2

Campaign Architecture Rebuild

Search campaigns rebuilt on intent-first structure. Ad groups sculpted by keyword intent tier. RSA copy written for Quality Score and CTR simultaneously. Negative lists implemented. Bidding strategies set with appropriate targets based on real conversion data — not Google's estimates.

Campaign RestructureNegative List BuildRSA Copy TestingBidding Setup

Week 3–4

Landing Page CRO & Attribution

We fix the other half of the equation: what happens after the click. Landing page audits, heatmap analysis, conversion tracking verification, and CAPI implementation. CRO recommendations delivered as a brief your dev team can action within a week. Attribution modelled to reflect real buying journeys, not last-click.

Landing Page AuditCRO RecommendationsCAPI SetupAttribution Modelling

Ongoing

Weekly Optimisation & Monthly Strategy Reviews

Every week: bid reviews, search term mining, negative additions, ad copy rotation, and budget pacing. Every month: competitor intelligence, keyword expansion opportunities, landing page test results, and forward strategy. KPI tracking against agreed targets with transparent reporting — including what didn't work and why.

Weekly Bid ReviewsMonthly Strategy CallCompetitor IntelligenceLive Dashboard

Client Results

Numbers that required
actual work to achieve.

Case studies from real accounts. Metrics verified. Names withheld by client request — full details shared in your audit call.

6.8x

ROAS — from 1.9x baseline

B2C E-Commerce

Fashion Retailer — Google Shopping + Search

Account spending £85k/month with 1.9x ROAS. Problem: broad match overkill, no product-level bidding, and a Merchant Center feed with 2,300 disapproved products. Fixed the feed, rebuilt Shopping structure by margin category, and implemented Target ROAS at product group level. 6.8x ROAS within 90 days.

Google ShoppingFeed Optimisation90 Days

-58%

Cost-per-lead reduction

B2B SaaS

Project Management Platform — Search + Microsoft

£40k/month split between Google and Microsoft. CPL of £340 with 60% of leads marked unqualified by sales. Root cause: keyword mismatch and landing page mismatch — same page for "free project tool" and "enterprise PM software". Built intent-segmented landing pages per campaign. CPL dropped to £142 with 80% lead quality rate.

SearchMicrosoft AdsB2B SaaS

+340%

Revenue attributed to PPC

Home Services

Boiler Installation Company — Local PPC + Call Tracking

Small account spending £8k/month with no call tracking and no landing pages — just homepage clicks. Implemented call tracking, built geo-targeted search campaigns per service area, created dedicated landing pages per service type, and added competitor conquest keywords. Revenue from PPC increased 340% in 60 days. CPL dropped from £190 to £61.

Local PPCCall TrackingHome Services

Why Perfozi

What a real paid search
partner looks like.

The difference between agencies that report on clicks and agencies that build revenue systems. These aren't aspirational claims — they're what we require of ourselves in every engagement.

❌ Most PPC Agencies

Optimise for clicks, not conversions — great-looking CTR, terrible ROAS

Smart Bidding on autopilot with zero supervision or override logic

Generic ad copy recycled across all clients in the same industry

No landing page involvement — "that's your dev team's job"

Monthly reports showing spend and impressions — never revenue attribution

Account manager handling 40+ clients, yours gets 2 hours per month

Fees guaranteed regardless of whether campaigns are profitable

✓ Perfozi Paid Search

Every optimisation tied to revenue — ROAS, CPA, or pipeline value, written in contract

Smart Bidding supervised and constrained with weekly human intervention

Custom ad copy strategy per account — tested, iterated, and documented

Landing page CRO audit and recommendations included in every engagement

Live dashboard showing attributed revenue, not vanity metrics

Dedicated specialist with maximum 8 accounts — yours gets proper attention

KPI-linked fee model — if we miss targets, your fee reduces proportionally

FAQ

Straight answers.
No agency waffle.

Questions every serious PPC buyer asks — answered honestly, including the answers most agencies avoid giving.

How quickly can you reduce our CPA?

Quick wins — stopping wasted spend on irrelevant search terms and disabling underperforming ad groups — often happen in week one. Meaningful CPA improvement typically shows within 30–60 days. Reaching target CPA benchmarks consistently takes 60–90 days as smart bidding strategies accumulate sufficient conversion data. We build week-by-week milestones into every engagement so progress is visible from day one.

What's included in the free PPC audit?

A 72-point account review covering: (1) Wasted spend identification — every keyword and search term costing money without conversions. (2) Quality Score analysis — why your ads are paying more than competitors per click. (3) Campaign structure assessment — are your campaigns built for maximum control or maximum Google autonomy. (4) Conversion tracking verification — are your conversions real and attributed correctly. (5) Landing page-to-keyword alignment audit. (6) Competitor intelligence — what your rivals are bidding on that you're missing. Delivered as a PDF with a video walkthrough within 48 hours.

Do you work with Google's Smart Bidding or against it?

Both — strategically. Smart Bidding works when it has sufficient conversion data, correctly-defined conversion actions, and appropriate target constraints. It fails when accounts have thin data, wrong conversion events (counting add-to-carts as purchases), or no portfolio constraints. We use Smart Bidding where it demonstrably performs, and manual or enhanced CPC where it doesn't. We never leave Google's automation unsupervised — every smart bidding campaign has weekly human review.

How does KPI-linked pricing work for paid search?

Before starting, we agree on specific targets: ROAS threshold, target CPA, or attributed revenue — all written into your engagement contract. If we miss agreed KPIs by more than a defined threshold at the review point, your management fee reduces proportionally. This model requires genuine confidence in our work and genuine transparency in our reporting. We only accept accounts where our audit indicates the agreed targets are achievable.

What's the minimum ad spend to work with you?

Google Ads: £5,000/month minimum ad spend. Microsoft Ads: £2,000/month. For accounts below these thresholds, we're happy to recommend independent consultants who work well at smaller budgets — we'd rather be honest than take on an engagement where we can't deliver meaningful results within the economics of a smaller account.

Let's Talk Paid Search

Free account audit.
48-hour turnaround.

Tell us your current spend and biggest challenges — we'll deliver a full PPC audit with wasted spend identified, Quality Scores reviewed, and a precise plan for what we'd rebuild first.

72-point account audit — every campaign, ad group, keyword, and creative reviewed with honest performance scoring

Wasted spend map — exact keywords and campaigns costing money without delivering conversions

Competitor intelligence — what your rivals are bidding on, how they're positioned, and where the gaps are

Zero commitment — a real, actionable audit whether or not you choose to work with us

Request Your Free PPC Audit

Delivered within 48 hours. Real account insights — not a pitch deck with your logo on it.

PPC that buysrevenue,not just clicks.

Full-stack paid search.Every channel. Every intent layer.

How much are youpaying for nothing?

Wasted Budget Calculator

From audit to profitin 30 days.

Numbers that requiredactual work to achieve.

What a real paid searchpartner looks like.

Straight answers.No agency waffle.

Free account audit.48-hour turnaround.

Paid search works bestas part of a full revenue system.