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Award-winning PPC Agency, with Passion.

We are one of the leading PPC agencies in London, and we’re here to deliver performance-focussed campaigns that earn leads and sales for your business.

We deliver PPC campaigns through, creative thinking, critical thinking and AI.

With more than a decade of experience across various industries, our PPC agency experts will boost brand awareness, drive website traffic, generate leads and increase sales. With precise targeting options and customisable ad formats, our team of pay-per-click experts will help you reach your ideal audience at the right time and place, maximising your chances of success.

Whether you wish to concentrate solely on Google and Bing or extend your reach to include all platforms where your customers are actively searching, we customise our strategies to align with your specific requirements.

Experience that delivers results

When it comes to pay-per-click advertising, experience and expertise make all the difference. Our agency boasts a proven track record of managing successful PPC campaigns across various platforms, from Google Ads to social media channels. With specialised knowledge in diverse industries, we craft tailored strategies that not only enhance your brand’s visibility but also drive measurable results.

Transparent pricing

Our agency provides an hourly rate pricing model, offering clarity and flexibility for your PPC investment. Pay only for the time and expertise used, allowing for precise budgeting with complete transparency. With no hidden fees, this model ensures control and aligns strategies with your business objectives for great value.

Unmatched client service

Exceptional customer support and transparent communication are at the heart of our services. We offer detailed reports on key performance metrics, keeping you informed about your campaigns' progress. Our responsive team provides personalised service and expert advice, ensuring you receive the attention your business deserves.

Our PPC Services.

Aligned with your business objectives, our services reinforce your strategic ambitions. We deliver customised solutions based on PPC Audits, prioritising strategies that drive measurable outcomes and directly contribute to your core targets.

Paid Search Management

Paid search management is all about maximising visibility and conversions on search engines like Google and Bing. We use data-driven insights to ensure your ads appear at the right time, in front of the right audience, for the right cost. Our expert team optimises bids, keywords, and ad copy to drive high-intent traffic, making every pound spent work harder for your business. The result? More leads, sales, and a greater return on investment.

PPC Consultancy

If you already run PPC campaigns but need expert guidance to elevate performance, our PPC consultancy service provides strategic insights tailored to your business goals. We audit existing accounts, identify missed opportunities, and recommend actionable improvements. Whether it's restructuring campaigns, improving Quality Score, or refining targeting strategies, we help you unlock the full potential of your paid media efforts.

App Downloads Campaigns

Getting your app into the hands of the right users is about more than just visibility – it’s about quality installs that lead to engagement. Our app download campaigns focus on user acquisition through platforms like Google Ads, Apple Search Ads, and social channels. We optimise for installs, in-app actions, and lifetime value, ensuring that your marketing budget is spent on users who will actually use and love your app.

YouTube and Video Campaigns

Video is one of the most engaging ways to reach your audience, and YouTube campaigns allow you to tap into billions of potential viewers. From TrueView ads to bumper ads and in-stream placements, we craft video campaigns that captivate, inform, and drive action. Whether you’re looking to increase brand awareness, generate leads, or boost sales, we ensure your video content reaches the right people at the right time.

Google Shopping Campaigns

For eCommerce brands, Google Shopping is a game-changer. These visually rich, product-focused ads put your inventory in front of high-intent shoppers searching for exactly what you sell. We optimise your product feed, bidding strategy, and campaign structure to increase visibility and conversion rates, helping you sell more while keeping your cost per acquisition in check.

Display and Remarketing Campaigns

Brand awareness and customer retention are key drivers of long-term success. Display and remarketing campaigns keep your brand top-of-mind, whether you’re reaching new audiences through visually engaging banners or re-engaging past visitors who didn’t convert the first time. We create highly targeted campaigns that drive conversions by reminding users why they should choose you over competitors.

Performance Max Campaigns

Performance Max takes automation to the next level, allowing you to advertise across Google’s entire inventory with a single campaign. Using AI-driven targeting and bidding, we help you reach the most valuable customers across Search, YouTube, Gmail, Discover, and Display. Our approach combines creative strategy with performance insights to deliver maximum impact with minimal complexity.

Demand Gen Campaigns

Demand Gen campaigns focus on generating interest and nurturing leads before they’re ready to convert. Using a combination of display, video, and social placements, we position your brand in front of potential customers early in their journey. The goal? Build awareness, spark engagement, and drive future demand, ensuring your business remains front and centre when the time comes to buy.

The Passion Approach to PPC.

Our PPC marketing approach is a blend of creativity, data-driven insights and industry expertise, we are dedicated to helping businesses succeed in the dynamic world of PPC advertising. Here are the six steps we take when creating a PPC campaign for our clients:

01

Understanding your business and setting goals

Every successful PPC strategy starts with a deep understanding of your business, industry, and objectives. We collaborate with you to define key performance indicators (KPIs), establish target cost-per-acquisition (CPA) goals, and align your Google Ads and Microsoft Ads campaigns with your wider digital marketing strategy. Whether you’re focused on lead generation, eCommerce sales, or brand awareness, we create a roadmap for success.

02

Research and strategy

We conduct comprehensive keyword research, search intent analysis, and competitor benchmarking to identify high-value opportunities. Our audience segmentation, demographic targeting, and lookalike modelling ensure your Google PPC campaigns, Microsoft Advertising, and social PPC efforts reach the most relevant users. By integrating conversion funnel mapping, we position your brand for maximum impact at every buyer journey stage.

03

Ad creation and optimisations

Strong ad copy and compelling PPC creatives are crucial for improving Quality Score, reducing CPC (cost per click), and driving conversions. We craft responsive search ads (RSAs), expanded text ads (ETAs), Google Display Network (GDN) banners, and YouTube video ads, all rigorously A/B tested to enhance click-through rates (CTR). Our ad extensions, dynamic keyword insertion, and landing page optimisation further strengthen ad relevance and conversion rates.

04

Approvals and implementation

We ensure smooth PPC campaign implementation across Google Ads, Microsoft Ads, and Meta (Facebook & Instagram) Ads. Our structured approval process guarantees alignment with your brand messaging, budget allocations, and target audience. Whether launching Google Shopping campaigns, remarketing ads, or Performance Max campaigns, we follow industry best practices for PPC success.

05

Tracking and monitoring

Accurate PPC tracking is key to measuring campaign performance. We set up Google Tag Manager (GTM), Google Analytics 4 (GA4), and conversion tracking pixels to monitor key metrics like cost per conversion (CPC), return on ad spend (ROAS), and customer acquisition cost (CAC). With real-time bid management, automated bidding strategies, and AI-driven insights, we continuously refine your campaigns for better results.

06

Analysis, reporting and further optimisations

PPC is a continuous process of learning and improvement. We provide data-driven reporting with insights into ad performance, budget efficiency, and conversion paths. Using multi-touch attribution, performance audits, and budget reallocation strategies, we refine campaigns to maximise ROI. Whether expanding keyword coverage, testing new bidding strategies, or optimising ad placements, we ensure your PPC campaigns evolve for sustained growth.

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Our work.

Reaching a ROAS of 3.6 and an increase 30% in Average Order Value

See how we did it

Increasing lead volume by +1,420%

See how we did it

Increasing campaign revenue by +20%

See how we did it
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Our paid media team.

Ben Miller

Paid Media Account Director
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Carolina Abaunza Moreno

Paid Media Account Manager
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Christopher Watson

Head of Paid Media
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Demi Newlands

Paid Media Account Manager
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Euan Baird

Paid Media Account Executive
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Federico Faverio

Paid Media Account Manager
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Freddie Warner

Senior Paid Media Account Manager
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Joshua Davis

Paid Media Account Manager
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Lauren Hall

Paid Media Account Manager
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Nahom Kahsai

Paid Media Account Manager
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Owen Osztotis

Managing Director & Head of Digital
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Rosie Dath

Paid Media Account Manager
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Latest insights.

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Programmatic Advertising for B2B Service Companies

Business-to-business (B2B) buying behaviours are rapidly changing and traditional techniques such as face-to-face selling aren’t as powerful as they once were. As...

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Cecilia De La Viesca
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How to Use Psychology in B2B Marketing for More Impact

Are you ready to unlock the secrets of your audience’s minds? Have you ever wondered what drives your B2B audience to make...

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YMYL Industries and SEO: The Importance of E-E-A-T

‘Your Money or Your Life’ (YMYL) industries pose a unique set of challenges when optimising a website for search engines. These sectors,...

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Still unsure about PPC?

How much experience do you have managing Pay-Per-Click (PPC) campaigns?

Passion Digital has over 12 years of experience managing PPC campaigns across various industries. Our award-winning team is made up of 14 digital experts (and growing!) who deliver data-driven campaigns that earn your business leads.

How would you approach the research and selection of keywords?

We’d use Keyword Planner to check your site for relevant keywords and combine this with other terms you feel are appropriate. We’d also check what competitors are bidding on to fill any gaps.

How would you efficiently manage and optimise my PPC budget?

Sticking to agreed monthly budgets, we’d update daily budgets at the start of each month and check pacing weekly. We’d make recommendations on where your budget is best used based on performance.

Which tools and technologies do you use for managing and optimising PPC?

We use automated dashboards to monitor performance, in-platform tools such as Keyword & Performance Planner for forecasting and keyword research, Auction Insights to check competitor activity, and Ads Editor for fast & efficient campaign builds.

How do you measure and report on performance?

We use automated Looker Studio dashboards to pull daily, weekly and monthly data so we’re constantly reviewing performance (which you can access). Reporting processes are tailored to your needs but usually report weekly and in QBRs.

What process do you follow to create ad copy and creative assets?

Your target keywords heavily influence ad copy, as ads must be as relevant to these as possible, but we showcase your USPs, include CTAs and follow your TOV & brand guidelines where possible. We constantly check with you for feedback before launching.

How do you handle communication and collaboration with clients?

We value open communication and complete visibility surrounding your campaign performance. Our team will create detailed performance reports and will ensure you’re involved and updated in every step of the process.

What distinguishes paid media from paid search?

Paid search refers to ads on search engine results pages, the most commonly used being Google & Bing. Paid media incorporates various marketing channels and avenues, such as social, display, CTV, and Amazon.

Could you explain the basics of how PPC works?

Pay Per Click (PPC) is a form of online advertising where advertisers pay Google every time one of their ads is clicked. You set a budget and bid on keywords you want your ads to appear for. You can also target specific audiences based on location, interests, demographics, and more.

In what ways can PPC help a business achieve its goals?

PPC can help contribute towards increased website traffic, generating leads, boosting sales as well as enhancing brand awareness. We’ll put together a customised strategy tailored to suit your business goals.

How can PPC support lead generation for a business?

PPC can be a highly effective strategy for generating leads. It offers the benefit of precise audience targeting, keyword targeting (reaching users actively searching for your products or services), immediate visibility, and measurable results.

Our last PPC agency produced unsatisfactory results – what makes Passion different?

We offer the Passion approach to PPC: a blend of creativity, data-driven insights and industry expertise. Our award-winning PPC team provides customised strategies directly contributing to your core targets.

How does Performance Max work?

Performance Max is one of Google’s newest products, enabling advertisers to show ads across all Google-owned and operated properties, including, but not limited to, Google Search, YouTube, Gmail and Google Maps.

Does your PPC agency handle campaigns on YouTube?

Yes! Our data-driven YouTube advertising strategies help you connect with your audience, increase engagement, and drive conversions.

Which is more beneficial to our business - PPC or SEO?

Both are vital to any online business, but PPC is reactive typically produces quick results, and can be scaled quickly. However, if your SEO is effective, this can reduce the costs needed for PPC to rank highly for your target terms.

How do you determine the success of your PPC campaigns?

PPC success depends on your goals. We’ll work with you closely before launching to ensure the activity is aligned with your objectives. Some examples of success could include a strong ROAS, conversion rate or number of website visits.

What are Google Local Service Ads, and could they be suitable for me?

Google Local Service ads (LSAs) appear at the very top of Google search results for specific local service searches such as ‘plumbers near me’. These could be suitable if you operate a local service business (e.g. plumbing, cleaning, gardening, electrician etc).

Is preliminary keyword research required before beginning a Google Ads search campaign?

Keyword research is required before launching PPC activity. Keywords are the foundation of a search strategy – they help determine which searches trigger your ads to appear. This process allows us to effectively identify high-volume, low-competition keywords to maximise ROI.

What types of Google Ad strategies might you propose?

The type of strategy we propose will be tailored to suit your business goals. This could include a mix of traditional search campaigns, display activity, video campaigns, Performance Max and more

How quickly can we see results from PPC activity?

PPC is extremely reactive, so you can expect to see initial results within a few days of launching campaigns. We recommend letting campaigns move through the learning phase to allow for sufficient data collection and campaign optimisation.

How frequently do you review and optimise campaigns?

Our team of paid search experts will continuously optimise and review campaigns to ensure we can quickly identify any factors impacting performance. We’ll book regular catch-ups with you to ensure you’re kept up to date with results and next steps.

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