Paid search is one of the most controllable and performance-focused channels in digital marketing. You choose the budget, keywords, and ad copy — and adapt them as your goals evolve. Its biggest strength lies in targeting users who are actively searching for your products or services, leading to higher engagement and stronger conversion rates.

By understanding how your customers search along the path to purchase, we can target the right keywords at the right time; bringing in high-quality traffic and influencing decision-making at every stage.

Paid search offers the flexibility to scale campaigns up or down quickly, making it ideal for seasonal peaks or inventory-limited businesses. It also performs strongly as a long-term, always-on channel, with ongoing optimisation uncovering trends and improving performance over time.

The two primary platforms are Google Ads and Microsoft Advertising, which together cover the vast majority of search activity in the UK and across Western markets. Google Ads typically leads the way, capturing around 94% of UK search engine market share.

Thanks to the high level of control, paid search can support a wide range of objectives – from straightforward eCommerce campaigns to complex, high-value B2B strategies. With over 13 billion searches on Google every day, your audience is out there. Success comes down to having the right strategy to connect with them.