Pay-Per-Click & Google Ads Management

You pay Google directly. The ad account stays in your name with Google billing your business directly — we don't invoice ad spend through us with a markup, which is how many agencies build hidden margin. Our management fee is separate and clearly disclosed. This keeps incentives aligned: our fee doesn't grow when your spend grows, so we have no reason to recommend bigger budgets than your business actually justifies.

For an account with existing data, audit-driven fixes (wasted spend elimination, conversion tracking accuracy, Performance Max asset optimisation) typically show measurable improvement within 2-6 weeks. Structural changes (account restructuring, new bid strategies, landing page improvements) compound over 1-3 months as Smart Bidding learns against accurate data. For a brand-new account, expect 6-12 weeks for Smart Bidding to learn and performance to stabilise.

Performance Max done properly involves asset groups segmented by audience or product line, audience signals provided (not just letting Google guess), search themes used as targeting hints, brand exclusions to prevent cannibalisation, and creative testing across the asset variants. Performance Max left on autopilot wastes significant budget on irrelevant impression categories. We manage it actively — and we are honest about when Performance Max isn't the right campaign type for your business.

Highly dependent on margin, customer LTV, and how mature your account is. eCommerce businesses with healthy margins might target 4-8x ROAS on Search and 3-5x on Performance Max. Lead-gen businesses measure CPA against customer LTV (e.g. £50 CPA for a £2,000 LTV customer is excellent). New campaigns start lower and improve as Smart Bidding learns. We agree realistic ROAS or CPA targets during onboarding based on your business economics — not industry averages.

Yes. Shopping campaigns require a Google Merchant Center feed setup, product data optimisation (titles, descriptions, structured attributes), and a Shopping campaign structure that segments products by performance or category. We handle full Shopping setup including Merchant Center integration, product feed health, and Shopping campaign management. Pairs naturally with our eCommerce development team where the storefront itself needs work.

Both options. Where you have landing pages that align with the ad promises, we work with what's there and recommend CRO improvements. Where new landing pages are needed, we either coordinate with your team or build them via our bespoke website design and conversion rate optimisation services. Landing page quality directly determines Google Ads ROAS — Quality Score, conversion rates, and bidding efficiency all depend on it.

We set up GA4 with proper attribution modelling (data-driven attribution where there's enough conversion volume, otherwise a position-based or time-decay model), use Enhanced Conversions for accuracy, and integrate with our marketing analytics and reporting service for cross-channel attribution. We honestly report where Google Ads is credited for conversions versus where it's assisting other channels — attribution is the foundation of good budget decisions and we don't fudge it.

Common arrangements include: handling specific campaign types your team doesn't have specialist expertise in (Performance Max optimisation, Shopping feeds, advanced Smart Bidding strategies), running quarterly audits to surface what's drifted, providing strategic consultancy alongside in-house execution, or operating as a fractional senior PPC function when full-time hires aren't yet justified. We adapt to the in-house structure rather than insisting on full ownership.

Yes. Common for clients who want managed PPC initially but plan to bring it in-house over time. We document the account structure, decision logic, and optimisation procedures so the handover is genuine knowledge transfer — not just account access. The goal is your team being able to take it forward effectively rather than reverting to the patterns that caused underperformance before.

Yes — Google AdWords was renamed Google Ads in October 2018. The platform, account login, and core features are the same product. Many UK businesses still search for 'AdWords agency' or 'AdWords management services' because the old brand name remains in widespread use across job titles, job adverts, and existing client conversations. JW Digital manages campaigns under either name — the underlying work (Search, Shopping, Performance Max, Microsoft Ads, attribution setup, ROAS-led optimisation) is identical regardless of which name your team uses internally.

A pay-per-click consultant is usually a single specialist offering strategic advice, account audits, and tactical recommendations — often working alongside an in-house team or another agency that handles execution. A PPC agency typically owns end-to-end management: account audits, conversion tracking setup, campaign architecture, creative production, ongoing optimisation, and monthly reporting. JW Digital offers both: full agency-managed engagements when you want one team owning the result, or consultancy-style engagements (quarterly audits, second-opinion reviews, strategic input for in-house teams) when you have execution capacity but need senior PPC expertise.

Pay-per-click advertising has two distinct cost components. The first is your ad spend paid directly to Google or Microsoft — this varies enormously by sector (legal, finance, and B2B SaaS often see £5-£20+ per click; ecommerce and consumer typically £0.30-£3 per click). The second is the management fee — JW Digital's pay-per-click management starts at £500/month for small accounts and scales to £2,500+/month for complex accounts with multi-product Shopping, Performance Max, and ongoing CRO testing. Crucially, we don't mark up ad spend — Google bills your business directly.

Both, in most cases — they serve different timelines and intent points. Pay-per-click delivers traffic from day one against a known cost-per-click, which suits time-sensitive launches, seasonal campaigns, and lead-generation testing. SEO compounds slowly (typically 3-9 months to meaningful traction) but generates traffic at substantially lower cost per click once established. The right balance depends on your runway, sector competitiveness, and current organic visibility. We assess this honestly during onboarding and recommend the channel mix your business actually needs — including the answer 'pause PPC and invest in SEO first' where the maths supports it.

Yes, where it makes sense. Microsoft Advertising (Bing, Yahoo, AOL search) reaches a meaningful audience — typically older, higher-income, more B2B-skewed — at often lower CPCs than Google Ads. For UK ecommerce, professional services, and B2B businesses with budget for diversification, a properly-structured Microsoft Ads campaign frequently delivers 10-20% incremental traffic at competitive ROAS. We import campaigns from Google Ads where it accelerates setup, then optimise separately because the audience and bidding behaviour differ. Not every business benefits from Microsoft Ads — we'll tell you honestly if your sector doesn't warrant it.

Yes — and account-recovery work is a substantial share of what we do. The audits we run on inherited Google AdWords / Google Ads accounts typically surface several recoverable issues: broad-match keywords consuming budget on irrelevant searches, Performance Max running on autopilot with no audience signals, Smart Bidding optimising against the wrong conversion event, broken or degraded conversion tracking post-GA4 migration. Most underperforming accounts have £500-£3,000+/month of recoverable wasted spend identifiable in a 2-4 hour audit. We document the findings, propose a sequenced remediation plan, and (where you proceed) implement the fixes in priority order based on real budget impact rather than checklist optimisation.