Paid search agency.

Paid search is an effective channel to increase relevant traffic to your website.

What is paid search?

Paid search or pay-per-click (PPC) is a keyword-based advertising platform – whether it’s Bing or Google, the principles are the same. A user searches for a keyword you bid on, you pay for them to click through from your ad to your website. There’s a multitude of different ad types available with pros and cons to each. Costs can vary wildly depending on your product, service and the market. We’re here to guide you through that and avoid wasted marketing budget.

How could PPC benefit your business?

With paid search, you are in control of the type of user that visits your site. More relevant traffic, means more sales or leads for your business. Paid search is extremely measurable and easy to set up, yet it’s very sophisticated. There is a vast array of ad types across platforms with solutions for local business to international brands. It can be complicated to implement and manage effectively, so to get the best return on investment, we’d always recommend using a PPC agency to manage campaigns. 

Why use our paid search agency?

The Bigger Boat has a fantastic track record as a paid search agency. Our expert team has 15 years’ experience in Google Ads and is an approved Google Partner, specialising in shopping and search campaigns. We are trusted to manage tens of thousands of pounds in advertising each month for companies throughout Yorkshire and the UK, as well as those based internationally. 

Google and Bing regularly release new ad formats and ways to optimise and extend their existing ones. We live and breathe paid search, so we’re always looking at new options and regularly have update calls with Google to discuss features. 

Paid search services provided by our agency.

This is the original ad format that shows a text ad when a user searches for a keyword you bid on. It might be the most well-known format, but it isn’t the simplest. There are numerous ways to set up campaigns and many pitfalls that can lead to high spend and not enough return.

Text ads.

Formerly PLAs, these ads apply to ecommerce websites and rely on a merchant feed connected to your website. Keeping Google’s merchant centre maintained and accurate is an important aspect of shopping campaigns. There are technical challenges to set this type of ad up, but once implemented it can be an incredibly powerful sales channel.

Shopping ads.

A fantastic ad type to communicate with an audience that has already visited your website. Whether you’re remarketing text ads or showing products through shopping, remarketing is a low-cost-to-high-return activity that should be used to complement a paid search strategy.


For clients with a more aggressive strategy, higher budget or new product, display advertising can be a great way to help you reach a new audience – before they search. This is an important distinction between text and shopping, in that a user is shown an ad based on a search. Display works differently and shows ads across Google’s display network – whether a user has searched or not.

Display advertising.

This ad format is similar to display advertising, in that it isn’t keyword-driven. Ads are displayed based on user profile targeting. It’s a cost-per-click or cost-per-impression model based on your selected set audience. The level of targeting through Facebook and Instagram is very detailed. The amount of advertising options are equally vast.Find out more about paid social.

Paid social.

Our system for PPC management is tried, tested and proven.

Learn about your business, products and services.

It is too easy to sit behind a screen, look at data and make decisions. But without knowledge of our clients business or the target market it is all to easy to bid on the wrong set of keywords. This is why we take the time to learn and discuss strategies with our clients.

Identify the opportunity through keyword research.

With knowledge of the product or service, we conduct keyword research to pull in data such as search volume, monthly variance and the likely bid. Data is key – but the interpretation of data is where the skill lies. 

Forecast and budget.

Before any campaigns are implemented, we work out an allowable return on advertising spend (ROAS) or cost per acquisition (CPA) so that we can ensure that any paid search campaign has a KPI to work against, helping us to maximise ROI.


The setting up of all ad types, bid levels, ad extensions, integrating merchant feeds, copywriting ads, designing display or remarketing. There is usually a lot of set-up work to get campaigns off the ground.

Test and optimise.

Once live, the job is far from done. Paid search optimisation is the most important part of the job. Knowing what to do with the data and why to maximise the return is where the real specialism lies. 


Once the campaign is performing at an acceptable return-on-ad spend, we look to scale it to maximise revenue and conversions. Scaling to spend more and reach a wider audience sounds simple, but it isn’t easy. There are more moving parts and campaigns behave differently on increased spend, so it’s crucial to maintain a healthy ROI as you scale up.

Take a look at some of our digital marketing projects.

Platforms we work with.