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Paid Search Management

Our PPC team put dynamic data analysis at the core of our Paid strategies, leveraging our unique-to-market data capability and inhouse tools such as Halo Insights & Corvidae to demonstrate clear performance efficiency improvements to CPAs while building out new customer and audience growth across generic target terms.

Technical expertise and innovation is underpinned by a commitment to high levels of service quality and results in our team. By deploying agile automation to lock in dynamic campaign structure and bid strategies, for example, we free up your account manager to focus on improving overall strategy, find new performance insights and build on the human intent and intangibles that make ad copy sing as well as perform.

Our team also understands that business objectives change, and one of the key benefits of our PPC strategy is its agility & flexibility; our project management & transparent billable time system allows us to be proactive in supporting the areas that will have the biggest underlying performance impact for your business.

For example, working across Cupid PLC's local dating brand Speeddater, our insights team found sustained rises in CPA with the inhouse bid strategy. Our team assessed the account structure and prevalence of mobile volume and location mismatching to the intent of city related keyphrases. By solving these structural inconsistencies and readjusting bid priorities in line with Halo tool opportunity analysis, a 30% reduction in cost per booking was achieved, driving revenue for the brand up by 19%.

In that instance, spending our time on thoughtful analysis and handing over repetitive and data-rich aspects of paid management allowed strategic insight to improve the client’s bottom line.

Our Paid management service can also be more holistic, actively managing your overall online marketing spend across different channels and platforms – re-allocating PPC budget to Programmatic audience-matched outreach where greater growth at lower CPAs become available, for example - or more focused, targeting specific areas of structural optimisation through our exhaustive audit process.

We also firmly believe in a more consultative approach than traditional PPC agencies, working on-site with your existing in-house teams to enhance strategy, identify performance opportunities, or upskill and expand the influence of Paid search as a marketing channel within your business.

PPC Strategy & Multi-Channel Management

Following our data-led approach, your account team will begin with an audit of your existing Paid activity within the context of your larger online marketing spend, this forms the basis of the overall strategy and works in collaboration with other channels, such as your SEO campaign. Data sharing across different search channels ensures that you not only receive the most efficient strategy, but also one that can utilise actionable insights from a complementary channel and unify your customer targeting approach for greater overall ROI.

Building an understanding of your industry or vertical and how this relates to your offline marketing strategy is key in identifying and gaps & opportunities with your current Paid activity. We understand that all businesses are different, even within the same industry or vertical, and as such each requires a bespoke strategy. Your account team will work with you to define an individual PPC channel strategy within a larger multi-channel spend strategy based on objectives and initiatives aimed at achieving targets that are defined and measured against your business KPIs.

Through extensive keyword research, campaign re-architecture, ad copy creation, analysis, and dynamic, agile reporting, we will keep you fully apprised of results, tasks, insights and issues - ensuring that focusing on and progress towards your targets is the driving force behind daily account management.

Innovation & Automation

Our team’s technical specialists have developed a unique suite of tools that allow us to extract and analyse data from various sources, resulting in actionable insights across multiple search channels and affording a better understanding of the relationship between these. Some of these tools supply entirely unique to market data - Halo & Corvidae, in particular - ensuring your insights provide a genuine cutting edge.

Efficiency is an increasingly important area which can influence the success of any Paid activity; utilising the latest innovation, our technical Programmatic & PPC specialists can automate basic account management tasks, ensuring that any changes in the account are led by data analysis.

This automation can range from basic bid adjustments to automatic notification of all ‘broken’ destination URLs from PPC ads, and if we haven’t already found a way to automate a process or function the team will work with you to achieve any specific requirements you require. In addition, utilising our preferred partner DSP bid platform Avocet, we can leverage unique metrics such as Viewable Post View to allow best in class performance and greater overall CPA performance control.

By also working closely with other channel experts within QueryClick, our team can remove performance weaknesses for open up new bid opportunities.

For example, working to drive mobile site performance improvements for Envirofone, we relocated mobile search traffic to land on a mobile optimised page supported by our Conversion Optimisation team, then supplemented improvement by refining keyphrase bid targeting and building out mobile extension optimisation, improving the relevancy of the traffic landing on the site and reducing the CPC. As a result, conversion rates improved by 13% and paid mobile traffic delivered 16% higher revenue while still targeting new growth generic terms.

Our innovation and creativity is driven by a qualified, actionable data, allowing our team to make decisions based fact rather than opinion. As a result, we have a track record of providing the strategic insight needed to improve performance, and we understand that long-term success is built on getting the basics of account management right.

The Paid Search Team

Stuart Ferrie

PPC Account Manager

With a degree in Business Economics & Marketing, Stuart spent two years working for a student union managing web content and strategic advertising dis...

Scott McBay

Head of Search Marketing

Scott is an experienced search marketer who has been developing strategies for blue chip clients for over 12 years. He is a specialist in search marke...

Alan Hannah


Alan moved to QueryClick in August 2013 after spending two years working as a front-end developer for an accountancy firm in Aberdeen. In his role, Al...

David Fothergill

Head of Product Development & Insight

David is an experienced search marketer who heads up both our Product Development and Web Analytics teams. He has handled search marketing accounts fo...

Justyna Korpala

Paid Search Account Executive

After graduating in Business Management and Marketing at Heriot-Watt University and a brief career in finance, Justyna joined QueryClick in 2014 as a ...


QueryClick Ltd
7 Castle Street Edinburgh EH2 3AH
+44 (0)131 556 7078 Map


QueryClick Ltd
1 Mark Square London EC2A 4EG

Contact Us


+44 (0)131 556 7078

Company number: SC342868

VAT number: GB 935518900