PPC and Google Ads management in Cambridge and beyond
Big Bear Creative is a Cambridge-based PPC and Google Ads partner agency helping growing businesses plan, manage and improve paid search campaigns.
Our work covers Google Ads strategy, campaign management, conversion tracking, landing pages and ongoing optimisation, with a focus on qualified enquiries and commercial results rather than clicks alone.
We also work across Bing / Microsoft ads and all social media ad platforms.
We do not measure success on clicks alone. We look at what happens after the click, from landing page quality and conversion tracking through to lead quality and return on spend.
Paid advertising gets expensive when nobody is asking the right questions
Google Ads can be one of the quickest ways to put your business in front of people actively looking for what you offer. It can also burn through budget very quickly when campaigns are poorly structured, tracking is unreliable or the landing page does not do its job.
We regularly see businesses spending money without being able to answer simple questions:
Which campaigns are generating genuine enquiries?
Which keywords are wasting budget?
What does a qualified lead actually cost?
Are phone calls and form submissions being tracked properly?
Are people landing on the right page?
Is the campaign profitable or simply producing traffic?
Our job is to make that picture clearer.
Google itself treats conversion measurement and landing-page quality as core parts of campaign performance, rather than viewing ads in isolation.
We plan and manage search campaigns around the queries that indicate genuine buying intent.
This can include:
Keyword research
Campaign structure
Ad groups
Budget Management
Negative keywords
Ad copy
Assets
Geographic targeting
Bid strategy
Performance Max
Where it is appropriate, we can manage Performance Max alongside Search campaigns.
It should not simply be switched on because Google recommends it. The account needs sensible goals, good creative assets and reliable conversion data first. Google’s own guidance emphasises accurate conversion tracking as a foundation for Performance Max optimisation.
Remarketing and audience campaigns
Where the audience and buying journey justify it, we can use remarketing to reconnect with people who have already engaged with the business.
The ad is only half the job
Getting somebody to click an advert is not the same as generating an enquiry.
If the landing page is confusing, slow, generic or poorly matched to the search, increasing the advertising budget will not solve the problem.
Because we plan and build websites as well as manage PPC, we can look at the complete journey from search query through to enquiry.
That might mean improving:
- Page messaging
- Headline relevance
- Calls to action
- Forms
- Trust signals
- Testimonials
- Case studies
- Page speed
- Dedicated campaign landing pages
Google explicitly identifies effective landing pages as an important part of generating conversions from ad traffic.
If it is not being measured properly, it is difficult to improve
Before making decisions from campaign data, we need confidence that the numbers mean something.
We can help configure and review tracking for:
Contact forms
Telephone calls
Email clicks
Quote requests
Booking forms
Ecommerce sales
Key landing page actions
Offline or qualified lead outcomes, where available
We start with what the business is trying to achieve and what a useful enquiry looks like.
Fix the foundations
We review tracking, campaign structure, targeting and landing pages before trying to scale activity.
Build or restructure the campaigns
Campaigns are organised around clear services, audiences and commercial intent.
Test and improve
We review search queries, ad performance, conversion data and lead quality regularly.
Report on the things that actually matter
You should be able to understand where the budget went, what it generated and what we recommend doing next.
What is included in ongoing PPC management?
Our ongoing PPC management covers everything from campaign strategy, keyword research and ad creation through to budget optimisation, conversion tracking, landing page recommendations, competitor monitoring and regular reporting, with ongoing refinements focused on improving lead quality and performance.
How much does PPC management cost?
PPC management costs depend on the size of the account, advertising budget, number of campaigns and the level of work required. We normally agree a clear monthly management fee based on the scope rather than hiding it inside media spend.
Our typical client retainers are between £1,000 and £5,000 per month.
Paid advertising that supports the wider marketing strategy
Not sure your getting the best from your paid ads?
We can review your campaigns, tracking and landing pages and give you a clear view of what is working, what is wasting budget and where the best opportunities are.
If you are trying to work out what to do next, where your marketing budget will have the most impact, or how to get the direction signed off internally, let’s have a proper conversation. We will talk through where you are, what you are trying to achieve and whether we are the right people to help.
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