Top Performing
PPC Agency In West Sussex
PPC (Pay-Per-Click) is an advertising and business model that allows you to bid on keywords and pay only when someone clicks on your ad. The concept of pay-per-click advertising is simple but, since Google introduced PPC ads around 2000, it’s undergone several transformations. Despite this, one principle remains the same: it’s a specialist area requiring diligence and skill. That’s where we come in: your PPC agency in West Sussex.
Earning Leads & Sales Via PPC Advertising
- Professional use of relevant keywords.
- A good SEO-led website to which the visitor is directed seamlessly.
The two biggest search engines are Bing and Google, the latter company having the largest market share. Both have their platforms and are similar in the way they work.
Here at Improve Position, we manage PPC campaigns with both Bing and Google for a wide range of clients in different industries and with varying budgets. Being a certified Google Partner PPC marketing agency means that we have been officially recognised for our proficiency in running Google Ads campaigns to the required standard.
How Do PPC Campaigns Work?
Whenever someone completes a search online, the platform checks to see if advertisers are bidding on the keyword used. If they are, the search engine selects several ads, featuring the keyword, and presents this to those searching. This automated auction process takes just milliseconds to complete.
Once the searcher clicks on an ad, they should be taken to the advertiser’s website and, all being well, the searcher finds what they’re seeking. The search engine charges the advertiser for each click and monitors what happens next: does the visitor stay on the site or bounce off? As you can see, poorly targeted ads cost money.
The amount charged is not necessarily the maximum bid – the cost per click (CPC) is calculated by the quality score of your ad and the landing page content. The higher the quality score, the lower your CPC which makes PPC marketing extremely powerful as advertisers with a small campaign budget can compete with big spenders.
Achieving a High-Quality Score with Google Ads
Google’s Quality Score is made up of several factors in determining which ads and services should be at the top and deserving of the most valuable position:
- Historical click-through rate (CTR)
- Relevance of the keyword to the subject of the ad
- Landing page quality
The higher the Quality Score, the lower the CPC (cost per click) of Google Ads will be. As well as taking notice of an advertiser’s history, Google penalises advertisers who bid on high-volume keywords that bear very little relation to their ad. Engaging and relevant ad copy that includes relevant keywords is vital. So too is a high-quality landing page. Google quickly recognises those sites that offer a poor user experience.
Setting Niche PPC Targeting Options
As with all digital marketing services, targeting is vital. Once you know exactly who you are focusing on, PPC digital marketing offers other targeting options. For example:
- Device targeting – e.g. focusing on mobile.
- Location targeting – ideal for businesses operating in a specific area.
- Day and time targeting – according to target audience preferences.
- Demographic targeting – focusing on a specific audience segment.
So, whilst ‘family beach holidays’ might be a key term for a lot of travel agencies, the experienced ones will drill down to find their real target audience:
- Aged between 35-50
- Searching during the weekday evenings
- On mobile devices only
By setting niche targeting options like this, together with A/B testing and automatic adjustment of keywords, our PPC management helps our business clients maximise their return on ad spend (ROAS).
Tracking PPC conversion performance
Effective reporting is the cornerstone of successful PPC advertising, as it is with SEO. It not only provides insights into how your ads are performing, but it also guides your decision-making process to improve performance further.
Good reporting offers transparency and accountability, profitable results, and a clear understanding of the return on investment (ROI) for your advertising efforts. Some of the key metrics we measure in our client’s PPC reports include:
- Clicks: How many times people click on your ads.
- Conversions: How many people take the desired action after clicking your ad, like buying something?
- Cost-Per-Click (CPC): How much do you pay for each click?
- Return on Ad Spend (ROAS): How much revenue your ads generate compared to what you spend.
- Quality Score: How well your keywords and ads match what people are searching for.
- Impression Share: How often your ads show compared to potential opportunities.
- Ad Position: Where your ads appear on the search results page.
- Ad Copy Performance: Which ad messages work best?
- Keyword Performance: Which keywords are driving the most results?
- Budget Allocation: How your budget is spread across different campaigns.
PPC Campaign Types & Ad Formats
Search Ads
What are Search Ads?
- Text ads shown on Google when users search for your products or services.
- Triggered by targeted keywords matched to user intent.
Why use Search Ads?
- Capture high-intent customers ready to buy.
- Complete budget control and measurable ROI.
How we help
- Keyword research, ad copy, and landing page optimisation.
- Continuous tracking and optimisation to reduce wasted spend.
Performance Max
What is Performance Max?
- AI-driven campaigns that run across Search, Display, YouTube, Gmail, Maps, and Discover.
- Automatically optimises toward your goals (leads, sales, revenue).
Why use Performance Max?
- Broader reach with less manual setup and ongoing optimisation.
- Efficiently scales conversions using Google’s machine learning.
How we help
- Provide high-quality assets & audience signals; integrate feeds where relevant.
- Continuously test, refine asset groups, and steer budget to top performers.
Local Business Ads
What are Local Business Ads?
- Location-focused ads on Maps, local Search, YouTube, and Display.
- Designed to drive calls, directions, and in-store visits.
Why use Local Ads?
- Reach nearby customers with strong local intent.
- Show proximity, hours, reviews, and make it easy to contact you.
How we help
- Optimise your Google Business Profile and set precise location targeting.
- Track calls, direction requests, and visit signals to improve results.
Remarketing Ads
What are Remarketing Ads?
- Ads that re-engage people who previously visited your site or engaged with your brand.
- Appear across the Google Display Network and YouTube.
Why use Remarketing?
- Stay top-of-mind and recover missed conversions.
- Usually lower costs versus cold prospecting.
How we help
- Segment audiences (cart abandoners, product viewers, past customers).
- Tailor creative & frequency to drive return visits and conversions.
Display Advertising
What are Display Ads?
- Visual ads shown across millions of sites and apps on the Google Display Network.
- Formats include responsive banners and rich images.
Why use Display?
- Build awareness and reach new audiences cost-effectively.
- Target by interests, in-market segments, topics, or placements.
How we help
- Create on-brand, high-impact creatives and precise audience targeting.
- Continuously refine placements to minimise waste and lift CTR.
Shopping Ads
What are Shopping Ads?
- Product listings showing image, title, price, and retailer directly in search results.
- Clicks go straight to the relevant product page.
Why use Shopping?
- Highly visual format that pre-qualifies clicks.
- Often stronger conversion rates for e-commerce.
How we help
- Optimise product feeds (titles, images, categories) and campaign structure.
- Bid and segment by margins, categories, or performance tiers.
Reviews That
Speak For Themselves
Liz Stanford
I have felt very supported working with Mike and Improve Position over the past 5 years. My own tech knowledge is limited especially when it comes to websites but he has always been very patient, generous with his time and understanding!
Brendan Piater
Responsive, great at what they do and trustworthy; is how I would describe Improve Position. I’ve dealt with Michael several times over the years and have been very impressed by his knowledge and friendly demeanour.
Mark Riley
I thoroughly recommend Michael at improve position he has helped my site go from strength to strength and explained how I could do this in simple language. Amazing work ethic and supremely skilled at what he does. Great company!
Anthony Ryder
As an IT Business, we have utilised many SEO companies over the years which have been hit-and-miss with extortionate monthly costs. Improve Position has provided us with effective SEO at an affordable price since 2018. We find the service is personable, responsive and cost-effective.…
7 Facts About PPC
1. PPC Provides Measurable Returns
2. PPC Delivers Fast, High Click-Through Rates
3. PPC Bypasses Organic Ranking Limitations
4. PPC Enables Continuous Optimisation
5. PPC Targets Highly Specific Audiences
6. PPC & SEO Work Synergistically
7. PPC Offers Flexible, Goal-Based Campaigns
Next Steps
So, is PPC effective? Yes, PPC is a highly effective online marketing tool but only if you have the right elements in place: high-quality ads and landing pages, and the skill to pull it all together. It works especially well when you need fast results or you want to target highly specific audiences, especially those ready to buy (e.g. at the bottom of your marketing funnel).
Here at Improve Position, we have an outstanding track record of running paid search campaigns on both Bing Ads and Google Ads for our clients. So, whether you’re looking to recover abandoned shopping carts, promote new products, or simply reinforce your brand message, our team of PPC experts can help you give paid advertising a crucial role in your business growth and achieving success with your digital marketing objectives.
To find out more, book a FREE 30-minute PPC consultation via the form below…
Book Your 30-Minute Free PPC Consultation
This is a free 30-minute consultation to discuss your online business goals and determine if we are a good fit to work together towards achieving those goals.