Paid search advertising

Getting your website to the top of Google's first page is extremely hard and time-consuming. If you want to get there fast, then Google Ads is the only way to achieve it.

Google Ads (AdWords) Marketing Specialists

Google Ads, previously known as Google AdWords, is Google's pay-per-click (PPC) advertising platform, otherwise known as paid search or sponsored search. It is one of the most targeted, powerful and dynamic advertising mediums in the world. It is also one of the most competitive. Without a keen understanding of pay-per-click management features such as biding strategies, a/b testing and keyword selection, many companies are overwhelmed and often spend too much for few conversions.

What Is Pay Per Click Advertising?

Pay-per-click advertising, or PPC, is pretty simple: search engines, like Google, allow businesses and individuals to buy listings in their search results. These listings appear as an advert alongside the natural, non-paid search results and are sold in an auction. You then bid what you want to pay for a click on the advert. Bid the most and you have a chance of ranking number 1 in the sponsored search results. If someone clicks on your PPC listing, they will arrive at your website and you are charged the amount you bid.

When you create your advert, you tell the search engine what keywords you want that advert to come up for in the search results. They will then indicate the type of price you will need to pay to get a high position – this is called the cost per click, or CPC. This cost will vary for every keyword and every website and depends on a number of factors, including; the competition for that keyword or how well your website is optimised for that keyphrase.

The resulting advertisements are called sponsored links or sponsored ads and appear above or beneath organic results on search engine results pages. Most major search engines have their own PPC platform and Google Ads is simply Google's version of this.

Should You Invest In Google Ads?

When it comes to pay-per-click marketing, there really is nothing quite like Google Ads. With over 90% of searches performed on Google in the UK alone, if you want to drive targeted traffic to your website, then Google Ads is definitely the best place to start.

Whether you knew it or not, you have most likely clicked on Google’s paid advertisements at some point. These ads are strategically placed to entice visitors like you into clicking on them in hopes of finding the most relevant information related to your search.

Unlike the organic, or non-paid, search results, Google Ads gives you a lot more control over who sees your listing and the keywords that your website comes up for. By setting your ads to only show to people who live in certain towns and cities, as well as particular days and times, you have a much higher chance of reaching the people who will actually turn into a paying customer.  Google’s paid advertising system generates billions of ad revenue for Google and its publishers for one main reason….it works!

The problem is, many website owners who have tried PPC themselves have found it expensive with little return. But, this is only down to a lack of experience and understanding of how the system works. When a pay-per-click campaign is properly set up, professionally managed and optimised correctly, then it can be one of the most cost-effective forms of online marketing.

What's Best, SEO Or Google Ads?

This is a great question and one that we get asked all the time. The most ideal way of coming up in Google's search results is via their natural, or organic, search listings. This is simply because you don't have to pay Google for the privilege which can be achieved through search engine optimisation (SEO).

However, over recent years, getting to the top of the search results naturally is continuously getting more and more difficult. Although it is the best way to get that number one position, it takes a long time as you have to earn your way to the top which can take months and years of hard work. However, once you eventually get there, you will find that you should stay there for the long term and don't need to pay Google for it.

For some businesses, they simply cannot afford to wait for SEO to take effect and want to get straight to the top very quickly. If this is the case, then Google Ads is the only way to achieve this. Although it works out more expensive in the long run, it does generate results a lot faster and therefore pays for itself a lot quicker. So, when it comes to a short-term search marketing solution, Google Ads is a serious option to consider.

Here at Improve Position, we often advise our clients to invest in both a mixture of Google Ads and SEO as a way to dominate the search results both for the short and longer-term. Google Ads and SEO complement each other perfectly, for these main reasons:

Google Ads Is A Great Way Of Testing Keywords Quickly

As SEO can take a minimum of 6 months to take effect, this also means you could be waiting 6 months to find out that the keywords you are focusing on are not those that generate the most conversions. SEO is a lot of trial and error and by using Google Ads to quickly test the effect of various keywords, you can usually find out what keywords work and what don't, ready for you to base a long-term SEO strategy around.

Google Ads Brings In Results A Lot Faster

If you can't afford, or simply don't want, to wait months to see returns from your SEO spend, then Google Ads is the perfect way to get immediate coverage and traffic whilst you wait for SEO to take effect. The quick revenue you see from Google Ads can then help to fund your SEO efforts. Once SEO starts to kick in, you can always reduce your PPC budget as you will no longer need to pay to be at the top.

Effective SEO Helps Reduce Your CPC

Google decides how much you need to pay-per-click, known as your cost-per-click (CPC). They look at a number of factors when doing this, including the quality of your landing page text and the overall authority of your website in organic search. Therefore, SEO can help lower your Google Ads costs by ensuring your landing page is well optimised for the keyword you want to pay for and that your overall domain authority is healthy.

As you can see, Google Ads can be a hugely effective pay-per-click marketing solution, but for it to give you a good ROI, it must be managed properly. If you don’t have a full understanding of how the Google Ads system works, you can end up overpaying for clicks and receive traffic of low quality that doesn’t convert. The result can mean that you end up paying a lot of money, for no return at all.

Google Data Studio Screenshot

Real-Time & Interactive Reporting

Presenting you with monthly reports on the progress of your Google Ads campaign is one of the most crucial steps we take. However, we take reporting to the next level.

We understand that there is no perfect reporting tool out there and Google Ads on its own is a minefield. Off-the-shelf reports either give too little information, too much information or even worse, information that isn't really useful to the client. That is why all our Google Ads reports are custom-built and unique for the needs of each individual client using Google Data Studio.

Google Data Studio allows us to pull data from Google Ads and display it in the most useful way. The reports continuously update in real-time and are fully interactive, which means they can be used at any point to analyse aspects of your campaigns performance and conversion trends.

Why Most Google Ads Campaigns Fail

The main issue we see time and time over, when client's attempt to manage their own Google Ads campaigns, is the amount of money they waste. Our Google Ads Management service aims to not only increase the return you get from your ads spend, but it is to also help reduce your overall spend in general.

Many people end up wasting money with Google Ads due to the fact that they do not manage the keyword match types correctly - to read more about keyword match types, visit: About Keyword Matching Options.

Although there are various keyword match types available in Google Ads, all of which we would advise you on, the default is the broad match. Broad match campaigns offer maximum visibility but also allow your ads to show for misspellings, synonyms, related searches and other similar variations. This, unfortunately, means that Google may end up showing your ads for keywords which it thinks is relevant, but in reality, isn't.

Therefore, if someone isn't actively monitoring the search terms that trigger your ads on a regular basis, you can end up spending loads of money on keywords that are not relevant and you may not even be aware of it.

A big part of our Google Ads Management service is to keep an eye on any irrelevant keywords that trigger your ads and ensure they are added to a negative keywords list. This then ensures that your ads are never shown again when someone does a search that includes that negative keyword. The end result is that as your campaign grows, it will become increasingly more focused and accurate, generating more return for less spend.

Professional Google Ads Management

Here at Improve Position, we believe that Google Ads can work for any type of business, no matter on your size or budget. Whether you are new to pay-per-click advertising or already have Google Ads campaigns set up that needs improving, we can help.

Our friendly team of professional marketers know that Google Ads is something that can never be left on its own to do its thing. To get the best return, you need to keep a close eye and make continuous adjustments to your campaigns on a daily basis.

When choosing us to manage your Google Ads campaigns, you can expect the following:

PPC Keyword Research

Negative Keyword Management

Creative Ad Copy Creation

A/B Testing Of Ad Variations

Higher Returns For Less Spend

Bespoke & Interactive Reporting

For more information on our Google Ads Management service, get in touch with us today and we can talk you through your options, advise on the kind of budget you would need and the management costs involved.

Paid search advertising

Paid search advertising, or PPC advertising, allows businesses to put their products and services in front of people who are actively searching for them, at the time they are searching, using platforms such as Google Ads. Getting your website to the top of Google's first page is difficult and time-consuming. If you want to get there fast, then PPC is the only way to achieve it.

Grow Conversions Immediately With Paid Search Management

Paid search, or sponsored search, is one of the most targeted, powerful and dynamic advertising mediums in the world. Using platforms like Google Ads, Google's pay-per-click (PPC) advertising platform, you can immediately put your website to the top of the search results for the exact search terms your customers are using.

However, it is also one of the most competitive forms of advertising available. Without a keen understanding of PPC management features such as biding strategies, a/b testing and keyword selection, many companies are overwhelmed and often spend too much for very few conversions.

We have devised a simple, but effective, X step paid media strategy that ensures we implement all of these features to the highest standard, resulting in the maximum ROI for your business.

Campaign Onboarding

You hold a lot of valuable knowledge about your business, market and goals and it is vital that we extract as much of this knowledge as possible. We start your campaign by providing you with an intake questionnaire that will give us answers to the most important questions. We may also follow this up with a phone call to discuss the results of this questionnaire in greater detail, to ensure we have everything we need.

Data Analysis

Once we have access to everything we need, we run a kickoff data analysis report and a Google Analytics audit. These are custom-built reports that pull data from Google Analytics, Google Search Console and SEMrush to see the current state of your website and conversion performance. This will help us to see areas where you are performing well and areas that are underperforming and need urgent attention.

Competitive Analysis

Once we have evaluated your website, it is time to look at your competitors. We will highlight the best performing websites in your vertical and use our tools to find what is working for them, and what isn't. This will help us formulate a multi-channel SEO strategy, based around the channels already working in your niche.

Project Planning

Finally, we will build a bespoke project plan that sets out the exact tasks and deliverables that we will undertake to help you reach your online marketing goals. You will have your own workbook file that remotely connects to our central project management tracker, so you can always keep an eye on the progress of your campaign at every step.

Website Quality Audit

We have our own custom-built tool that pulls in every page on your website, using data from SEMrush, Ahrefs, Google Search Console, Google Analytics and Screaming Frog. The tool then cross-references this data and generates a quality score, which allows us to make decisions about what to do with every page on your site. We like to think of this tool as our SEO swiss army knife that gives us the edge over other agencies.

Technical SEO Audit

We run a full technical audit of your website to look for any issues in regards to coding and structure. This is then passed to one of our developers, along with the results of the website quality audit, to apply the fixes to help search engines crawl your site more efficiently.

Keyword Research

Keywords are the search terms that people use to find your business online and are the heart and soul of any SEO campaign. If you are not targeting the right keywords, all your SEO efforts will be wasted. So, getting them right is vital to your success. We will find the primary and secondary keywords that your most important pages should be ranking for.

On-Page Optimisation

Once your website is technically sound and we know the keywords it needs to be ranking for, we will devise an optimisation strategy to get them ranking. This will include improving the site structure through correct internal linking, adding schema markup and optimising your content to be in line with what search engines want to show in their results.

Content Audit

Using the data from the website quality audit, we will analyse the content side of your website. This will aim to improve the quality, targeting and focus of existing pages, whilst maintaining relevance and brand messaging throughout.

Keyword Gap Analysis

Once your existing page content is up to scratch, it is time to build new content that will help your website reach a much wider audience. We carry out a full keyword gap analysis that finds the keywords and topics your competitors are ranking for, that you are not.

Content Strategy & Creation

Using the results of the keyword gap analysis, we will build-out content topics for your blog and/or bottom of the funnel pages in the form of a content calendar, assigning user intent and funnel mapping to each. Once this has been signed off by you, it will be passed to our copywriters, so we can start producing and uploading the content on your behalf.

Citation Audit & Management

Citations are online mentions of your brand across the web which are used by Google as a sign of trust and relevance. The most popular being national, local and niche-specific directories which are used in their local algorithm. We will find the directories where your business is already listed, manage these listings to ensure the data is up-to-date and suppress any duplicates. We will also build new listings where your business does not have an existing listing and manage the reviews across the entire local ecosystem to ensure your brand is being presented in the best light.

Backlink Audit & Cleanup

We will carry out a full backlink analysis of your website using SEMrush, Ahrefs, Majestic and Google Search Console to get a full picture of all websites that are currently linking to you. We will analyse each and every link via our quality scoring system, ensuring any harmful links are either removed or disavowed.

Link Outreach & Acquisition

Once your existing backlink profile is clean, it is then time to start building new links. We typically do this via editorial and guest post outreach, whereby we source websites in your niche that already rank well and get a lot of organic traffic from Google. We pitch to these websites on your behalf, writing guest posts for their blogs which ultimately includes a link back to your website. Not only does this help to promote your website content to their readers, but it helps to pass authority and build trust in the eyes of Google, helping your website to rank for more competitive search terms.

Regular Auditing

Each and every month, we keep an eye on Google Search Console and Bing Webmaster Tools to check for any crawl, indexing or sitemap issues and apply fixes, where required. We also run a technical and backlink audit each month, to ensure we can react quickly to any issues as and when they arise.

Monthly SEO Report

Every client is provided with a detailed report at the end of each 30 day period that gives a full breakdown of their campaign performance. This includes organic traffic stats and conversion data from Google Analytics, performance data from Google Search Console and Google MyBusiness, and ranking performance from SEMrush. This is a custom-built report, built-in Google Data Studio, allowing each and every client to see the data that is important to them, which other agencies cannot provide with their off-the-shelf reporting solutions.

Campaign Wrap Up Report

At the end of your campaign period, we will provide you with a wrap-up report that shows the overall ROI improvements from start to finish, along with a next step plan to take things to the next level.

Results Other Agencies Can Only Dream Of

We have had the pleasure of working with many different businesses in a wide variety of industries to help them meet their aggressive online marketing goals. As a technically focused agency, we build our own proprietary tools that give our clients an edge in the market, generating results that other agencies can only dream of!

These screenshots show the overall increase in organic traffic that some of our clients have experienced.

520% Increase In Organic Traffic
600% Increase In Organic Traffic
900% Increase In Organic Traffic
733% Increase In Organic Traffic

Reviews That Speak For Themselves

Paul R.
Paul R.
00:20 21 Mar 20
Improve Position has completely delivered everything I could have hoped for.Michael Hutton told me up front what he was going to plan to do.He delivered this. On time.On specification.Mike was easy to work with, responsive and he knows exactly what he is doing.If I need more work of the same, I will not be looking beyond Michael Hutton and Improve Position.Paul
Claire R.
Claire R.
09:51 06 Feb 20
I have been using Mike's services for Website and SEO for around 5 years now and can honestly say he is an absolute pleasure to work with. Mike is a true professional who really knows his stuff. We have worked on many projects together and he is always willing to explain things in a clear, concise way. He is a great Project Manager who is honest, reliable and trustworthy in an industry where there are plenty ready to take your money and do very little! Mike has good attention to detail, nothing is ever too much trouble and he always gets the job done. I would highly recommend Mike to anyone who needs a true Expert to make a complex subject such as SEO simple and to deliver a great service.
Matt R.
Matt R.
18:40 04 Nov 19
Improve Position have been a long term collaboration with us, and I highly recommend them for continued SEO and digital marketing services. Their close relationship with clients, and level of detail and advice make them really stand out. In short they passionately care about the work they produce and about the success of their clients.

Why Choose Us?

100% Transparent Project Management

Our custom-built project management system is what really sets our agency apart from everyone else. Built in Google Drive, we map out a 12-month plan that lists daily tasks that we will undertake to reach deliverables and milestones we set.

Once your project plan has been created, you will have 100% access to everything through your own personal workbook file, so nothing is hidden. This file allows you to see what work has been completed, what work is in progress and what work is coming up.

Your workbook file will also show actions that need to be taken on your account, along with a full list of backlinks and content that we are creating on your behalf. Everything is updated in real-time so, at any point, you can log in and see the progress of your campaign.

Custom Built SEO Tools & Reporting

Off-the-shelf SEO tools and reporting solutions are great, but they are limited and lack the ability to customise them to a client's individual needs. That is why we build our own custom proprietary SEO tools and reports for our clients.

Our tools utilise the Google Suite of applications to scrape and pull data via APIs from top industry-leading SEO tools, including SEMrush, Ahrefs, Majestic, ScreamingFrog, Google Search Console, Google Analytics and Google MyBusiness.

We can then run advanced analysis formulas on this data to find the most important statistics and present it in the most meaningful way via Google Sheets and Google Data Studio.

We Get Real Results

With Google's algorithm becoming increasingly more intelligent, SEO is becoming increasingly more difficult. Despite this, there are still many SEO agencies out there guaranteeing "position 1 rankings" as a means just to pull people in.

However, there are no guarantees with SEO and although first-place rankings is a great goal to have, the results of a successful SEO campaign should not be measured by this alone.

Our SEO service focuses on proven white-hat methods to not just increase search engine rankings but to increase both high-quality traffic and conversions as a direct result of what we do. This is backed up by our case studies which show the quality and tangible results you can expect from our service.

5 Star Reviewed Agency

Our agency has an ever-growing list of 5-star reviews on both Facebook and Google. Our personalised service goes far beyond just getting SEO results, and this is backed up by the reviews we regularly receive from our happy customers.

Getting results from SEO is important, but doing this whilst providing the very best in customer service is critical. Every client is a long-term relationship and we care about their success just as much as we do our own.

With over 130 clients on our books, we have been trusted by businesses across the whole of the UK, from local start-ups to national celebrities.

Frequently Asked SEO Questions

How Much Does Your SEO Service Cost?

As you can see, SEO is a very in-depth and complex service. There is no upper spend limit when it comes to SEO, as you are paying for time - the more time that can be spent on a campaign, the greater the results and the faster those results can come in.

Therefore, the best way to approach SEO is to devise a marketing budget first, based on what your business can afford to spend. We would then advise and create a strategy, based on that budget, to ensure you are getting the most for your money.

Due to the fact that so many different services make up SEO, it is an on-going and full-time job. So, when it comes to outsourcing this area of your marketing, you should have a budget in mind that is equivalent to employing a full-time marketing expert, in-house.

We can work to almost any sized budget, but typically advise our clients to have a minimum spend of £1000 a month to get the best results from the service.

How Does Your SEO Pricing Work?

We charge a monthly retainer fee for our SEO services, which is based upon the total number of estimated work hours over the life of your campaign.

These fees are billed at the start of each month to retain our agency services for that month.

I Am A Small Business With A Limited Budget. Can I Still Afford SEO?

We would typically advise a minimum budget of £1000 a month for SEO services. However, we understand that this may seem like a large amount if you are a small business with a limited budget.

For clients who fall into this category, we do offer a range of off-the-shelf SEO packages. These packages have been designed to suit most markets and objectives and include a limited number of hours, backlinks and content each month for a fixed monthly fee.

These packages are not suitable for clients in competitive markets, so they are typically more suited to smaller, local businesses. We can also produce a bespoke package if you feel our off-the-shelf options are not suitable.

For more information on these packages, visit our SEO Packages page.

Do Your SEO Services Come With Any Long Term Contracts?

Due to the nature of how search engine algorithms work, SEO must be a continuous process in order to benefit from it fully. Algorithms are continuously changing, so your website must be continuously adapting to fall in line with the requirements of the search engine.

Your website must have a strategy in place that aims to continuously increase both the number and position of search terms it ranks for, month-over-month, to reach a larger audience. This is achieved by making continuous on-page improvements, adding new content on a regular basis and earning an ever-growing list of backlinks to your website pages.

If you are serious about SEO, you should already be looking at it as a long-term investment, understand the on-going work that is involved and the costs that are associated with that.

Due to the fact that we invest a lot of time and money upfront in the early months of your campaign, we do have a minimum term of 6 months for all our regular SEO services. This not only allows us to invest this time and money upfront, but it gives a realistic timeframe in which results can be obtained.

I Am Nervous About Committing Long-Term To SEO. Is It Possible To Try Your Services First?

Although SEO should be a long-term and on-going investment, we do understand that some businesses who have never tried SEO before, maybe nervous about investing for the long-term. This can be especially true if you are a small business with a limited budget.

To combat this, we do offer a one-off Introductory SEO Package whereby we carry out the basics of SEO over a 30-day period for a single fixed fee, with no long-term commitment.

This can be a great way to find out how SEO works and the level of service you can expect from us. Once the 30 days are up, you can either move onto one of our SEO Packages or attempt to continue things yourself.

For more information on this package, visit our Introductory SEO Package page.

How Long Can I Expect To Wait Until I See Results From SEO?

In the SEO industry, we have a famous response which perfectly applies to this question...simply put, it depends.

Every website and industry is different, and the goals of every business will vary. Therefore the level of service needed will differ from client to client and the time it takes to get results will vary dramatically.

For example, if you are a small local business, you could see positive results from SEO in as little as 1 to 3 months. However, if you are operating in a national market in a competitive space, then it could take in excess of 12 months to get you to the top of the search results.

For a more accurate answer to this question, get in touch with us for a free consultation where we can run some analysis on your website and give you an estimate of projected results and timeframes.

Do You Offer Any Guarantees With Your SEO Service?


We do not offer any guarantee of results for any of our SEO services and if any agency does offer you such guarantees, walk away immediately.

SEO is the process of optimising your website to rank highly in search results, with the aim of delivering you increased traffic and conversions. However, the end decision on where your website ranks will always be down to the search engine and their algorithms are incredibly complicated and changing all the time.

Anyone who offers a guarantee against this algorithm is not doing their job responsibly and will be using black-hat techniques that could ultimately end up hurting your rankings or getting your website penalised (blacklisted) altogether.

Google makes it perfectly clear in their Webmaster Guidelines, to stay away from SEO professionals that offers any guarantee in regards to particular positions in their search results. These kinds of "professionals" are those that can, unfortunately, give our industry a bad name and is something we are strongly against.

Our SEO services focus only on white-hat methods that do not just aim to put you at the top of the search results for certain keywords but to help your business grow organically over the long-term, which is backed up by our excellent case studies.

I Need To See Results Fast. Can SEO Help?

SEO is not designed to be a quick-return service; it is a long-term investment into the growth of your business over months and years. If you are looking for quick results, then SEO may not be the right choice for you.

For example, if you are a seasonal business and want to quickly push certain products and services during certain times throughout the year, then you may want to look at Google Ads as an alternative option.

Unlike SEO, Google Ads is Google's online advertising platform that aims to put you at the top of their search results via its sponsored listings on a pay-per-click basis. Although this can work out costly as a long-term investment, it is ideal for those who are looking to generate results quickly or those where ranking organically is just not feasible due to lack of budget or high competition.

For more information on Google Ads, visit our Paid Search Advertising page.

I Am An Agency Wanting To Offer SEO To My Clients. Do You Offer White-Label SEO Services?

We do work with a number of agencies across the UK, offering our SEO services on a white-label basis.

If you are an agency wanting to offer our services to your own clients, do get in touch and we can talk you through the options available.

We typically offer a discounted rate to these agencies and this will be discussed and agreed with you in advance, based on the type and number of clients you have needing the service.

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