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Account architecture expertise
The biggest lever in PPC isn't bid management — it's campaign structure. The best agencies audit and rebuild account architecture before touching bids.
2026
Updated
London PPC is the most expensive auction in the UK. The difference between a good and bad agency is tens of thousands of pounds per quarter. Here's how to choose.
The biggest lever in PPC isn't bid management — it's campaign structure. The best agencies audit and rebuild account architecture before touching bids.
You must own your Google Ads and Meta accounts. Agencies that insist on owning them are creating lock-in. Walk away from any that don't agree immediately.
Impressions and clicks are vanity metrics. The best agencies report on cost per lead, customer acquisition cost, and return on ad spend — tied to revenue.
Most PPC waste comes from bad landing pages, not bad bids. The best agencies include landing page optimisation — often higher leverage than bid management.
In 2026, browser-side tracking misses 30-40% of conversions due to iOS restrictions and ad blockers. The best agencies set up Conversions API and server-side tracking.
Percentage-of-spend incentivises the agency to increase your budget, not your efficiency. The best agencies charge flat management fees.
London PPC agencies manage some of the most expensive auctions in the world. Hero-term CPCs for service keywords hit £18-£35. There are roughly 200 agencies specialising in PPC management, with management fees ranging from £390 to £4,150/month. The agencies that focus on account architecture consistently outperform those that focus on bid management alone.
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