They provide a speedy, accurate and personal service. I am very impressed with the knowledge and the results achieved.
Mandi Cooper, FastBuy Properties
Results Focused
We've recently started using Big Surf for PPC and have been hugely impressed with the amount of research, knowledge, and time that's been invested in creating our campaign.
Caledonian Driver Training
Wealth of Knowledge
Calum at Big Surf Digital was available at short notice to deliver a comprehensive training session on SEO. We wouldn't hesitate in recommending his services.
H. Miller
Skilled and Professional
I needed some advice on marketing my website through google ads and Calum put me in the picture. He gave me loads of his time, even though he is obviously a very busy man. He is skilled and professional at what he does.
Stuart, The Academy of Professional Celebrants
Highly Recommend
Since Big Surf Digital have optimised my site, my rankings have increased considerably for my keywords and are continuing to do so. The impact on my business has been noticeable. I would have absolutely no hesitation in recommending them to prospective clients.
Rachael Roberts
Looking for an affordable PPC Agency in London?
Google Ads Agency London with 15 years of experience
Affordable Google Ads Campaigns, fixed monthly fees
PPC campaigns with high ROI
Detailed easy to read monthly reports
No long contracts, no hidden fees, cancel anytime
Find out how much a PPC campaign could cost for your business.
Our PPC process has been crafted and refined so that we can create high converting and affordable lead generation for all kinds of clients. We're an affordable Google Ads Agency in London that gets results.
1
Keyword and competitor research
We use multiple sources of data to identify potential keywords and ad groups. By researching average costs per click for each keyword we can advise you on the level of budget you'll need. If you have historical conversion rate data we'll be able to estimate how many sales or enquiries to expect from the campaign per month.
2
Expert campaign set up
Years of experience has taught us which aspects of Google Ads to focus on. We'll ensure we don't waste budget on traffic that doesn't convert and spend the budget judiciously to ensure an acceptable cost per conversion. We'll choose keyword match types that match your ads to suitable search queries and use negative keywords to block out unsuitable traffic.
3
Refining with CRO
We'll edit your current landing pages or create brand news ones, taking into account current bounce and conversion rates as well as the landing pages of your competitors. This will be done to give your ads the best chance of bringing in conversions, but we will also analyse your traffic and test changes to the pages until we increase conversion rates.
1. How can our PPC agency London help your company?
We can create high converting Google Ads campaigns that boost sales.
Hi, my name is Calum Macleod and I started Big Surf Digital in 2013. I've worked on PPC campaigns for more than a decade and in that time I've seen how a well managed campaign can have
a powerful effect on a business. Google Ads (or Adwords as it was once called) can be a source of ongoing leads from new customers, and for a business that's the dream scenario isn't it?
Cost is the hurdle that companies can come across when trying out Google Ads. In competitive industries the cost per click for certain keywords can be expensive and so a campaign needs to be carefully constructed to
make it cost effective. By analysing the keyword data and competitors, creating excellent copy and landing pages and applying the right bidding strategies it's possible to succeed with PPC advertising.
2. How are we different as a PPC Agency?
We specialise in SEO and PPC because these are highly effective at generating traffic and leads for our clients. What we found early on though is that
most websites aren't designed or built with user's priorities in mind.
We've worked with lots of websites with low conversion rates, so even when we do generate traffic for them
the client hasn't seen the necessary leads straight away. This led us to start using conversion rate optimisation alongside our campaigns. By increasing traffic and the conversion rate
we can now practically guarantee more sales and leads for customers.
How we create cost effective PPC campaigns
We'll research your competitors
We'll research the right keywords
We'll produce effective copy
We'll create high converting landing pages
We'll produce monthly reports to show the impact of our work.
We've run PPC campaigns for companies ranging from a local driving instructor to an international electronics company. Google Ads campaigns can work for all kinds of businesses.
Click the button below to get in touch for a quote, or read on to see some of our campaign results.
We pride ourselves on offering affordable PPC services. Our prices for PPC management London start at £350 per month, excluding your Google Ads budget.
Affordable PPC Agency - Our Campaign Strategy
Our methodology for creating effective and affordable PPC services is similar whether you are selling everyday ecommerce items or big ticket items. We have reviewed and refined our strategy over time to get great results from any Google Ads campaign.
1. Keyword research
Keyword research plays a pivotal role in our approach, acting as the central pillar that binds everything together. Prior to launching a campaign, it's crucial to nail the keywords. We encourage clients to provide us with as many keywords and product details as they can. We'll expand on this list, research search volumes, assorted keyword groups, and keyword alternatives.
2. Competitor analysis
Google displays four ad positions at the top of its search results. Once your ads are live, your ad copy will be the determining factor that sets you apart from your rivals. Before drafting your ad copy, we'll perform an in-depth examination of competing ads and landing pages.
3. Ad copy creation
We will craft copy for multiple ads, and you'll get an opportunity to review and provide feedback on these before they go live. All ads will be tested and measured, and the highest performing ones will be kept and improved upon.
4. Landing page copy and layout
After identifying the target keywords and ad copy, we'll evaluate your landing pages alongside those of your competitors. We'll ensure that the content and structure of your landing pages can outperform your rivals in converting clicks into customers.
5. Account set up & tracking configuration
We'll set up your Google Ads account and link it to Analytics to monitor the performance of your landing pages, and identify which ads and keywords are leading to conversions (sales or enquiries). We'll also incorporate heat mapping software to gain a deeper understanding of user interaction with your site. The resulting data analysis will guide any necessary changes to site content or layout.
6. Campaign launch and management
You'll have an opportunity to review all components of your campaign before it's launched. Once live, we'll keep a close eye on it, make on-the-spot adjustments and keep you informed about its progress.
7. Monthly reporting
At the start of each month, we'll send out reports detailing the number of clicks and associated costs. In addition to allowing you to track your campaign's progress, this will give us an opportunity to analyse the previous month's data and implement any strategy changes. If your current Google Ads agency isn't offering you comprehensive reports, get in touch - this is a critical aspect in optimising campaign efficacy.
8. Monthly PPC management
As soon as the ads are live, we’ll gain access to real-time data showcasing precisely what terms users are searching for. We'll utilise this information to determine which keywords generate more sales, and which ones risk wasting money.
Throughout this entire process we’ll hone your campaign to enhance its efficiency and cost-effectiveness, thereby reducing your expenses and offering you the flexibility to either reduce ad expenditure or broaden your reach across other keyword groups.
About Us
We are an Affordable PPC Agency
We are Big Surf Digital, an SEO and PPC agency in London with clients in the UK and US.
Efficient processes
Our Google Ads campaign process uses keyword and competitor research techniques to analyse the market and find ways to compete. Our ad creation is an ongoing
process which uses A/B testing to constantly improve click through and conversion rates.
Backed by 13 years of PPC experience
With more than 13 years of experience running Google Ads campaigns we've helped all sorts of companies to generate conversions.
Affordable Google Ads Agency London
We cost Google Ads campaign management based on the number of hours we need to spend on the campaign each month. We charge a fixed fee rather than a percentage of ad spend.
Google Ads Agency London
As a Google Ads agency in London we run Pay Per Click (PPC) campaigns for a range of clients big and small.
Through Google Ads we’ve worked with companies to create incredibly effective PPC campaigns with competitive costs per conversions.
We can take a look at your current campaign to see how efficient your spend is, or create a brand new campaign from scratch. Finding the right PPC agency in London can make a huge difference to how profitable your ad spend is. Through a rigorous testing and reporting process we can make the difference.
What makes PPC so effective?
With traditional advertising you are trying to convince people to buy or use your service by showing them adverts. These adverts may be through television where the main aim is to get it in front of as many viewers as possible, or it may be through Facebook where you show ads to people of a particular demographic with certain interests. While these are effective ways of selling to people they lose out on PPC due to one important factor. The prospective customers aren’t looking for what the advertising is selling.
Compare that with PPC where the customer comes to Google in search of something. The hurdle of whether the customer wants what’s being sold has been passed already. They are now just looking for a specific version, colour, size, cost etc.
In fact Google Ads is so successful at this that most customers don’t even realise they’ve clicked on an ad.
Affordable PPC Campaign Management
The vast majority of PPC agencies in London charge clients a management fee based on a percentage of their monthly spend. This means the more the client spends the higher the management fee. We offer affordable PPC services as a set monthly fee.
If you’re considering a PPC Campaign for your business get in touch with us. We will carry out some free competitor and keyword research to show you what the potential costs would be.
Why should you choose Big Surf Digital as your Google Ads agency London?
We manage budgets ranging from £400 to £30,000 per month.
We get our clients regular leads at a cost they can afford.
We provide monthly reports and weekly updates.
As a Google Ads agency in London we run campaigns for global corporations, small start ups and everything in between. There are lots of Google Ads agencies in London to choose from. What sets us apart is our insight and our thorough CRO testing and improvement programme.
If you have a campaign running already we can carry out a free review to see where we can make improvements and save you money.
A PPC agency is a business that provides the research, set up and management of a pay per click search campaign.
Our management fees start at £350 per month for small campaigns. How much you spend on your ads will be dependant on your budget available, the costs per click in your industry and the conversion rate of your site. With a little bit of information about your site we can give you highly accurate projections of how much you can expect to pay per month, and how many sales or enquiries you should expect.
We've worked on a huge range of campaigns for companies in diverse industries including property sales, hair products, vehicle sales, industrial gears, textiles and furniture sales and renewable energy. A PPC campaign can work for most industries.
Our prices are very competitive. Larger agencies will normally take a percentage of ad spend of around 10% to 30%. We price per hour worked on your campaign.
This is a common question and the answer varies. If you have a strong established site SEO may be the best one to go for. If you're just starting, PPC may be the right choice. Once we know which site and market your looking to target we can carry out a bit of research and point you in the right direction.
Hiring a PPC agency is always a good idea for businesses that sell services or products. Hiring a PPC agency in London is more expensive than other parts of the UK. We can help you get a more affordable campaign
set up by charging with a fixed rate instead of a percentage of your ad spend.
With a campaign that's already running well we first build comprehensive reports from the last 12 months at least to get some data on what's working and what's not. We also use heat mapping
and conversion rate optimisation to A/B test and refine landing page performance.
It's a popular method used across various platforms like Google Ads, Facebook Ads, and others, helping businesses drive traffic to their websites.
How Does CPC Work? Advertiser Bids: Advertisers set a maximum bid they're willing to pay for a click on their ad. Ad Auction: When a user performs a search or visits a website, an ad auction takes place. The platform evaluates all ads competing for the spot. Winning Ad Displayed: The ad with the highest bid and quality score wins the auction and gets displayed. User Clicks: If a user finds the ad relevant and clicks on it, the advertiser is charged. Payment: The cost charged is typically slightly more than the second-highest bid, not necessarily the maximum amount the advertiser was willing to pay.
CPC is effective because it ensures advertisers only pay for actual engagement, making it a cost-efficient way to attract potential customers.
When it comes to digital marketing strategies, SEO (Search Engine Optimisation) and PPC (Pay-Per-Click) offer distinct advantages, especially in terms of results and timing.
SEO: Long-Term Rewards
Gradual Progress: SEO is a long-term investment. It involves optimising your website's content and structure to improve organic search rankings. Results can take months to materialise. Sustained Impact: Once achieved, high rankings can offer sustained traffic without ongoing costs per click. Maintaining these results requires regular updates and quality content.
PPC: Immediate Impact
Instant Results: PPC provides quicker visibility, often showing results within a day of launching a campaign. This rapid onset can be excellent for short-term goals or time-sensitive promotions. Cost and Factors: The efficacy of PPC depends on factors like keyword demand, bid amounts, and landing page quality. Unlike SEO, maintaining traffic requires continuous expenditure.
Key Differences
1. Timing: SEO: Months to build and see results. PPC: Almost immediate visibility but reliant on continuous investment.
2. Cost: SEO: Initial investment with long-term benefits and no cost per click. PPC: Ongoing costs as you pay for each click to your site.
3. Duration: SEO: Long-lasting impact, sustainable with proper maintenance. PPC: Results last only as long as you fund the campaign.
Conclusion
Choosing between SEO and PPC depends on your business goals and timeline. For quick, immediate traffic, PPC is ideal. For sustainable, long-term growth, invest in SEO. Combining both can also create a balanced, effective strategy.
How does Google Ads work?
Google figured out two huge problems online. How to create a really good search engine, and how to monetise it.
But I would argue that the most important of these for Google is the monetising side of the business. What Google figured out was how to put ads in front of customers that were highly relevant for the most part and that were actually useful for the user.
What made Googles ads so profitable is that people clicked and used them as part of the search engine to find what they were looking for. They weren't intrusive ads that customers
didn't want to see. They were ads targeted to the very thing the user was searching for. This was good for users, great for businesses who advertised and hugely profitable for Google.
One of the key aspects that made Google Ads work so well for users and visitors is quality. Ad campaigns needed to be run in such a way that the ad copy and landing pages were kept up to a certain standard. Any irrelevant ads would get low quality scores, show
less than other ads and be less beneficial for the advertiser, in theory but not always in practise. It was possible in the past to have a modest budget and yet not be able to spend it all if the quality wasn't high enough.
Google Ads works by allowing each advertiser to set their bids for what they want to pay for a click for each keyword. When a user carries out a search the Google Ads system will run an auction and work out which
sites should appear in those particular results and in which order. How campaigns are put together and how users interact with ads determines the keyword quality scores and ad ranks
that the account receives. These scores can have a positive or negative impact on performance which gives advertisers the incentive to continually improve their campaigns.
Each sale or enquiry can be tracked through Google ads as a conversion. This data is crucial as it can show what works and what doesn't. What makes Google Ads especially powerful for businesses
is that with the right strategy and data it can be worked and refined to deliver cost effective sales and enquiries. Over the last few years there have been big changes with Google Ads. Automation has been pushed hard by Google and match types have been expanded to be less precise. This has led to
a loss of control for advertisers and more 'black box' data within the campaigns where data is kept from accounts. With automated bidding strategies in particular the push from Google is
to let the system do some of the work.
This has only made Google Ads more difficult to make work however. It's still possible to make campaigns highly effective but it takes more careful strategy, accurate data and a lot of experience. You need the right kind of experienced Googles Ads agency in London to run your campaigns effectively
How complex is the Google Ads (formerly AdWords) platform?
The complexity of Google Ads has grown over the years. It can quickly become apparent when you run your own campaigns that there's a lot more to it than adding a few keywords and ads and pointing them at a landing page.
The most striking thing a lot of clients notice once a Google Ads campaign has launched is that their carefully designed websites aren't all that effective at generating enquiries. Once
you have the right kind of traffic pointed at a site it can quickly become apparent where the weak link is as far as conversion goes.
Once some clicks have come in it can also make it clear just how complex the whole Google Ads process is. Google Ads boasts an extensive array of settings that wield significant
influence in unforeseen ways. This system tends to pose challenges for those who lack experience. Setting up ads is swift and effortless, optimising them for meaningful traffic that converts is another matter.
Match types
For instance, Google Ads offers various match types, allowing advertisers to specify which keywords trigger their ads. However, the default setting, "Broad Match," will lead to lots of irrelevant matches. Consider the scenario where the keyword
"Buy Coffee Beans" triggers an ad for someone searching "coffee shop near me." The difference in customer intent for both search terms can mean this click is useless for coffee bean sales. To rectify this, keywords should be set as "Exact Match" to
ensure precision in targeting or "Phrase Match" when you want to open up the search terms a bit. "Broad Match" keywords can work in some cases especially when you have a long conversion history and are using a conversion focused bidding strategy.
Google's AI automation has been created to streamline campaign management, yet its comprehension of nuanced ad and keyword dynamics remains limited. While bidding strategies like "Max Conversions" or "Max Conversion Value" can be very effective after some
refinement, a total reliance on AI bidding is not recommended at the start without a solid conversion history.
The auction mechanism, where bids determine ad placements, is further complicated by Google's AI-driven bidding on the client's behalf, based on conversion probabilities. Another pitfall lies in neglecting to opt out of Google's search network,
unwittingly distributing ads across non-search sites. This can dilute intent for most campaigns and reduce conversion rates, increasing impressions but failing to drive meaningful clicks or sales.
Hire our PPC agency London
Let us handle the intricacies of Google Ads for you. Get A Quote
Comprehensive Google Ads campaign reporting
We go beyond simply presenting raw Google Analytics reports.
If you've navigated through Google Analytics before, you're likely aware of the vast array of data it has on offer. However, figuring out which data is truly relevant is crucial for extracting meaningful insights.
We use analytics to pull out the important data, crafting actionable monthly reports. Our approach involves compiling monthly spreadsheets that detail historical traffic patterns, rankings, and conversion metrics. Additionally, we provide a comprehensive PDF overview to track the progress of your campaigns.
This historical data serves as a valuable tool for assessing the campaign and your company's progress year on year.
Here's an example of what our clients receive in their monthly Google Ads and SEO reports:
Heat Mapping and A/B tests
Analytics can tell you a lot about what traffic sources, content and pages are helping to drive traffic.
Heat mapping is another incredibly useful tool. When combined with analytics it can provide some valuable insights as to which parts of the page are getting the most attention from users.
This allows us to see how users use the site, then create new versions of that page and A/B test them until we end up with a page that's easier to use. Doing this can lead to higher user retention and more conversions.
Below is an example of a page that was analysed and improved to better guide users to the most popular products. Note the bright spots where user interaction is highest.
Client heat map example
Data really can shine a light on what is and isn't working on a website and our reporting helps us to continually improve a sites layout and content until it performs better than ever. Google Ads presents the opportunity for quick and somewhat targeted traffic that can be used to generate sales and enquiries, and can also
be utilised for A/B tests.
PPC management services london - client example
What does a successful campaign look like?
Our PPC management services allow you to hand over the daily maintenance of your ads to us. You also get comprehensive research on your competitors, great copy writing skills
and expertly designed landing pages that are A/B tested with live traffic.
The diagram below shows the yearly increase in conversions resulting from our PPC management services.
Hire the best PPC agency London has to offer
You need the best London PPC agency to ensure you get the right traffic at the right cost. We can make sure every penny of your ad budget spend is scrutinised so
your business gets the best quality traffic available.
If you're looking for affordable PPC services or you'd like us to have a look at your sites performance get in touch below.
Hi, my name is Calum Macleod and I started Big Surf Digital in 2013. I've worked on PPC campaigns for more than a decade and in that time I've seen how a well managed campaign can have
a powerful effect on a business. Google Ads (or Adwords as it was once called) can be a source of ongoing leads from new customers, and for a business that's the dream scenario isn't it? 
