How do you plan a paid search campaign?

We start with your goals and the searches that matter, then build a plan around them and agree it with you before anything goes live.

Who controls the ad account?

Yours. Your budget goes straight to the ad platforms and you keep full visibility of it, with reporting that shows where every pound went.

How soon will I see results?

Paid search can drive traffic and leads almost immediately, then improves as we optimise over the first weeks.

Do you manage Google Ads directly?

Yes. We build, manage and optimise your campaigns in your own Google Ads account.

Do you help with landing pages?

Yes. We advise on landing pages and conversion, since they make or break campaign performance.

Do I keep ownership of the account?

Yes. The account and its data remain yours.

What reporting do I get?

Clear reporting on spend, conversions, cost per lead and return, with regular reviews.

What happens after we start working together?

We begin with an audit and a clear plan, then work through it with you in regular reviews. You see what is changing and why at every step.

PPC · Paid Search

Be there the moment they search

Paid search puts your brand at the top of the results exactly when people are looking for what you offer, and you only pay when they click.

Book your free PPC consultation

Only pay for clicksSenior, UK-based teamTransparent reporting

emergency plumber london

yourbrand.co.uk/plumbing

24/7 Emergency Plumber, Fast, Fixed-Price Call-Outs

Qualified local plumbers. No call-out fee. Book online in 60 seconds.

9.2%CTR

£0.84Avg CPC

6.4xROAS

5.0Rated on Google10+ yearsSenior team, no hand-offs

6.4x

Return on ad spend

-38%

Cost per lead

+212%

Conversions

9.2%

Click-through rate

Why it matters

Why paid search is important

Paid search places your brand in front of high-intent audiences the moment they’re ready to act.

Immediate visibility

Appear at the top of results as soon as your campaign goes live.

Precision targeting

Reach specific locations, devices and audiences with the right message.

Controlled budget

Set your limits and only pay when someone clicks.

Measurable results

Track every conversion and refine for better returns.

★★★★★

Leads doubled and our cost per lead dropped. Finally, ad spend that pays back.

MLMaria L.
Operations directorvia Google

Intent capture

Be there at the moment of intent

Paid search puts you top of the results exactly when someone is ready to buy, and you only pay when they click.

Keyword and competitor research
Tightly themed, high-quality-score campaigns
Conversion tracking wired up properly
Continuous bid and budget optimisation

How we work

The Amax approach to paid search

Strategic, data-led and always optimising, here’s how we run paid search.

Account & structure. Build clean, scalable campaign architecture.

Keywords & intent. Target the searches that convert and filter out waste.

Ads & extensions. Write compelling ads that earn the click.

Bidding & optimisation. Manage bids and budgets to maximise return.

Why Amax

Why Amax Marketing

Experience

Battle-tested strategies built on years of mastering the digital landscape.

Transparency

Clear communication and open insight, so you’re always in the loop.

Collaboration

We work as an extension of your team, tailoring strategy to your goals.

Versatility

From startups to established brands, our approach adapts to your needs.

More PPC

Explore our other PPC services

Google Shopping Display Advertising

Client words

What clients actually say.

“

Amax Marketing have been great in helping us improve our google rankings. Always contactable, explains everything simply and clearly.

Mark

MG Self Storage

“

We've gone from being invisible to dominating the local map pack. Rahul explains the technical stuff in plain English and the results speak for themselves.

James

Self-storage operator

“

Honest, straightforward, and properly good at what they do. They told us when PPC wouldn't work and saved us the budget. Rare.

Sarah

B2B services

Ready to capture demand?

Book A Discovery Call and we’ll map the searches worth winning.

Book your free PPC consultation

Three live accounts. The good and the awkward.

These are accounts we run for businesses in the Amax group, so we can show them in full. The enquiry counts are small, which means single months swing a lot. We report what happened, including the tests that failed.

Amax Supplies

Video conferencing supplier

B2B · Google Search · Q2 vs Q3 2026

24 → 19Conversions, Q2 to Q3

£63 → £101Cost per conversion (£63.32 to £100.93)

We gave conference-room searches their own campaign and budget as a test. It took £556, 29% of the quarter’s spend, for less than one conversion, so we paused it in September.
The original campaign delivered about 18 of the quarter’s 19 conversions at £74.26 each.
Some of Q2’s conversions were phone enquiries, not the business the client wanted, so Q2 flatters the comparison.

Cost per conversion rose, and most of the rise is the test we stopped.

Amax Fire & Security

Commercial fire, CCTV and access control

London · Google Search · Q2 vs Q3 2026

35 → 15Conversions, Q2 to Q3

£258Cost per enquiry on the rebuilt campaigns, level with £257.50 before

In May we stopped the old campaigns because they were recording junk conversions. 25 of Q2’s 35 came from one of them. We rebuilt the account around specific services.
Since the rebuilt campaigns went fully live in June: 21 enquiries from 848 clicks, with a conversion rate steady near 2.5%.
Monthly enquiries swung between 3, 7 and 5 on near-identical spend.

Fewer conversions, but real enquiries. Stable, not yet cheap.

Vigile Fire & Security

Security systems

Central Belt, Scotland · first month, September 2026

12Conversions from 491 clicks

£62.57Cost per conversion on £750.87 spend

Access control and door entry took 26% of the spend and produced 7 of the 12 conversions, at £28.34 each.
Intruder alarms (£160.21 each) and CCTV (£77.35 each) cost more, because a few broad searches drew people shopping for products rather than installers.
One month and 12 conversions is an early read, not a benchmark.

A strong start with one clear winner and two things to fix.

Figures are taken from our monthly and quarterly Google Ads reports, April to September 2026, with conversions as recorded in Google Ads. Results depend on sector, budget and search demand, and these accounts are not a forecast for yours.

A PPC report you can actually read.

Every account gets a plain-English report each month and each quarter: what we did, what happened and what we recommend next. This is a cut-down extract from a real one.

Summary

September was the first month of Google Ads. The campaign generated 12 conversions from 491 clicks on total spend of £750.87, which is £62.57 per conversion. Access Control & Door Entry was the clear stand-out. Because it is the first month and the numbers are small, these figures are an early read rather than a settled benchmark.

Actions taken

Launched the campaign with three active ad groups.
Reviewed the first search terms and filtered out irrelevant ones.
Raised the daily budget part way through the month.

Recommendations

Check the conversions against the enquiries you received before making bigger changes.
Tighten the broad searches that attract browsers rather than buyers.
Close off searches for competitors and do-it-yourself buyers.
Hold the current approach until tracking is confirmed.

Google Ads report, September 2026

Extract from a real report (Vigile Fire & Security)

Campaign	Impr.	Clicks	CTR	Conv.	Conv. rate	Cost	CPA
Security \| Central Belt \| Search	7,947	491	6.18%	12	2.44%	£750.87	£62.57

Ad group	Impr.	Clicks	CTR	Conv.	Conv. rate	Cost	CPA
Access Control & Door Entry	1,814	130	7.17%	7	5.38%	£198.41	£28.34
CCTV	2,745	154	5.61%	3	1.95%	£232.04	£77.35
Intruder Alarms	3,388	207	6.11%	2	0.97%	£320.42	£160.21

Each report also covers month-on-month change, the best and worst performers, and why.

Straight answers about the numbers.

Why did my cost per lead go up when the campaign is being improved?

Cost per lead can rise when we remove cheap but low-quality conversions, or when a test spends budget before it has proved itself. Our own Amax Fire & Security account showed both: once we cleared out junk conversions it recorded fewer enquiries, but they were real ones.

What is a junk conversion?

A conversion recorded in Google Ads that is not a genuine potential customer, for example someone looking for a different product, a job, or support. Junk conversions make a report look good and cost real money, so we filter them out even when it makes the headline numbers worse.

Why do results swing so much from month to month?

Because the numbers are small. One of our accounts recorded 3, 7 and 5 enquiries in consecutive months on almost identical spend, and the quarter landed exactly where its trend predicted. One extra enquiry is a big percentage change, so we read quarters rather than single months.

How long until the numbers settle?

You will see early data within weeks and a clearer picture over a quarter. A first month is an early read, not a benchmark: one new account produced 12 conversions in its first month and we treated that as a starting point, not a result.

What happens when a test fails?

We stop it and tell you. On one account we gave a new campaign its own budget to see whether a set of searches could work. It spent £556 for less than one conversion, so we paused it after two months and said so plainly in the report.

Will you promise a cost per lead?

No, and be wary of anyone who does before seeing your account. Sector, budget and search demand all change what is achievable. What we commit to is reporting what actually happened, in plain English, including the parts that did not work.

What clients say

Real reviews from real clients.

★★★★★ Rated 5.0 on Google

“★★★★★

We're thrilled with the website Amax Marketing created for Orange Box Self Storage. It's professional, visually stunning, and perfectly optimised for SEO. Their customer service has been outstanding, always responsive and genuinely invested in our success. We can't wait to continue our partnership with ongoing SEO and PPC campaigns.

Binder B Orange Box Self Storage

Rahul and the AMAX team have been working on our website for the last couple of months, and I have been very impressed with the results! They have been re-designing parts of the site and adding SEO, and we've had a lot more traffic to the site as a result. We look forward to seeing even more results in the future!

Emily Bibb Client

Rahul and his team have recently begun re-designing and re-building our website in preparation for SEO work, and so far it has been fantastic! Really impressed with how quickly they got to grips with what we're about and what we want to achieve. Excited to see the final result!

Sean Kelly Client

The team is very supportive, creative and organised when it comes to our marketing calendar. They take our views and needs into account and always find a way to 'translate' them into marketing terms.

Happy Tree Happy Tree Academy

Amazing experience with Amax Marketing! They built my self storage website and the process from start to finish was first class. I highly recommend them!

Grant Daniel Store Secure

We found Rahul and Terence to be knowledgeable, friendly and very helpful. When we have issues with our emails or website their response time has been very impressive, fixing the issue in great time.

Damian Mulhern Shield Self Storage

We've been working with the Amax team for a few years now for all things web design and development. Rahul, Naveed and Terence helped us build our website, set up pages with dynamic features, and source an event photographer. The communication is seamless and they're quick to troubleshoot. Great work!

Celia Illes ICFS

We worked with Amax to redesign the Sheeplands Self Storage website in 2024 and the whole experience was brilliant from start to finish. The team were helpful, communicative, and made the process really straightforward. They also hosted our site for a couple of years.

Sophie Baker Sheeplands Storage

I honestly cannot recommend this company enough. From the start, Rahul and Terence have been brilliant to work with. Communication has been excellent throughout, with quick responses, regular updates and a WhatsApp group that made everything really easy.

Idris Purple Monkey Self Storage

Strong knowledge, results-driven. Worked with Amax for nearly 3 years now, results keep moving in the right direction. Recommend!

Elyas Coutts Client

I've worked with Amax for several months now and I've been super impressed by their attention to detail, dedication, approachability and professionalism. Would highly recommend them.

Laura Alderson JF Hudson

Amazing experience with Amax.

InDesign Showroom London InDesign Showroom

We had a great experience working with Amax Marketing. Rahul, Terence and Christopher were extremely helpful and responsive throughout, making everything very straightforward. Nothing was too much trouble. We're really pleased with the final result and would highly recommend them.

MidWales Storage Self storage

Our experience with Amax has been fantastic. They made us a fantastic website for our self storage site to operate from. The response on tasks and customer care has been brilliant. Truly a 10/10 business to work with!

George Goodson Self storage

Professional, quick and friendly service, delivering exactly what was requested and on time. Couldn't have asked for more! Very happy with the results and to work with the whole team. Cheers guys!

Samer Ebbini Client

We've worked with Amax for the past few years and have a great, collaborative relationship. Their communication has been fantastic and they're always open to new ideas, delivering on what they say they'll do with quick turnarounds.

Joshua Webb Client

Read all our reviews on Google →