PPC & Paid Media.
PPC is paid advertising where you pay each time someone clicks, most commonly across Google Ads, Microsoft Ads, Meta and LinkedIn. Molo is a London PPC agency that manages those accounts for businesses where the sale is considered rather than impulsive: showroom retailers, manufacturers, professional services and appointment-driven brands, where a click becomes an enquiry today and revenue several weeks later. We build accounts around booked revenue rather than click volume, which in practice means tighter structure, honest tracking, and a clear view of which searches actually pay for themselves.
- Discipline
- PPC
- Studio
- London
- Engagements
- Project · Retainer
- Brands served
- 200+
How we work
Profitable campaigns across Google, Meta, and beyond.
Most underperforming Google Ads accounts are not suffering from bad bidding. They are suffering from a structure that makes bidding impossible to judge. When a single campaign mixes branded searches, high-intent commercial terms and broad research queries, the branded traffic quietly subsidises everything else: the blended numbers look acceptable while money leaks out of the parts nobody can see. We separate campaigns by intent and by margin so each one answers a single question. Does this group of searches produce profitable work? Negative keyword coverage, match type discipline and weekly search term review are unglamorous, and they are where most of the real efficiency comes from.
Optimising for clicks and optimising for booked revenue pull in different directions more often than people expect. An account can cut its cost per click by a third simply by drifting spend towards cheaper, vaguer searches, and every dashboard will improve while the sales team quietly receives worse enquiries. We would rather pay more per click for a search that turns into a quote. That means the conversion the account optimises towards has to be the one that correlates with money: a booked survey, a qualified enquiry, a showroom appointment. Not a brochure download that flatters the report. Granite Direct is the clearest example in our portfolio of what happens when this is done properly. Restructured paid campaigns, run alongside SEO and conversion optimisation as one system, contributed to a 188% increase in revenue, 247% organic traffic growth and 5.3x return on ad spend.
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A large part of our client base sells things that do not close online. Someone clicks an ad, requests a quote, visits a showroom three weeks later and signs for several thousand pounds. Google never sees that sale unless you tell it. So we set up GA4 and conversion tracking properly first, then close the loop: offline conversion imports, CRM-side lead status and deal value fed back into the platform, and call tracking where the phone matters more than the form. Once the auction learns which clicks became revenue rather than which became form fills, automated bidding finally has something worth optimising towards. Without that step, smart bidding is confidently optimising towards the wrong outcome.
Creative is now the main lever on Meta, and increasingly on Google too. Audience targeting has largely been abstracted away by the platforms, so what you feed the auction is one of the few variables still genuinely under your control. We test angles rather than adjectives: a different objection, a different proof point, a different reason for a particular audience to care, and we run those tests long enough for the result to mean something. Ad copy, landing page and offer are treated as one unit, because a strong ad pointed at a weak page only buys expensive bounces. Our design and development teams build the post-click experience alongside the campaign rather than after it.
Performance Max deserves an honest description. It can work well, particularly for retail with a healthy product feed and enough conversion volume to learn from. It can also absorb budget into brand searches and low-value placements while reporting a flattering return, and it gives you materially less visibility and control than a search campaign does. We use it where the data supports it, with brand exclusions, deliberate asset group structure, feed hygiene and ongoing search term monitoring. We are also comfortable telling you when a properly built search campaign would do more with the same money, which is a conversation we have more often than the marketing around the format would suggest.
Sometimes the honest answer is that you should not be spending on ads yet. If your average order value cannot support London auction prices, if there is little genuine search volume for what you sell, if the website converts poorly enough that paid traffic would only magnify the leak, or if nobody can follow up on a lead within a day, PPC will lose money faster than almost anything else you could do. We would rather say that in the first conversation and point you towards conversion work, SEO or a landing page rebuild first. Paid media is an amplifier. It is worth switching on once there is something underneath it worth amplifying.
On commercials we try to be straightforward. Media spend goes to the platforms, not to us. Our fee covers strategy, campaign build, creative, tracking and ongoing management, and it is set against the complexity of the account rather than as a percentage that quietly rewards us for spending more of your money. You own the ad accounts, the tracking and the historical data, and you keep all of it if we stop working together. We will not promise a return on ad spend or a cost per lead, because auction pricing, seasonality, competitor behaviour and your own sales follow-up all move that number. What we will do is show you what is working, what is not, and what we are changing next.
Capabilities
Everything you need under one roof.
Each engagement is shaped around the outcome you’re hiring us for. Below is the full toolkit our team brings to ppc engagements.
- Google Ads search & shopping
- Performance Max management
- Microsoft Ads (Bing)
- Meta Ads (Facebook & Instagram)
- LinkedIn & TikTok Ads
- PPC account audits
- Conversion tracking & GA4 setup
- Offline conversion imports
- Call tracking & CRM lead scoring
- Landing page design & CRO
- Ad creative & copy testing
- Product feed management
- Budget planning & CPA modelling
- Transparent monthly reporting
Our Process
A clear path from brief to launch.
We’ve refined this process across hundreds of engagements. It scales from a four-week sprint to a multi-year partnership without losing momentum.
Audit
We review the account before proposing anything: structure, search terms, wasted spend, tracking accuracy, creative and landing pages. If you are not yet a client, our free PPC audit covers the same ground and returns the findings in writing.
Plan
Channel mix and budget allocation built backwards from your margin and average order value, so the target cost per acquisition is a number the business can actually afford rather than an ambition.
Launch
Campaigns built to the agreed structure, with tracking tested end to end before a penny is spent. We confirm conversions fire once, record the right value, and reach your CRM before we switch anything on.
Optimise
Search term and placement review, negative keyword expansion, bid and budget adjustments, and a standing creative testing cadence. Weekly changes, monthly reviews against commercial outcomes rather than platform metrics.
Scale
Once an account is reliably profitable we expand carefully: adjacent keyword territory, new channels, wider geography, refreshed creative. Scale is added at the point where the numbers hold, not before.
Outcomes
Proof, in the only currency that matters.
Average ROAS across active accounts
Average reduction in cost per lead
Lift in qualified pipeline
FAQ
Common questions.
Don’t see your question? Email info@molo.agency and we’ll come back within one working day.
What does a PPC agency actually do?
A PPC agency plans, builds and manages your paid advertising accounts. In practice that means campaign structure and keyword strategy, writing and testing ads, setting up conversion tracking, managing bids and budgets, building or improving landing pages, and reporting on what the spend returned. The genuinely valuable part is the ongoing judgement about where money should move next.
How much should I spend on Google Ads?
Work backwards from your economics rather than picking a round number. Estimate what a customer is worth, what proportion of enquiries you close, and what you can afford to pay for one. That gives a target cost per acquisition, and your budget is simply enough to generate a meaningful number of conversions each month so the account has data to learn from. Too little spend starves the learning.
How much does PPC management cost in London?
Fees usually reflect account complexity: how many channels, how many campaigns, how much creative you need, and whether tracking has to be rebuilt. Some agencies charge a percentage of ad spend, which rewards them for spending more of your money. We prefer a fixed monthly fee set against the actual work. Media spend always goes directly to the platforms and never through us.
How do you track leads that convert offline or in a showroom?
We connect the ad platforms to what happens after the click. Conversion tracking captures the enquiry, your CRM records whether it became a qualified lead and what it was eventually worth, and that outcome is fed back through offline conversion imports. Call tracking covers phone enquiries. The result is that bidding optimises towards revenue rather than form fills.
How long does it take for PPC to work?
Paid search can generate traffic on day one, but useful judgement takes longer. Campaigns need enough conversion data for automated bidding to stabilise, which typically takes several weeks depending on volume. We would expect early signals within the first month and a fair read on the strategy after a full sales cycle has completed, which is longer for considered purchases.
Can you guarantee a return on ad spend or a cost per lead?
No, and we would be wary of anyone who does. Auction pricing, seasonality, competitor budgets and how quickly your team follows up on leads all move those numbers, and none of them sit entirely within an agency's control. What we commit to is proper tracking, disciplined account management, honest reporting, and telling you early when something is not working.
Do you run PPC for beauty, aesthetics or financial services brands?
Yes, and both bring constraints worth planning for. Beauty and aesthetics advertising faces platform restrictions on before-and-after imagery, body-related targeting and certain treatment claims. Financial services advertising requires advertiser verification on Google and careful attention to how offers are worded. We build campaigns within those rules from the start rather than discovering them through disapprovals.
Is Performance Max worth using?
Sometimes. It performs well for retail with a strong product feed and steady conversion volume, and less well when it is left to absorb brand searches and report the resulting return as its own achievement. It offers less visibility than search campaigns. We use it with brand exclusions, deliberate asset group structure and ongoing monitoring, and we will say when a search campaign would serve you better.
Who owns the ad accounts and the data?
You do. We work inside your Google Ads, Meta and analytics accounts, using your tracking and your CRM, so the campaign history, audience data and conversion records stay with your business. If we stop working together you keep everything, and there is no rented asset you would have to rebuild from scratch elsewhere.
Do you offer a PPC audit before we commit to anything?
Yes. Our PPC audit reviews account structure, conversion tracking, creative and bidding, and returns a written summary of where spend is leaking and which changes are worth making first. It is genuinely useful whether or not you go on to work with us, and it is the usual starting point for accounts already running.
What clients actually say.
Every quote below comes from a client whose work we report on monthly. We’ll happily put you on a call with any of them.
“The team rebuilt our brand online from the ground up. The site is fast, beautiful, and has transformed how customers find and trust us. Revenue is up 188% and we're winning the kind of jobs we used to lose.”
Andrew TaylorDirector, Granite DirectLet’s discuss a project.
Tell us about your business, your ambition, and your timing. We’ll come back within one working day with the right shape of partnership for what you’re trying to build.
- info@molo.agency
- Phone
- +44 207 255 2221
- Studio
- 1st Floor Woodgate Studios, 2-8 Games Road
Cockfosters EN4 9HN
United Kingdom