PPC Strategy Agency
We’re a senior-led boutique PPC strategy agency helping brands turn paid search into a predictable acquisition channel – with clear priorities, smarter targeting, and a roadmap built around qualified leads and commercial outcomes.
✅ Focus spend on the intent that drives real demand
✅ Build a plan that improves efficiency and scales what works
✅ Turn PPC into a repeatable system – not reactive tweaking
Award-winning | Senior B2B specialists | Proven results | 5-star reviews
Is your PPC campaign missing a strategy?
If the challenges below sound familiar, performance might not be capped by budget – it might be capped by direction.
Spending consistently, but results feel unpredictable?
Without a clear approach to targeting, structure, and testing, PPC becomes reactive. Strategy creates control – so performance improves through deliberate optimisation, not guesswork.
Generating leads, but lead quality is inconsistent?
Not all conversions are created equal. PPC strategy focuses on intent, qualification, and conversion paths – so you drive outcomes that actually matter.
Not sure what to test next, or what’s worth changing?
PPC has endless levers. Strategy prioritises the tests with the biggest potential impact – so you stop chasing small tweaks and start improving efficiency meaningfully.
Working with Common Ground
Why choose Common Ground as your PPC strategy agency
Boutique agency of senior B2B specialists
Our PPC strategy work is built to drive commercial outcomes – not vanity metrics. You’ll get senior delivery with no juniors, no layers of account management, and direct access to the people doing the work. The result is faster decisions, sharper execution, and more of your budget going into outcomes.
AI-powered efficiency, human-led strategy
AI helps us streamline analysis and planning workflows, so more of your investment goes into decisions and execution rather than manual groundwork. It supports faster insight, smarter prioritisation, and clearer opportunity spotting – while direction remains human-led by experienced strategists.
Proven case studies backed by 5 star reviews
We don’t rely on promises – we bring proof. Our case studies show how we’ve helped brands improve efficiency, lead quality, and performance through PPC strategy-led execution. If you want to go deeper, we can share relevant examples and talk you through what we did, why it worked, and how we’d apply the same thinking to your account.
PPC strategy service
Our proven approach to PPC strategy
Step 1
Discover – research & insight that shapes performance
We start by understanding your goals, margins, ICP, and current performance. Through account reviews, competitor research, keyword analysis, and audience insights, we identify where demand is coming from, what’s working, and what’s being wasted. The result: clear priorities and a plan for driving qualified leads efficiently.
Step 2
Build – campaign structure built to scale
Next, we build (or rebuild) campaigns designed for control and performance. That includes account structure, targeting, ad groups, ad copy and creative, tracking, and budgets – so everything is ready to launch with clean data and clear intent from day one.
Step 3
Convert – landing pages built to turn clicks into leads
Clicks don’t matter if they don’t convert. We ensure your landing pages are PPC/CRO-ready – aligned to keyword intent, built around the buyer’s question, and designed to drive action. This includes messaging alignment, UX improvements, and conversion tracking so performance can be measured properly.
Step 4
Manage – performance management that scales what works
Once live, we manage and optimise continuously. We test ads, audiences, keywords, bids, and landing page variants to improve lead quality and reduce cost per acquisition over time – while protecting spend and scaling what works.
Step 5
Measure – transparent reporting that connects spend to pipeline
PPC is only valuable if you can see what it drives. We provide clear reporting, regular communication, and commercial insight – tracking performance against the metrics that matter, from CPL and lead quality through to conversion rate and pipeline contribution.
Trusted by ambitious B2B brands
From fast-growing challengers to established industry leaders, across SaaS, technology, and e-learning – we’ve helped turn organic search into a scalable demand channel.
Trusted by ambitious B2B brands
From fast-growing challengers to established industry leaders, across SaaS, technology, and e-learning – we’ve helped turn organic search into a scalable demand channel.
What Our Clients Say
Esme Cottle
Director of Demand Generation at Thomas
Laura Galyer
Marketing Director - DigitalXRAID
Sarah Harris
Drive Fuze
Nick Liddle
Digital Marketing Manager - Thomas International
Lauren Donnebaum
Channel Marketing Manager - Elmtec
Lindsay Willott
Customer Thermometer
Client Success Stories
PPC case studies
Arts University Bournemouth
77%
Less cost per lead
CIPHR
60%
increase in conversions
iMyHome
+£2m
sales pipeline value
5 Stars on Google | Trusted by growth-focused B2B Brands
Let's Turn Strategy Into Revenue
If you’re serious about driving measurable B2B growth, we should talk.
We’ll bring the strategy. You bring the ambition.
Resources
PPC Resources
FAQs
Frequently asked questions
What is PPC strategy?
PPC strategy is the plan behind how paid search is structured, targeted, measured, and optimised. It defines what to prioritise, what to ignore, and how to improve performance over time – based on intent and commercial outcomes.
How is PPC strategy different from PPC management?
Management is ongoing execution and optimisation. Strategy is the direction that makes that execution effective – defining structure, targeting approach, testing priorities, and how to scale efficiently.
How long does a PPC strategy project take?
Most PPC strategy projects take 2-4 weeks, depending on account size, complexity, and stakeholder input. Larger or multi-market accounts may take longer to review properly.
Do you only work with Google Ads?
Our PPC strategy work typically focuses on paid search platforms like Google Ads and Microsoft Advertising. If your plan needs to expand beyond that, we can advise on the right mix – but the focus remains PPC.
Will the strategy include landing page recommendations?
Yes. We include post-click and conversion path recommendations because PPC performance depends heavily on landing page alignment, messaging, and friction reduction.
Can you deliver strategy without managing the account afterwards?
Yes. We can deliver PPC strategy as a standalone project, leaving your team to execute – or we can provide ongoing management to implement and iterate on the roadmap over time.
How do you measure success?
We align performance to outcomes – typically improved efficiency (lower CPA), higher conversion rate, stronger lead quality, and clearer scalability. Strategy gives you the framework to track and improve these consistently.
Can you work with our in-house team?
Absolutely. Many clients use us as a strategy partner while their internal team manages campaigns. We’ll provide the roadmap, testing framework, and support needed to improve results.