For most SaaS companies running Google Ads, the question isn’t whether to invest in paid search. It’s who should run it. A specialist agency, an in-house team, or a freelancer each offers a genuinely different operating model, and the right answer depends on your stage, your budget, and how much internal capacity you actually have…
B2B PPC agency management fees typically fall into one of three structures: a flat monthly retainer, a percentage of ad spend, or a hybrid of both. Flat retainers in B2B commonly range from £2,000 to £15,000 per month depending on account complexity, while percentage-of-spend models usually sit between 10% and 20% of monthly media budget….
Paid search cannibalises organic search when your ads appear for the same queries where you already rank organically, and users click the paid result instead of the free one. The result is that you pay for traffic you would have received anyway, inflating your cost-per-acquisition without growing your overall reach. Whether that cannibalisation represents a…
Paid search brand protection means bidding on your own brand name in Google Ads to ensure competitors cannot steal the top ad position when someone searches specifically for you. It sounds defensive, and in one sense it is. But done properly, it is one of the most commercially efficient activities in your entire paid search…
SEO and PPC work best when they share data, inform each other’s decisions, and operate as a single acquisition system rather than two competing budget lines. Most teams don’t run them that way. They run them in parallel, with separate owners, separate reporting, and almost no cross-pollination of insight. That gap costs real money. The…
Paid search competitor analysis is the process of systematically examining what your competitors are bidding on, how they position their ads, and where their paid search strategy has gaps you can exploit. Done well, it tells you where the competitive pressure is concentrated, which keywords are genuinely contested, and where you can buy traffic at…
Google’s AI Overviews now carry ads. What started as an organic feature sitting above the traditional search results has become a commercial surface, and paid search teams need to understand what that means for their campaigns, their budgets, and their measurement models before the landscape shifts further under them. The short version: ads appearing inside…
SEO and PPC do not compete with each other. They serve different functions, operate on different timescales, and solve different problems. The question of which one “wins” is the wrong frame entirely, and the fact that it persists tells you more about how marketing decisions get made than it does about how search actually works….
Running SEO and PPC as separate programmes is one of the most common and costly structural mistakes in performance marketing. When the two channels share keyword intelligence, audience data, and messaging, they produce better results at lower cost than either can achieve alone. The case for unification is not theoretical. It shows up in the…
Paid search delivers B2B leads faster than organic, but at a higher cost per acquisition. Organic marketing costs less per lead at scale, but takes 12 to 24 months to build meaningful volume. The right answer for most B2B businesses is not one or the other, it is understanding which channel earns its budget at…
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