Field Notes · Category
PPC & Paid Media.
46 articles on ppc & paid media — tactical, evidence-led guidance from our team.
What is Lead Generation PPC? Using Paid Search to Fill the Sales Pipeline
Lead generation PPC focuses on capturing qualified enquiries rather than direct online sales. This guide covers how to run effective lead gen campaigns in the UK.
PPC & Paid MediaWhat are Google Ads Extensions? Ad Assets That Boost Performance
Google Ads extensions (now called assets) add extra information to your ads, improving click-through rates and Ad Rank. This guide covers the most important types.
PPC & Paid MediaWhat is a Responsive Search Ad? Google's AI-Powered Ad Format
Responsive Search Ads are Google's current standard text ad format. This guide explains how they work and how to get the most from them.
PPC & Paid MediaWhat is Ad Rank in Google Ads? Why Position Depends on More Than Bids
Ad Rank determines where your Google Ads appear — and it is not just about bidding the most. This guide explains all the factors.
PPC & Paid MediaWhat is Target CPA Bidding? Optimising for Cost Per Acquisition
Target CPA bidding automates bids to achieve a specific cost per lead or sale. This guide explains how it works and how to set the right target.
PPC & Paid MediaWhat is Programmatic Advertising? Automated Ad Buying Explained
Programmatic advertising automates digital ad buying at massive scale. This guide explains what it is, how it works, and when it makes sense for UK businesses.
PPC & Paid MediaWhat is Display Advertising? Visual Ads Across the Web Explained
Display advertising shows visual banner and image ads across millions of websites. This guide explains how it works and when it is effective.
PPC & Paid MediaWhat is Target ROAS Bidding? Return on Ad Spend Strategy Explained
Target ROAS bidding optimises Google Ads to achieve a specific return on ad spend. This guide explains how it works and when to use it.
PPC & Paid MediaWhat is a Google Ads Budget? Daily and Monthly Budget Management
Managing Google Ads budget correctly ensures you get the most from your ad spend without unexpected overspend. This guide explains how Google handles budgets.
PPC & Paid MediaWhat is Dynamic Remarketing? Personalised Ads Based on What Users Viewed
Dynamic remarketing shows ads featuring the specific products or services users viewed on your site. This guide explains how it works and why it outperforms standard remarketing.
PPC & Paid MediaWhat is Device Bidding in Google Ads? Mobile vs Desktop Strategy
Different devices convert at different rates. This guide explains how to use device bid adjustments to optimise Google Ads performance across mobile and desktop.
PPC & Paid MediaWhat is Customer Match in Google Ads? Using First-Party Data for Targeting
Customer Match lets you upload your customer email list to Google Ads for targeting. This guide explains how it works and how to use it effectively.
PPC & Paid MediaWhat are Lookalike Audiences? Finding New Customers Similar to Existing Ones
Lookalike audiences use existing customer data to find new prospects with similar characteristics. This guide explains how they work across Meta and Google.
PPC & Paid MediaWhat is the Search Term Report in Google Ads? Your Most Valuable Optimisation Tool
The Search Term Report shows exactly what users searched before clicking your ads. This guide explains how to use it for ongoing campaign optimisation.
PPC & Paid MediaHow to Reduce Cost Per Click in Google Ads Without Losing Performance
High CPCs are a common challenge in competitive PPC markets. This guide covers proven techniques to reduce cost per click without sacrificing lead volume.
PPC & Paid MediaWhat is PPC Ad Copy? Writing Google Ads That Get Clicked and Convert
PPC ad copy determines whether users click your ad or a competitor's. This guide covers what makes Google Ads copy effective.
PPC & Paid MediaWhat is Wasted PPC Spend? How to Stop Paying for Irrelevant Clicks
Most Google Ads accounts waste 20-40% of budget on irrelevant or low-quality traffic. This guide explains the main causes and how to eliminate them.
PPC & Paid MediaWhat is Auction Insights in Google Ads? Competitive Intelligence Explained
Google Ads Auction Insights reveals who you are competing against in paid search auctions. This guide explains how to use this competitive data.
PPC & Paid MediaWhat is Microsoft Advertising? Google Ads' Underrated Competitor
Microsoft Advertising reaches Bing, Yahoo, and DuckDuckGo users — often at lower CPCs than Google. This guide explains what it offers UK businesses.
PPC & Paid MediaWhat is Google Ads Conversion Tracking? Setting It Up Correctly
Conversion tracking tells Google Ads which clicks led to sales or leads. Without it, optimisation is impossible. This guide explains how to set it up correctly.
PPC & Paid MediaHow to Audit a Google Ads Account: A Step-by-Step PPC Audit Guide
A thorough PPC audit reveals inefficiencies and opportunities in your Google Ads account. This step-by-step guide covers everything to look for.
PPC & Paid MediaWhat is Impression Share in Google Ads? And How to Improve It
Impression share shows what percentage of available auctions your ads appeared in. This guide explains what it means and how to improve it.
PPC & Paid MediaGoogle Ads vs Facebook Ads: Which is Right for Your Business?
Google Ads and Facebook Ads have fundamental differences in how they target and convert audiences. This guide explains which is right for your business.
PPC & Paid MediaHow Much Should I Spend on Google Ads? Budget Planning for UK Businesses
Setting the right Google Ads budget is critical to campaign success. This guide provides a realistic framework for UK businesses planning PPC investment.
PPC & Paid MediaWhat is Geo-Targeting in Google Ads? Location-Based Advertising Explained
Geo-targeting in Google Ads lets you control exactly where your ads appear geographically. This guide explains how to use location targeting effectively.
PPC & Paid MediaWhat is Ad Scheduling in Google Ads? Running Ads at the Right Times
Ad scheduling controls when your Google Ads appear. This guide explains how to use day and time targeting to improve campaign efficiency.
PPC & Paid MediaWhat are Google Ads Keyword Match Types? Broad, Phrase, and Exact Explained
Keyword match types control which searches trigger your Google Ads. Choosing the right type significantly affects campaign efficiency and cost.
PPC & Paid MediaGoogle Ads Account Structure: How to Organise Campaigns for Maximum Performance
Poorly structured Google Ads accounts waste budget and limit performance. This guide explains the optimal account structure for UK businesses.
PPC & Paid MediaWhat is Google Ads Audience Targeting? Reaching the Right People
Google Ads audience targeting goes beyond keywords to reach the right people. This guide explains the audience types available and how to use them.
PPC & Paid MediaWhat is PPC Attribution? Understanding Which Ads Drive Revenue
Attribution determines which ads get credit for conversions. This guide explains the different attribution models and how to choose the right one.
PPC & Paid MediaWhat is Landing Page Optimisation? Converting PPC Traffic into Leads
Landing page quality directly determines whether paid traffic converts. This guide covers what makes landing pages effective for PPC campaigns.
PPC & Paid MediaWhat are Negative Keywords? How to Stop Wasting PPC Budget
Negative keywords prevent your ads from appearing for irrelevant searches. This guide explains how to find and manage them effectively.
PPC & Paid MediaWhat is Google Ad Grants? Free Advertising for UK Charities
Google Ad Grants gives eligible UK charities up to £8,000 per month in free Google advertising. This guide explains how the programme works.
PPC & Paid MediaWhat is YouTube Advertising? Video Ads for UK Businesses
YouTube Ads reaches over 50 million UK users monthly. This guide explains the ad formats available and how to use YouTube advertising effectively.
PPC & Paid MediaWhat is TikTok Advertising? Paid Social for Younger Audiences
TikTok Ads reaches the UK's largest under-35 digital audience. This guide explains how TikTok advertising works and when it is the right investment.
PPC & Paid MediaWhat is LinkedIn Advertising? B2B Paid Social Explained
LinkedIn Ads is the primary paid channel for reaching B2B decision-makers. This guide explains how LinkedIn advertising works and when it is the right investment.
PPC & Paid MediaWhat is Meta Ads? Facebook and Instagram Advertising Explained
Meta Ads serves paid advertising across Facebook and Instagram. This guide explains how the platform works and when it is the right choice for UK businesses.
PPC & Paid MediaWhat is Performance Max? Google's All-Channel AI Campaign Explained
Performance Max runs across all Google channels automatically. This guide explains what it is, how it works, and when to use it.
PPC & Paid MediaWhat is Google Shopping? Product Listing Ads for UK Retailers
Google Shopping shows product images and prices directly in search results. This guide explains how it works for UK retailers.
PPC & Paid MediaWhat is Remarketing? How to Re-engage Visitors Who Did Not Convert
Remarketing shows ads to people who have previously visited your website. This guide explains how it works and why it is one of the highest-ROI paid media channels.
PPC & Paid MediaWhat is Smart Bidding in Google Ads? Automated Bid Strategies Explained
Smart Bidding uses Google's AI to set bids for each auction automatically. This guide explains how it works and when to use it.
PPC & Paid MediaWhat is Quality Score in Google Ads? How to Improve It
Quality Score determines how much you pay per click and where your ads appear. This guide explains how it works and how to improve it.
PPC & Paid MediaHow Does Google Ads Work? The Auction System Explained
Google Ads uses a real-time auction system to determine which ads appear and in what order. This guide explains exactly how the auction works.
PPC & Paid MediaWhat is Google Ads? A Complete Guide to Paid Search Advertising
Google Ads is the world's most widely used paid advertising platform. This guide explains what it is, how it works, and when it makes sense for UK businesses.
PPC & Paid MediaFacebook & Meta Ads Agency UK: Paid Social That Drives Real Revenue (2026)
A Meta Ads agency manages your paid advertising on Facebook and Instagram — targeting audiences by demographics, interests, and behaviour. This guide explains what UK Meta Ads agencies deliver, what results to expect, and how to choose the right one.
PPC & Paid MediaGoogle Ads Agency UK: What the Best PPC Agencies Deliver and How to Choose One (2026)
A Google Ads agency manages your paid search campaigns on Google — targeting users who are actively searching for what you offer. This guide explains what UK Google Ads agencies deliver, what they charge, and what to look for when choosing one.