--- title: "PPC & Search Advertising" canonical: "https://brink.agency/services/marketing-consultancy/ppc-advertising/" description: Get immediate visibility with targeted Google Ads and search advertising. We create campaigns that deliver leads and sales for businesses across Lincolnshire. tags: [marketing-consultancy] --- ## PPC & Google Ads in Lincolnshire We manage Google Ads for businesses across Lincolnshire and the UK. The goal is always the same: spend as little as possible to generate as many leads or sales as possible. That means careful keyword selection, strong ad copy, proper landing pages, and constant monitoring. ### How We Manage PPC PPC accounts need active management to perform well. We review search term reports to block irrelevant queries, test different ad copy, adjust bids based on what's converting, and build dedicated landing pages when the homepage isn't cutting it. For [Benjamin Edwards](/case-studies/benjamin-edwards/), we ran Google Ads targeting specific job roles and locations to drive qualified candidate applications. ### Your Lincolnshire PPC team Our PPC team is based at our office in Louth, Lincolnshire. Clients are welcome to come in and sit down with us to go through their account, look at the numbers together, and plan what to test next. We also travel out to clients across the county. If meeting at your premises makes more sense, we'll bring the laptop and the coffee. The same account manager handles your campaigns from the first audit through to monthly reporting. You won't get bounced between juniors, account executives, and senior staff depending on the day. One person owns your account and knows exactly what's running and why. No PPC work is outsourced. Everything from keyword research to ad copy to landing page builds happens in-house with the Brink team. That matters because PPC needs decisions made quickly, and you can't make quick decisions when the work is happening in another country and another timezone. If you're picking a PPC agency in Lincolnshire and the team isn't actually local, ask where the work is being done. A nearby office with no nearby account managers isn't really a local agency. ### Common Problems We Fix in Existing Google Ads Accounts When we audit an account, we see the same handful of issues over and over. Google's default settings work in Google's favour, not yours, and a lot of accounts have been set up and left alone for too long. These are the fixes we usually make in the first couple of weeks. - **Broad match keywords bleeding budget.** Broad match lets Google show your ads for almost any related search. Great for Google's revenue, terrible for your cost per lead. We restructure campaigns around phrase and exact match keywords that match real buying intent. - **No negative keyword list.** Without negatives, your ads show up for searches you don't want. We build a proper negative list and review search term reports every week to add new ones. - **Ads pointing to the homepage.** A homepage is not a landing page. We point ads at dedicated pages that match the ad copy and answer one specific question. - **Conversion tracking that doesn't track conversions.** A lot of accounts count button clicks as conversions but never check whether those clicks turned into customers. We set up tracking for form submissions, phone calls and sales, so the numbers actually mean something. - **One campaign for everything.** Mixing different services or products into one campaign means Google can't optimise properly. We split campaigns by service or product type so each one gets its own budget and bid strategy. - **No remarketing.** People rarely buy on the first visit. We set up remarketing campaigns to bring back the ones who didn't convert, at a much lower cost per click than cold traffic. ### Industries We Run PPC For PPC works differently depending on the industry. Search volumes, competition, and the kind of pages that convert all change depending on what you sell. **Manufacturing and industrial.** Long sales cycles and niche keywords. PPC works well for capturing trade buyers searching for specific products or services. Lead forms and downloadable spec sheets tend to convert better than a generic "contact us" page. See our [Manufacturing & Industrial](/sectors/manufacturing-industrial/) sector page. **Professional services.** Legal, accountancy, financial advice, consultancy. Local search dominates and trust matters more than clever copy. Landing pages need to lead with credentials, reviews, and clear pricing where it's appropriate. See [Professional Services](/sectors/professional-services/). **Public sector.** Councils, education and healthcare. Compliance matters and budgets need to be defensible. We see a lot of value in recruitment campaigns, event promotion and public information work. See [Public Sector](/sectors/public-sector/). **Retail and e-commerce.** Shopping ads, Performance Max, and remarketing. The key metric is return on ad spend, not click volume. We set up proper product feeds and tie campaign spend back to revenue. See [Retail & e-Commerce](/sectors/retail-ecommerce/). ### PPC Ad Types We Manage - **Search ads.** Text ads that appear when someone searches for your service or product on Google. The bread and butter of PPC. - **Shopping ads.** Product listings that appear in Google Shopping and the main results. For retail this is usually the highest-converting ad type. - **Performance Max.** Google's automated campaign type that runs across search, display, YouTube, Gmail and Maps. Useful for some businesses, wasteful for others. We test it properly before committing budget. - **Display ads.** Image and banner ads on websites in Google's display network. Better for brand awareness than direct response. - **Remarketing.** Ads shown to people who visited your site but didn't convert. Lower cost per click and higher conversion rate than cold traffic. - **Local search ads.** Map-pack ads that appear in local searches. Important for trades, retail and hospitality where someone is searching for a nearby business. - **Microsoft (Bing) ads.** Often cheaper clicks and less competition than Google. We'll tell you if Bing makes sense for your audience. ### Related reading If you're researching marketing options for a Lincolnshire business, we also write about [digital marketing in Lincolnshire](/digital-marketing-lincolnshire/) and run [SEO services](/services/marketing-consultancy/seo/) and [social media campaigns](/services/marketing-consultancy/social-media/) alongside PPC for most of our retainer clients.