Service
Budget that moves when you say so, not when the algorithm decides
Budget that moves when you say so. Clear governance over where PPC spend grows, where it's constrained, and where it stops. Every exception has a reason and a time limit.
23%
Avg. waste identified
100%
Decisions documented
0
Budget overruns
48hr
Exception response time
The Problem
Your spend grows without clear reasons
Spend shouldn't grow because the algorithm felt like it. It shouldn't shift between campaigns overnight without explanation. Yet that's exactly what happens in most accounts.
You find yourself explaining spend increases after the money's gone. Reactive instead of intentional. The algorithm decided, and you're left justifying it. Undisciplined accounts at this spend level routinely leak 20-40% of budget on auctions that never convert profitably, based on our 75-account study.
Our Approach
Spend that follows your decisions
We implement clear governance rules that put you back in control. Budgets are priorities, not settings. Spend moves because a decision was made, not because the system allowed it.
Budget Protection
Clear limits on where spend can grow, where it's constrained, and where it stops completely.
Waste Identification
Find and eliminate the hidden spend that's not contributing to your bottom line.
Time-Limited Exceptions
When we intentionally accept a loss, you know why, how much, and exactly when it ends.
Trade-off Clarity
Every budget decision is documented with clear reasoning you can defend to stakeholders.
What's Included
Complete spend control framework
What this means for you:
"Spend went up 15% because we chose to push the summer collection. It ends on the 30th."
FAQ
Common spend governance questions
Understanding how we bring control and visibility to your ad spend.
Ready to take control of your ad spend?
Book a free audit. We'll show you where your budget is leaking and how to plug the gaps.
March 2026 Update
Updated March 2026Latest platform changes and how we're adapting our approach:
- Google's budget optimiser features now allow automated reallocation based on real-time performance. Our governance rules ensure this doesn't override commercial priorities.
- Consent Mode v2 enforcement means conversion modelling is essential for accurate attribution. We've updated all governance frameworks accordingly.
- Inventory-aware budget pacing now standard. Campaigns automatically throttle for low-stock and push for overstock items.
- Daily pacing alerts upgraded to predict end-of-month budget scenarios with 94% accuracy across managed accounts.
Our Proprietary Method
BOI®
Bid On Intent.
Every SKU has one commercial job at a time - Scale, Profit, Protect, Recovery or Gateway - and never more than one. That job is dynamic. It changes as inventory, cash position and demand change. BOI® is the discipline of bidding against the job each SKU is actually doing this week.
No blended targets. No SKU pulling in two directions. Just a commercially responsible bid against a single, named job.
Stands for
Bid
Every bid is a commercial decision. We bid against the one job a SKU is doing this week - never a blended target that quietly averages winners and leakers.
Stands for
On
On the single commercial job that SKU is carrying right now: Scale, Profit, Protect, Recovery or Gateway. One job. Never two. Reassigned as the business changes.
Stands for
Intent
Commercial intent - what the business actually needs from this SKU this week. Cash? Share? Clearance? New customers? The P&L sets the intent. We bid to it.
The signal we live by
One SKU. One job. Reassigned weekly.
Verified Case Study
UKSoccerShop
£520k+ cash recovered in 45 days
Spend governance protocol applied to 2,000+ stagnant SKUs. Dropped ROAS target to break-even on that bucket to convert aged stock into cash before next-season buying.
£520k+
Cash recovered
35%
Aged stock cleared
45 days
Timeline
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