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    European Search Awards 2026 · Best Small PPC Agency

    Focus · Specialism

    We don't want your Meta account.

    Google is not one channel among several that happen to share a dashboard. It is a product-data channel with its own economics, and it rewards specialists. Google Ads is our core; we also run Microsoft Ads in-house where it earns its place.

    Most agencies expand their service menu because it grows account value. It also spreads the senior attention on your account across disciplines that share almost nothing with each other.

    01 / The channel

    Google's peculiarities are the whole job

    It runs on product data

    Google is the only major channel where a spreadsheet of product attributes decides which auctions you enter. Merchant Center, feed structure, identifiers and taxonomy are not a technical afterthought, they are the targeting layer.

    The auction has its own economics

    Query-level competition, quality signals, CSS membership and impression share dynamics behave nothing like a social auction bidding for attention. What works on one is often actively wrong on the other.

    Automation is opinionated

    Performance Max, Smart Bidding and value rules give you a large machine with a narrow brief. Getting commercial intent into it is a specific craft with a specific failure mode: scaling the wrong products beautifully.

    Intent is already there

    Search and Shopping capture demand rather than create it. That makes incrementality, brand decomposition and cannibalisation the central analytical problems, not creative volume.

    02 / The trade

    What focus costs you, and what it buys

    Specialism is a trade, not a virtue. Here is both sides of it, stated plainly.

    • 01We do not run Meta, TikTok or Pinterest, and we will not pretend otherwise to keep a retainer
    • 02We do not sell SEO, email, CRO or creative production
    • 03We do not offer a 40-line service menu staffed by people learning on your account
    • 04We do work alongside your existing partners in those channels, and refer to people we rate
    • 05We do take responsibility for search advertising, Google first and Microsoft Ads where it fits, and its commercial outcome
    • 06We do say no to accounts we are not the right answer for

    03 / Partners

    Everything else runs through people who do it properly

    Google and Microsoft Ads are managed in-house. Social, email and creative are managed through partners, without a resale margin.

    You get a specialist on the channel that runs on your product data, and specialists on the channels that do not. Nobody has to pretend a feed and a creative testing programme are the same discipline.

    Questions about our focus

    Because the thing that makes us useful on Google does not transfer. Our work runs on product data, Merchant Center, feed engineering and auction economics. A brand hiring us for that would not be well served by us also learning their Meta account at their expense. We work alongside social and email partners rather than absorbing those budgets.

    It concentrates the relationship, which is a fair concern. It also means the people making decisions on the account have seen your specific problem many times rather than once. For brands where Google is the dominant acquisition channel, depth reduces risk more than breadth does.

    Yes, in-house. Microsoft Ads runs on similar search and product-feed mechanics, so the same contribution-led logic applies, with scope agreed during the commercial review. Social and email are managed through partners we work with regularly, not resold with a margin on top.

    Then we will say so. We have told brands their Google spend should be smaller, and one of the honest outcomes of a diagnostic is that the channel is not the constraint. A search specialist has an obvious incentive to say otherwise, which is exactly why we write it down when it happens.

    Search advertising, read against your P&L, by the people who will actually run it.

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