Paid
Organic
Google Ads · Paid search
Castle builds and manages Google Ads accounts that pay for the searches worth winning: Search, Shopping, Performance Max and YouTube, measured on cost per acquisition and return on ad spend rather than clicks.
Why accounts leak money
Google is the one place a customer types their intent in plain words before they buy. That makes it the most accountable line in most marketing budgets, and the easiest to waste.
Broad match, auto-applied recommendations and unfenced Performance Max will spend a budget efficiently on the wrong things, and the interface will report it as success.
Search terms shift weekly, competitors change bids, feeds break and products get disapproved. An account left alone for a quarter drifts towards cheaper, less qualified traffic.
A form view, a thank-you page counted twice, a ten-second call. Fixing what the account counts often changes performance more than fixing the bids.
What’s included
A fully managed paid search account: the structure, the feeds, the creative, the tracking and the landing pages, reviewed weekly and rebuilt when the data says so.
Find the money already being wasted before spending more.
First win: the waste removed in month one
Structured by intent and margin, not by a keyword planner guess.
Measured on cost per acquisition
For ecommerce, the feed is the campaign.
Measured on ROAS by product group
Fed properly and fenced in, so it finds new customers.
Measured on new-customer revenue
So the algorithm optimises towards profit, not the cheapest sale.
Checked against tracked revenue vs actual sales
Better traffic deserves a page that converts it.
Measured on conversion rate
Build the audience that later searches for you by name.
Measured on branded search growth
Your account, your data, explained in plain English.
Reported on the sales the account produced
Every account includes
Results
Published results from Castle-managed Google Ads accounts. Every figure links back to the full case study.
A garden-supplies store with declining sales. We fixed the conversion basics on the Shopify store, then built seasonal Search and Shopping campaigns with display retargeting.
A wholesale supplier of candle, soap and cosmetic ingredients. Performance Max Shopping, brand and product search and display retargeting, after a move to Shopify.
A global appliance brand. A ladder of Performance Max, slow-seller and seasonal campaigns, each with its own ROAS target, on a rebuilt Shopify store.
Client reviews
…the results have been outstanding. They’ve completely turned around our online performance — Google Ads are running more efficiently than ever, Meta campaigns are consistently profitable, and our Shopify sales have seen real, measurable growth month after month.
I honestly can't say how good everyone is at Castle, they can't do enough for you and the work and numbers they produce out of this world. If I could leave 10 stars I would
…Smashing targets & 24/7 support which is a big bonus for us can’t thank them enough. Connor who’s trying different strategies & believe me they bring in the results!
The whole team at Castle International are an absolute asset to any business that needs a positive boost in their marketing strategy. Expertise, knowledge, patience and a friendly helpful attitude, aiming to give you a bespoke service throughout.
Our business has benefited massively by Castle and their team of creative experts. It is a wonderful company that is always working to achieve the best for you. They have a wealth of knowledge and offer outstanding marketing solutions always ensuring they deliver on their promise
A really great team who fully engaged with our enterprise and brought us rapidly into a whole different level of positive and sustained engagement with our target audience. Very very pleased to be working with them. Brilliant communicators. They've made a huge difference.
On camera
Trusted by
Campaign types
Google Ads is five or six different products sharing one interface. Each earns its place for a different reason, and we report each one separately so brand traffic never disguises how prospecting is really performing.
The highest-converting traffic in the account and the tightest to control, which is why we keep it on exact and phrase match with a managed negative list, and only open up broad match where Smart Bidding has the conversion data to support it.
Your products in the results with price and image attached. Performance here is decided in the feed long before the bidding: titles that match how people search, complete attributes, sharp imagery and margin-aware campaign splits.
Reach across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one campaign. Powerful with strong assets, audience signals and brand exclusions; wasteful without them, because it will happily take credit for customers you already had.
Demand creation rather than capture. Used to build the audience that later searches for you by name, and measured on assisted conversions, branded search lift and view-through rather than last click.
Cheap reach that flatters last-click reporting. We use it deliberately for retargeting basket abandoners and recent visitors, and hold it to view-through and incremental measures rather than letting it inflate the numbers.
The evidence
AI is changing how Google matches ads, not whether people search. The money and the intent are still there; the way you win them is shifting.
spent on UK search advertising in 2025, up 6% year on year.
IAB UK Digital Adspend, 2026of UK search engine use is on Google (September 2026).
Statcounter, 2026of UK searches now show an AI Overview, and 53% of adults say they see them often.
Ofcom Online Nation, 2025people in the UK can be reached with YouTube ads, 79.7% of the population.
DataReportal Digital 2026 UKAverage uplift in conversions or conversion value, Google’s own figures
Search is still the biggest line in UK digital advertising, at 44% of all digital ad spend in 2025 (IAB UK).
Sources: IAB UK and Oliver Wyman, Digital Adspend 2025 (March 2026); Statcounter Global Stats, UK search engine market share (September 2026); Ofcom, Online Nation 2025 (December 2025); DataReportal and Kepios, Digital 2026: United Kingdom; Google Ads blog, AI Max for Search (May 2025) and DSA upgrade to AI Max (April 2026, updated June 2026); Google Ads Help, About ads and AI Overviews (checked October 2026). Platform uplift figures are Google’s own and vary by account.
Return calculator
Move the sliders to match your account. Then see what cutting wasted clicks and lifting conversion rate does to revenue and ROAS, before any extra spend.
Extra revenue, same spend
Indicative only. Assumes wasted clicks produce no sales today, and that 60% of the budget freed from them is redeployed into converting traffic, and the selected lift applies to all traffic. For context, the 2026 US average across industries is a 6.64% click-through rate, $5.42 cost per click and 8.18% conversion rate (LocaliQ/WordStream). Your free audit replaces these assumptions with your own account data.
Why Castle
Paid search rarely fails for lack of effort. It fails because the ads, the feed, the tracking and the landing page sit with different people. We keep them together.
| Feature | Castle | Typical PPC agency | In-house generalist |
|---|---|---|---|
| Google Partner accreditation and beta access | Yes | Sometimes | No |
| Landing pages designed and built by the same team | Yes | No | No |
| Shopping feed engineering included | Yes | Extra cost | No |
| Reporting on cost per sale and ROAS, not clicks | Yes | Sometimes | Sometimes |
| Brand and prospecting reported separately | Yes | No | No |
| In-house video team for YouTube creative | Yes | No | No |
| You keep full ownership of the account | Yes | Not always | Yes |
| Contract terms | 30-day rolling | 6–12 months | Salary + training |
Comparison reflects how Castle works and common market practice; it is not a review of any named provider.
Industry fit
A £40 lead and a £4,000 order do not want the same account. Lead generation needs tight match types, call tracking and CRM feedback; ecommerce needs feed engineering and margin-based bidding; considered purchases need patience and assisted-conversion reporting. We build to your economics, not a template.
The team
Castle’s paid search team works in the same Liverpool studio as our web, SEO, creative and video teams. A landing page fix or a feed rebuild does not need a third party and a six-week wait.
Further reading
How Google Ads actually work in 2026, and why most accounts are quietly wasting moneyHow Google Ads really work in 2026, including automation, Performance Max, rising costs, and why most businesses waste budget by using outdated strategies…Read article
5 reasons you need a Google Ads agency to run Google Ads for your businessHiring a Google Ads Agency to manage the Google Ads for your business can be a game-changer. Read just 5 reasons why you need a Google Ads Agency to run…Read article
PPC for ecommerce: the ultimate guidePay-per-click PPC advertising can be very beneficial for promoting eCommerce stores. It has proven results for maximising leads and increasing revenue…Read article
What is Quality Score in Google Ads?Google Ads are a fantastic way of getting your business’s products or services in front of some of Google’s billions of active monthly users. In this post…Read article
What are the key success metrics for PPC?In our latest post, Castle’s head of E-Commerce, Edward Potter will inform you about what are the key success metrics for PPC. PPC is such a powerful tool…Read article
How to set up AdWords remarketingGoogle AdWords is a fundamental marketing tool, enabling you to present your message to some of the search giant’s billion-plus monthly users. But not…Read articleRelated services
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Enough to gather data on the terms that matter, which depends entirely on your cost per click and conversion rate. In a £3 CPC market you need a few hundred clicks before the account can be optimised on evidence rather than assumption. We model a realistic starting budget from your own numbers before you commit to anything.
It varies with account size and complexity, so we scope it per client rather than quoting a fixed percentage of spend for everyone. Book a free audit and we will tell you what the account needs and what managing it properly would cost.
Yes. That means expert-level Google Ads accreditation, and it gives us direct access to Google’s training, support and beta features, which we use to keep client accounts ahead of changes rather than reacting to them.
Search campaigns can generate qualified enquiries in the first week, because you are buying existing intent. Reaching an efficient, stable cost per acquisition usually takes six to twelve weeks as bidding data accumulates and the negatives, feeds and landing pages are worked through.
Usually yes, but fenced in. Run without brand exclusions, audience signals or good assets, it will take credit for traffic you already had. Set up properly, with a separate brand campaign for comparison, it reaches surfaces you cannot buy any other way.
Google is putting more of the auction in the hands of its AI. AI Max for Search is out of beta, and Dynamic Search Ads are due to be upgraded to it automatically from February 2027. Ads inside AI Overviews are not yet available in the UK (as of October 2026), though Search, Shopping and Performance Max ads already appear above and below them. All of these reward clean conversion data, strong landing pages and plenty of creative assets. We test AI Max against a control so you can see whether it adds new customers or just reshuffles existing ones.
Whichever the audit points to. Sometimes the structure is sound and the problem is tracking or feeds; sometimes years of layered changes mean a clean rebuild is faster than untangling it. We tell you which before doing either, and we never rebuild just to look busy.
Yes. We take on strategy and management, audit-only work, or support alongside an in-house team who own the day-to-day. We are also happy to hand over a documented, trained account rather than keep it dependent on us.
On cost per acquisition, ROAS and the enquiries or sales the account produced, split by campaign type so brand and prospecting are never merged. You keep admin access too: it is your data, and you should be able to check the numbers yourself.
No. We work on 30-day rolling terms. If the account is not making money, we would rather fix it or tell you plainly than keep invoicing for management.
Free account audit
Give us read access and we will come back with what is being wasted, what is being missed, and what we would change in the first thirty days.
