Paid Search

Find out how we manage PPC, what makes us tick and what makes us unique.

Data-driven team

Most of our PPC specialists are recruited through our graduate scheme. We value graduates with strengths in mathematics, economics, marketing and business, who also speak the languages we need to service our clients at native speaker level. All of our Account Managers are extensively trained in PPC and complete all the main search engine certifications, which although not as difficult are complementary to our rigorous Bell training programme.

Those in the know call Bell 'the University of Search' and our Account Managers work at Bell for more than four years on average (far longer than most London agencies). We are analytical problem-solvers whose mission is to proactively grow your business at the right ROI. Meet some of our talented PPC here.

Big data analytics
Computer, graphics tablet and smartphone

Best practice methodologies

Bell is meticulous in how we apply our proprietary methodologies. We always build robust, well-considered campaigns, granularly structured for efficiency and cognisant of the ongoing evolutions towards PPC automation. We optimise every day, regardless of campaign or client size.

Our text search methodology maximises traffic control to ensure a majority bias towards the efficiencies of exact match traffic. This approach minimises wasted investment whilst extended match types (such as phrase, broad and even DSA) remain open for granular data mining via strict search query management. Actively managing users through the search funnel provides a much easier path to purchase, as well as giving you the ability to choose what you want to get across in your copy at the right time. Our PPC experts are constantly refining our methodologies and have created best practice scorecards across all biddable media to cater for each campaign type (Shopping, Brand vs Non-Brand, International, Promotions) and platforms (Google, Apple, Amazon, Facebook etc.).  

Ad copy artists, scientists and lawyers

PPC ad copy at its most effective requires ongoing testing, which we do by combining different themes (e.g. brand feature, product feature, price, service, delivery cost or time) at the most granular level our campaign structure allows.

A/B testing empowers the constant, ongoing evolution of ad copy. Over time we uncover what works best for different ad groups through analysing cumulative user behaviour (that’s the science). However, PPC ad copy is also an art form, a skill where creative imagination and adaptive and interpretative skills are imperative. It is an absolute requirement that Bell Account Managers communicate our clients brand messages with more flair than their competitors. All copy has to be within set characters limits and other editorial restrictions (that’s the law). As users browse at speed, the copy needs to be punchy and succinct to make an impact. There are also times we need to be cunning to squeeze more messaging into the character limits. For example, where the buying behaviour has added complexity or an ad group is for broader keywords or search terms, we need a larger set of messages with different user needs to 'fish for' in the same ad. There are three main text ad formats: 

> Responsive Search Ads (RSAs) - these respond to the search query and device. RSAs are the new default ad type that matches up to 15 titles with up to 4 descriptions.

> Extended Text Ads (ETAs) - are being phased out from June 2022 in favour of RSAs. 

> Dynamic Text Ads (DSA) - an older more automated format designed to match site content to a query, great for the long tail, we love it!

Microsoft Advertising has mostly evolved in line with Google, although they are usually a little behind due to the R&D time. They do this to make Bing more accessible for its advertisers.

We actively add many different Ad Extensions (i.e. Sitelinks, Callout, Location and Image to name a few) where appropriate to maximise your results. Ad extensions will only show based on your Ad Rank and chosen settings. Bell will ensure you communicate with impact and cut through to achieve a higher click-through rate than ever before. 


Client-centric services

We employ a small agency model where all clients are treated as big clients. All clients get at least two Account Managers and our Head of PPC working hands-on, as an extension of your team. We can easily dial-up and down resources allocated to each client to match seasonality, engaging with additional channels and the quest for increased ROI.

Teams are customised for each client's requirements as is how client work is managed – calls, meetings, reviews, analysis, reporting, tech, roadmaps, workflow and project management tools. Each client has an assigned project manager for coordination across our multi-lingual AMs, sub-channels and clients. The first pillar of success for Bell is great results, which is why we immerse ourselves in your business and work extremely hard to optimise your campaigns to exceed your ROI targets and grow your business sustainably each year.

Proprietary technologies

Our proprietary PPC technologies save time in campaign administration so we have more time for campaign optimisation, it also provides competitive advantages and allows 24/7 best in class highly customisable reporting.


PPC tech which mass updates across Google Ads & Microsoft Advertising with automated custom reporting on Google Sheets or Excel.

ESV Shopping (CSS)

Leverage our Google Comparison Shopping Service (CSS) for more visibility and potentially lower CPCs in the UK & France.

ESV Smart
Feed Ads

Automate PPC text ad creation, ad copy, bids, on/off and other rules for those with large and ever-changing stock inventories.

Bell internet technology laptop

Transparency and relationships

PPC transparency is primarily about compliance to best practices such as search query reporting and the regularity of optimisations to not waste investment. Our clients also have access to and own their search engine accounts, data and any analysis produced too.

Our Head of PPC or a Senior Account Manager works on every account to provide oversight. On numerous occasions over the years, we inherited a client from another agency where the search query reporting has not been done for a long time and search engines accounts were hardly worked on (a network agency not touching a Bing account for 3 years is our record). We apply rigorous search query management as a given to all paid search clients. Your success is our success. There is nothing more rewarding for us than seeing your business grow each year, building a long-lasting relationship.

Rigorous new client process

All our contracts start with a three-month trial period and following have a few months rolling notice period. We are confident that we will deliver and as such prefer not to trap clients into signing long-term contracts. Our onboarding process is extremely in-depth and we will agree to realistic data-driven expectations with you upfront.

Our new client process:

> PLANNING: We get to know your brand and sector landscape, audit your existing campaigns and other intricacies while carrying out the administrative tasks such as new search engine account set-up and tracking fixes. We will send you a plan, forecast and timeline to approve. 

> BUILD: If you have existing campaigns, we will start managing them and implement any quick wins as soon as possible. Meanwhile, we get to work on restructuring or creating new campaigns as appropriate. We ask you to approve any new ad copies prior to launch.

> DELIVER: We will be working hard to optimise your PPC campaigns to help grow your business, checking every day all is in order. You will get weekly and monthly reporting and analysis before your first quarterly business review after three months.

Puzzle strategy
Woman use of cellphone

Search engine partnerships

Bell has extremely strong partnerships with all the major search engines, who often provide us with dedicated teams giving us additional insights and best practice updates. However, we are on our client's side first so we won’t do everything search engines tell us to do, we will do what is most beneficial for our clients. For example, if we put automated campaigns everywhere as we are requested to then the ROI would be a lot lower for many of our clients.

Google Partner
Microsoft Advertising Select Partner
Meta Business Partner

And many more...

Amazon Verified partner
Linkedin Marketing Solutions
Google CSS Partner
SEM Rush
Screaming Frog
Google Analytics

High success rate

On average, our client retention rate is over 5 years and we have even had some clients for more than 10 years. We have a very high success rate of +90%, in terms of hitting ROI targets and achieving year-on-year growth.

Find out more about our successful client work here or contact us to find out how Bell can help you succeed.

man with mobile phone

Fair fees

Like most PPC agencies we charge a minimum monthly fee and/or if higher a percentage of investment across paid media channels. That percentage decreases based on investment bands, which is a mutually beneficial approach – you get the ROI, we spend more time as you wish to invest more, you get more sales, we get more fees but you pay a lower percentage fee, and so on.

As we work on your campaigns every day including senior team members, provide native language PPC experts and inclusive proprietary technologies, our fees reflect the premium service we offer. 

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