6 Best Paid Search Agencies in London for 2025
TL;DR: The best paid search agencies in London combine Google Ads expertise with transparent reporting and industry-specific knowledge. Top performers for 2025 include Found, ROAST, Croud, Impression, Gripped, and The Good Marketer. Your choice depends on budget, sector focus, and whether you need integrated services or pure PPC specialism.
Choosing a paid search agency in London isn’t straightforward. The city hosts over 200 agencies claiming PPC expertise, and most of their websites look identical. Bold claims about ROAS, vague case studies, and the same stock photos of people pointing at screens.
I’ve spent the past three months reviewing agency proposals for clients across ecommerce, B2B SaaS, and professional services. What struck me was how few agencies could clearly explain their approach beyond “we optimise campaigns.” This guide cuts through that noise.
What Makes a Paid Search Agency Worth Hiring?
A paid search agency worth hiring demonstrates measurable results, transparent pricing, and genuine platform expertise rather than just certifications. According to the Chartered Institute of Marketing, businesses working with specialist PPC agencies see 30% higher conversion rates than those managing campaigns in-house.
The best agencies share several characteristics:
- Platform certifications with actual meaning (Google Premier Partner status requires managing significant ad spend)
- Dedicated account managers rather than junior staff cycling through your account
- Clear reporting dashboards you can access anytime
- Transparent fee structures without hidden management percentages
Red flags include agencies reluctant to share historical client performance data or those pushing long contracts before proving results.
How Much Do London PPC Agencies Charge?
London PPC agencies typically charge between £1,500 and £15,000 monthly for management fees, with pricing models varying significantly based on agency size and your ad spend level.
| Agency Type | Monthly Management Fee | Minimum Ad Spend |
|---|---|---|
| Boutique specialist | £1,500 – £3,500 | £5,000 |
| Mid-size agency | £3,500 – £8,000 | £15,000 |
| Large network agency | £8,000 – £25,000+ | £50,000 |
Some agencies charge a percentage of ad spend (typically 10-20%), while others use flat monthly retainers. Percentage-based pricing can become expensive quickly as your campaigns scale. Ask about fee caps during negotiations.
The 6 Best Paid Search Agencies in London for 2025
1. Found
Found has built a reputation for data-driven PPC management with strong technical foundations. They’re particularly effective for ecommerce brands needing Shopping campaign expertise and feed optimisation.
Their approach integrates paid search with SEO and programmatic, which suits businesses wanting one agency across channels. Client retention rates suggest they deliver consistently, though their minimum spend requirements exclude smaller businesses.
2. ROAST
ROAST specialises in performance marketing with a heavy emphasis on attribution modelling. If you’re frustrated by agencies claiming credit for conversions they didn’t influence, ROAST’s measurement-first philosophy addresses that directly.
They’ve handled campaigns for major retail and travel brands. Their team includes former Google employees, which shows in their beta access to new features and ad formats before general release.
3. Croud
Croud operates an interesting model using a global network of digital specialists alongside their London team. This gives them scalability without the overhead of traditional agency structures.
According to industry reports from Econsultancy, Croud consistently ranks among the fastest-growing UK digital agencies. They work best for mid-market brands with £30,000+ monthly ad budgets requiring international campaign management.
4. Impression
Impression started in Nottingham but now operates a significant London presence. They’ve earned recognition for B2B paid search, particularly for professional services and technology companies.
Their strength lies in combining search intent research with landing page strategy. Too many agencies focus purely on campaign structure while ignoring where traffic actually lands. Impression doesn’t make that mistake.
5. Gripped
Gripped focuses exclusively on B2B technology and SaaS companies. This specialisation means they understand longer sales cycles, multiple decision-makers, and the importance of lead quality over quantity.
If you’re a software company tired of agencies generating leads that sales teams can’t close, Gripped’s approach to qualification-focused campaigns is worth exploring. They integrate paid search with content marketing and ABM strategies.
6. The Good Marketer
The Good Marketer serves SMEs with budgets between £2,000 and £15,000 monthly. They’ve carved a niche helping smaller businesses access agency-quality PPC management without enterprise pricing.
Their model works particularly well for local service businesses, professional practices, and growing ecommerce brands. Communication is responsive, and they don’t lock clients into lengthy contracts.
Which Industries Need Specialist PPC Agencies?
Some sectors require agencies with specific regulatory knowledge or platform experience. Healthcare, finance, and gambling all face advertising restrictions that generalist agencies often handle poorly.
Absolute Digital Media has developed expertise in regulated industries, understanding FCA compliance for financial services ads. Similarly, Koozai works extensively with legal and healthcare clients who need careful policy navigation.
For ecommerce specifically, agencies like Reload Digital bring deep Merchant Center experience and understand the technical demands of feed management at scale.
Do You Need a Full-Service Agency or PPC Specialist?
Choosing between full-service agencies and PPC specialists depends on your internal marketing capabilities and how many platforms require management simultaneously.
Full-service agencies like Jellyfish or Greenlight Digital suit businesses needing coordinated campaigns across search, social, and display. The trade-off is that individual channel expertise may be less deep than dedicated specialists.
PPC-focused agencies tend to offer better value if paid search represents your primary acquisition channel. They’re also easier to manage alongside separate SEO or creative partners.
What Questions Should You Ask During Agency Pitches?
The right questions reveal whether an agency genuinely understands paid search or simply sells well. Ask about specific campaign structures they’d recommend before they’ve audited your account. Competent agencies will ask clarifying questions rather than prescribing solutions immediately.
- Who specifically will manage my account daily, and what’s their experience level?
- How do you handle Search campaign structure for branded versus non-branded terms?
- What’s your approach to Performance Max campaigns, and when do you recommend them?
- Can you share anonymised performance data from similar accounts?
- What happens if results don’t meet projections within 90 days?
According to Marketing Week research, 43% of businesses switch PPC agencies within 18 months due to poor communication rather than performance issues. Asking about reporting frequency and escalation processes matters.
How Long Before Paid Search Campaigns Show Results?
New paid search campaigns typically require 6-8 weeks before meaningful performance patterns emerge. Agencies promising immediate results are either unrealistic or planning to rely heavily on branded search terms you’d capture anyway.
The learning phase for Google’s algorithms takes 2-3 weeks minimum. Smart Bidding strategies need conversion data to optimise effectively. Rushing this process by making frequent changes often extends timelines rather than shortening them.
One caveat worth acknowledging: highly competitive sectors like insurance, legal services, or London property may need 3-4 months before campaigns achieve efficient CPAs. Budget accordingly.
Key Takeaways for Choosing a London Paid Search Agency
- Match agency specialisation to your industry. Regulated sectors need agencies with compliance experience.
- Understand pricing models fully before signing. Percentage-based fees become expensive as budgets grow.
- Ask about the actual team members working on your account, not just senior staff who pitch but disappear.
- Request case studies from businesses similar in size and sector to yours.
- Start with shorter contract terms until the agency proves performance.
The best paid search agency in London for your business isn’t necessarily the largest or most awarded. It’s the one whose working style matches yours, whose expertise aligns with your sector, and whose pricing makes sense at your scale. Take time with the selection process. A strong agency relationship compounds results over years.