How do you make every pound of paid search work harder?
By managing campaigns against return, not spend. We structure Google Ads and Microsoft Ads accounts around your commercial goals, optimise at query level, and report in plain English against the numbers your board cares about - cost per acquisition, revenue and return.
What we do
Paid search rewards discipline. We build account structures that mirror how your customers actually search, write ads that match intent, and manage bids with a clear view of what each click is worth to you. Wasted spend gets found and cut; the budget moves to the queries that convert.
Route is independent, so our recommendations answer to your results alone. If paid search is not the right channel for part of your brief, we will say so and show you what is.
What you get
A named specialist on your account. Search term and competitor reviews. Landing page recommendations that connect search to conversion. Reporting built around your goals, with every recommendation traced to data - and access to the same dashboards we use ourselves.
How we work
Brief & Proposition
We start with what you are trying to achieve and what makes you worth choosing.
Research & Insight
Query data, competitor activity and market context before a single bid is placed.
Audience & Journey
Where search sits in your customer's path, and what they need at each step.
Audience Definition
Match types, locations, schedules and devices tuned to the people who buy.
Channel Selection
Google, Microsoft, and shopping or Performance Max where the data supports them.
Activation & Optimise
Continuous query-level optimisation, tested and reported honestly.
Common questions
How quickly does paid search show results?
Traffic arrives as soon as campaigns go live; meaningful optimisation takes a few weeks of data. We set expectations against your sales cycle at the start, so the first report already compares performance with a realistic baseline rather than a guess.
Do you work alongside in-house teams?
Yes, often. Some clients hand us the whole channel; others want audit, structure and training so their own team can run day to day. Our media training service exists for exactly that.
Do you manage Google Ad Grant accounts?
Yes. For Dance City we combined Google Grant activity with paid Search and Performance Max, using the grant to extend reach while paid budget carries the work the grant cannot, and we manage the account to keep it eligible.
Who owns the account and the data?
You do. Campaigns run in your own Google Ads and Microsoft Ads accounts, so history, learning and data stay with you regardless of who manages them.
Want a second opinion on your search account?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief.