Search campaigns
Google and Microsoft search ads built around the keywords your guests and buyers actually use.
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PPC
PPC
PPC management for luxury hospitality & property brands
Paid search fills the gap while SEO and digital PR compound — fast, targeted visibility for launches, developments and seasonal demand. You pay only when someone clicks, so careful budgeting matters. Our team runs the account so you never have to become the expert, and never pay to find out what doesn't work.
What's included
Twelve disciplines, one account
Whether we inherit a live account or build one from scratch, the same disciplines apply — scoped to your launch, your season and your budget.
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Display advertising
Visual ads across the Google Display Network for brand awareness, and for staying visible to people who have already shown interest.
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Remarketing, including dynamic
Bringing back visitors who did not convert first time, including ads that show the exact pages, suites or listings they already viewed.
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Account set-up
New Google Ads and Microsoft Advertising accounts configured properly: billing, tracking codes and platform connections in place before a penny is spent.
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Keyword research
High-intent keywords and keyword groups matched to your properties, services and audience — prioritised for revenue rather than volume.
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Ad copywriting
Headlines, descriptions and display creative written to earn the click from the right searcher, not just any searcher.
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Landing page optimisation
Layout, copy, load speed and calls-to-action reviewed so visitors convert once they arrive, rather than bounce back to the results.
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Geo-targeting
Ads shown only to people searching from the regions, cities or countries your development or destination actually serves.
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Negative keywords & bid adjustments
Placement, demographic and device targeting, negative keyword lists and bid adjustments that stop budget leaking to irrelevant searches.
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Analytics & conversion tracking
Google Analytics connected to the account so enquiries, bookings and revenue — not just clicks — are what get measured.
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Ongoing management & testing
Accounts checked weekly: best-performing areas expanded, waste removed, and continual A/B testing of keywords, ads, landing pages and offers.
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Monthly reporting
Advanced analytics showing exactly how your budget performed for every ad, written so you can act on it rather than file it.
Scope
Which of these you need
The snapshot tells you which disciplines matter for your site, in what order.
Get your snapshot
How we work
No price list, no guesswork
SEO for a luxury hospitality group and SEO for a five-unit branded residence are not the same job, so we don't sell either off a fixed-price menu. Every engagement starts with a free AI Visibility Snapshot, and moves at the pace your brand needs.
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Audit
We review your site's technical health, content and current visibility across Google and AI search, and tell you exactly what's holding you back.
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Strategy & build
We fix what's broken and build what's missing: technical foundations, content, structured data and the link profile your category actually rewards.
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Ongoing growth
A retainer that keeps you visible as search — and AI search — keeps changing, with a monthly report you can actually read.
Why paid search earns its place
Paid search fills the gap while SEO and digital PR compound.
Run with discipline, PPC gives you what organic cannot on its own:
- Immediate visibility above organic listings for a launch, a new development or a seasonal push
- Faster enquiries and bookings, without waiting for rankings to build
- Highly measurable results — CTR, CPA and conversions quantify what every pound achieved
- Full control over targeting, budget and timing, scaled up or down as demand changes
- A level playing field: a new brand can compete for the top of the page alongside established names
How PPC works
Pay-per-click is an advertising model in which you pay a fee each time your ad is clicked. Your ads appear alongside organic results when someone searches for the keywords you have chosen, so you are reaching people already looking for what you offer.
The process is straightforward. Research the keywords that attract qualified visitors. Build campaigns with ad groups around specific products, services or categories, each with tightly themed copy and landing pages. Set cost-per-click bids that tell the search engine what you are willing to pay; more competitive terms need higher bids for the top positions. When a matching search happens, your ad is eligible to appear — and you pay only when someone clicks through to your landing page. From there, the work is iterative: monitor which keywords, ads and landing pages drive conversions, expand what performs and cut what does not.
“You pay only when someone clicks. Everything else is about making sure it is the right someone.”
How PPC is measured
Four metrics tell you whether a campaign is working:
- Cost-per-click (CPC) — what you pay each time someone clicks your ad.
- Click-through rate (CTR) — the percentage of impressions that become clicks. Tighter relevance between keyword, ad and intent lifts it.
- Cost-per-acquisition (CPA) — total spend divided by total conversions. A low CPA means efficient spend or strong conversion rates.
- Return on ad spend (ROAS) — revenue from conversions divided by ad spend.
Together they show the real value of the spend, and let you move budget towards the campaigns that meet their targets and away from those that do not — across seasons and across years.
PPC or SEO
PPC and SEO both drive traffic, but they work differently. PPC is short-term and immediate: you pay for every click, you control targeting precisely, budgets can start small and adjustments are easy to test. SEO is long-term: rankings take time to earn and demand sustained effort, but the traffic is not paid for per visit and the visibility compounds.
Use PPC for immediate lead generation, for buyers actively searching now, for flexible budget control and for fast testing of messages. Use SEO for domain authority, broad visibility, content marketing and future-proofing. Neither is one-size-fits-all. A balanced approach — paid search covering the gaps while organic and digital PR compound — is what sustains growth month after month. The right mix depends on your budget, targets, resources and timeline, which is what the snapshot works out.
Questions
Frequently asked
What is PPC?
PPC stands for pay-per-click: paid advertising that sends traffic to a particular page of your website, where you pay only when someone clicks the ad.
Where do PPC ads appear?
Google Ads appear on Google's search results pages and on partner sites running Google's ad network. Microsoft Advertising ads appear on Bing and Yahoo results in the same way.
Who can see PPC ads?
People who search using the keywords targeted for your campaign, in the locations you have chosen to target.
Which tools are used for PPC ads?
Each platform has its own — Google Ads and its Keyword Planner, for instance — supported by third-party research tools and the account's own search term reports.
How much does PPC cost?
There is no fixed amount. You set your own budget and bids, and the cost per click depends on ad quality, competition and bid price. Management fees depend on the account, which is why we start with a free AI Visibility Snapshot and quote from there rather than off a price list.
Free AI Visibility Snapshot
See how Google and AI search see your brand
A short, written review of your site's visibility across Google, AI Overviews and the assistants your guests and buyers use. No obligation, no price list.
- Technical health and crawlability
- Where you appear — and don't — in AI answers
- The three things to fix first