Marketing
PPC
Why Google Ads Isn’t Just an Option: It’s Essential for Your Business’s Growth
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PPC campaigns built around intent, tracking and measurable outcomes
Pay-per-click advertising focused on lead quality, not just traffic
Paid media underperforms when campaigns chase clicks without understanding intent, attribution or conversion quality. Cambridge-based Granite 5 delivers PPC advertising that prioritises meaningful enquiries, accurate tracking and continual optimisation against real business outcomes.
PPC advertising designed to drive high-intent action
Granite 5’s PPC services focus on aligning keywords, ads, landing pages and tracking so paid media supports commercial goals. Campaigns are typically delivered as part of a wider digital ecosystem, ensuring paid traffic converts and performance can be measured with confidence.
High-intent keyword strategy
Focus spend on searches most likely to convert.
Campaigns aligned to services and locations
Campaigns aligned to services and locations
Conversion-led landing journeys
Ensure PPC traffic reaches pages designed to convert.
Robust tracking and attribution
Measure meaningful actions, not vanity metrics.
Efficient spend and optimisation
Improve performance while controlling cost per conversion.
PPC integrated with wider digital delivery
Paid media aligned with UX, SEO and website improvements.
Paid advertising
How we deliver PPC advertising
campaigns
PPC work begins with understanding what constitutes a valuable conversion and how users make decisions. Granite 5 then structures campaigns, tracking and optimisation around intent, quality and efficiency.
Discovery and goal definition
Define success, audiences and commercial priorities.
Account and data review
Assess existing campaigns, tracking and attribution.
Keyword and structure planning
Build campaigns around services, intent and geography.
Ad creation and landing alignment
Ensure ads and pages reinforce relevance and clarity.
Tracking and conversion setup
Implement robust measurement for meaningful actions.
Ongoing optimisation and reporting
We may use AI tools to support early-stage ideation; all outputs remain human-led.
ODC Glass
PPC-supported lead generation for a construction business
Granite 5 has supported ODC Glass with paid search alongside SEO and website optimisation as part of a long-term digital partnership. PPC activity focused on driving qualified enquiries and supporting ongoing growth across commercial and residential audiences.
Millworks
High-performing PPC campaigns built on accurate tracking
Millworks, headquartered in Cambridgeshire, partnered with Granite 5 to improve attribution, UX and paid media performance. Google Ads campaigns were restructured around high-intent product searches, supported by improved conversion tracking and landing journeys, resulting in significantly higher conversion volumes and improved cost efficiency.
Caring Together
Google Ad Grants management for a charity organisation
Granite 5 supported Caring Together with Google Ad Grants activity, helping the charity make better use of free paid search spend. The work focused on improving campaign structure, relevance and visibility to support awareness and engagement within grant constraints.
Airway Group
PPC rebuilt around lead quality and commercial intent
Granite 5 rebuilt Google Ads campaigns for Airway Group to align with high-intent HVAC services and priority locations. Paid search sessions and conversions increased significantly, while cost per conversion reduced, demonstrating a shift from traffic volume to outcome-focused performance.
Frequently asked questions
PPC advertising often raises questions around performance, tracking and how it fits into wider digital activity. Below, we’ve answered common queries about how our PPC services – including Google Ads and Ad Grants – support lead generation, visibility and measurable results.
PPC includes campaign strategy, keyword planning, ad creation, landing alignment, tracking setup and ongoing optimisation.
Yes. PPC campaigns are typically structured around high-intent searches and meaningful conversions.
Yes. Granite 5 has supported charities using Google Ad Grants to improve visibility and engagement.
Success is measured using meaningful conversion actions such as enquiries, form submissions or quote requests.
No. Accurate tracking and attribution are essential, and are a core part of PPC delivery.
Yes. PPC performs best when aligned with UX, SEO and wider digital optimisation.