Paid mediasocial and PPC

Turn budget into measurable growth.

 

Our paid media services offer speed, precision and scalability with properly built campaigns that perform. We help organisations plan, launch and optimise PPC and paid social campaigns designed to generate visibility, leads, conversions and commercial performance across modern digital platforms.

Paid media only works when strategy, targeting and measurement align.

Launching campaigns is easy.

Running profitable, scalable paid media campaigns consistently is much harder.

We find that many businesses waste significant budget through weak targeting, poor attribution, disconnected creative, low-quality traffic or campaigns optimised around the wrong KPIs. Accounts often become bloated over time, with duplicated audiences, inefficient structures, unclear conversion signals and limited strategic direction behind day-to-day optimisation.

The problem is rarely just platform setup.

Successful paid media requires a combination of audience understanding and creative execution, technical tracking, commercial modelling, conversion analysis and continuous optimisation across channels and campaigns.

Submerge helps organisations build paid media strategies grounded in commercial performance rather than vanity metrics.

We manage PPC and paid social campaigns across Google Ads, Meta, LinkedIn and emerging advertising environments, combining search intelligence, audience analysis, conversion tracking, creative production and reporting into integrated growth campaigns.

Our work spans Google Search campaigns, Performance Max (pMax), paid social acquisition, remarketing and ecommerce advertising. We also support with lead generation, creative testing, audience segmentation and campaign optimisation at scale.

The objective is not simply to drive clicks.

We help businesses acquire better-quality customers and improve acquisition efficiency. The result helps to scale profitable campaigns and reduce wasted spend, leading to strengthened conversion performance, and we connect paid activity to measurable commercial outcomes.

SEMrush Agency Partner

We’re a fully Certified SEMrush Agency Partner – expert, professional paid social and PPC agency services from a 100% certified UK agency.

WP Engine Agency Partner

We’re a Certified WP Engine Agency Partner delivering professional PPC landing pages for CRO (Conversion Rate Optimisation).

Cyber Essentials Certified

We’re Cyber Essentials Certified and part of HMG’s Communication Marketplace for UK public procurement.

We’re paid social and PPC agency experts

Trusted by brands including

Paid social and PPC expertise

Google Ads & PPC

Search advertising remains one of the most commercially powerful acquisition channels because it captures active intent directly.

We manage Google Ads campaigns across Search, Shopping, Display, YouTube and Performance Max environments, combining keyword research, audience targeting, campaign structuring, bid management and conversion optimisation to improve acquisition performance.

Campaign management also increasingly requires deeper strategic oversight. Automated bidding systems, AI-driven optimisation and Performance Max campaigns can create significant visibility opportunities – but only when supported by clean conversion data, clear objectives and disciplined account structure.

We focus on creating paid search environments that balance automation with commercial control, rather than blindly relying on platform defaults.

Google Search & Shopping campaigns
Performance Max management
Bid & budget optimisation
Search intent & keyword strategy
Paid social and PPC - Google ads and PPC

Paid social campaigns

Paid social platforms allow organisations to reach highly specific audiences across different stages of awareness and consideration.

We build campaigns across Meta, LinkedIn and wider social ecosystems using audience segmentation, behavioural targeting, creative testing and conversion analysis to improve engagement and acquisition performance.

Creative plays a particularly important role within paid social. We produce ad copy, visual assets, carousels, reels, video content, CTAs and lead-generation flows designed around platform behaviour and audience psychology rather than generic campaign templates.

Paid social also increasingly supports brand awareness, audience development, remarketing, lead nurturing and assisted conversion journeys across longer acquisition cycles.

Meta & LinkedIn advertising
Carousel & video ad creative
Audience targeting & segmentation
Paid social conversion campaigns
Paid social and PPC - paid social campaigns

Creative & asset production

Campaign performance is heavily influenced by creative execution.

Even highly targeted campaigns can underperform if messaging, visuals or calls to action fail to align with audience intent and platform behaviour. Different audiences also respond differently depending on format, placement and stage of the customer journey.

We create campaign assets designed specifically for paid environments, including search ad copy, display creative, carousel ads, short-form video, reels, landing page messaging, on-platform lead forms and conversion-focused CTAs.

Creative testing and iteration also form an important part of our campaign optimisation, helping identify which messaging and formats perform most effectively across different audiences and channels.

Ad copywriting
Carousel & video asset production
Conversion-focused creative
Landing page messaging support
Paid social and PPC - creative and asset production

Conversion & optimisation

Paid campaigns become significantly more effective when measurement, attribution and optimisation frameworks are properly connected.

We configure conversion tracking, event measurement, attribution pathways and reporting structures across platforms including GA4, Google Ads, GTM, Meta and CRM environments. This helps ensure campaigns optimise toward meaningful commercial outcomes rather than low-quality engagement signals.

Optimisation also extends beyond bid adjustments alone. We review audience quality, landing page behaviour, creative fatigue, attribution pathways, conversion efficiency, assisted interactions and campaign structure continuously to improve performance over time.

Paid media works best as an iterative performance system rather than a static campaign setup.

Conversion tracking setup
Attribution & reporting integration
Campaign optimisation frameworks
ROAS & acquisition analysis
Paid social and PPC - conversion and optimisation
Team discussing a PPC campaign

Paid media platforms are becoming AI-driven.

Advertising ecosystems are evolving rapidly through automation, machine learning and AI-powered optimisation.

Platforms such as Google Ads increasingly rely on predictive bidding, automated targeting and AI-led optimisation in environments like Performance Max. Emerging ad formats within AI-driven search and conversational interfaces are also reshaping how paid discovery works online.

As a result, successful paid media management requires a balance of platform automation, strategic oversight, clean data and commercially grounded optimisation.

Start with a paid social and PPC review

Discover how effectively your PPC and paid social campaigns are driving visibility, leads and commercial performance.

We review your campaign structure, current targeting strategy, creative performance and conversion tracking. This helps us understand audience quality, attribution setup, ROAS performance and optimisation opportunities.

Book a consultation

Paid media success stories

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Paid media performance depends on more than budget.

Campaign success is shaped by audience understanding, creative execution, conversion architecture and optimisation discipline just as much as platform spend itself. Businesses often focus heavily on clicks and impressions while overlooking the broader systems that influence acquisition quality and commercial performance.

We find that the most effective paid media strategies connect targeting, creative, measurement and optimisation into a continuous growth framework rather than treating campaigns as isolated advertising activities.

#1

LinkedIn’s ranking as the top social platform AI cites for professional knowledge.

56%

Of YouTube’s AI citations come from Google AI Overviews.

61%

More people use LinkedIn as a search engine than Claude.

78%

Of social + video AI citations come from Reddit and YouTube.
Source: Otterly.AI, SparkToro, Profound
Laithwaites - SEO case study - featured image

“Submerge is an excellent digital strategy agency. They are adept at insightful, innovative and creative approaches to digital strategy and bring fresh thinking to the digital customer journeys.”

Michael Johnson
CEO, Laithwaites US

Say hello to Submerge

Paid media should generate measurable commercial impact

Well-structured paid campaigns can rapidly increase visibility, generate qualified demand and accelerate customer acquisition across search and social platforms.

We help organisations grow:

  • qualified leads
  • ecommerce revenue
  • ROAS
  • conversion efficiency
  • audience engagement
  • acquisition volume
  • campaign profitability
  • and measurable pipeline growth.

Our reporting frameworks also connect paid media performance to wider KPIs, including conversion quality, assisted revenue, customer value and long-term acquisition efficiency.

Grow organic traffic at scale
Expand commercial keywords

Paid media creates scalable visibility when campaigns are structured properly

Paid acquisition allows organisations to reach audiences with high precision across intent-driven and discovery-driven environments.

Effective paid campaigns can help businesses:

  • capture high-intent demand
  • accelerate lead generation
  • support product launches
  • expand audience reach
  • remarket to engaged users
  • validate messaging quickly
  • support ecommerce growth
  • and complement longer-term organic visibility strategies.

Paid media also provides valuable behavioural insight around audience response, conversion patterns and acquisition efficiency that can support wider strategic decision-making.

Paid media expertise

Google Ads management

We deliver Search, Shopping, Display and Performance Max campaigns aligned with commercial goals.

Paid social campaigns

Extensive experience in audience-led campaigns across Meta, LinkedIn and emerging social platforms.

Performance Max optimisation

We support advanced pMax deployment, asset management and optimisation strategies.

Audience & demographic research

We provide detailed audience analysis across search behaviour, demographics and platform targeting data.

Ad creative production

Campaign copywriting, carousels, imagery, video assets, reels and conversion-focused creative from our 100% in-house team.

Conversion tracking

We activate tracking architecture across GA4, GTM, platform pixels and attribution systems.

Remarketing strategy

We build retargeting campaigns designed around user journeys and conversion pathways.

Ecommerce paid media

We develop and execute product-led campaigns supporting ecommerce visibility and revenue growth.

Lead generation campaigns

We deliver paid acquisition strategies focused on enquiry quality and conversion efficiency.

Campaign audits

We’re experts in technical and strategic reviews, identifying inefficiencies and optimisation opportunities.

Reporting & attribution

Access our commercial reporting frameworks aligned with KPIs, ROAS and acquisition performance.

Emerging platform strategy

We support across evolving paid environments, including new AI-driven and conversational discovery platforms.

Experienced paid social and PPC expertsBook a consultation

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Paid social and PPC FAQs

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What is paid media?

Paid media refers to digital advertising channels where businesses pay to increase visibility, drive traffic and promote their products or services to targeted audiences.

This commonly includes:

  • Google Ads
  • paid social campaigns
  • display advertising
  • shopping campaigns
  • video advertising
  • remarketing
  • sponsored content
  • and emerging AI-powered advertising environments.

Paid media allows organisations to reach audiences quickly and with high targeting precision, making it particularly valuable for lead generation, ecommerce growth and campaign-based acquisition strategies.

Related expertise:

  • Google Ads management
  • Paid social campaigns
  • Conversion optimisation

What is the difference between PPC and paid social?

PPC (Pay-Per-Click) advertising typically focuses on intent-driven acquisition through search engines such as Google Ads.

Users searching on Google often demonstrate active intent, making PPC highly effective at capturing demand already in the market. Paid social campaigns, by contrast, are usually more audience-driven and interruption-based, targeting users based on demographics, interests, behaviour and platform activity.

Both channels play different strategic roles. Search captures intent directly, while paid social often supports discovery, audience development, remarketing and assisted conversion journeys.

Related expertise:

  • Search advertising strategy
  • Paid social targeting
  • Cross-channel acquisition planning

What is Performance Max in Google Ads?

Performance Max (pMax) is Google’s AI-driven campaign type that distributes ads across Search, Shopping, YouTube, Display, Discover and other Google inventory using automated optimisation systems.

Performance Max campaigns rely heavily on machine learning, conversion data and audience signals to optimise bidding and placements automatically. While powerful, pMax can become inefficient without strong asset structure, conversion tracking, audience strategy and reporting oversight.

That’s why our effective pMax management requires balancing automation with strategic control, particularly around creative quality, feed optimisation, audience signals and conversion governance.

Related expertise:

  • Performance Max optimisation
  • Conversion tracking
  • Feed & asset management

Why is conversion tracking important in paid media?

Without accurate conversion tracking, advertising platforms optimise toward incomplete or misleading signals.

Campaigns may generate clicks, engagement or low-value leads while appearing successful within platform reporting. We ensure that conversion tracking helps businesses understand which campaigns, audiences and channels are actually contributing to meaningful outcomes such as enquiries, revenue or qualified pipeline growth.

Tracking architecture often includes:

  • GA4 integration
  • GTM implementation
  • advertising pixels
  • CRM connectivity
  • ecommerce tracking
  • and attribution frameworks.

Reliable tracking is essential for meaningful optimisation and budget allocation.

Related expertise:

  • GA4 & GTM setup
  • Attribution modelling
  • Revenue measurement

What makes a paid campaign successful?

Successful campaigns combine audience understanding, creative relevance, technical tracking and ongoing optimisation.

We find that performance is rarely driven by a single factor. Campaign structure, keyword targeting, audience segmentation, landing page experience, ad creative, bidding strategy and conversion quality all significantly influence results.

The most effective campaigns also evolve continuously through testing, audience refinement, creative iteration and performance analysis rather than remaining static after launch.

Related expertise:

  • Campaign optimisation
  • Audience research
  • Creative production

How should paid media performance be measured?

Paid media should be evaluated using commercial KPIs rather than platform engagement metrics alone.

Useful measures may include:

  • ROAS (return on advertising spend)
  • cost per acquisition
  • lead quality
  • conversion rate
  • assisted conversions
  • customer value
  • revenue contribution
  • funnel progression
  • and acquisition efficiency.

Different campaigns may also serve different strategic purposes. Some campaigns generate direct conversions while others support awareness, remarketing or audience development earlier in the journey.

Related expertise:

  • KPI reporting
  • Attribution & measurement
  • Commercial performance analysis

Can paid media support ecommerce growth?

Absolutely. Paid media can be highly effective for ecommerce acquisition when campaigns are aligned with product demand, customer intent and conversion behaviour.

Google Shopping, Performance Max, dynamic remarketing and paid social product campaigns all allow ecommerce businesses to increase visibility across high-intent search and discovery environments. Paid media can also support seasonal campaigns, category launches and promotional activity tied to demand spikes.

Our experience shows that performance depends heavily on feed quality, audience targeting, product visibility and conversion optimisation across the wider ecommerce journey.

Related expertise:

  • Ecommerce paid media
  • Product feed optimisation
  • Seasonal campaign strategy

How does AI affect paid advertising?

Advertising platforms increasingly rely on AI-driven optimisation systems to automate bidding, targeting and campaign delivery.

This creates opportunities for scale and efficiency, but also increases the importance of high-quality data, strategic oversight and conversion governance. Automated systems only perform well when conversion tracking, audience signals and campaign objectives are configured properly.

AI is also beginning to influence new advertising environments through conversational search and AI-powered discovery systems, creating emerging opportunities for paid visibility beyond traditional platforms. More AI platforms are displaying ads based on relevant prompts and ensuring your presence on platforms such as ChatGPT, Gemini, and Claude is critical for stepping into the next era of paid marketing.

Related expertise:

  • AI-driven campaign optimisation
  • Performance Max strategy
  • Emerging platform planning

Why do businesses waste budget in paid media?

We find that budget waste often occurs through weak campaign structure, poor targeting, inaccurate tracking or unclear optimisation priorities.

Common issues include duplicated keyword intent, low-quality audience targeting, weak conversion signals or poor landing page alignment. Other issues include ineffective creative and overreliance on automation and inconsistent attribution frameworks.

Many businesses also optimise around surface-level metrics such as clicks or impressions without understanding whether campaigns are generating meaningful commercial value.

Related expertise:

  • Campaign auditing
  • Conversion analysis
  • Acquisition efficiency reviews

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nothing else matters.

Let’s understand where you stand today – and where the opportunities are.

Get in touch and let’s chat about your project.

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