Paid Search Agency

Search ads on Google and Microsoft, managed for the leads your sales team wants.

Paid search is the one channel where buyers tell you what they want before you show them an ad. That's what makes it the core of most B2B accounts, and also why it's so easy to waste. Broad match, loose search terms and conversion tracking that counts every form fill will spend a budget quickly on people who were never going to buy.

Lever is a paid search agency that works at query level. We decide which searches deserve your money, write search ads that answer them, and feed CRM data back into the platforms so bidding follows pipeline rather than clicks.

Get a free proposal

5×

free trials per month · Uplisting

0.8 → 2.3

ROAS in six weeks · Sprintlaw

300%

YoY revenue growth · Spell Payments

Trusted by teams looking to scale

What our paid search management includes

Search term mining and exclusions

We read your search term reports every week, not every quarter. Irrelevant queries are excluded early and the terms that turn into opportunities get their own budget.

Google and Microsoft, run together

Google carries most of the volume, but Microsoft Advertising often reaches B2B decision-makers at a lower cost per click. We plan keywords, budgets and reporting across both. Platform detail sits on our Google Ads management and Microsoft Ads management pages.

Search ads written for the query

Headlines and descriptions are matched to the intent behind each ad group, then tested continuously. Landing pages are reviewed alongside, because a relevant ad sending traffic to a generic page still loses the lead.

Bidding on CRM outcomes

Using offline conversion imports, we send qualified leads, opportunities and revenue back to Google and Microsoft, so Smart Bidding optimises towards the conversions your sales team values.

How we run your search ads.

The pattern we see across our Paid Search accounts

25-40%

CAC reduction within the first two quarters for clients who move from click-based optimisation to ICP-aligned, SQL-based optimisation, without reducing spend.

Diagnose

We audit your current search campaigns, search terms and conversion tracking, and compare what the platforms report against your CRM.

Architect

We rebuild the keyword structure, set up CRM conversion imports and decide how budget is split across Google and Microsoft.

Activate

Campaigns go live with tested search ads, landing page recommendations and clear negative keyword lists.

Optimise

Weekly search term reviews, ad testing and bid strategy changes, reported against pipeline and CAC.

Sprintlaw's Google Ads went from 0.8 to 2.3 ROAS after a six-week turnaround.

“Paid search is now our leading new business channel.”

Sprintlaw is an online legal platform for SMEs and startups. Fixed-fee legal documents, contracts and lawyer consultations, without the hourly billing that makes traditional firms expensive. Founded in Sydney, now growing quickly in the UK.

Sprintlaw's Google Ads account was losing money. We rebuilt the search campaigns around commercial intent and cut the queries that weren't converting, turning paid search into a leading new business channel.

‍Results:
ROAS climbed from 0.8 to 2.3 on first purchase alone
Paid revenue increased 2.2x
Lead quality keeps climbing: a year ago roughly 20% of leads qualified; today it's 39%, and qualified leads per month are up 4x

Read the full case study →

spell fintech digital marketing case study

Written by

Michéal Breslin, Managing Director of Lever Digital

Michéal has spent 10+ years leading B2B paid acquisition for SaaS, FinTech and marketplace companies, including in-house roles at PayPal and Zettle before founding Lever. He has managed £50M+ in ad spend across Google, Microsoft, LinkedIn and Meta, and writes regularly on SaaS PPC benchmarks, CAC measurement and multi-channel budget allocation.

Lever Digital is a Google Partner and a 2026 UK Paid Media Awards finalist.

Read more from Michéal →·LinkedIn →

Last reviewed
September 2026
by Michéal Breslin

Make every search term earn its budget .

Send us access to your search campaigns and we'll show you which queries are spending money without producing pipeline, along with a proposal for fixing it.

Get a free proposal

Paid search ads: your questions, answered.

What does a paid search agency do?

A paid search agency plans, builds and manages search ads on engines like Google and Microsoft Bing. That covers keyword research, ad copy, bidding, search term reviews, conversion tracking and reporting.

What's the difference between search ads and PPC?

PPC (pay per click) is a pricing model used across many channels, including LinkedIn and Meta. Search ads are one type of PPC: text ads shown in response to what someone types into a search engine. Paid search is the umbrella term for running them.

Should we run Microsoft Ads as well as Google Ads?

For most B2B accounts, yes. Microsoft has a smaller audience but often lower CPCs and a strong share of desktop and workplace searches. We usually start with Google and add Microsoft once the core keywords and tracking are proven.

Is bidding on competitor brand terms worth it?

Sometimes. It works best when your product is a genuine alternative and your ad gives a clear reason to compare. We test it in a separate campaign so it can be judged on its own numbers.

How quickly does paid search start working?

Leads usually start within the first few weeks. Bidding needs enough conversion data to settle, so expect performance to stabilise over 60 to 90 days, faster if your CRM data is already connected.