Paid Media Agency

Paid media that reports revenue, not clicks

Terrier runs paid media for brands that need advertising to produce revenue, enquiries or bookings. We manage Google Ads and paid social accounts in house, under our own manager account, and we report against the commercial number you already track rather than the click and impression totals the platforms lead with. If your current report opens with clicks, you are reading a summary of what the auction did, not what the account earned.

Paid media is the fastest channel we run. A search campaign built on Monday can produce enquiries by Friday, which is why it sits alongside the slower compounding work in SEO and GEO. It is also the easiest channel to waste money in, because the platforms will spend a budget whether or not the account is set up to measure what that budget bought. Most of the accounts we inherit are spending fine and measuring badly.

We charge a flat management fee. Media is billed at cost with no markup, so we have no financial reason to recommend a bigger budget than the account can profitably absorb. Creator and production fees, where a campaign needs them, are passed through the same way. There is no minimum term, 60 days’ notice, at any point.

We work across Google Ads and paid social on Meta, TikTok and LinkedIn. Search is where most accounts should start, because it buys demand that already exists and it tells you quickly whether the offer converts. Paid social buys attention that did not ask for you, so it needs a stronger creative process and a longer read before the numbers mean anything. We will say which of the two your budget belongs in rather than selling both by default.

How we run an account: the first 30 days

Week 1: audit

We start with read-only access to the ad accounts, analytics and tag manager. We review what is running, what it has spent, and what it has actually returned. That means campaign structure, search term waste, audience overlap, bid strategy targets and the settings that quietly widen delivery, such as search partners, display expansion and broad match without a negative list behind it. You get the findings whether or not you go on to retain us. If you only want this part, the standalone PPC audit is £450 as a one off, credited against month one if you retain us.

Week 1 to 2: fix the tracking before anything else

We do not spend money through an account whose conversion tracking we cannot verify. Before any restructure we confirm that conversions fire once, that they fire on the action that matters, and that the value passed back to the platform is the real value rather than a placeholder. Where an account counts every form view, every phone click and every newsletter signup as a conversion, the bid strategy has been optimising towards noise. Fixing that usually changes the reported numbers before it changes the results, and we tell you that in advance so the first month’s report is not a surprise.

Week 2 to 3: rebuild the account

With measurement trusted, we rebuild around what the business sells. Campaigns are split so that budget can be defended where margin is highest. Brand traffic is separated from prospecting so that neither flatters the other. Performance Max campaigns get brand exclusions applied before they run, so they cannot claim credit for demand you already had. Bid targets are set from your real margins, which means we need a gross margin figure or a genuine lead to sale rate from you, not a guessed target CPA.

Ad copy and assets are rewritten at the same time. A responsive search ad with fifteen interchangeable headlines is a way of avoiding a decision, so we write fewer headlines that say something specific about the offer, the price or the guarantee, and we pin the ones that have to appear. Landing pages get checked against the promise the ad makes. Where the page is the constraint, we say so and fix the page rather than bidding harder to make up the difference.

Week 3 onwards: weekly rules and manual review

Every account gets a weekly review of search terms and negative lists, done by a person. Alongside that we run three automation rules, with thresholds set per account from your target CPA. A pause rule stops anything that has spent past the CPA threshold without converting. A negative rule catches irrelevant search terms between reviews. A promote rule moves converting search terms into exact match so they can be bid on deliberately. We also check budget pacing weekly, because an account that underspends for three weeks and then catches up in the fourth is not being managed.

Month 1 close: the report

The monthly report leads with revenue or enquiries, then cost per acquisition against the target we agreed, then what changed in the account and what changes next. Impression share, click volume and quality signals are context underneath that. You get a call to walk through it. The person on the call is the person who made the changes.

What we do, and what we will not do

The commitments below are how every account we run is set up. They are here so you can hold us to them.

• Media is billed at cost. We take no markup, no rebate and no commission on spend.
• No spend goes live through conversion tracking we have not verified.
• Performance Max never runs without brand exclusions in place.
• Search terms and negative lists are reviewed weekly by a person, and automation rules run underneath that rather than instead of it.
• Bid targets come from your margins. If we cannot get a margin figure, we say so rather than inventing a target.
• You own the ad accounts, the tags, the conversion actions and the creative. We work inside your accounts, and if you leave, nothing has to be rebuilt.
• We will not pitch a bigger budget as the answer to a structural problem, and we will tell you when an account has reached the spend the demand can support.

We currently manage three live Google Ads accounts under Terrier’s manager account: Theatre Tokens, Official London Theatre and Pure Smiles.

Google Ad Grants

Registered charities and eligible non-profits can receive up to US$10,000 a month of Google search advertising through Google Ad Grants. The constraint on these accounts is the grant’s own bidding, quality and policy rules rather than budget, and an account that breaks them loses the grant. We set Ad Grants accounts up to those rules, run them to the full allowance where the demand exists, and report them separately from any paid spend the organisation runs alongside.

Microsoft Advertising

Microsoft Advertising reaches the Bing, Yahoo and DuckDuckGo search results, and the searchers there skew older and more desktop-based than Google’s. For most accounts it is a second search channel that inherits the Google account structure, keywords and negatives, run at a fraction of the spend. We import the account, set separate bids and budgets, and report it in the same monthly report as Google.

Accounts stay in your ownership throughout. We ask to be added to your Google Ads account through our manager account rather than creating a new account that we hold, so your spend history, your conversion data and your audience lists remain yours. The same applies to Meta and LinkedIn, where we work through business manager access rather than taking custody of the asset. This matters more than it sounds. An account with three years of conversion history bids better than a new one, and losing it is the hidden cost of changing agency badly.

Proof

Theatre Tokens: in June 2026 the account recorded 1,410 conversions at £0.65 cost per conversion, on £912 of spend, with a £0.10 average cost per click and 45.2% search impression share. Figures are as reported by the Google Ads account, which Terrier has run in house since 17 June 2026.

Further paid media case studies are in preparation and will be added here once the figures and client permissions are confirmed. The wider set of Terrier work is on the case studies page.

What paid media costs

Management starts at £750 a month excluding VAT where media spend is up to £5,000 a month. From £5,000 to £15,000 a month of media, management is £1,250 a month. Above £15,000 a month, management is 10% of spend. Media is billed at cost on top of that, direct from your own card where possible, and creator or production fees are passed through with no markup.

A standalone account audit is £450 as a one off, credited against month one if you retain us. There is no minimum term on management, 60 days’ notice, at any point. Full detail is on the paid media pricing page.

Where paid media runs alongside organic, the Growth Partner bundles combine channels under one monthly fee, starting at £2,450 a month.

Who does the work

Fionn Murphy, Head of Paid Media & AI, runs the Google Ads accounts day to day. He builds the account, writes the rules, does the weekly search term review and presents the monthly report. There is no account manager layer between you and the person in the account, and the name on the audit is the name on the work.

Paid media rarely runs alone. Where a campaign depends on the page it lands on, our conversion work and web development team fix the page rather than paying more for the click. Where the same query should also be won organically, SEO and GEO pick it up, and paid search becomes the place to buy what organic has not reached yet.

If you want an opinion on an account before you commit to anything, send us read-only access and we will tell you what we find.