A paid media agency for UK brands.
The UK is where most of our account history sits. Nine years of it, across ecommerce brands scaling into Europe, B2B SaaS selling into the City, and lead-gen businesses where the cost of a bad lead is measured in wasted sales-team hours. What follows is what we have learned about running paid media specifically in this market.
Our working day runs on UK hours, so you get same-day responses through the London working day rather than answers that land overnight.
Running paid media for the United Kingdom is not the same job as running it anywhere else.
VAT changes the margin math, and most ROAS targets ignore it
A UK consumer brand reports revenue inclusive of 20% VAT in most platform setups, which inflates ROAS by a fifth before anyone has done anything wrong. We compute targets on ex-VAT contribution margin, which usually moves the honest breakeven ROAS materially — and explains why an account "hitting 4×" can still be losing money on incremental spend.
The UK auction is small enough that seasonality bites harder
Search volume in most UK verticals is a fraction of the US equivalent, so the same absolute budget concentrates competition faster and Smart Bidding has less data to learn from. Practically: shorter learning periods matter more, Black Friday and the January sales distort baselines more sharply, and a 30% budget increase is far more likely to move CPCs than it would in a US account.
Consent mode is not optional, and it quietly breaks measurement
UK GDPR and the ICO guidance mean a real CMP and Consent Mode v2, which reduces observable conversions and shifts a meaningful share of reporting into Google's modeled estimates. Accounts that never adapted are optimizing on partial data without knowing it. We rebuild server-side measurement first, because everything downstream inherits the error.
Shipping geography is a targeting constraint, not a detail
Northern Ireland, the Highlands and Islands, and the Channel Islands carry different shipping economics and, post-Brexit, different paperwork. Accounts routinely spend on regions the brand cannot serve profitably. It is one of the most common sources of the £-per-month waste we find in UK audits.
The business models we know best in the United Kingdom.
- Ecommerce and DTC brands scaling within the UK and into the EU
- B2B SaaS selling into UK enterprise and financial services
- Lead generation where lead quality matters more than volume
- Education and info-product businesses
Accounts we have actually run in this market.
The services the United Kingdom brands come to us for.
Working with us from the United Kingdom.
Do you work with UK brands?
Yes — the UK is our longest-running market and the majority of our account history. We run Google Ads, Meta ads, Microsoft Advertising, and TikTok for UK ecommerce, SaaS, lead-gen, and education brands, reporting in GBP with VAT handled correctly in the margin math.
Do you report in GBP?
Yes. Reporting is in your ad account currency and your own reporting currency, so figures reconcile against your accounts rather than needing conversion. Where a brand runs multiple currencies, we hold historical exchange rates so past periods stay comparable rather than shifting every time the rate moves.
How do you handle VAT in ROAS targets?
We compute targets on ex-VAT contribution margin, not on platform-reported revenue. Most UK consumer accounts pass VAT-inclusive revenue to the platforms, which overstates ROAS by up to 20% before any other measurement issue. Correcting it usually raises the honest breakeven ROAS and changes which campaigns are genuinely profitable.
Do you have an office in the UK?
No, and we would rather say so plainly than imply otherwise. We are a remote team serving brands in the UK and the US, and we do not keep premises in the UK. Our working day runs on UK hours, so you get same-day responses through the London working day rather than answers that land overnight. Meetings are video calls, reporting is a live dashboard rather than a monthly deck, and account access sits in your own ad accounts. For paid media specifically, nothing in the work requires being in the same building — what it requires is knowing your market and being reachable when something moves.
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