GAMEPLAN
Book a call
Google · Microsoft · Meta · Amazon

Paid media that
pays its way.

Every pound measured against revenue and bought on incrementality. Google, Microsoft, Meta and Amazon run as one performance channel by a team that has managed paid search since 2008.

Book a call See ChatGPT Ads
2008
In paid search since
4.8×
Peak blended ROAS
£10k
Free search a month for charities
paid-media / blendedLive
4.8×
Blended ROAS
£14
Cost per acquisition
-63%
CAC vs start
Revenue against spend, 8 weeks +164%
£120k £90k £60k £30k £0 W1 W4 W8
Revenue Ad spend
CPA £0
Blended ROAS 0
Channels we run

Four platforms, one revenue number.

We buy where your customers are ready. Search intent on Google and Microsoft, discovery and retargeting on Meta, the shelf on Amazon.

Search, Performance Max, Shopping and Demand Gen. The demand that already exists, captured cleanly.

Bing plus the Microsoft Audience Network and Copilot inventory. A cheaper click and a buyer who converts.

Advantage+ and prospecting, a real creative testing cadence, budgets set by incrementality.

Sponsored Products and Sponsored Brands for retail and marketplace, run to a target TACoS.

Google Ads

Own the whole of Google.

Search, Performance Max, Shopping and Demand Gen built around one target return. We rebuilt the Revive Collagen account from 1.7× to 4.8× blended ROAS and cut acquisition cost by nearly two thirds.

  • Search campaigns structured around intent and margin
  • Performance Max with asset and audience controls
  • Shopping feeds cleaned and priced to win
  • Demand Gen for the top of the funnel
Book a call
google-ads / blended-roasLive
4.8×
Blended ROAS, from 1.7×
£14
Revive CAC, from £38
£19
Fortnum CAC, from £62
5× 4× 3× 2× 1× 0 1.7× 2.4× 3.1× 3.8× 4.3× 4.8× M1 M2 M3 M4 M5 M6
Microsoft Advertising

The channel your rivals forget.

Bing search plus the Microsoft Audience Network and Copilot inventory, imported and then rebuilt for the platform. On Revive it launched as a parallel channel and reached 22% of new revenue inside eight weeks.

  • Bing search at a lower cost per click
  • Microsoft Audience Network for reach beyond search
  • Copilot inventory as it opens to advertisers
  • Imported from Google then tuned, never left on default
Book a call
microsoft-ads / new-revenueScaling
22%
Of new revenue
8 wks
To that share
Bing
Plus Copilot inventory
Share of new revenue, 8 weeks +22 pts
25% 20% 15% 10% 5% 0 22% W1 W4 W8
Meta

Rebuilt around what converts.

Advantage+ and prospecting, a disciplined creative testing cadence and budgets restructured around incrementality. We report the revenue an ad actually added, so last click stops flattering the wrong campaigns.

  • Advantage+ shopping alongside manual prospecting
  • Creative tested on a weekly cadence, winners scaled
  • Prospecting and retargeting split and read separately
  • Budgets set by incremental return, never by last click
Book a call

Reported against incremental

Last-click credit vs tested truth

Tested
£60k £40k £20k £0 £48k £39k £22k £31k Advantage+ Prospecting
Reported, last click Incremental, tested

Last click over-credits Advantage+ and under-credits prospecting. Budget follows the tested number.

Amazon Ads

Win the shelf moment.

Sponsored Products and Sponsored Brands for retail and marketplace sellers, run to a target advertising cost of sale. We defend your branded terms, take share on the generics and keep the whole account inside a return you set.

  • Sponsored Products across branded and generic terms
  • Sponsored Brands to hold the top of the page
  • Retail and marketplace read as one account
  • TACoS managed to target, month on month
Book a call
amazon-ads / sponsoredOn target
4.1×
Ad return on sales
8.2%
TACoS at target
+161%
Ad-attributed sales
Ad-attributed sales, 6 months rising
£50k £40k £30k £20k £10k £0 £18k £24k £29k £35k £41k £47k M1 M2 M3 M4 M5 M6
Ad Grants for charities

No free money left behind.

Google and Microsoft both give registered charities up to £10,000 a month of free search. Most accounts spend a fraction of it. We set the grant up, keep it compliant and use every pound to bring in donors, volunteers and enquiries.

  • Google Ad Grants set up and kept policy compliant
  • Microsoft Ad Grants claimed and run in parallel
  • The full £10,000 a month put to work, not left idle
  • Reported on donations and enquiries, not clicks
Check your eligibility
ad-grants / utilisationCap reached
£10k
Free search a month
£0
Media cost to you
100%
Of the cap used
Grant spend to the £10k cap at cap
£10k cap £5k £0 M1 M3 M6
Proof

Real accounts, real numbers, the same discipline on yours.

0

Revive Collagen blended ROAS, up from 1.7×.

£0

Revive acquisition cost, down from £38.

£0

Fortnum & Mason acquisition cost, down from £62.

2008

Running paid search for brands since.

Real client results, GAMEPLAN. and PPC Gameplan. Chart shapes are illustrative of the accounts described.

How we work

Live in weeks, compounding after.

Week 1

Diagnose

We audit every account, map where the money leaks and agree one target return to run against.

Week 2

Build

Campaigns rebuilt across Google, Microsoft, Meta and Amazon with clean tracking and fresh creative.

Ongoing

Optimise

We test for incrementality and move budget to what actually adds revenue, week by week.

Ongoing

Scale

Spend follows the return. As efficiency holds, we widen the channels that keep paying their way.

Book a call

Put every pound to work.

We will show you where your accounts leak, what a rebuild looks like across Google, Microsoft, Meta and Amazon, and the fastest route to a return you can trust.

Book a call +44 7747 151663

Buying AI answers too? See ChatGPT Ads. Paid search heritage from PPC Gameplan since 2008. team@ppcgameplan.com

Paid media, answered

PPC questions we get asked.

What does a PPC agency do?

A PPC agency plans, builds and manages your paid search and paid social. We run Google Ads, Microsoft Advertising, Meta Ads and Amazon Ads, buy on incrementality and report every pound against revenue.

How much does paid media management cost?

Management is a monthly fee scaled to your spend and the channels you run, on top of the ad budget. We set a commercial target first, so the fee is measured against the revenue it returns.

Should I run Google Ads or Meta Ads?

Most brands run both. Google Ads captures demand that already exists, Meta creates it. We split budget by incremental return and move it to whichever channel is compounding.

Do you manage Microsoft Ads and Amazon Ads?

Yes. Microsoft Advertising reaches buyers Google misses at a lower cost per click, including Copilot inventory. Amazon Ads defends your listings and wins the shelf for retail and marketplace brands.

Can you run ChatGPT Ads too?

Yes. Paid placement inside AI answers is a new channel and we run it as specialists. See our ChatGPT Ads page.

Do you manage Google Ad Grants for charities?

Yes. We win, structure and manage Google and Microsoft Ad Grants so registered charities turn up to 10,000 pounds a month of free search into donations and sign-ups.