Most Google Ads accounts bleed budget through poor structure, wrong match types, and bidding strategies that do not fit the business. We fix that. UTDS Optimal Choice is a Certified Google Partner managing paid search for businesses that need performance, not just activity.
Running Google Ads is not the same as running Google Ads well. Broad match campaigns with no negative
keyword strategy, ad groups that mix intent, Smart Bidding applied before there is enough conversion data,
and landing pages that do not match the search query. These are the conditions that drain budget quietly
and consistently.
We audit and manage accounts where this pattern has taken hold, and we build from scratch for businesses
that want to get it right from day one. Either way, the brief is the same: every pound of budget should be
earning its place.
Minimum client ad spend we manage
Certified. Held to Google's own performance standards
Experienced practitioners, not account executives running scripts
Impressions mean nothing. We report on leads and revenue
Many clients come to us wanting a clear picture of what is happening in their account before committing to
full management. We offer a standalone paid audit as a starting point. You receive a written findings
document covering campaign architecture, keyword strategy, match type use, bidding approach, Quality
Scores, conversion tracking accuracy, and landing page alignment.
The audit stands on its own. You can take the findings and act on them internally, share them with another
agency, or use them as the basis for engaging us on full management. There is no obligation in either
direction. Most clients who come to us via an audit choose to move into full management, but that decision
is yours to make once you have seen the work.
Structured findings document, not a slide deck of screenshots.
The audit is a standalone deliverable. Full management is a separate conversation.
Every finding comes with a clear recommendation you can act on immediately.
Typical audit delivery within 5 to 7 working days of brief confirmation.
Structured review of your existing account: architecture, match types, Quality Scores, bidding strategy, conversion tracking, and landing page alignment. Written findings document before any changes are made.
Campaigns built or rebuilt around your actual business: service lines, geographies, buying intent, and customer journey. Correct structure at campaign and ad group level is the foundation everything else depends on.
Commercial intent first. We research, map, and maintain keyword lists that reflect how your customers actually search, alongside negative keyword lists that prevent your budget funding irrelevant queries.
Copy aligned to ad group intent. We write, test, and iterate ads with a full extension setup: sitelinks, callouts, structured snippets, call extensions, and lead form extensions where applicable.
The right bidding strategy at the right stage of account maturity. Manual CPC where data is thin; target CPA and target ROAS once conversion data is statistically meaningful. We do not hand accounts to automation before they are ready.
Accurate conversion data is the foundation of every decision. We audit, implement, and verify tracking before any optimisation work begins.
Ad performance depends on what happens after the click. We provide specific recommendations on landing page alignment, load speed, and conversion rate, and can build pages where the brief calls for it.
Monthly performance reports focused on what matters: cost per lead, conversion volume, revenue attributed, and account health. No jargon. No padding.
Google dominates paid search volume, but it does not have the whole market. Microsoft Advertising reaches users across Bing, Yahoo, DuckDuckGo, and the broader Microsoft Audience Network. This audience skews older, higher-income, and with stronger representation in B2B and professional services sectors. For clients in those markets, cost per click is often lower and competition considerably thinner.
We manage Microsoft Advertising as a standalone service or alongside an existing Google Ads engagement. Campaigns are not simply imported from Google and left to run. Microsoft’s audience signals, match type behaviour, and bidding mechanics differ enough to warrant a dedicated approach, and we treat them accordingly.
For businesses that have identified Microsoft Advertising as a productive channel and want it managed properly.
Where we manage both platforms, we align strategy, share conversion data, and avoid cannibalisation.
LinkedIn profile targeting through Microsoft's Audience Network gives B2B advertisers access to intent signals unavailable on Google.
Emergency and scheduled services where cost per lead and call volume are the primary measures of success.
Compliant ad copy, sensitive category management, and patient journey alignment across private healthcare providers.
Regulated sector advertising where accuracy, compliance, and lead quality take priority over volume.
Competitive, high-value keyword environments where campaign structure and Quality Score discipline determine profitability.
Consultancies, advisory firms, and B2B service providers with longer sales cycles and senior buyer audiences.
Software, SaaS, managed services, and IT support businesses where both B2B and B2C campaigns require distinct approaches.
Course providers, professional development organisations, and institutions targeting career-motivated search intent.
Developers, agents, and lettings businesses where geographic targeting and property-type segmentation drive campaign structure.
Studio memberships, clinic bookings, and treatment enquiries across a sector with high local and national search volume.
Certified Google Partner | Microsoft Advertising | £5,000+ monthly spend minimum | Paid audits only | Serious enquiries only
