How to Improve My Google Ads Campaign in London
- Leah Solmaz
- 9 hours ago
- 3 min read
Improving a Google Ads campaign in London is rarely about spending more. It is about removing waste, tightening intent, and making sure every part of the journey actually supports conversion.
London is one of the most competitive advertising markets in the UK. Click costs are high, audiences are saturated, and small inefficiencies quickly turn into lost budget. When campaigns underperform, it is usually not because Google Ads does not work, but because the fundamentals have not been applied with enough discipline.
Below are practical steps to improve Google Ads performance in London, followed by a list of agencies that specialise in managing campaigns in this market.
Practical Ways to Improve Google Ads Campaign in London
Localise campaigns properly
London should not be treated as a single audience. Campaigns perform better when they reference boroughs, neighbourhoods, or defined service areas. Location settings should be restricted to people in or regularly in London, not users who have shown vague interest.
Tighten keyword intent
High click volume with low return is almost always an intent issue. Keywords should signal action, not research. A strong negative keyword strategy is essential to filter out irrelevant traffic and protect budget.
Use extensions strategically
Location, call, and sitelink extensions increase visibility and credibility. In competitive London auctions, extensions also improve Quality Score, which directly affects cost per click.
Align ads and landing pages
Sending paid traffic to generic pages is one of the most common reasons campaigns fail. Landing pages should mirror the ad message, load quickly on mobile, and make the next step obvious. Without this alignment, conversion data becomes unreliable.
Track conversions accurately
Many campaigns report conversions that cannot be confidently attributed to ads. Forms, calls, bookings, and meaningful actions should be clearly tracked and verified. Without accurate tracking, optimisation decisions are based on assumptions.
Review bids and budgets regularly
London CPCs vary by time, device, and audience. Campaigns require ongoing bid adjustments informed by real performance data, not static monthly setups or fully automated bidding with no oversight.
Google Ads Agencies in London
The agencies below work with businesses running Google Ads campaigns in London. This list is not ranked by size or spend, but by relevance and capability within the market.
1. Edwin Tech
Edwin Tech provides Google Ads management with a focus on keyword optimisation, campaign structure, and ongoing performance monitoring.
2. FINN Partners
FINN Partners is a Google Premier Partner based in Central London, offering audits, strategic planning, and data-led Google Ads optimisation.
3. Distinctly
Distinctly specialises in performance-led Google Ads across search, display, and YouTube, with a strong emphasis on ROI and measurement.
4. Elevate Digital Solutions
Elevate Digital Solutions is a London-based agency offering full Google Ads management with a commercially focused approach.
5. CRKLR
CRKLR runs Google Ads campaigns across search, shopping, display, and YouTube, working with both B2B and ecommerce brands.
6. Flow20
Flow20 is a Google Partner agency delivering SEM and Google Ads management for London-based businesses.
7. Solmaz Marketing
Solmaz Marketing works with service-based businesses and SMEs looking to improve Google Ads performance without unnecessary spend.
Final Thought
Improving a Google Ads campaign in London rarely requires a complete rebuild. More often, it requires clarity.
Clear targeting. Clear intent. Clear measurement.
If ads are generating clicks but not outcomes, it is usually a signal that structure and strategy need attention, not more budget.
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