Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010 in the UK.
SEM / Paid Search
Keyword Research & Expansion
Intent-Driven Keyword Growth.for the UK
Built for UK owner-led businesses competing in British search. Keyword lists built from what people really search, what your competitors miss, and how close each searcher is to buying, not a tool's output dumped into one campaign.
We keep adding the search topics that work, and we block the wasteful ones with a maintained list of negative keywords (words that stop your ads showing for the wrong searches) in the UK.
Get a Free Keyword Strategy Audit arrow_forward+120%
Avg Keyword Coverage
-55%
Irrelevant Query Waste
4.8x
Intent Match Score
200+
Keyword Projects
Why Keyword Strategy Makes or Breaks Paid Search in the UK
Common Issues We Fix
- Keyword tools used once at launch, never refreshed in the UK
- No split between people who want information and people who want to buy in the UK
- Competitor and brand terms mixed with generic head terms in the UK
- Lists of blocked words that are out of date, or missing altogether in the UK
- New keywords chosen for how many people search them, not for how likely they are to buy in the UK
Our Philosophy
A keyword tells you what someone wants. We match every term to how close that person is to buying, a match type (how closely a search must match the keyword), an ad group, and a landing page. New keywords come from data: the reports of real searches, how you compare with rival advertisers, and which searches bring good leads in your CRM. Lots of clicks from people who do not want to buy is just expensive traffic in the UK.
How We Research & Expand Keywords - The Details in the UK
Research Sources & Intent Mapping
- Search Term Report Mining: Each week we study the real searches that triggered your ads. Winners get their own tightly matched ad group. Losers go on the shared list of blocked words in the UK.
- Competitor Auction Insights: We see where you and competitors show up for the same searches, and where you can win customers from them, without overpaying for competitor searches that rarely convert in the UK.
- Keyword Planner + Third-Party Data: Search volume, expected cost per click, and seasonal trends are combined with your own results to decide what comes first in the UK.
- Funnel Stage Labels: Every keyword is tagged as your own name, ready to buy, weighing options, or just researching. Budget follows the tags in the UK.
Negative Architecture & Expansion Rules
- Shared Negative Lists: One central set of blocked words for searches such as jobs, free, DIY, and the wrong locations in the UK.
- Steering searches to the right ad group: Loose-matching keywords are used only inside themed ad groups, with a long blocked-words list on the campaign in the UK.
- Spotting waste in bulk: We look for word patterns across all your searches and block them in one go, for example every search containing "cheap" or "salary" in the UK.
- Expansion Playbooks: Written rules for when a search term earns its own ad group or campaign in the UK.
Our Keyword Research Process
01
Business & ICP Discovery
We learn what you sell, who buys, and the words they use at each stage of deciding in the UK.
02
Seed List & Competitor Analysis
We build the first keyword themes from your input, from what shows up on Google results pages, and from competitor ads in the UK.
03
Intent Mapping & Structure Design
Each keyword is placed in a campaign and ad group, with match type rules and a landing page in the UK.
04
Negative List Foundation
We launch with a full blocked-words list before any loose-matching keywords go live in the UK.
05
Ongoing Search Term Mining
Weekly reviews. Each search term is promoted, blocked, or watched, and we write down why in the UK.
06
Quarterly Expansion Sprints
Every quarter we look at new locations, offers, and search topics, guided by your results in the UK.
Keyword research is a visual, not a dump in the UK
FAQ
Common questions
Answers for businesses in the UK.
How is your keyword research different from using Google Keyword Planner alone?
Keyword Planner shows how many people search and what clicks may cost. We add your real search data, competitor checks, lead quality from your CRM, and how close each searcher is to buying. The keywords then feed campaigns and landing pages, not just a spreadsheet in the UK.
How often should keyword lists be updated?
Search term mining weekly. Full expansion sprints quarterly or when launching new offers or geos. Negatives updated continuously as new junk queries appear in the UK.
Do you research keywords for both Google and Bing?
Yes. Bing has different volume and demographic patterns. We build Bing-specific additions and negatives where behaviour diverges in the UK.
How do you handle long-tail vs head terms?
Head terms for awareness and volume where ROI supports it. Long-tail exact match ad groups for high-converting niche queries. Budget weighted toward proven converters in the UK.
What role do negative keywords play?
They matter a lot. They stop your budget going to searches from people who will never buy. We keep shared lists and campaign-level blocks so loose-matching keywords stay under control in the UK.
Can you find keywords our competitors miss?
Often, yes. Examples are searches from people who know their problem but not the fix, searches with a place name, and searches about a specific feature. Google's auction reports show where competitors are not showing up in the UK.
How do you align keywords with landing pages?
Every ad group maps to one primary landing page with message match. No sending all traffic to the homepage in the UK.
What is query sculpting?
We use blocked words at campaign level to control which searches a loose-matching ad group can show for. That pushes each search into the right ad group in the UK.
Do you use AI or automation for keyword expansion?
Tools speed up the research, but a person decides how close each searcher is to buying and how the campaigns are organised. Automation suggests words to block, and we approve them in the UK.
How do you measure keyword research success?
Lower CPA, higher conversion rate by query theme, reduced wasted spend, and growth in qualified conversion volume from new themes in the UK.
What about branded vs non-brand keywords?
Always separated. Branded gets protection campaigns. Non-brand budget tied to new customer acquisition goals in the UK.
How do you research keywords for local businesses?
Searches with a place name, service plus city searches such as "roof repair Austin", "near me" searches, and local competitor searches, each sent to a landing page for that location in the UK.
Can you rebuild keyword strategy for an existing account?
Yes. We audit current keywords against search term reality, consolidate duplicates, and restructure without losing historical conversion data in the UK.
How long does initial keyword research take?
1 to 2 weeks for most accounts depending on offer complexity and geo scope. Ongoing mining starts immediately after launch in the UK.
How do we get started?
Request a free keyword strategy audit. We review your current terms, search terms, and competitors, then deliver a prioritised expansion and cleanup plan in the UK.
Ready to grow keywords that actually drive revenue in the UK?
Get My Free Keyword Audit arrow_forwardMarketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts in the UK.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix in the UK.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type in the UK.
Search and ads
IncludedSearch and ads aimed at people ready to enquire in the UK.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them in the UK.
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010 in the UK.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action in the UK.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest in the UK.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads in the UK.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data in the UK.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences in the UK.
Certified and experienced
Certified where it matters. Accountable for the outcome in the UK.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010 in the UK.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓