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    European Search Awards 2026 Winner - Best PPC Agency

    Service

    An account built around your business, not Google's defaults

    Structure that gives you control, visibility, and a foundation for profitable growth. Built around your business priorities, not Google's defaults.

    94%

    Avg. POAS improvement

    38%

    Better budget clarity

    3wk

    Avg. restructure time

    100%

    Data preserved

    The Problem

    Most accounts are structured for Google, not for you

    Agencies follow Google's suggestions because it's easy. But those structures are optimised for Google's revenue, not your profit. Campaigns blur together. Budget bleeds between priorities. You can't tell what's working.

    After years of patches and workarounds, your account becomes a maze that even your agency struggles to navigate.

    Account structure visualization

    Our Approach

    A structure that reflects your actual business

    Your restructured account will organise campaigns by commercial intent. Budgets follow your decisions. You'll know exactly how much you're spending on new customer acquisition versus defending existing share.

    Campaign Clarity

    See exactly where every pound goes with a structure that mirrors your business priorities.

    Budget Control

    Stop budget bleeding between campaigns. Each priority gets its own allocation.

    Scalable Foundation

    A structure built to grow with you, not one you'll need to rebuild in 6 months.

    Migration Safety

    Switch from your old structure without losing momentum or historical data.

    What's Included

    Everything you need for a clean start

    Full account audit and opportunity analysis
    Campaign restructure based on commercial intent
    Budget allocation framework
    Feed optimisation and product grouping
    Performance Max rebuild with proper asset groups
    Migration support with historical data preservation
    Documentation and training for your team

    What this means for you:

    "I can finally see exactly what we're spending on customer acquisition vs. retention. And it makes sense."

    FAQ

    Common restructure questions

    Everything you need to know about rebuilding your Google Ads account.

    Most restructures take 2-4 weeks to plan and implement. We migrate campaigns in phases to preserve historical data and avoid performance dips during the transition.

    No. We preserve all historical performance data by carefully migrating campaigns rather than deleting and recreating them. Your conversion history and audience signals remain intact.

    That's exactly when restructuring delivers the biggest gains. Years of patches and workarounds create hidden waste. We untangle everything and build a clean foundation that makes sense for your business today.

    We organise campaigns based on business priorities: new customer acquisition, brand defence, margin protection, stock clearance. Each priority gets dedicated budget and targeting, so you always know where money is going.

    Yes. Every restructure includes documentation and training so your team understands the logic behind the new setup. You'll be able to make informed decisions and brief stakeholders with confidence.

    Both get rebuilt around SKU commercial jobs rather than Google's defaults. Asset groups are split by margin tier and stock role, brand traffic is isolated, and signals are fed from the P&L. Most clients see PMax efficiency improve 30-50% within 60 days.

    Yes, by design. The structure is built to evolve as your business changes - new ranges launch, stock positions shift, margins move. We rebalance weekly inside our retained engagements so the structure never goes stale.

    That's a valid path. We hand over full documentation, the SKU job map, and a 90-day operating playbook so an in-house team can run it. Many clients restructure with us, run it internally for 6-12 months, then return for retained management as catalogue complexity grows.

    March 2026 Update

    Updated March 2026

    Latest platform changes and how we're adapting our approach:

    • Google's March 2026 Core Update rewards accounts with clear commercial intent mapping. Messy structures are filtered out of AI-generated answers.
    • New PMax asset group requirements mean restructured accounts see 15-25% better signal quality versus legacy setups.
    • Campaign consolidation push from Google makes deliberate structure more critical than ever. Default settings actively work against granular control.

    Our Proprietary Method

    BOI®

    Bid On Intent.

    Every SKU has one commercial job at a time - Scale, Profit, Protect, Recovery or Gateway - and never more than one. That job is dynamic. It changes as inventory, cash position and demand change. BOI® is the discipline of bidding against the job each SKU is actually doing this week.

    No blended targets. No SKU pulling in two directions. Just a commercially responsible bid against a single, named job.

    Inside the BOI® Method
    Registered trademark
    B

    Stands for

    Bid

    Every bid is a commercial decision. We bid against the one job a SKU is doing this week - never a blended target that quietly averages winners and leakers.

    O

    Stands for

    On

    On the single commercial job that SKU is carrying right now: Scale, Profit, Protect, Recovery or Gateway. One job. Never two. Reassigned as the business changes.

    I

    Stands for

    Intent

    Commercial intent - what the business actually needs from this SKU this week. Cash? Share? Clearance? New customers? The P&L sets the intent. We bid to it.

    The signal we live by

    One SKU. One job. Reassigned weekly.

    See the POAS engine

    Verified Case Study

    Multi-Brand Retailer

    £320k annual profit lift after restructure

    15,000+ SKUs across multiple brands rebuilt into five commercial tiers with distinct bidding and budget rules. Margin doubled where it mattered, waste cut where it didn't.

    £320k

    Annual profit lift

    2.3x

    Margin improvement

    47%

    Waste reduction

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