Paid media agency in London

A paid media agency that builds campaigns around the goals that matter to your business. We plan, run and optimise Google, Meta, Microsoft and LinkedIn for ambitious brands in London and across the UK.

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Analytics and reporting illustration with bar chart, line graph, and magnifying glass symbolising Roar Digital’s local SEO performance tracking and insights.”

Our paid media services

Our paid media engagements starts with the same question: what does success actually look like for you?

Once that’s agreed, we make it the centre of every decision, from channel selection to creative testing to weekly reporting. You get a team that thinks commercially, communicates clearly, and removes the day-to-day burden of managing paid media so you can focus on the business it’s funding.

As a certified Google Ads Partner, we manage Search, Shopping, Performance Max, Demand Gen, Display and Video campaigns for clients across the UK and internationally. Whether the goal is lead generation, ecommerce revenue, or brand reach, we structure campaigns around your highest-value audiences and continuously refine bids, creative and targeting to drive efficiency.

What we manage:

  • Search and Shopping campaigns
  • Performance Max and Demand Gen
  • Display and YouTube
  • Remarketing and audience segmentation
  • Conversion tracking and GA4 integration

As certified Meta Business Partners, we run Facebook and Instagram campaigns that find new audiences, retarget warm prospects, and convert them into customers. Our approach combines audience research, creative testing and continuous optimisation to drive measurable lead and sales growth across both platforms.
What we manage:

  • Lead generation and conversion campaigns
  • Lookalike and custom audience targeting
  • Retargeting and full-funnel sequencing
  • Creative testing and ad refresh cycles
  • Pixel and Conversions API setup

Microsoft Advertising reaches a different search demographic to Google, often at a lower cost per acquisition. With Bing’s growing market share, partly driven by its integration with ChatGPT, the platform is now a meaningful addition to most paid media strategies. We build and manage Microsoft campaigns alongside Google to extend reach and lower blended CPA.

What we manage:

  • Search and Shopping campaigns
  • Audience targeting using LinkedIn data
  • Import and optimisation from Google Ads
  • Conversion tracking and UET setup
  • Performance reporting alongside Google

For B2B businesses, LinkedIn is the highest-intent paid social platform available. We build LinkedIn campaigns that reach decision-makers by job title, seniority, industry and company size, generating marketing qualified leads that match your ideal customer profile. Our approach combines lead gen forms, conversion campaigns and account-based targeting depending on your sales cycle.

What we manage:

  • Lead generation form campaigns
  • Conversion and traffic campaigns
  • Account-based marketing targeting
  • Sponsored content and message ads
  • CRM integration and lead routing

TikTok has moved well beyond its reputation as a platform for viral trends. With over a billion active users and an algorithm built to surface content to highly relevant audiences, it has become a serious paid acquisition channel for brands that can show up authentically. We create and manage TikTok campaigns that balance performance objectives with the native, content-first format the platform demands, turning scroll-stopping creative into measurable results.

What we manage:

  • In-feed and TopView ad campaigns
  • Spark Ads using organic and creator content
  • Interest, behavioural and custom audience targeting
  • Creative strategy and video production briefs
  • Pixel setup, event tracking and conversion optimisation

Reddit puts your ads in front of highly engaged communities organised around specific interests, professions and buying decisions. Users arrive with intent and context, making it one of the few platforms where niche targeting can outperform broad reach. We build Reddit campaigns that match the tone of each subreddit, ensuring your messaging earns attention rather than generating friction in communities that are quick to dismiss anything that feels out of place.

What we manage:

  • Promoted posts and conversation ads
  • Subreddit and interest-based targeting
  • Custom and lookalike audience setup
  • Creative copywriting suited to Reddit’s native style
  • Conversion tracking and campaign performance reporting

Certified partners

Hamptons logo on side of an estate agent building

Our work

Hamptons Estate Agent

81 UK branches estate agent with an international department, Hamptons approached us with a legacy paid media account heavily skewed towards brand terms. We restructured the account to improve Quality Score, reduce spend on brand campaigns, and expand keyword density and geographic granularity into non-brand territory.

  • 36% ↓ cost per acquisition
  • 151% ↑ non-brand conversions
  • 673.9% ↑ conversion value
  • 32.1% ↓ spend
5
Year Partnership
81UK
Locations
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Why choose roar's paid media services

Roar is one of London’s best paid media agencies because of the time we take to understand your goals.

Most paid media engagements get the platforms right and the thinking wrong. We start with the work that actually determines whether your marketing performs and then optimise from there.

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Strategy before spend

Before a single pound is spent, we agree with you on what success looks like, the audiences worth pursuing, the channels that fit the buyer journey, and the budget split that gives you the best chance of hitting your goals. Most paid media problems aren’t execution problems. They’re planning problems. We fix that first.

We understand your business

We’ve been running paid media for more than a decade across multiple industries, including property, hospitality, construction and enterprise. That depth means we know the buyer, the sales cycle, and the commercial pressures specific to your industry before we’ve even seen your account.
New clients spend less time explaining their world to us and more time benefiting from what we already know about it.

Intent matters more than presence

Your ideal customer might scroll Instagram, but they shop on TikTok. They might research on Google, but only convert through email. The platform someone uses isn’t the same as the platform they buy on, and budget spent in the wrong place doesn’t recover. We map intent against platform before we build, so spend goes where it actually converts.

We build around your ideal customer profile

Every campaign we run is anchored to a clearly defined ideal customer profile, not a broad demographic. We use first-party data, audience research, and platform signals to identify who your highest-value customers actually are, what they respond to, and where to find more of them. Generic targeting produces generic results.

Multi-channel campaigns all under one roof

Paid search and paid social do different jobs. Search captures active demand, social builds it. A high-intent Google query needs a different message to a cold Meta scroll, and a LinkedIn decision-maker needs different framing again. We run every channel under one roof, so messaging stays aligned across the buyer journey and budget flows to whichever channel is performing best that week.

80%

CPA reduction

Paid media that maximises every pound

The biggest gains in paid media rarely come from spending more. They come from spending the same and getting more back. We focus on the levers that quietly compound returns: Quality Score, audience precision, creative testing, conversion tracking, and disciplined budget reallocation between what’s working and what isn’t. The result is more conversions for the same spend, or the same conversions for less.

Platforms we manage

Senior paid media team

Head of Digital: Jack Burnet

Time at roar: 5 years

Specialism: Property and Multi-location enterprises

Senior Paid Media Executive: Siyathma Marasinghe

Time at roar: 2 years

Specialism: E-commerce Marketing

Our work

Integrated Platform Management - UK wide activity bar: The Curling Club

A full integrated paid media programme running across Google, Microsoft, Meta, TikTok, Reddit and LinkedIn. Each platform was assigned a role in the funnel: search captured high-intent demand, paid social drove direct bookings and awareness, LinkedIn supported corporate enquiries. Budget moved between channels in days, not weeks.

  • 367% tracked advertising ROI across the season
  • 1/3 of large corporate bookings attributed to paid media
  • 560% PPC ROI on Google Ads alone
  • 874,000+ Meta impressions in December
6
Figure ROI
4
Year Partnership
More details

Free paid media audit

If you’re currently running paid media and not sure it’s performing as well as it should, we’ll tell you honestly where you stand.

Request your audit
70%

property valuation leads (annually)

Industry Specialism: Property

We have run paid media for estate agencies, property franchises and international property brands for over a decade. We understand the lead value, the long decision cycle, and the difference between a vendor lead and an applicant. Campaigns are structured around valuation enquiries, instructions and sales, not raw form fills.

Local SEO illustration showing a map with location pins and a five-star business review, representing local SEO services for estate agents.

Industry Specialism: Hospitality

From seasonal pop-ups to multi-location venues, we run paid media for hospitality brands that need to convert across short trading windows and high-value group bookings. We balance B2C ticket sales with B2B corporate enquiries, and shift budget between channels as demand peaks shift week to week.

54.4%

Reduction in cost per click

Industry Specialism: Property Development and Construction

For construction businesses, equipment hire and trades, paid media is about generating qualified enquiries from contractors, project managers and procurement teams. We build campaigns around commercial intent terms, geographic targeting at project level, and lead qualification that filters out the noise before it hits your sales team.

Industry Specialism: Enterprise

Enterprise clients come with complex stakeholder maps, longer approval cycles and higher reporting expectations. We run multi-brand, multi-region, multi-account paid media programmes with the structure and governance large organisations need, integrated with internal teams and in-house systems rather than working around them.

Enterprise marketing solutions

Our paid media work

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Local paid media campaigns in London and beyond

Paid media performs differently at a postcode level than it does nationally. Search behaviour, competitive density, audience signals and bid pressure all shift by location. We run geographically targeted paid media campaigns for businesses operating across London, the UK and internationally, segmenting by city, region or radius depending on where the demand is and how your customers buy. For multi-location brands, we structure accounts so that each location has its own performance picture, its own budget logic and its own commercial reporting.

Paid media services

Explore our specialist paid media services in more detail.

Google Ads management PPC for Ecommerce Paid social advertising LinkedIn Advertising Remarketing services

FAQs

We recognise that choosing the perfect paid media agency to support your needs is important and involves careful consideration. To help, we’ve compiled the most frequently asked questions about our paid media services.

Paid media is any form of online advertising where you pay to place content in front of an audience.

It covers paid search (Google Ads, Microsoft Advertising), paid social (Meta, LinkedIn, TikTok, Reddit), display, video and remarketing. Businesses use paid media to acquire qualified leads, drive ecommerce sales, and build brand awareness with audiences they can’t reach organically.

Campaigns are controlled by audience targeting, keyword selection, geographic parameters and bid strategy, which means spend can be directed precisely at the customers most likely to convert.

PPC (pay-per-click) is one type of paid media, not the whole category. PPC specifically refers to advertising where you pay each time someone clicks your ad, most commonly on Google Ads and Microsoft Advertising.

Paid media is the broader term covering every form of paid advertising: PPC, paid social, programmatic display, video, retargeting, and more. A paid media strategy will usually include PPC alongside other channels. If an agency only offers PPC, they’re offering one slice of paid media rather than the full picture.

A paid media agency delivers expertise, time efficiency and access to advanced tools that are difficult to replicate in-house.

Setting up paid media campaigns looks straightforward; running them profitably at scale is not. Agencies bring tested account structures, audience strategy, creative testing frameworks and conversion tracking expertise that compound returns over time. Default platform recommendations from Google or Meta aren’t always in your interest, and an experienced agency will know when to override them. The right agency makes your budget work harder by improving efficiency, not by spending more.

Run paid media in-house if you have the headcount, the experience and the time to manage it daily.
Hire an agency if you don’t.

In-house teams give you control and product knowledge, but require salaries, tools, ongoing training and bandwidth to keep up with platform changes. Agencies bring breadth of experience across accounts and industries, faster access to platform updates, and a team that already knows how to structure, optimise and report. Plus, we always work closely with you to ensure you feel like we are part of your in-house team.

Most paid media campaigns start generating leads or sales within the first one to four weeks. There’s an initial learning phase where platforms gather data on which audiences and creatives perform best, during which CPA is usually higher than the optimised steady state.

After four to six weeks, campaigns typically reach baseline performance, and continuous optimisation drives compounding improvement from there. Highly competitive industries or smaller budgets can extend the learning phase. Quick wins are realistic; sustained efficiency is the longer-term goal.

Paid media is measured against the commercial metrics that matter to your business: cost per lead, cost per acquisition, return on ad spend (ROAS), conversion rate and revenue attributed. We report against the objectives agreed at the start of the engagement, not vanity metrics like impressions or clicks. Reporting includes a live dashboard for daily visibility and a regular performance review with your account lead to discuss results, decisions and next steps. The goal is to show what your budget earned, not just where it was spent.

Yes. B2B paid media works particularly well on LinkedIn, where targeting by job title, seniority, industry and company size reaches decision-makers directly.
Google Ads also performs strongly for B2B businesses with high-intent commercial search terms. The difference between B2B and B2C paid media is the sales cycle and the lead value, which means campaigns need to be structured around qualified MQLs and account-based targeting rather than direct conversions.

Reporting often tracks pipeline contribution and account engagement alongside standard lead metrics.

The right paid media platforms depend on where your customers spend time and what stage of the buying journey you’re targeting.
Google Ads and Microsoft Advertising capture active demand from people already searching for your product. Meta (Facebook and Instagram) builds awareness and drives direct response across broad B2C audiences. LinkedIn reaches B2B decision-makers. TikTok and Reddit reach specific demographic and interest communities. A strong paid media strategy usually combines two or three platforms working together, not one in isolation.

Every engagement follows the same five-stage approach. We start with an audit of your current paid media activity, commercial goals, audience and competitive landscape, identifying what’s working, what’s wasting budget, and where the biggest opportunities sit. From there, we build a paid media strategy mapping the right channels, campaign types and budget split to your objectives, making the case for every pound of recommended spend before anything goes live. We then build campaigns from the ground up: account structure, audience targeting, creative, copy, conversion tracking and reporting. Once live, the work intensifies. We monitor performance daily, refine bids and creative weekly, and shift budget toward whatever’s converting best. You get a live dashboard from day one and regular performance reviews against the commercial metrics agreed at the start: cost per lead, ROAS, revenue attributed. Decisions are made together, based on the data.

Roar reports on commercial outcomes, not vanity metrics. Every campaign is tied to a measurable business goal: cost per lead, ROAS or revenue attributed. We run integrated paid media across Google, Meta, Microsoft, LinkedIn, TikTok and Reddit, with sector specialism in property, hospitality, construction and enterprise.
We work as embedded partners with longer client relationships than the industry average, which means we already understand the buyer, the sales cycle and the commercial pressures specific to your industry. No black-box management, no jargon-heavy reports and no percentage of spend.

Our paid media management fees depend on the size of your accounts, the number of platforms managed, and the strategic input required. We structure fees as a monthly retainer, never as a percentage of your media spend, so you can always trust that we have your best interests at the core of our choices.
Ad spend is separate and paid directly to the advertising platforms.
We’ll always make the commercial case for our fees against the expected return, so you understand what you’re investing and what to expect back.
Get in touch for a tailored quote.

Ready to make your paid media work harder?

Tell us about your business and what you want your paid media to deliver. We'll come back to you with an honest view of the opportunity, where the quickest wins are, and what a partnership with Roar could look like.

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