Paid Search & Digital Advertising

Paid search focused on lead quality – not just clicks or spend.

Paid search has changed.

Platforms are now heavily automated, competition is higher, and generating clicks is no longer the challenge.

The real question is whether those clicks turn into meaningful enquiries.

We design and manage paid campaigns around intent, data and outcomes – ensuring your investment generates the right opportunities, not just activity.

Paid Search & Digital Advertising for business impact

Paid search gives you the ability to appear instantly when potential customers are actively looking for solutions.

But success today is not about simply bidding on keywords or driving traffic.

Modern platforms rely on automation, which means performance is shaped by the quality of your inputs – how campaigns are structured, how well your audience is defined, how clearly your messaging speaks to their needs, and how effectively results are tracked.

In many B2B environments, success isn’t about scale. It’s about precision.

Done well, paid search becomes a controlled, data-driven way to generate demand, where campaigns continuously learn, improve and focus investment on what drives real commercial results.

Why is it important?

Without a clear structure and ongoing refinement, paid campaigns can quickly become inefficient, particularly in automated environments where poor inputs lead to poor outcomes.

Budgets are spent on low-quality traffic, messaging is too broad, and campaigns generate clicks without meaningful enquiries. In many cases, activity is set up but not actively managed – leading to wasted spend and limited return.

At the same time, search behaviour often signals strong intent. When potential customers are actively researching solutions, paid search allows you to appear immediately and capture that demand.

A focused approach ensures your investment is directed where it will have the greatest impact. It helps you to:

Make automation work for you

Structure campaigns and data in a way that allows platforms to optimise effectively.

Capture demand when its high

Appear when potential customers are actively searching and ready to act.

Attract higher-quality enquiries

Focus on intent and relevance – not just traffic volume

Test messaging quickly

Understand what resonates with your audience and refine campaigns over time.

Support the full journey to enquiry

Ensure ads, landing pages and follow-up are aligned to improve conversion.

Control and scale investment

Increase spend where it works, reduce it where it doesn’t – based on real performance data.

What You’ll Get

We help you design and manage paid campaigns that work within today’s automated platforms – ensuring the right structure, targeting and tracking are in place to deliver meaningful results.

Crucially, we don’t just generate traffic – we track how that traffic behaves and use that insight to continuously improve performance.

Our work typically includes:

Campaign strategy and planning

Defining where paid search will deliver the most value based on your audience, services and commercial priorities.

Search intent and audience targeting

Focusing on high-intent searches and relevant audience signals to attract the right prospects.

Ad messaging and creative development

Creating clear, relevant ads that reflect what your audience is actually looking for.

Campaign setup and management

Building and managing campaigns across platforms such as Google Ads, structured for performance.

Landing page alignment

Ensuring users arrive on pages that match intent and support conversion – not drop-off.

Performance measurement

Setting up conversion tracking (e.g. enquiries, form submissions, calls) so we can see what’s working. We monitor campaign performance regularly – looking at lead quality, cost per enquiry and conversion rates – and use these insights to refine targeting, messaging and spend over time.

Why choose Herron?

We’re a senior team with global brand experience, now bringing that expertise closer to home. We combine big-agency thinking with the accessibility of a local partner – easy to reach, hands-on, and invested in your success.

Proven in complex B2B sectors

We work with organisations where search volumes may be lower, but each enquiry carries significant value. Our focus is on generating relevant opportunities – not just increasing traffic.

Senior expertise, hands-on delivery

You’ll work directly with experienced specialists who understand how modern paid platforms operate – focusing on the inputs that drive performance, rather than outdated manual tactics.

Partners for the long term

We work with you to continuously refine how paid search supports your business – building a clearer understanding of what drives quality enquiries, and evolving campaigns as your priorities, services and market change.

Joined-up thinking

Our brand, web and marketing teams work as one. That means your campaigns are aligned with your website, messaging, SEO and wider marketing activity – ensuring a consistent journey from click to enquiry.

Who We Work With

Our sweet spot is industrial and manufacturing B2B – businesses with specialist audiences, niche search behaviour and high-value enquiries. In these environments, success depends on targeting the right opportunities, not maximising volume.

We also support professional services firms looking to generate consistent, qualified enquiries through carefully managed and continuously optimised campaigns.

Testimonials

Everything’s increased since we commissioned Herron – customer enquiries, how much we export, the productivity of our staff and profit. Our website & marketing materials have never worked harder – and the sales figures prove it.

Keith Stewart
HEROSE UK

The service from the team at Herron has been second-to-none. We get compliments on the website all the time — it really showcases what we can do and has led to gaining new clients in the UK and overseas.

Josh Kershaw
Furniss & White

Having Paul and Herron on the journey with us and working collaboratively with our team has been invaluable — and hopefully we can continue that relationship going forward.

Ryan Lockwood
Fernco

Today’s casting industry is modern and dynamic — we need to reflect our members as vital solution providers to global advanced manufacturing. Working with Paul and his team helped CMF overhaul the way we communicate.

Dr. Pam Murrell
Cast Metals Federation

Our approach

Our approach to paid search focuses on precision, data and continuous improvement, ensuring campaigns are structured correctly, tracked effectively and refined over time. We combine strategic thinking with hands-on management to ensure your investment delivers measurable results. Our approach typically includes:

1. Discovery

Understanding your audience, services, current marketing activity and commercial priorities – identifying where paid search can deliver the greatest impact.

2. Design

Defining campaign structure, targeting approach, messaging and tracking setup – ensuring alignment with search intent and business goals.

3. Build

Setting up campaigns, implementing tracking (e.g. enquiries, calls, key actions) and aligning landing pages – creating a strong foundation for performance.

4. Optimise

Monitoring performance regularly and refining campaigns based on real data – improving lead quality, reducing wasted spend and increasing return over time.

Frequently asked questions

Got a few questions about how we work or what to expect? You’re not alone – here are some of the most common things we get asked about our Marketing Strategy service:

How do we know if the leads are good quality?

We track not just clicks, but outcomes - such as enquiries, calls and form submissions. We also review lead quality with you, so campaigns can be adjusted to focus on the most valuable opportunities.

How does paid search work alongside SEO?

Paid search provides immediate visibility, while SEO builds longer-term presence. Used together, they ensure your business is visible both now and over time.

How is performance tracked and reported?

We set up conversion tracking to measure key actions on your website (such as enquiries or downloads). This data is used to monitor performance, report on results and continuously improve campaigns.

How quickly can paid search generate results?

Paid search can deliver visibility and traffic almost immediately. However, performance improves over time as campaigns are refined and optimised based on real data.

Is paid search suitable for niche or low-volume markets?

Yes - in many B2B sectors, search volumes may be lower, but intent is higher. Paid search can be very effective when campaigns are tightly targeted and focused on specific services or audiences.