We run Google Ads. We answer for what happens after the click.
Cost per lead and return on ad spend stop at the platform. Your accountant does not.
Your real cost to acquire a customer includes the leads that never answered, the quotes that never closed, and the margin on the ones that did. None of that is visible inside an ads account. We work that number out with you, then run everything against it.
What we do
Five things, and they all point at the same number.
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Google Ads
Search, Shopping and Performance Max. Built properly, then cut back every fortnight until what is left is the queries that actually convert.
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Microsoft Ads
The platform most agencies skip. Cheaper clicks, an older and wealthier audience, and on one account it is where a Fortune 500 buyer came from.
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Conversion tracking
Most accounts optimise to the wrong thing. We make the platform count what you actually sell, not every form fill that lands.
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Landing pages
The half of the funnel your ad cannot fix. We build and test the page the click lands on, because the best campaign in the world dies on a bad one.
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Lead management
A lead goes cold in minutes. We set up the tracking and the follow-up so the leads you paid for actually get worked, and you can see which ones closed.
Selected results
Accounts we have run, and what happened.
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Econo-Pak
Dry-food contract packing · US · B2B
1 to 16 qualified quotes a month, on deals worth $1m and up
“I've never seen any other PPC company do this before. You built a completely custom spreadsheet and walked me through it every call. Our leads are definitely way better quality.”
Sarah RichterSales & Marketing Manager
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Warm Homes
Home energy upgrades · UK · B2C
Cost per lead down from £38 to £17
“Our cost per lead was £38 and Matt brought it down to £17. We're booking more homeowners than ever.”
Sean DalyChief Executive
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SolarHero
Residential solar · UK · B2C
£34 cost per lead, recovered after a Google change
“After Google changed things our leads dropped right off and I couldn't work out why. Matt turned it around fast, and we're in a better spot than we were before. We're getting quality solar leads every day now. I couldn't recommend him more.”
Yousaf BilalMarketing Director
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NOVA
Solar lead generation marketplace · UK · B2B and B2C
Irrelevant search queries cut by 94%
“Matt showed us that a lot of our spend was going to searches that would never convert. He then cut our irrelevant queries by 94%. We're now spending money on only people who actually want what we do and our lead quality is much better.”
Chris OrrChief Executive
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Merchant Automotive
Vehicle transmission parts · US · eCommerce
19.5x return on $1.15M in conversion value
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Ace Canine
Canine health supplements · UK · eCommerce
11:1 return, held for two years
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Elec Direct
B2B electronics supply · US · B2B
$230k in extra revenue from a $20k budget increase
How we work
The order matters more than the tactics.
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Audit before anything changes
We read the account first. Where the money goes, what converts, and what has been quietly wasting budget. You get that in plain language whether or not you carry on with us.
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Fix the tracking
Nothing else is worth doing until the account counts the right thing. This is first because every decision after it depends on it being right.
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Rebuild the structure
Campaigns and budgets arranged so spend follows what sells, rather than whatever the account drifted into over the last two years.
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Cut the search terms, every fortnight
Most wasted spend hides in the queries you are matched to, not the keywords you chose. On one account this cut irrelevant queries by 94%.
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Report against the number
A short report against the target we agreed, and a call to go through it. Nothing to log into and no metrics picked to flatter the work.
About
A small paid media agency in London.
BMT Media is run by Matt Traynor. He has managed Google and Microsoft Ads since 2021, in agencies and in house, for clients in the UK and the US.
About the results on this page
They are Matt's. Every account above was run by him in a previous agency role, before BMT Media existed. BMT Media is the practice he runs now, and the way those accounts were handled is the way yours will be.
We would rather say that plainly than present someone else's history as the company's own. If you want the detail on any account listed, ask on the call.
How we are set up
BMT Media is deliberately small. You deal with the person running your account, not an account manager relaying messages to someone you never speak to. We work with a limited number of accounts at a time, because search term work and tracking are not things you can do properly across fifty of them.
Fit
Who this works for.
A good fit
- Already trading, with sales coming in
- Spending enough that a percentage point matters
- Willing to fix tracking before scaling spend
- Can tell us what a customer is actually worth
Not a good fit
- Launching a business from nothing
- Looking for a cheap pair of hands to press buttons
- Wanting more leads regardless of whether they close
- Not able to say what happened to last month's leads
Contact
Bring the account.
Thirty minutes, no charge. We will look at it with you and tell you what we would change, whether or not you hire us.
- Book a call
- Google Ads discovery call, 30 minutes
- Monday to Friday. A Google Meet link is created when you book.
- matthew@bmt-media.com
- Where we are
- London, United Kingdom
- Working with clients across the UK and the US.