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Most Google Ads accounts hit a ceiling. You raise the budget, cost per acquisition climbs with it, and growth stalls.
Lever is a Google Ads agency that helps businesses ready to scale and push past that point, with account structures, tracking and bidding built for higher spend. We report on customer acquisition cost (CAC) and revenue, so you can see whether each step up is profitable.
Trusted by teams looking to scale
Doubling your Google Ads budget rarely doubles your results. Your best-performing searches are usually already covered, so extra spend goes into broader, more expensive or less relevant traffic. Costs rise faster than conversions.
The account itself is often part of the problem. A structure built for £5,000 a month can't direct £40,000 well. Smart Bidding trained on cheap conversions, like every form fill or newsletter sign-up, will happily spend more on more of the same. That's how businesses end up spending £20,000 to £50,000 a month with ROAS stuck around 1.
YouTube and Display to problem-aware personas. Measured on branded search lift and direct signups.
LinkedIn reach at named ICP accounts. Measured on audience demographic quality and engagement.
Google and Microsoft Search on solution-aware and “best tool for X” terms. Measured on visit-to-trial rate.
Google and Microsoft Search on solution-aware and “best tool for X” terms. Measured on qualified leads.
Competitor and alternative-to terms, pricing page retargeting. Measured on trial starts and cost per activated trial.
High-intent and competitor terms, retargeting of integrations and security pages. Measured on demos that reach qualified opportunity stage, not just demos booked.
Customer Match lookalikes and in-product upgrade nudges. Measured on expansion ARR per paid touch.
Account-based retargeting for new business units and seats. Measured on net revenue retention influenced by paid.
Waste rarely shows up as one big mistake when spend goes up. It hides in search terms nobody has checked since the account was smaller, and in broad match or AI Max matching you to queries that barely relate to what you sell. Performance Max can quietly claim credit for brand searches you’d have won anyway, while conversion actions that count low-value clicks make all of it look like it’s working.
Plug these leaks before you raise the budget, or the extra spend drains out the same way.
We're usually a good fit if:
Lever's team has managed Google Ads accounts in-house at PayPal and Zettle before moving agency-side. That background shaped how we work: a four-stage process we call The Lever Method, applied to every Google Ads account we run.
CAC reduction within the first two quarters for clients who move from click-based optimisation to ICP-aligned, SQL-based optimisation, without reducing spend.
Our agentic diagnostic programmes run across your account and tracking to find what's limiting growth: wasted spend, broken conversion actions, overlapping campaigns and campaigns that are already at their ceiling.
We design the account structure and conversion setup for the spend you're aiming for, not the spend you have now.
Campaigns launch or are rebuilt in stages, so performance doesn't fall away while Smart Bidding relearns.
We manage bids, search terms, ads and budgets against CAC and revenue, and increase spend where it's paying back.
Different ARR, different sales motions, different markets. What doesn't change is how we measure their success: qualified pipeline and CAC, not clicks.
Trial signups were growing, but the team couldn't tell which ones were worth chasing. We built a Google Ads strategy around trial activation and low-cost acquisition rather than signup volume.
A white-label payment gateway based in Riga had invested in paid media for years without being able to optimise it. A previous Google Ads management agency had left the campaigns poorly managed. We audited the account, implemented enhanced conversion tracking to fix attribution and bidding, and shifted the campaigns toward lead quality rather than volume.
Sprintlaw's Google Ads account ran entirely on automated campaign types, with no strategy behind it, spending budget on Google's terms rather than the business's. We rebuilt the campaign around buyer intent over six weeks. Sprintlaw has since doubled monthly ad investment, and paid has overtaken every other channel for new business revenue.
You'll speak to the person who would run the account. Rolling monthly, no fixed term, no markup on media.
Michéal has spent 10+ years leading B2B paid acquisition for SaaS, FinTech and marketplace companies, including in-house roles at PayPal and Zettle before founding Lever. He has managed £50M+ in ad spend across Google, Microsoft, LinkedIn and Meta, and writes regularly on SaaS PPC benchmarks, CAC measurement and multi-channel budget allocation.
Lever Digital is a Google Partner and a 2026 UK Paid Media Awards finalist.
