Dundee's Ad Experts: The Real Way To Choose An Agency

So you're looking for a paid ads agency in Dundee. Typing that into Google probably gave you a list of agencies who are good at one thing: getting themselves to the top of Google. That doesn't mean they're any good at getting you customers.

The truth is, finding the right agency isn't about finding the 'best' one. It's about finding the right *fit* for your business. An agency that's brilliant for a local takeaway on the Perth Road might be completely useless for a B2B software company based out of the Dundee Technology Park. It’s a common mistake, and it’s a costly one. You end up burning through thousands of pounds with nothing to show for it but a glossy report full of vanity metrics.

I've seen it countless times. A business owner comes to us after a bad experience, frustrated that their last agency just didn't 'get' them. The real problem wasn't the agency's incompetence, necessarily. It was a mismatch from the start. Let's talk about how to avoid that and actually find a partner that can grow your business.

What does the "right" agency for a Dundee business even look like?

First off, you need to forget the idea of a one-size-fits-all "best" agency. Dundee has a pretty unique economy. You've got a world-renowned video games cluster, a burgeoning life sciences sector, and a strong creative industry, alongside the usual mix of local service businesses and e-commerce stores. The right agency for you is one that either has direct experience in your niche or can prove they understand the principles of marketing to your specific customer.

For example, if you're a games studio, you need an agency that understands pre-order campaigns, Steam wishlists, and how to target gamers on platforms like TikTok and Meta. Their case studies should be full of app install numbers and cost-per-signup metrics. I remember one campaign we worked on for an app where we drove over 45,000 signups at under £2 each across Meta, TikTok, and Apple Ads. That's the kind of specific experience you should be looking for.

On the other hand, if you're a local electrician, you need an agency that knows Google Local Service Ads inside and out and can talk about cost-per-lead for trades. They should be showing you results for businesses that rely on phone calls and local enquiries. We're currently running a campaign for an HVAC company in a competitive area, and they're seeing a cost of around $60 (£48) per lead. That’s a realistic number. An agency that only shows you e-commerce case studies probably isn't the right fit.

The point is, you need to be brutally honest about what you need. Are you selling high-ticket B2B services to other businesses in Tayside, or are you trying to sell handcrafted jewellery online? The strategy, platforms, and expertise required are completely different. Don't be swayed by a slick presentation; demand relevant proof.

How to actually vet an agency (and not just believe their website)

Okay, so you've got a list of potential agencies. Now the real work begins. Their website will tell you they're innovative, data-driven, and passionate. Ignore all of it. It's marketing fluff. You need to dig into two things: their case studies and their consultation call.

Case studies are your first filter. Don't just skim them. Read them properly.

-> Do they mention specific challenges the client was facing?
-> Do they outline the actual strategy they used? (e.g., "We used LinkedIn Ads to target CTOs in the financial sector" vs. "We implemented a multi-channel strategy").
-> Most importantly, do they show real numbers? Revenue generated, Return on Ad Spend (ROAS), Cost Per Lead (CPL). And are these numbers in pounds (£)? If an agency is showing all their results in dollars for US clients, it might suggest they don't have a deep understanding of the UK market.

Tbh, if an agency’s case studies are vague or don't feature businesses similar to yours, it's a major warning sign. It's also worth looking for reviews on third-party sites. What are actual clients saying? If you do your research and it feels like they don't have the expertise you need, they're probably not a good fit.

This whole process can be thought of as a funnel. You start broad and narrow it down based on hard evidence, not on promises.

What kind of results should I even be expecting?

This is the million-dollar question, isn't it? The answer is: it depends. It depends on your industry, your offer, your price point, and the competition in Dundee. Anyone who gives you a definite number without knowing these things is lying.

However, based on experience, we can talk in ranges. For a local service business, a good cost per lead (CPL) on Google Ads might be anywhere from £10 to £50. I remember a childcare service campaign we ran where the CPL was around £10, but as mentioned, the HVAC client is closer to £50. For a B2B SaaS company using LinkedIn Ads, a CPL of £20-£60 for a qualified lead is pretty standard. We’ve run campaigns that hit a $22 (£17) CPL for B2B decision makers, which is excellent.

For e-commerce, it's all about Return on Ad Spend (ROAS). A 300% ROAS (meaning you get £3 back for every £1 you spend) is often considered the break-even point after you factor in the cost of goods and other expenses. A good campaign should be aiming for 400%+. We’ve had clients achieve much higher—one subscription box client hit a 1000% ROAS, and a women's apparel brand saw a 691% return. These are great results, but they're not typical for every business right out of the gate. Some businesses find that even with good traffic, they struggle to make sales in the local Scottish market, which is a problem that goes deeper than just ad metrics.

Here’s a rough idea of what to expect for different business types you might find in and around Dundee.

How to get the most out of an agency consultation call

Once you've shortlisted 2-3 agencies based on their case studies, the consultation call is where you separate the experts from the salespeople. This is your chance to interview them. Don't let them just run through a standard presentation.

Go into the call prepared with specific questions about your business.

-> "Here's my business, here's who I sell to. Which platforms would you start with and why?"
-> "What would an initial monthly test budget look like, and how would you split that between ad spend and your management fee?"
-> "What's the biggest mistake you see businesses in my industry making with their paid ads?"
-> "How do you handle reporting and communication? How often would we speak?"

Their answers will tell you everything. Are they giving you thoughtful, specific advice, or are they being vague? Do they seem genuinely interested in your business, or are they just trying to close the deal? This is something we take seriously; we offer a free initial consultation where we actually review a potential client's strategy and ad account with them. It gives them a real taste of our expertise before they commit to anything. An agency that is confident in its ability should be willing to provide some upfront value. If you're still unsure about what to look for, this UK guide to hiring a paid ads agency goes into more detail on the questions you should be asking.

The biggest red flag is a promise of guaranteed results. It's impossible. Paid advertising has too many variables. An expert knows this and will talk about a process of testing, learning, and optimising. A salesperson will promise you the moon. Run from the salesperson.

Figuring out the money: How much can you actually afford to spend?

This is where most businesses go wrong. They pick an arbitrary budget based on what "feels right" instead of doing the maths. To advertise intelligently, you need to stop thinking about cost and start thinking about investment. And to do that, you need to know one number: your Customer Lifetime Value (LTV).

How much is a new customer worth to you over their entire relationship with your business? Once you know that, you can work backwards to figure out how much you can afford to spend to acquire them (your Customer Acquisition Cost, or CAC).

Let's do a quick calculation. Say you're a Dundee-based SaaS company.

-> Your average customer pays you £200/month (ARPA).
-> Your gross margin is 80%.
-> You lose about 5% of your customers each month (Churn Rate).

The formula is: LTV = (ARPA * Gross Margin %) / Monthly Churn Rate.
LTV = (£200 * 0.80) / 0.05 = £160 / 0.05 = £3,200.

Each customer is worth £3,200 to your business. A healthy LTV:CAC ratio is at least 3:1. This means you can afford to spend up to £1,066 to acquire a single new customer and still have a very profitable business. Suddenly that £50 cost per lead doesn't seem so scary, does it? If you know your sales team converts 1 in 10 qualified leads, you can pay up to £106 per lead.

This is the kind of strategic thinking a good agency partner will bring to the table. They’ll help you understand these numbers so you can scale your ad spend with confidence. Use the calculator below to get a rough idea of your own numbers.

So, what's the next step?

Choosing a paid ads agency in Dundee is a big decision. Hopefully, you now have a clearer framework for making that choice. It's not about finding the agency with the fanciest office or the most impressive client list on their website. It's about finding a genuine partner. One that takes the time to understand your business, speaks your language, and focuses on the metrics that actually matter for your growth.

You can definately go it alone. Many businesses do. But the learning curve is steep, and the mistakes are expensive. You'll be spending your own time and money figuring out what works, while your competitors are already scaling with proven strategies. A specialist agency brings years of experience from working across dozens of accounts. They know what benchmarks to aim for, which audiences to test first, and how to interpret the data to make faster, better decisions. This is more than just managing campaigns; it's about providing the strategic oversight that can significantly accelerate your growth and improve your return on investment.

If you're a business in Dundee or the surrounding area and you're serious about growing with paid advertising, the best first step is a conversation. We offer a completely free, no-obligation strategy session where we can look at your business and give you some honest, actionable advice on what we think your next steps should be. It's a chance for you to see how we think and for us to see if we'd be a good fit to help you. If you're interested, get in touch.