Hi there,
Really happy to give you some initial thoughts and guidance on finding the right PPC agency for your luxury watch launch in London. It's a really big deal to get this right, especially with the competition you're likely facing.
We'll need to look at case studies...
First things first: proper, verifiable results. Don't just take their word for it. Loads of agencies will say they've worked with 'high-end clients' or 'luxury brands', but when you dig a little deeper, it's usually pretty vague. You need to see actual case studies, with proper metrics, detailing the campaigns they've run, the results they achieved, and how they achieved them. Not just vanity metrics either, like clicks or impressions. You want to see qualified leads, conversions, and, ultimately, sales. I'd say, demand that they have those ready to share with you. And be prepared to poke holes in their data – any decent agency will be happy to answer your questions and justify their claims with details. If they get defensive or can't provide specifics, that's a major red flag.
I remember evaluating agencies for a software client. One agency claimed to be experts, but when we asked for case studies, they couldn't provide specifics or real metrics. It's a good example of why you need to really, really do your homework.
I'd say you need London market experience...
London's a totally different beast from anywhere else. It's not just about throwing money at Google or Meta; it's about understanding the nuances of the local audience, the search behaviour, the cultural landscape, and the competitive dynamics. What works in New York or Paris might not work in London, and vice versa. So, you really need an agency that has specific, demonstrable experience in the London market. They should know the local keywords, the local influencers, the local publications, and the local channels. They should also know how to navigate the unique challenges and opportunities that come with advertising in London, like the high cost of living, the diverse demographics, and the ever-changing trends.
If they don't have that local expertise, they're probably just going to burn through your budget without getting you any meaningful results. I'd say, look for agencies that are either based in London or have a strong track record of working with clients in the UK. They'll have a much better understanding of the market and be much better placed to deliver a successful campaign.
You probably should check for red flags...
Be very wary of agencies that make outlandish promises or guarantee immediate results. PPC is an art and a science, and there are no guarantees. It's all about testing, optimising, and adapting. Any agency that tells you otherwise is probably just trying to pull the wool over your eyes. A good agency will be transparent about the risks and challenges involved, and they'll have a clear plan for mitigating them. They'll also be realistic about the timelines and expectations. It takes time to build a successful PPC campaign, especially in a competitive market like London. You need to be patient and trust the process.
I recall a situation where an agency guaranteed a certain number of leads within the first month. It quickly became clear that they were buying cheap, unqualified traffic that didn't convert. It's a reminder that if something sounds too good to be true, it probably is.
You'll need a good PPC strategy...
This should be the foundation of their proposal to you. The right ad platform is where your target audience can best be reached with the ad platform’s available targeting options. Wrong ad platform = wrong targeting = difficult to achieve results. And to optimise performance, I’d always split test creative and targeting within the same campaign. Think about where your ideal customer would hang out and what they would be searching for, what content they would be interested in, what type of ad they would engage with. Luxury products can do well with visual advertising, so potentially social media ads, especially Meta ads, are the right place to start. You could test video ads or use existing luxury marketing content you have and retarget anyone who already follows your brand.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Case Studies | Demand proper case studies with verifiable metrics, not just vague claims. |
| London Expertise | Look for agencies with specific, demonstrable experience in the London market. |
| Red Flags | Be wary of agencies that make outlandish promises or guarantee immediate results. |
| PPC Strategy | Focus on where your ideal customer would hang out and what content they would engage with, consider social media ads. |
Hopefully that gives you some food for thought. Finding the right PPC agency can be a bit of a slog, but it's worth it in the long run. A good agency can be a real partner, helping you to grow your brand and achieve your business goals. A bad agency, on the other hand, can be a complete disaster, wasting your money and damaging your reputation. So, take your time, do your research, and choose wisely.
If this still feels like too much, you might want to consider getting expert help. We offer a free initial consultation where we review your current situation and give you some tailored advice. It might be helpful to get a fresh pair of eyes on things. We're more than happy to have a chat, if you'd like. No obligation, of course.
Regards,
Team @ Lukas Holschuh
