Completing another piece of the marketing puzzle

Smarter Capital has acquired a majority stake in OutSearch Ltd, a renowned PPC agency based in Bristol.

The strategic investment expands the group's marketing capabilities by adding dedicated Google Ads and paid-search expertise.

Founded in 2016, OutSearch fits closely with the group's ambition to deliver specialist digital services while creating opportunities for collaboration across acquired businesses.

Specialist paid-search expertise

OutSearch has built a strong reputation for creating and managing high-performing PPC campaigns across a range of sectors.

The agency has particular expertise in ecommerce, helping online retailers use Google Ads to acquire customers, improve conversion and generate profitable revenue growth.

Its specialist focus complements the wider marketing, ecommerce, design and development capabilities available across the group.

An average return on ad spend of 7.4×

At the time of the acquisition, OutSearch was achieving an average return on ad spend of 7.4 times across its client base.

This performance had helped the agency build a loyal portfolio of customers and a reputation for delivering measurable commercial outcomes.

Smarter Capital identified an opportunity to combine this delivery capability with the group's sales, marketing and operational infrastructure.

Adding strategic focus to an established agency

Mike Walker said the OutSearch team had remained highly focused on delivering outstanding results for clients but had not applied the same strategic attention to growing its own business.

The partnership gives the agency access to a wider commercial platform, including lead generation, sales support and operating expertise.

This is intended to help OutSearch expand while continuing to protect its client-focused culture and performance standards.

Creating synergy across marketing and ecommerce

OutSearch's ecommerce specialism creates opportunities to support online retailers within the Smarter Capital portfolio as well as external clients.

The agency can work alongside specialists in search-engine optimisation, website design, development and broader digital marketing to provide a more complete growth proposition.

Areas of opportunity include

• Google Search, Shopping and Performance Max campaigns.
• Paid-search support for ecommerce portfolio companies.
• Cross-selling with design, development and SEO specialists.
• Improved lead generation and sales capability.
• Recruitment and development of additional PPC specialists.
• Expansion into new client sectors and budget ranges.

Supporting the group's wider financial targets

With OutSearch joining the portfolio, the group's annual revenue run rate moved beyond £3 million.

The acquisition was the third completed within a nine-month period and formed part of a broader transaction pipeline progressing through the second half of 2023.

Smarter Capital remained focused on reaching its initial group revenue target of £12 million by the end of 2024.

Building a robust plan for profitable growth

Peter Howarth said OutSearch's capability would enable the group to deliver effective PPC campaigns for clients across a wide range of sizes and budgets.

He highlighted Mike Walker's commitment to customer satisfaction and tangible results.

The group board planned to work with the OutSearch team to develop a robust business plan, implement effective sales and marketing strategies and accelerate profitable growth.

Strengthening the Smarter Marketing vertical

OutSearch adds a specialist paid-media capability to Smarter Capital's growing marketing platform.

The vertical is designed to bring together complementary agencies covering the core disciplines required by modern businesses, while enabling each company to retain its own expertise and client relationships.