ROK Systems vs WordStream: Which Google Ads Agency is Right for Your UK Business?
Boutique UK specialist vs large US platform – a comprehensive comparison
The Core Difference
ROK Systems and WordStream take fundamentally different approaches to Google Ads management. Understanding this will help you choose the right partner for your business.
In a nutshell: WordStream is a large US-based platform offering software + agency services with account managers. ROK Systems is me (Peter Empson) personally managing your campaigns with 20+ years UK market expertise. Think “global platform vs UK specialist” or “account manager vs direct expert access”.
WordStream: US Platform + Agency Model
- Large US company (owned by Gannett) with global operations
- Software platform + managed service tiers
- Assigned account managers (often rotates)
- Standardised processes and reporting
- Enterprise-scale with hundreds of employees
ROK Systems: UK Boutique Specialist
- UK-based, working exclusively with UK businesses
- You work directly with me (Peter Empson) – no account managers
- 20+ years Google Ads expertise, 12+ years running e-commerce businesses
- Personalised strategy tailored to your specific business
- One expert deeply invested in your success
Head-to-Head Comparison
📊 Service Model
WordStream: Account manager assigned to your campaigns. You’re one of many clients they manage. Communication via email and scheduled calls. Manager may change over time.
ROK Systems: You work directly with me. I personally manage your campaigns – no junior staff or rotating account managers. Direct access via email, phone, and WhatsApp.
Winner: ROK Systems for personal attention and consistency. WordStream for enterprise-scale resources.
💰 Pricing & Value
WordStream: Typically 10-15% of ad spend as management fee, often with minimum monthly fees around £1,000-£2,000. Setup fees may apply. Tiered service levels with different feature access.
ROK Systems: Fixed monthly management fee:
- £800/month (up to £5k ad spend)
- £1,500/month (£5k-£20k ad spend)
- £3,000+/month (£20k+ ad spend)
No setup fees. No percentage cuts. Fixed fee regardless of performance.
Winner: ROK Systems for transparent pricing and lower total cost at most spend levels.
🇬🇧 UK Market Expertise
WordStream: US-based company. Account managers may or may not have UK market experience. Examples and best practices often US-focused (different consumer behaviour, seasonality, compliance).
ROK Systems: Exclusively UK businesses for 20+ years. I understand British consumer behaviour, UK seasonality (Easter, bank holidays, school holidays), VAT considerations, and local competition.
Winner: ROK Systems for UK-specific knowledge and context.
👥 Who Actually Works on Your Account
WordStream: Assigned account manager (experience level varies). Your manager handles multiple clients simultaneously. If they leave, you get reassigned to someone new.
ROK Systems: Me (Peter Empson). 20+ years Google Ads experience. Former e-commerce business owner (£1M to £12M revenue growth). I know your business personally and work on your campaigns daily.
Winner: ROK Systems for expertise level and continuity.
⚙️ Performance Max Optimisation
WordStream: Standard Performance Max setup and monitoring. Limited channel-level visibility (Google’s API restrictions).
ROK Systems: Custom-built reporting that disaggregates Performance Max by channel (Shopping, Search, Display, YouTube, Gmail, Discover). I can see exactly where budget goes and optimise accordingly.
Winner: ROK Systems for Performance Max transparency and granular optimisation.
📈 Reporting Quality
WordStream: Automated monthly reports from their platform. Standardised format with key metrics. Account manager explains results on calls.
ROK Systems: Personalised monthly reports with strategic analysis. I explain what’s working, what’s not, why performance changed, and what we should do next. No template reports.
Winner: ROK Systems for strategic insights and personalised analysis.
🛠️ Strategic Flexibility
WordStream: Standardised processes and best practices. Recommendations based on platform-wide data. Less customisation for unique business models.
ROK Systems: Completely customised strategy. I adapt to your specific business model, margins, seasonality, and goals. No cookie-cutter approaches.
Winner: ROK Systems for strategic customisation.
⏱️ Response Time
WordStream: Email support with response within business hours. Scheduled calls for strategy discussions. Account manager availability depends on their workload.
ROK Systems: Direct access to me via email (usually within hours), phone, and WhatsApp. No support tickets or account manager schedules.
Winner: ROK Systems for accessibility and response speed.
🎯 Results & ROAS
WordStream: Case studies show varied results. Large client base means average performance varies widely.
ROK Systems: Average 350-400% ROAS for e-commerce clients. 45% average revenue increase. I’m selective about clients – I only take on accounts where I’m confident I can deliver results.
Winner: ROK Systems for consistent high performance (but smaller client base means more selective).
When to Choose WordStream
✓ You’re a large enterprise needing multi-channel services
If you need Google Ads, Facebook Ads, Microsoft Ads, and Amazon Ads all managed under one platform, WordStream offers that scope.
✓ You prefer working with a large established brand
If brand recognition and company size matter for your procurement process, WordStream (owned by Gannett) offers that credibility.
✓ You want their software platform included
If you want access to their reporting dashboards and optimisation tools in addition to management, that’s part of their offering.
✓ You’re comfortable with account manager rotation
If you’re okay with working with whoever is assigned to your account (and potential changes over time), the account manager model works.
When to Choose ROK Systems
✓ You want direct access to the expert
If you want to work with the person actually managing your campaigns, not an account manager intermediary.
✓ You value UK market expertise
If you want someone who understands UK consumer behaviour, seasonality, and competition – not applying US strategies to UK markets.
✓ You want personalised strategy
If your business model is unique and you need custom solutions, not standardised platform processes.
✓ You prefer fixed pricing
If you want predictable monthly costs without percentage fees that increase when you scale.
✓ You’re focused on Google Ads excellence
If Google Ads is your primary channel and you want a specialist, not a multi-channel generalist.
✓ You want someone invested in your success
If you want an expert who treats your business like their own, not just another account in a portfolio.
Real-World Cost Comparison
Scenario 1: £10k/month ad spend
WordStream cost: ~£1,200-£1,500/month (10-15% of spend)
ROK Systems cost: £1,500/month fixed
Analysis: Similar cost, but ROK Systems offers direct expert access vs account manager.
Scenario 2: £25k/month ad spend
WordStream cost: ~£2,500-£3,750/month (10-15% of spend)
ROK Systems cost: £3,000/month fixed
Analysis: ROK Systems potentially saves £750/month while providing expert-level service.
Scenario 3: £50k/month ad spend
WordStream cost: ~£5,000-£7,500/month (10-15% of spend)
ROK Systems cost: Custom (typically £4,000-£5,000/month)
Analysis: ROK Systems saves £1,000-£3,000/month. At this level, expert management makes significant ROI difference.
What Former WordStream Clients Say
I’ve worked with several businesses who moved from WordStream to ROK Systems. Common themes:
“We never knew who was actually working on our account” – Account manager changes meant constantly re-explaining the business. With ROK Systems, I know every detail of your business personally.
“Reports looked professional but lacked actionable insights” – Automated reports showed metrics but didn’t explain WHY performance changed or WHAT to do next. My reports include strategic analysis and clear recommendations.
“Felt like one of hundreds of clients” – Large platforms inevitably treat smaller accounts as part of the portfolio. With ROK Systems, every client gets personalised attention because I’m selective about who I work with.
The Honest Truth About Size
WordStream’s strength is scale. They manage thousands of accounts globally. This means:
- ✓ Enterprise resources and brand credibility
- ✓ Platform-wide data insights from many clients
- ✓ Multi-channel capabilities (Google, Facebook, Microsoft, Amazon)
- ✗ Less personalised attention per account
- ✗ Account manager turnover and rotation
- ✗ Standardised processes vs customised strategy
ROK Systems’ strength is specialisation. I work exclusively with UK Google Ads clients. This means:
- ✓ Direct access to 20+ years expertise
- ✓ Deep UK market knowledge
- ✓ Personalised strategy for your specific business
- ✓ Consistency – I’m here for the long term
- ✗ Smaller capacity – I’m selective about clients
- ✗ Google Ads focus – not multi-channel
Why I’m Not WordStream (Honest Answer)
I’m often asked why I don’t build a large agency like WordStream. Because that would compromise what makes ROK Systems valuable.
- Personal service scales poorly: If I hired account managers, you’d work with them, not me. That defeats the purpose.
- Quality over quantity: I’d rather work with 20 clients and deliver 400% ROAS than 200 clients and deliver average results.
- I actually enjoy the work: I manage campaigns daily because I love it. In a large agency, I’d be managing people, not campaigns.
- Your success is my reputation: Every client matters because my business relies on referrals and results, not volume.
The bottom line: WordStream is excellent for enterprise clients needing scale and multi-channel services. But if you want a UK Google Ads specialist who personally manages your campaigns and knows your business inside-out, that’s where ROK Systems excels.
Making Your Decision
Choose WordStream if:
- You need multi-channel management (Google + Facebook + Microsoft + Amazon)
- You prefer working with a large established brand
- You’re comfortable with account manager rotation
- You want their software platform access
- Enterprise procurement requires large vendor scale
Choose ROK Systems if:
- You want direct access to the expert managing your campaigns
- You value UK-specific market knowledge and expertise
- You want personalised strategy, not standardised processes
- You prefer fixed pricing vs percentage fees
- You’re focused on Google Ads excellence
- You want someone who knows your business personally
Switching from WordStream? Let’s Talk
If you’re currently with WordStream and considering alternatives, I’ll give you an honest assessment of whether ROK Systems is a better fit. No sales pressure – if WordStream is right for your needs, I’ll tell you.
✓ 20+ Years Google Ads Experience
✓ UK-Based & UK-Focused
✓ Personal Service, Not Account Managers
✓ 400% Average ROAS for Clients