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Google Ads Direct Advertising Services

Transport for Wales Rail Limited (Utility Buyer)

This public procurement record has 3 releases in its history.

Award

01 Oct 2026 at 15:30

UK7 - Contract Details Notice
Award

24 Jul 2026 at 12:16

UK6 - Contract Award Notice
Award

23 Jul 2026 at 13:06

UK5 - Transparency Notice
Summary of the contracting process

Transport for Wales Rail Limited procured Google Ads advertising services for its marketing team. The arrangement gives the team direct access to the Google Ads platform to manage pay-per-click advertising activity and access Google advertising inventory. The work is digital advertising services, rather than general marketing consultancy or advertising across multiple platforms. The supplier provides the platform and associated advertising services, with activity managed directly by Transport for Wales Rail. The stated delivery location is the United Kingdom; no more specific operating location is identified. The requirement is for a direct relationship with Google to support paid search and other pay-per-click activity on its own platform.

The procurement is complete: Google UK Limited was selected through a direct award, and the contract was signed on 15 September 2026. The award was made on 23 July 2026. The buyer’s stated basis was that Google is the sole provider of its Ads platform and associated services, and that direct billing and access to its advertising inventory could not be provided by another supplier. The contract runs from 16 September 2026 to 15 September 2029, with two optional 12-month extensions, potentially extending the period to 15 September 2031. The contract value is £4,166,666.67 excluding VAT, or £5,000,000 including VAT. The procurement was arranged as a single lot.

For suppliers assessing comparable future work with Transport for Wales Rail, this award shows demand for a substantial, multi-year pay-per-click advertising arrangement, with management undertaken directly by the buyer’s marketing team. The successful supplier needed to provide the Google Ads platform, direct billing and access to Google’s advertising inventory. Those platform-specific elements explain why the buyer chose Google UK Limited rather than an interchangeable advertising agency or alternative platform provider. A competitor would therefore need to offer a credible route to the required platform access and billing model, alongside the ability to support a significant ongoing advertising programme. Agencies and media buyers may be relevant where they can complement, rather than replace, Google’s platform services; the requirement centres on Google Ads itself.

How relevant is this notice?

Notice Information

Notice Title

Google Ads Direct Advertising Services

Notice Description

Transport for Wales Rail has entered into a direct arrangement with Google for the provision of Google Ads Advertising services. This arrangement will enable the Marketing team to manage directly pay per click (PPC) advertising activity on the Google Platform.

Procurement Information

Google is the sole provider of the Google Ads platform and associated advertising services. As the requirement is for direct billing and access to Google Ads advertising inventory, no alternative supplier can provide the same services.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-06d1e8
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/092960-2026
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
UK7 - Contract Details Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Direct
Procurement Method Details
Direct award
Tender Suitability
Not specified
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

79000000 - Business services: law, marketing, consulting, recruitment, printing and security

Notice Value(s)

Tender Value
Not specified
Lots Value
Not specified
Awards Value
£5,000,000 £1M-£10M
Contracts Value
£4,166,666 £1M-£10M

Notice Dates

Publication Date
1 Oct 20265 days ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
23 Jul 20262 months ago
Contract Period
16 Sep 2026 - 15 Sep 2029 3-4 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Complete
Awards Status
Active
Contracts Status
Active

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
Transport for Wales Rail Limited (Utility Buyer)
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
PONTYPRIDD
Postcode
CF37 4TH
Postcode Area
Cardiff
Country
Wales
Major Region (ITL 1)
TLL Wales
Basic Region (ITL 2)
TLL5 South East Wales
Small Region (ITL 3)
TLL51 Central Valleys and Bridgend
Delivery Location
Not specified
Local Authority
Rhondda Cynon Taf
Electoral Ward
Pontypridd Town
Westminster Constituency
Pontypridd

Supplier Information

Number of Suppliers
1
Supplier Name

GOOGLE UK LIMITED

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts.

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