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Google Ads Direct Advertising Services

TRANSPORT FOR WALES RAIL LIMITED (UTILITY BUYER)

This public procurement record has 2 releases in its history.

Award

24 Jul 2026 at 11:16

UK6 - Contract Award Notice
Award

23 Jul 2026 at 12:06

UK5 - Transparency Notice
Summary of the contracting process

Transport for Wales Rail Limited, a prominent utility buyer situated in Pontypridd, United Kingdom, has recently completed a direct award contract for "Google Ads Direct Advertising Services". The procurement, categorised under advertising and marketing services, is aimed at enhancing its digital marketing and pay-per-click advertising activities. Identified under the procurement ID TFW1030.00, the contract was awarded on 23rd July 2026 to Google UK Limited, and it was procured through a direct method owing to Google's unique capacity to provide the required services. This contract, valued at a gross amount of GBP 6,000,000 and commencing on 6th August 2026, is intended to last until 4th August 2029, with options for two additional one-year extensions, ensuring ongoing service efficiency and direct marketing management.

This procurement presents growth opportunities mainly for businesses involved in digital marketing, advertising, and technology services, especially those seeking to partner in providing ancillary services or innovative solutions that could complement Google's offerings. While the direct award to Google underscores the specificity in required services and suppliers, ancillary businesses that can offer supportive tools or analytics related to digital advertising could find adjacent opportunities in collaborations or subcontracting arrangements. This tender thus demonstrates a sustained investment in digital marketing by the public sector, highlighting potential areas of development for tech-centric service providers.

How relevant is this notice?

Notice Information

Notice Title

Google Ads Direct Advertising Services

Notice Description

Provision of Google Ads advertising services via a direct arrangement with Google. The contract supports ongoing digital marketing and pay-per-click PPC advertising activity, enabling Transport for Wales to manage advertising directly with Google and improve efficiency.

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/070240-2026
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
UK6 - Contract Award 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

79340000 - Advertising and marketing services

Notice Value(s)

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

Notice Dates

Publication Date
24 Jul 20261 weeks ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
22 Jul 20262 weeks ago
Contract Period
5 Aug 2026 - 4 Aug 2029 2-3 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Complete
Awards Status
Pending
Contracts Status
Not Specified

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
Post Town
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

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

JSON Markdown

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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