Google Ads Direct Advertising Services

Official notice

Authority: Transport for Wales Rail Limited (Utility Buyer) (Public body)

Direct award

Sectors: Business Services & Consultancy (79) Delivery: UK

Awarded value£5,000,000published award · exc. VAT

Awarded 23 Jul 2026no call for competition

Awarded to GOOGLE UK LIMITED

What is being bought

Published requirement 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.

The lotProcurement structure

single lot · no lot value published

Lot #1Awarded

Delivery: UK

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

Procedure terms & legal framework

From the official record

Procedure method: Direct award
Legal basis: UKPGA · 2023/54 Procurement Act 2023
Notice status: Awarded without competition
Procurement threshold: Unspecified in notice
Regulatory regime: Standard
Commercial structure: Stand-alone contract (no framework)
Competition type: Direct award (no call for competition)
GPA / WTO covered: Unspecified in notice
Recurring procurement: Unspecified in notice
First published: 23 Jul 2026, 13:06 BST
Last source update: 1 Oct 2026, 15:30 BST
Authority reference: TFW1030.00
FTS notice number: 2026/S 000-092960
Latest notice: Contract details notice (UK7)
Delivery area: UK
Official registry OCID: ocds-h6vhtk-06d1e8 Find a Tender

Why no open competition: Single Suppliers Intellectual Property Exclusive Rights
Published justification: 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.

How it was run

Official notice

Submission deadline: —

Timeline

5 Aug 2026 → 1 Oct 2026 · 2 dates

Standstill ends76 days ago
5 Aug 2026, 23:59 BST
Notice published20 days ago
1 Oct 2026, 15:30 BST

Notice history

4 events · 3 releases on Find a Tender · since 23 Jul 2026

Transparency notice published
23 Jul 2026, 13:06 BST
UK5
Contract award notice published
24 Jul 2026, 12:16 BST
UK6
Contract signature expected
6 Aug 2026, 23:59 BST
scheduled
Contract details notice published
1 Oct 2026, 15:30 BST
UK7

Commercial outcome & contract awards

Published awards, contracts and bid statistics, not a forecast

Awards 1

Awarded value £5,000,0001 award exc. VAT

Contracts signed 1latest 15 Sept 2026

Awarded to	Value	Date	Status
GOOGLE UK LIMITED6 Aug 2026 – 4 Aug 2029 · up to 4 Aug 2031Extensions: 2x 1 year optional extensions	£5,000,000	23 Jul 2026	Awarded

Contracts

Google Ads Direct Advertising Services · GOOGLE UK LIMITED
Signed
15 Sept 2026
Value
£4,166,667
Period
16 Sept 2026 – 15 Sept 2029 · up to 15 Sept 2031 with extensions
Status
active
Extensions
Option to extend for 2 x 12 month periods

Contracting authority & participating public bodies

Transport for Wales Rail Limited (Utility Buyer)

Contracting authorityPublic authority - sub-central governmentWelsh devolved regulations apply GB-PPON: PVJP-5451-JYWQ 3 Llys Cadwyn, Pontypridd, Wales, CF37 4THContact name, email

Bidders & participating suppliers

1 commercial party on the notice

GOOGLE UK LIMITEDAwarded supplierGB-PPON: PYTW-6484-BTXP 1 St. Giles High Street, London, London, WC2H 8AGContact email

Official documents & specifications (3)

Official links; attachments are not copied

Notices published for this procedure

Contract details notice contractContract details noticeUK7Contract details notice on Find a Tender1 Oct 2026, 15:30 BST
Contract award notice awardContract award noticeUK6Contract award notice on Find a Tender24 Jul 2026, 12:16 BST
Transparency notice awardTransparency noticeUK5Transparency notice on Find a Tender23 Jul 2026, 13:06 BST