ADVERTISING · GOOGLE ADS
Stop paying for clicks that never become customers
We manage Google Ads to the cost and return targets in your written mandate, and we show you every month what the spend produced.
Google rewards spending. We reward results
Google Ads can be the most reliable source of new business you have, because it reaches people at the moment they search for what you sell. It can also spend money very efficiently on the wrong searches. Broad match keywords, automated recommendations and loosely set campaigns often drift towards volume rather than profit.
Our founder has 17 years’ experience as a Google Partner, and we manage accounts with that discipline. We structure campaigns around your margins, exclude searches that will never convert, feed real sales data back into Google’s bidding and test changes one at a time so we know what worked.
We work across Search, Performance Max, YouTube and Demand Gen, choosing campaign types by your objective rather than by what the platform recommends this month.
What’s included
Account audit
A review of structure, keywords, search terms, bidding, tracking and wasted spend, with a written list of fixes ranked by value.
Campaign structure
Campaigns and ad groups organised around your products, services, locations and margins, so budget follows profit.
Search term control
Daily review of the searches triggering your ads, with negative keywords added to stop recurring waste.
Ads and landing pages
Responsive search ads, assets and landing page recommendations tested for relevance and conversion.
Bidding with real data
Smart bidding strategies set to your cost or return targets and trained on genuine leads and sales, not just form fills.
YouTube and Demand Gen
Video and visual campaigns where they support the objective, with clear separation from search budgets.
AI AT WORK
Where AI does the work
AI DOES
- Reviews yesterday’s search terms each morning and flags the wasteful or irrelevant ones
- Generates headline and description variations for testing, within your brand and policy rules
- Monitors cost per conversion and spend pacing, and alerts your specialist to unusual movements
YOUR SPECIALIST DECIDES
- Your specialist decides which searches to exclude, which to bid up and which to leave alone
- Recommendations from Google are assessed by a person and applied only when they fit your goals
- Budget changes beyond the agreed limits need your approval, as set out in the mandate
How we work
- 01AuditWe review your current account, or your market and competitors if you are starting fresh, and send our findings in writing.
- 02MandateWe agree objectives, target cost or return, budget limits and what we will measure.
- 03Rebuild or buildWe restructure campaigns, fix tracking, write ads and set up negatives and bidding.
- 04OptimiseDaily checks and weekly changes, each recorded with the reason, so the account’s history is clear.
- 05ReportA monthly statement in plain English: spend, return and the changes planned for next month.
HOW WE MEASURE
How we measure it
We judge Google Ads on business results: leads your team qualifies, sales and revenue. Clicks and impressions appear in reports only where they explain something.
- Cost per qualified lead or per sale
- Return on ad spend, where revenue is tracked
- Share of spend on converting search terms
- Impression share on your most valuable searches
Is this right for you?
- People search on Google for the products or services you sell
- You already run Google Ads but are unsure what the spend returns
- You want an experienced specialist, not automated recommendations, deciding changes
- You can share lead or sales outcomes so bidding can be trained on real results
An indication, not a quote.
Questions we are asked
How much should we spend on Google Ads?
It depends on how competitive your searches are, what a customer is worth to you and how many leads your team can handle. We estimate costs from keyword data and your margins, then recommend a starting budget large enough to learn from. Budget limits are written into the mandate, and we never exceed them without your approval.
Should we use Performance Max?
Sometimes. Performance Max can work well for retailers with good product feeds and for businesses with reliable conversion data, because it uses all of Google’s channels. It offers less control and visibility than Search, so we use it where it fits the objective, keep brand searches in check and compare its results against other campaign types.
Can you take over an existing Google Ads account?
Yes, and we prefer to keep your account history rather than start again, because past data helps bidding. We begin with an audit, agree the fixes with you, and make changes in a planned order so performance can be compared. You keep ownership of the account throughout, and any previous agency’s access is handled with your agreement.