Google Ads managed around commercial results
Clicks are easy to measure. Whether those clicks turn into worthwhile business is the harder question, and the one we build accounts around.
Client advertising spend managed every month
And a Microsoft Advertising Partner
Based here, working with businesses across the UK
Managing around CPA, not just cost per click
Cost per click is useful, but it should not be the measure an account is judged on. A cheaper click is only an improvement if those clicks produce the right enquiries.
Some product areas need higher bids to compete properly in the auction. Squeeze an account too hard around a low CPC target and you simply lose visibility on the searches most likely to convert.
A low-cost click that never converts is still wasted money. A more expensive click that becomes a trade enquiry or a project is worth considerably more if the cost per acquisition stands up.
Two campaigns can produce thirty leads each at the same cost per lead. One yields fifteen real opportunities, the other three. Only one report shows the difference.
Structured around who is buying
Most underperforming accounts we inherit are built around keywords alone, funnelling every type of customer through the same campaigns, budget and landing pages.
High-intent search
People actively looking for a supplier, a product or a quote, the closest thing to a customer raising their hand.
Consumer and one-off buyers
Separated from commercial enquiries, because the messaging and the value of the lead are completely different.
Trade and contractor
Repeat buyers with product-led, supply-focused messaging and their own landing pages.
Specifiers and professionals
Architects, consultants and specifiers researching solutions rather than buying today.
Product and Shopping
Reviewed by category and margin, so Shopping spend is not treated as one broad bucket.
Remarketing
Previous visitors, quote abandoners and returning customers, where it makes commercial sense.
Stop treating every conversion as equal
Advertising platforms optimise towards the data you give them. Feed Google Ads a conversion action that counts every form fill equally, and it will confidently go and find you more of the wrong enquiries.
We use advanced call tracking to connect calls and forms back to the campaigns and keywords that produced them, then record what the enquiry actually was. Where the account and the client systems support it, those qualified outcomes are fed back so bidding improves.
| Source | Leads | Qualified | Revenue |
|---|---|---|---|
| Google Ads | 142 | 88 | £61,400 |
| Organic search | 96 | 54 | £38,900 |
| Google Business Profile | 61 | 44 | £24,150 |
| Paid social | 38 | 19 | £9,800 |
“…we’re after a price on 200mm spiral, about forty lengths, delivered to site next week…”
Mark the outcome
Connecting a phone call back to the keyword that produced it
The work, month to month
Research
Review the account, tracking, search terms and categories to find where budget works and where it is wasted.
Structure
Rebuild around customer type, product category and buying intent so budget can follow performance.
Audiences
In-market, affinity, custom segments, remarketing lists and Performance Max signals, more than keywords alone.
Management
Search term reviews, negatives, ad testing, budget movement and Shopping performance reviews.
Reporting
Verified good leads, CPA, conversion rate and category performance, reviewed at a cadence agreed with you.
What people ask about Google Ads
Is my ad spend included in your fee?
No. Your media budget goes directly to Google. Our management fee is separate, and we will never take an undisclosed percentage of your spend.
How much should I be spending?
Enough for the account to learn from. Budget spread thinly across too many campaigns produces noise rather than insight, which is the most common reason accounts we inherit have never improved. We would rather run fewer campaigns properly.
Can you take over an existing account?
Usually, and we would rather restructure a live account than start from scratch, the history in it is worth keeping. You keep ownership of the account either way.
What if Google Ads is not right for us?
Then we will say so. If the margin on a customer cannot support the cost of winning one through paid search, no amount of account management fixes that.
Want an honest second opinion on your account?
We will look at where the budget is going and tell you what we would change, whether or not you work with us.
