PPC management in Liverpool, judged on customers rather than conversions
Google will get very good at producing whatever you tell it to produce. Most accounts are told that a form fill is success. That is why the leads disappoint.
Client advertising spend under management
Certified on Google Ads
Running paid search from Liverpool
The conversion action is the brief
Every automated bidding strategy runs on one instruction: get more of this thing, at about this cost. That thing is your conversion action, and in most accounts we inherit it is a form submission or a phone click.
Neither is a sale. If one enquiry in ten becomes a customer, and the platform is bidding hard on enquiries, then nine tenths of your optimisation is aimed at people you do not want. The account is not broken. It is following the instructions it was given.
The fix is to tell it the truth: send qualified enquiries and closed sales back into the platform with values attached, and let the bidding chase revenue instead.
Lead types
Send these leads into Google
Lead outcomes
Only send conversions that have these outcomes
- Booked job
- Callback requested
- Interested, needs access
- Price not agreed
- Spam / bot
- Wrong number
- Job seeker
- Existing customer
What a Liverpool PPC agency should actually be doing
Paid search rewards attention rather than cleverness. Accounts left alone quietly rot, and most of what we do is the work that does not photograph well.
Read the search terms
Not the top twenty by spend. The whole report, every month, with the research intent and wrong fit traffic turned into negatives.
Track the calls
For most service businesses a large share of enquiries arrive by phone. Untracked, that traffic looks like it did nothing at all.
Close the loop
The click identifier carried into your CRM and pushed back when the deal progresses, so the platform learns what a good customer looks like.
Fix the landing page
Lead quality is usually set before anyone clicks. Qualifying openly on the page costs you bad enquiries and almost no good ones.
Report commercially
Cost per qualified lead and cost per customer at the front. Impressions and click through rate further down where they belong.
Test properly
One thing at a time, funded well enough to produce a result you can trust. Four half funded tests produce four numbers that mean nothing.
If your reporting cannot show cost per customer by campaign, every budget decision you make is a guess wearing a spreadsheet.
What it takes to find out if this works
We would rather tell you paid search does not stack up for you than take the work and disappoint you in month four. So the first conversation is arithmetic.
Work backwards: your gross margin per customer, your closing rate on enquiries, and the most you would happily pay to acquire one. That gives a target cost per enquiry. Compare it to what clicks cost in your sector at your conversion rate, and you know whether the maths works before spending anything.
Separately, there is a floor below which a campaign cannot teach you anything. A handful of clicks a day keeps an account permanently in its learning phase, and you end up making decisions on noise. If the honest minimum is more than you want to commit, the answer is to narrow the campaign rather than thin the budget.
What people ask
How is your management fee structured?
As a service priced against the work involved, not as a percentage of your media. A percentage creates a perverse incentive, where the more carefully we manage the account the less there is left to spend on it. Ad spend and management are separate lines on the budget.
How long before we see results?
The first weeks are a learning period and will look unstable. Judging an account at week four is the most common and most expensive mistake. Expect the shape to become clear somewhere in the second or third month, sooner if the tracking was already in place.
Our leads are poor quality. Can you fix that?
Usually, and it is normally a tracking and qualification problem rather than a bidding one. Note that fixing it will make your cost per conversion go up and your cost per customer go down, so make sure whoever reads the report understands that before we start.
Do you work with Microsoft Advertising too?
Yes. It is smaller and often cheaper per click, and for some B2B audiences it converts well. The same principles apply, only the plumbing differs.
Can we keep the account if we stop working with you?
Yes. It is your account, in your billing, and you keep it along with all of its history. We would not build in your account on any other basis.
Get in touch about PPC management in Liverpool
A genuine review, not a sales pitch dressed as an audit. You get the findings whether or not you work with us.
