Paid Marketing Services
Google Ads Management. Pay for the Clicks That Become Customers
Your Google Ads account spends every month and you cannot say which pound brought a customer and which bought a click from someone who was never going to buy. We rebuild the account around the searches that show intent, track the enquiry or the order rather than the click, and cut the spend that only ever produced traffic.
- Spend stops going on searches that never convert
- Every campaign reports enquiries or orders, not clicks
- Landing pages match the search, so the click is not wasted
- Budget moves to what is working, weekly, on evidence
Platforms we work in
How we approach it
The Clicks That Never Convert Stop Being Paid For
Most Google Ads accounts pay for searches by people comparing, researching or looking for work, because broad matching and an empty negative list let them in. We build on the terms that show intent, read the search terms report every week, and add the negatives that keep the budget for buyers.
- Search campaigns built on buying-intent terms
- Negatives added weekly from the search terms report
- Shopping feeds cleaned and grouped by margin
- Budget capped where a term cannot earn its cost
The Account Learns From Customers, Not Clicks
If the conversion is a page view, automated bidding optimises for page views and the phone stays quiet. Conversion tracking is set up in Google Ads and Google Analytics to count what you sell, tested end to end, and only then are the bidding strategies turned loose on it.
- Enquiries, calls and orders counted as conversions
- Tracking tested end to end before campaigns rely on it
- Bidding strategies chosen on real conversion volume
- Performance Max fed the data it needs rather than left to guess
You See What the Money Did
A monthly deck of impressions and click-through rates answers no question you have. The Looker Studio report shows spend, enquiries or orders and the cost of each, by campaign, and you can open it yourself any day of the month. Each change we make is written down with the reason.
- Spend, enquiries or orders, cost per each, by campaign
- A Looker Studio report that is yours to open
- Every change logged with its reason
- A straight answer when the market cannot earn the budget
How we work
Find where the money goes now
You know the account spends; you do not know what it bought. We read the search terms, the landing pages and the conversion setup and write down where the last months went, in plain language, before touching a bid.
Fix the tracking first
Everything after this step depends on the account learning from real customers. Conversions are set to count enquiries, calls and orders in Google Ads and Google Analytics, and tested end to end before a campaign is rebuilt on them.
Rebuild around intent
Campaigns are restructured on the searches that show someone is ready to buy, with ad copy written for each group and a landing page that matches it. The browsers, the job seekers and the wrong products go on the negative list.
Run it as a test
Two ads per group, two pages where it matters, and the losers replaced. Budget moves weekly to what produced customers, and the reasoning is written down each time.
Report by what it earned
Each month you see spend against enquiries or orders and the cost per each, and what changed. If the account cannot earn its budget in your market, we say so rather than keep spending it.
What is inside this service
- Campaigns Built on Buying Intent
- Conversion Tracking That Counts Customers
- Landing Pages That Match the Ad
- Shopping and Performance Max, Kept Honest
- Weekly Optimisation on Evidence
- Reporting You Can Open Yourself
What each part does
- Campaigns Built on Buying Intent
- Most wasted spend goes on searches by people who are researching, comparing or looking for a job. Campaigns are built on the terms that show intent to buy, with negatives added from the search terms report every week.
- Conversion Tracking That Counts Customers
- An account that counts a page view as a conversion optimises for page views. We set up Google Ads and Google Analytics to count enquiries, calls and orders, so the bidding learns from customers and not from clicks.
- Landing Pages That Match the Ad
- A click that lands on the home page has to find its own way to what it searched for, and most give up. Each ad group sends people to a page that says what the ad said, which is where most of the cost per lead is won or lost.
- Shopping and Performance Max, Kept Honest
- Shopping campaigns spend happily on products that never sell at your margin. Feeds are cleaned, products are grouped by what they earn, and Performance Max is given the conversion data it needs rather than left to guess.
- Weekly Optimisation on Evidence
- An account left alone drifts: costs rise, the good terms get outbid and the bad ones keep spending. Every week bids, budgets, negatives and ads move on what the last week actually produced.
- Reporting You Can Open Yourself
- You should never have to ask what the money did. A Looker Studio report shows spend, enquiries or orders and cost per each, by campaign, and it is yours to open at any hour.
What it changes for you
Less Spent on the Wrong People
The budget stops paying for researchers and job seekers, because the account is built on intent and pruned weekly.
Enquiries You Can Trace to a Pound
Every enquiry or order is tied back to the campaign and term that produced it, so you know which spend to grow.
Clicks That Land Somewhere Useful
The visitor arrives on the page the ad promised and does what they came to do, instead of hunting through the site.
An Account You Can Read
You are not locked out of your own spend, because the reporting is in Looker Studio and the changes are logged.
What it costs
Custom quote, scoped after we have read the account. Management is monthly; ad spend is paid to Google and is separate.
Get a scoped quoteQuestions we get asked
Before you commit
Usually because the account counted the wrong thing and bought the wrong searches. Broad match with no negatives, a home page as the landing page and a page view as the conversion will lose money in any market. We fix the tracking first, then rebuild on intent, and if your market cannot earn the budget we say so before you spend it.
Enough for the account to learn: automated bidding needs a steady flow of conversions to work from. We work that out from your cost per click and what a customer is worth to you, and tell you the budget that gives the campaign a fair test rather than the budget you hoped for.
Yours, and its history stays with it. We audit what is there, keep what has earned its place, and rebuild the rest. The account is in your name and stays there.
How it runs
Conversion tracking is set up in Google Ads and Google Analytics to count the enquiry, the call or the order, and tested before a campaign relies on it. Each conversion carries the campaign and term that produced it, which is what the weekly changes are made on.
The page the ad lands on is part of the campaign, so yes where a page needs writing to match an ad group. Larger landing page and funnel work sits with conversion rate optimisation, a separate service on this site.
Weekly, on evidence: negatives from the search terms report, budget toward what converted, losing ads replaced. Each change is logged with the reason, so you can read what was done and why.
Cost and commitment
A monthly management fee, quoted after we have read your account. Ad spend is paid to Google directly and is separate, so you always know which is which.
The first rebuilt campaigns are live within [n] weeks, and the first useful numbers follow once the tracking has counted enough conversions for the bidding to learn. Accounts with history move faster than accounts starting from nothing.