Google Ads and PPC management
Google Ads works when someone is already looking for what you sell. Your job is to be there, be relevant and not pay more than the customer is worth. That sounds simple. It stops being simple the moment the account has been running for a few years.
We manage Google Ads for established UK businesses, usually alongside the tracking and website work that determines whether the spend is actually paying for itself.
Who this suits
Suits you if
- People are searching for your product or service by name, category or problem. You have a website that can take a booking, an enquiry or a sale. You have a budget meaningful enough to learn from and you want to know what it returns.
Does not suit you if
- Nobody is searching for what you do yet. In that case paid social usually comes first because you need to create the demand before you can capture it.
What usually goes wrong
Structure from three strategies ago
The account still carries campaigns built for a version of the business that no longer exists.
Conversions counted at the wrong point
Often on a button click rather than the booking or sale that followed.
Branded search taking the credit
Quietly claiming customers who were coming anyway.
Budget spread evenly
Across campaigns that are not equally valuable.
Search terms nobody has looked at
So spend leaks into queries that will never convert.
None of that shows up as a crisis. It shows up as a cost per acquisition that slowly drifts and an agency report that looks fine.
What we do
- Account and campaign structure
- We rebuild or restructure so that budget follows commercial value, not history. Campaigns are separated by what they are actually for, so you can cut one without breaking another.
- Search term and negative management
- Ongoing, not occasional. This is where most wasted spend lives.
- Conversion tracking
- We measure the outcome, not the click on the button. Where the real conversion happens off site, in a booking system or a CRM, we work out how to get that back into the account so bidding optimises against something real.
Campaign management and reporting
- Branded versus non-branded separation
- So you can see what the advertising is genuinely adding rather than what it is claiming.
- Bidding and budget management
- Including deciding when automated bidding helps and when it needs constraining.
- Landing page feedback
- We will tell you when the problem is the page rather than the campaign. We would rather fix that than keep raising bids.
- Reporting
- Through Holisticly, so Google's numbers sit next to everything else rather than in their own tab.
How we measure it
We report cost per acquisition and revenue where we can get to it. We separate what Google claims from what your booking system or ecommerce platform confirms. When those two disagree (which they usually do at first), we tell you and explain why rather than picking whichever number looks better.
We will not claim credit for your whole business growing. We report what the channel did with the limits of the measurement stated.
What we need from you
- Access to the existing Google Ads account, Google Analytics and Google Tag Manager
- Access to whatever records the actual sale, such as your booking platform, ecommerce backend or CRM
- A clear answer on what a customer is worth to you or enough data for us to work it out
- Someone who can approve an offer or a landing page change without a three week internal process
Timelines
Week 1
Access granted and account audit completed.
Weeks 2 to 3
Restructure or first build live depending on tracking.
Week 6
Meaningful read on performance, sooner on higher volume accounts.
Anything faster than that is usually somebody reading noise.
Common questions
Talk through your account
Answer a few short questions to find the right starting point, or explore the Growth Audit for an independent read on whether paid search is your biggest problem.