At a glance
Engagement model
- Deliverables
- 10 defined outputs
- Pricing
- Monthly management fee, with a percentage-of-spend model for larger budgets. Landing pages quoted separately.
- Next step
- A short call, then a written proposal
- Account audit covering structure, waste, match types, bidding and tracking
- Keyword and search-intent research with commercial value assessment
- Campaign structure by service, intent and geography, with budget allocation
The context
What google ads actually involves
Google Ads works differently from social advertising: you are not creating demand, you are competing for people who are already searching. That makes intent research and negative keyword discipline the most important parts of the account — and it makes wasted spend very easy to accumulate without noticing.
We structure campaigns around distinct intent groups, exclude irrelevant queries aggressively, and make sure the landing page answers the search rather than restating a homepage. Campaign type follows the business model, not the platform's recommendations.
Problems this solves
Budget consumed by irrelevant queries
Broad match keywords with no negative keyword list often spend most of the budget on searches you would never serve. This is usually the fastest recoverable waste in an account.
Clicks that land on the wrong page
Sending every ad to the homepage forces visitors to re-find what they searched for. Intent-matched landing pages consistently convert better.
Conversion tracking that double-counts or misses
Form submissions recorded without knowing which came from ads, or phone calls never tracked at all, make optimisation guesswork. We define the conversion actions before scaling.
Campaign types used because they were recommended
Performance Max, display and YouTube are not automatically right for every business. We select the mix based on goal, assets and budget.
What you get
Deliverables, defined in advance
- Account audit covering structure, waste, match types, bidding and tracking
- Keyword and search-intent research with commercial value assessment
- Campaign structure by service, intent and geography, with budget allocation
- Ad copy and extensions written to the query, with testing variants
- Negative keyword strategy and ongoing search term review
- Conversion tracking setup: form, call, chat and purchase events as applicable
- Landing page recommendations or builds matched to each campaign
- Bid and budget optimisation, including bid strategy selection with rationale
- Display, YouTube and Shopping campaign setup where applicable to your assets
- Reporting on cost per conversion, conversion quality and wasted spend removed
Why it matters
Business benefits
High-intent visibility
Search advertising reaches people actively looking for your service, which usually means a shorter path from click to enquiry than interruption-based channels.
Fast, controllable results
Campaigns can produce enquiries within days of launch, and budget can be adjusted quickly — useful for seasonality, launches and market testing.
Useful data for everything else
Search term reports reveal the exact language buyers use, informing SEO topics, page copy and creative angles.
Process
How the engagement runs
- Step 1
Audit and research
We review existing activity, research search intent for your services, estimate click costs from platform data, and define what a viable cost per conversion looks like.
- Step 2
Build
Campaigns, ad groups, copy, extensions, audiences and conversion actions are built with a clean structure that allows granular budget control.
- Step 3
Tighten
The first weeks focus on removing waste: search term reviews, negative keywords, match type adjustments and bid corrections.
- Step 4
Scale and report
Once cost per conversion is stable, budget shifts toward the best-performing campaigns. Reporting explains spend, conversions and what changed.
Choosing the right campaign types
Search campaigns suit businesses with clear, searchable service demand — a specific service in a specific location, or a problem people describe in words. Display and YouTube suit awareness and retargeting, where the goal is familiarity rather than an immediate enquiry. Shopping and Performance Max can work well for e-commerce catalogues with sufficient creative assets and conversion data.
The selection depends on your business model, goals, budget and available assets. A local service business with a small budget is usually best served by tightly themed search campaigns with call tracking; a retailer with a large catalogue needs feed quality and creative assets before anything else. We explain the trade-offs rather than defaulting to the newest campaign type.
Where budget leaks and how it is recovered
The usual leaks are broad match without negatives, display or search partners switched on by default, excessive conversions counted per session, and landing pages that fail on mobile. Fixing these is unglamorous and often produces the most immediate improvement in cost per lead.
We review search terms weekly at the start of an engagement and reduce frequency once the account is stable. Automated review tools help, but a human reading the actual queries catches intent mismatches that automation labels as similar.
Landing pages, not just keywords
An ad promising same-day service that lands on a generic homepage loses the click's value. Each campaign should point to a page that repeats the promise, shows relevant proof and offers one clear action. Where a suitable page does not exist, we can build one — often a focused landing page that also helps organic conversion.
We also align form fields to intent: a lead form with two fields converts better than five when the visitor is comparing options, with qualification handled in follow-up conversation.
What we do not promise
- We do not guarantee specific cost per conversion, click costs or return on ad spend. Auction dynamics, competitor activity and offer strength all affect outcomes.
- Ad spend is billed by Google directly to your account and is separate from management fees.
- Accurate optimisation requires conversion tracking access and, for call tracking, either a tracking number or Google forwarding numbers.
- We recommend pausing campaigns rather than continuing to spend when the economics do not work, and we will say so explicitly.
How pricing works
Monthly management fee, with a percentage-of-spend model for larger budgets. Landing pages quoted separately.
Advertising spend, platform subscriptions and third-party licences are paid by you directly and are always shown separately from our fee.
See pricing approachQuestions
Google Ads FAQ
Enough to measure. With a typical cost per click in your category, you need a budget that produces a statistically usable number of conversions within a reasonable window. We estimate this from platform data for your keywords and location before you commit.
Yes, where the audience fits. Microsoft Advertising can be cost-effective in certain B2B and older-demographic segments. We will recommend it only if the audience data supports it.
Usually. We audit the existing structure first and decide whether restructuring is faster than rebuilding. Account history has value, but a broken conversion setup makes history less meaningful.
Related
Services that work well alongside this
Start here
Ask about google ads
- Reply within one to two business days
- Written proposal with scope and fees
- No obligation and no pressure to proceed
Before you write
The more specific the context, the more useful the first reply. Useful things to mention:
- What the business sells, and to whom
- What is not working right now
- Any deadline or budget range already agreed internally
We do not publish guaranteed rankings, revenue projections or invented case results. If something cannot be judged without access to your accounts, we will say so.