Google Ads
We run your ads. We look beyond the click.
We manage your Google Ads: your ads, searches and budget. We also check that your website makes it easy to enquire. If we find a problem with your website or tracking, we’ll explain it. Fixing it is agreed separately.
One click
Where your money goesPaid to Google
- Someone searches for what you sell
- Your ad appears
- They click it
The click
What our management fee coversPaid to us, separately
- Choosing which searches your ads show for
- Writing and improving your ads
- Managing your budget
- Checking your website and enquiry route
Fixes to your website or tracking: agreed separately
What we look at before suggesting Google Ads.
Google Ads isn’t right for every business. Here’s what we look at.
Search demand
Are people already searching for what you sell?
Google Ads reaches people who are searching. If few are, it may not be the right way to reach them.
Other routes
What else could reach the same people?
Sometimes SEO or another channel fits better. See SEO and social media ads.
Customer value
What is a new customer worth to you?
This shapes how much it makes sense to spend to win one.
Your response
Can your business answer enquiries when they arrive?
An enquiry only helps if someone responds to it.
Enquiry route
Can people easily enquire on your website?
Ads send people to a page. If they can’t enquire there, the budget goes to waste.
Tracking
Can your enquiries be tracked?
Tracking lets us learn which searches bring genuine enquiries. How far it can go depends on your website and how people contact you.
No score. We talk these through with you first, and tell you when something else may suit you better.
From ad spend to enquiries. Where does it break?
A click isn’t a customer. We look at what happens after someone clicks your ad — and where potential enquiries are lost.
Genuine enquiry
- Search
- Click
- Visit
- Outcome
What Google Ads can record
- Ad shown
- Click
- A recorded action, such as a form being sent or a button pressed
Only where tracking is set up.
What your business needs to know
Whether it was a genuine enquiry — a real person, reachable, asking about your work.
A genuine enquiry
People search, click, visit and enquire.
Unsuitable click
- Search
- Click
- Visit
- Outcome
What Google Ads can record
- Ad shown
- Click
- A recorded action, such as a form being sent or a button pressed
Only where tracking is set up.
What your business needs to know
Whether it was a genuine enquiry — a real person, reachable, asking about your work.
No genuine enquiry
Clicks are recorded, but few are people you’d want to hear from. We review the searches and change your campaigns.
We manage this.
Website problem
- Search
- Click
- Visit
- Outcome
What Google Ads can record
- Ad shown
- Click
- A recorded action, such as a form being sent or a button pressed
Only where tracking is set up.
What your business needs to know
Whether it was a genuine enquiry — a real person, reachable, asking about your work.
No genuine enquiry
People arrive and leave. We review the page and tell you what we find and what we’d change.
We find and recommend.
Changing the page is agreed separately.
Recorded action that is not a genuine enquiry
- Search
- Click
- Visit
- Outcome
What Google Ads can record
- Ad shown
- Click
- A recorded action, such as a form being sent or a button pressed
Only where tracking is set up.
What your business needs to know
Whether it was a genuine enquiry — a real person, reachable, asking about your work.
Not a genuine enquiry
Google Ads records an action that, on inspection, was spam, a mistake or someone with no real interest. We tell you what we find and what needs fixing.
We find and recommend.
Tracking repairs are agreed separately.
Google Ads calls a recorded action a “conversion”.
What the work covers.
Management and oversight are covered by our management fee. Anything we’d build or fix on your website or tracking is agreed separately.
Run the ads
Core Google Ads management
Included in the management fee
Look beyond the click
Website, enquiry-route and tracking oversight
Included in the management fee
Agree additional fixes separately
Landing-page creation, website and form repairs, and tracking implementation
Agreed separately
See what’s included
Core service
- Set up and manage your Google Ads
- Write and improve your ads
- Manage your advertising budget
- Review search performance and improve your campaigns
Oversight
- Review the page people land on
- Check whether visitors can make an enquiry
- Spot problems with your website, enquiry route or tracking
- Explain what we find and recommend improvements
Agreed separately
- Creating or changing landing pages
- Fixing your website or enquiry forms
- Setting up new tracking, or repairing it
Your ad spend is paid directly to Google. Our management fee is separate. What it depends on is on the pricing page.
What we answer for.
These are ours to get right.
Your budget
We review spending and adjust campaigns when performance calls for it.
Clear reasons
We explain significant changes and why we make them.
Honest reporting
A monthly performance report and review call.
Corrective action
When results disappoint, we discuss what isn’t working and recommend improvements.
We explain our decisions, discuss poor results and recommend what to change. We cannot promise a number of enquiries or what each will cost.
Clear reports. Clearer decisions.
Every month you get a performance report and a review call. We review your Google Ads performance with you and explain what needs attention.
Where the data allows, it covers campaigns, searches and how performance compares with the starting point we recorded.
For example
Clicks, but few enquiries
What we do
Review the searches and adjust or exclude those that aren’t relevant.
Searches bringing enquiries
What we do
Review what’s working and consider where to focus the budget.
Visits, but no enquiries
What we do
Check the landing-page experience and recommend improvements.
Making the changes is agreed separately.
Before we make significant changes, we record your starting performance, where it’s available.
Not every enquiry can be traced to an ad. Where we cannot tell, we say so.
What happens after you get in touch.
Get in touch
You send a message. We reply by email or WhatsApp.
Discovery call
We learn what you sell, who buys it and what you want more of.
Audit
We review what we can learn about your business before recommending next steps.
Proposal
The work we propose, described so you can judge it.
Your approval
Agreed work starts after you approve.
Work begins
We start the agreed work.
You see our findings, a recommended plan and a proposal before any work starts.
Already running Google Ads, or thinking about it?
Let’s discuss what your business needs and whether Google Ads is the right fit.