GOOGLE ADS MANAGEMENT
Where your ad budget actually goes
Reporting impressions and clicks is easy. The hard part is showing whether a click turned into an enquiry and a customer. We do not launch any campaign before conversion tracking is set up, because that spend can never teach you anything afterwards.
The path your budget takes.
Ad spend passes through these five steps. The first two show up in every dashboard; the last three show up nowhere unless tracking is in place. That is usually where the budget leaks.
01
Impression
The ad is shown to a searcher
02
Click
Spend starts here
03
Landing page
The visitor finds what they want, or leaves
04
Enquiry
A form, a call or a message
05
Customer
Business won
Most agency reports stop here
You pay here. If the three steps in between are not measured, the budget leaks there.
Scope.
Campaign setup
- Search, Performance Max and Shopping
- Keyword and match type structure
- Negative keyword lists
- Ad copy and asset groups
- Location, language and device splits
Tracking
- Google Ads conversion setup
- GA4 and Google Tag Manager
- Call and WhatsApp tracking
- Meta Pixel and Conversions API
- Recording where every enquiry came from
Optimisation
- Search terms report clean-up
- Bid strategy tuning
- Landing page fixes
- Ad copy testing
- Moving budget to what works
Frequently asked.
We do not set the floor; the cost per click in your market does. Where a click costs a pound or two, a modest daily budget produces usable data. Where a click costs twenty, the same budget buys a handful of clicks a day and teaches you nothing. In the first call we look at the costs in your own market and decide together.
As a fixed monthly fee based on the scope of management, not a percentage of ad spend. On a percentage model the agency’s interest is a bigger budget; we would rather our interest pointed the same way as yours.
Because a campaign launched without tracking can never tell you, looking back, which searches brought in business. The money spent in that period has no learning value. That is why no campaign goes live before tracking is in place; it is a condition of how we work, not a preference.
Yes. The first step in a takeover is auditing the account against its own data: the search terms report, whether conversions are defined correctly, overlapping campaigns and wasted spend. We do this audit free of charge and share the report with no obligation to continue.
They do different jobs. Ads turn the tap on and the flow stops when you turn them off; they are measurable and fast. SEO compounds but takes months. If enquiries need to arrive now, use ads; if you are building a lasting asset, use SEO. For most businesses the right answer is the order: use ads to learn which searches bring in business, then point the SEO budget at those proven searches.
Yes. We manage campaigns in English for the UK, Europe and the US, and reporting and calls run remotely. We work in GMT+3, which overlaps with the UK and European working day.
If you want to compare paid search with organic search: how our technical SEO work runs.
Let us read your account first.
If you have live campaigns, we pull out the search terms report, the conversion definitions and the wasted spend and share it in writing. There is no obligation to continue and we do not charge for the audit.