Google Ads Management

Nearly every account we audit has the same pattern. Broad match is spending on queries nobody would call qualified, the negative keyword list has not been touched in months, ads point at a homepage instead of a matching page, and conversions are counted as “visited the contact page” rather than “sent an enquiry”. The spend is not wasted because Google is expensive; it is wasted because nothing is measuring what it bought.

How we run an account

• Fix measurement first — real conversion actions, call tracking where phone enquiries matter, and values attached where they can be.
• Structure around intent, separating research queries from buying queries so budget follows the latter.
• Match-type discipline, with a negative keyword routine rather than a one-off list.
• Landing pages that continue the ad — we can build them, which is usually where ads agencies stop.
• Report on cost per enquiry and where the budget actually went.

Frequently asked questions

What budget do we need to start?

Enough to gather data in a reasonable time, which depends entirely on your cost per click — a £5 CPC needs meaningfully more than a £1 one to learn anything. We will tell you before you commit whether a budget can realistically produce a signal.

Is management fee on top of ad spend?

Yes. Ad spend goes directly to Google; management is included in our retainers, which are published on the pricing page. You keep ownership of the account, always.

Should we use Performance Max?

Sometimes, and with eyes open. It can perform well, but it gives away visibility and control, and it tends to absorb conversions that branded search would have produced anyway. We would normally establish a working search campaign first, so there is something to compare against.

Can you work with our existing account?

Yes — most engagements start that way, with an audit before any changes. There is usually recoverable value in the historical data, so rebuilding from scratch is rarely the first recommendation.

How the engagement runs

• Scoping call, then discovery. We establish what you actually need before quoting. You approve scope before we write a line of code.
• Fixed price or capped time and materials. Tightly specified work suits a fixed price; genuinely new work suits a capped retainer. We recommend one rather than offering both and letting you guess.
• Weekly demos. You see working software every week, so nothing surprising turns up at the end.
• You own everything. Repositories, infrastructure and documentation transfer to you on payment. No vendor lock-in, no licensing you do not control.
• NDA as standard, usually before the first detailed call. We will often send one ourselves if you do not.

If you are planning work of this kind and want a straight assessment of scope, timeline and cost, tell us what you are building. We work with clients across the UK, EU and US.