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Google Ads management for businesses that want enquiries and sales from search, without paying for clicks that never convert. I build and run campaigns around the searches that bring in customers, with tracking you can trust and reports in plain English.
Businesses that need leads quickly, launches, and anyone unsure what their current ad spend is doing.
Google Ads management is the ongoing work of planning, building and improving paid campaigns on Google, mainly Search, Shopping and Performance Max. It covers keyword and audience choices, ad copy, bidding, budgets, landing pages and conversion tracking, with regular changes based on what the data shows.
Most wasted spend comes from three places: broad keywords that match irrelevant searches, tracking that counts the wrong actions, and landing pages that don't match the ad. Fix those and the same budget usually goes a lot further.
The search terms report is where much of the work happens. It shows the real searches that triggered your ads, which tells me what to add, what to exclude and what people actually want.
Because I'm an SEO specialist first, I also use ad data to shape your organic plan. Searches that convert well in ads become priorities for SEO, so over time you can rely less on paid clicks for the same results.
Your current campaigns, keywords, tracking and spend reviewed, with a clear list of what to keep, fix or stop.
Search, Shopping and Performance Max campaigns set up where each suits your goals, organised so budgets go to what works.
Keywords chosen for buying intent, and negative keywords added from real search terms so you stop paying for irrelevant clicks.
Ads written to match each search and landing page, with headlines, descriptions, sitelinks and images tested over time.
Bid strategies and budgets set around your targets, then adjusted as data comes in rather than left on autopilot.
Calls, forms and purchases tracked properly through Google Ads and GA4, and tested before spend increases.
Pages that match the ad and make the next step obvious, built or improved so clicks turn into enquiries.
A clear monthly report on spend, results and cost per enquiry or sale, plus what I'm changing next and why.
Want ads planned alongside social, tracking and SEO? See my digital marketing services.
Both put you in front of people searching on Google. They work in different ways, and most businesses do best with a mix of the two.
| Compare | Google Ads | SEO |
|---|---|---|
| Speed | Visible as soon as ads are approved | Builds over months |
| Cost | You pay for each click, every month | Time and content, with no cost per click |
| When you stop | Traffic stops straight away | Rankings usually hold for a while |
| Control | You choose keywords, budget and timing | You influence rankings, but don't control them |
| Best for | Launches, offers and testing demand | Long-term, lower-cost visibility |
We talk about your goals, your budget, your margins and what a good enquiry is worth to you.
I audit your account and tracking, look at competitors' ads and plan campaigns and budgets.
Tracking fixed first, then campaigns built or restructured, launched and checked closely.
Regular optimisation based on search terms and results, with a clear monthly report.
Enough to get useful data in your market, and no more than you can afford to test with. It depends on how competitive your keywords are and what a customer is worth to you. I'll suggest a starting budget after the audit.
You do. The account is in your name and the ad spend is paid directly to Google, so you keep full access and history if we stop working together.
Yes. My management fee covers the work; the ad spend goes straight to Google from your account.
Ads can bring visitors on the first day. It usually takes some weeks of data to find the searches, ads and bids that convert well, so expect the early period to be about learning and refining.
It varies hugely by industry and location, so it's not a useful target on its own. Cost per enquiry or sale tells you far more about whether the ads are working.
Search campaigns give you the most control over which searches you appear for. Performance Max can work well with strong tracking and assets. I often start with Search and add Performance Max once there's good data.
Often, yes. Brand clicks are usually cheap, and ads can stop competitors appearing above you for your own name. It's worth testing for your business.
Words or phrases you exclude so your ads don't show for them, such as "free" or "jobs" for many businesses. Adding them from real search terms is one of the quickest ways to cut waste.
Not always, but a page that matches the ad usually converts better than your homepage. I'll tell you where a dedicated page is worth it.
Yes. I write and test the ad copy, headlines and extensions, and I'm happy to work from your brand guidelines or have you approve new ads before they go live.
A 1 to 10 rating Google Ads gives keywords, based on expected click-through rate, ad relevance and landing page experience. It's a useful diagnostic: improving relevance and landing pages often lowers what you pay per click.
Yes. Google Ads can track calls made directly from your ads and calls from your website using a forwarding number, so phone enquiries count alongside forms and purchases.
Yes. The campaigns run in your account, so you can pause them whenever you need to, for example during busy periods when you can't take on more work.
Yes. I start with an audit, keep what works and fix what doesn't, so you don't lose the history and learning the account already has.
Ads bring visitors quickly and show which searches convert. SEO then targets those searches organically, so over time you can rely less on paid clicks for the same results.
Tell me where things stand and what you'd like to change. I'll reply personally with honest next steps.
