Ads Management
Ads that pay for themselves.
Google Ads management, as I do it, means campaigns and landing pages planned around enquiries, tracked properly and tuned every month. Fixed fee. No long contract.
Clicks are a cost. Enquiries are the point.
Every campaign is built backwards from the enquiry.
Google will happily spend your budget on the wrong searches. Broad keywords, poorly matched ads, a landing page that does not answer the question, and no tracking to tell you what worked. It is the most common way small businesses conclude that “ads don’t work”.
Done carefully, search ads are the fastest way to put your business in front of someone who is looking for exactly what you do, right now. The craft is in the matching: the search, the ad, the page and the offer all saying the same thing.
What you get.
A campaign built properly, then managed like a budget rather than a slot machine.
- Research and planningThe searches worth paying for, the ones to exclude, and a realistic budget to learn from.
- Campaign buildTightly themed ad groups, ads written for each, extensions and location targeting set up correctly.
- Landing pagesA page for each offer, matched to the ad and designed to convert, built on your site or as a standalone.
- Conversion trackingCalls, forms and bookings tracked, so every pound is tied to an outcome rather than a click.
- Negative keywordsThe unglamorous work that stops your budget leaking to searches that will never buy.
- Monthly optimisationBids, ads, pages and budgets adjusted on evidence, with underperformers paused.
- Plain reportingSpend, enquiries and cost per enquiry on one page, every month.
- Shopping and remarketingProduct ads for shops, and ads that follow up with people who visited but did not enquire, where they make sense.
- Your account, your dataEverything is built in an account you own. If we stop working together, you keep it all.
How it works.
Start with the searches, not the budget.
The first job is understanding what your best customers type, what they type when they are not ready, and what you must exclude. A campaign for a Dartmouth boat-trip company and one for a Plymouth solicitor have nothing in common except the platform.
- Keyword research with intent in mind
- Competitor ads reviewed
- Budget and target cost per enquiry agreed
Match the ad to the page.
An ad is a promise and the landing page has to keep it. Each campaign gets a page that repeats the offer, answers the obvious questions and asks for one action, with the form or phone number where a thumb expects it.
- One offer per page
- Form, call and booking tracked as conversions
- Fast on mobile, because ad clicks are mostly phones
Manage it like money.
Every month the data says what is working. Searches that convert get more budget, ads that do not get rewritten, and anything that is costing more than it earns gets paused. You see spend, enquiries and cost per enquiry on one page.
- Monthly review of every pound
- Fixed management fee, never a percentage of spend
- No long contract
Ads or SEO? Usually both, in that order.
They answer different questions.
Ads buy visibility today. They are the right choice when you need enquiries this month, when you are testing a new service, or when the organic results for your searches are owned by national brands. Turn them off and the visibility stops.
SEO earns visibility that compounds. It is slower to start and keeps paying long after the work is done. Most businesses I work with run ads to learn which searches convert, then invest in ranking for exactly those, so the ad budget can fall over time.
How I approach SEOLanding pages in practice.
Ads only pay when the page they land on converts, which is why the Hog Roast Catering enquiry route was designed before any campaign. SEO and web design together explains the same thinking for organic search.
Often paired with.
Web Design
Bespoke, responsive websites designed around your customers and what you want them to do.
Learn more about web designEcommerce Websites
Online shops built to be found, trusted and bought from.
Learn more about ecommerce websitesBrand & Graphic Design
Logos, visual identity and graphics that look right on screen and in print.
Learn more about brand & graphic designCopywriting
Clear website copy that answers the questions your customers are already asking.
Learn more about copywritingWebsite Care
Updates, backups, monitoring and small changes, so the site keeps performing.
Learn more about website careAds questions, answered.
Enough to learn something. For a local service business that is usually a few hundred pounds a month of ad spend to start, reviewed after the first month against the cost of each enquiry. The budget then follows the results: up when enquiries are profitable, down or paused when they are not. I will never spend more of your money because the platform suggests it.
No. Management is a fixed monthly fee agreed in advance, so there is no incentive for me to increase your spend. The ad spend itself is paid by you directly to Google.
Search ads can bring enquiries in the first week, which is their great advantage over SEO. The first month is about learning which searches, ads and pages convert; results normally improve from there as the campaign is refined.
Usually, yes. Sending ad traffic to a home page wastes money. A landing page that matches the search, makes one offer and asks for one action converts far better, and building it is part of the service when it is needed.
Yes, where they fit. Paid social suits businesses with something visual to show and an audience to reach before they are searching. For most local service businesses, search ads come first because the intent is already there.
No long contract. Google Ads management is month to month and continues while the campaigns are earning their keep. You own the ad account and everything in it.
Let’s talk about ads.
Tell me what you sell, where, and what an enquiry is worth to you. I’ll tell you whether ads make sense and what a sensible first month looks like.
- 1You send a few lines.What the business does and what the website needs to do.
- 2I reply, personally.Usually the same day, with questions and a time for a call.
- 3You get a written proposal.Scope, stages and price for exactly that. No obligation, no hard sell.
Monday to Sunday, 9am to 9pm. You talk to me, not an account manager.