Marketing Google Ads

Google Ads that know what a customer is worth.

Google Ads and PPC managed by a specialist: built around real enquiries and sales, for a flat monthly fee, with ad spend paid separately.

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Suits

  • Businesses that want enquiries or sales from people actively searching, and can answer the phone or the message.
  • Owners taking over an account that has been run badly, or not run at all.
  • Shops that need Shopping or Performance Max managed alongside search.

Not for

  • Budgets too small to produce meaningful data. We will say so and show the arithmetic.
  • Anyone expecting a guaranteed return on ad spend.
  • Businesses where the offer, the price or the follow-up process is the real problem. Advertising will only make that more expensive to discover.
Google Ads / Channel choices

Not one switch called “PPC”.

Different campaign types suit different buying journeys. We use the ones justified by your offer, budget, assets and the information available to measure outcomes.

01

Search

Capture active demand

Text adverts for relevant queries. Search terms, exclusions and message fit matter.

02

Shopping

Product-led visibility

For eligible retailers: accurate feeds, product economics and the buying journey.

03

Performance Max

Broader Google inventory

Used selectively when the business has suitable goals, assets and trustworthy conversion signals.

The commercial journey

A click is a step, not the finish line.

  1. 01Real intent
  2. 02Relevant advert
  3. 03Useful landing page
  4. 04Enquiry or purchase
PPCA way of charging per click, not one particular platform.
SEMUsually paid search in current usage; the term has also meant search marketing more broadly.
Paid mediaThe wider category, including search and social advertising.
Understand the choices SEO or PPC? ↗ When leads do not become customers ↗
The practical detail / Google Ads

Inside the account. The management decisions.

Campaign structure matters, but measurement, search terms, landing pages and lead feedback decide what to work on next.

How the work is organised

  1. Measurement first. Check that tracked conversions describe real outcomes as closely as possible: genuine enquiries, purchases and useful lead feedback. Optimising to the wrong signal can waste a perfectly good budget.
  2. Structure that matches the business. Organise campaigns around products, services, margins and priorities, rather than accepting every automated recommendation.
  3. Search terms, exclusions and adverts. Review search terms and negative keywords where applicable, and write adverts that match the actual offer.
  4. Landing page and follow-up. Review what happens after someone clicks or contacts the business; an advert is only the start of the customer journey.
  5. Reporting that supports a decision. Monthly health updates, fuller reviews for significant changes and short updates when a situation needs closer attention.

Google Ads is a platform with different campaign formats. PPC describes a pay-per-click charging model, while paid search describes adverts appearing in response to searches. SEM commonly refers to paid search, although definitions vary. See the campaign-format overview above and our SEO or PPC decision guide for the practical distinction. Other advertising platforms are assessed separately where they fit the business.

What we need from you

Access to your accounts and your website, a clear view of what an enquiry or a sale is worth, and honest feedback about lead quality. The last one matters most. An account cannot get better at finding customers if nobody tells it which leads were any good.

What we do not promise

We do not promise a return, a cost per lead or a number of sales. We promise careful management, honest reporting and plain recommendations, including when the best advice is to spend less, or to fix something that is not advertising.

Experience in practice / Google Ads in practice

Not every conversion is a checkout.

Paid search needs to reflect how a business earns its revenue. Experience with online sales and considered enquiries informs how campaigns are structured and measured.

Explore selected experience
01 /

Terreign Clothing · E-commerce

Google Ads management for a UK outdoor apparel retailer, alongside wider paid acquisition. Product demand and the online buying journey shape decisions.

02 /

AMED and PET Oxygen · Lead generation

Search advertising and conversion tracking for specialist services in Hong Kong, where a qualified enquiry follows a different journey from an online purchase.

FAQ

Questions people ask.

Do you set up new accounts and take over existing ones?

Both. For an existing account we start with a diagnosis of what is actually happening before changing anything, because the problem is often tracking or enquiry quality rather than the ads.

How do you charge?

A flat monthly management fee for the channel, with a three-month minimum to begin. Advertising spend is paid to Google and is separate. Unusually high budgets need a custom scope and fee.

Which campaign types do you run?

Search, Shopping, Performance Max and others where they fit the business. We choose by what the business sells and how it makes money, not by what is fashionable.

What is the minimum ad budget?

There is no universal figure. What matters is whether the budget can produce enough clicks and enquiries to learn from, given what a click costs in your market. Our budget check lets you test that with your own numbers.

Do you guarantee a return on ad spend?

No. We are accountable for how the account is managed and reported, not for outcomes that depend on your offer, your pricing, your website and how enquiries are handled.

Before you decide

Related reading.

The evidence and reasoning behind this page, with sources.

Argument · Paid media

Your Google Ads leads aren't turning into customers. The ads may be fine

Why Google Ads leads fail to become customers, and a six-step way to find out whether the problem is tracking, targeting, the offer, your response or your sales process.

Read Guide · Paid media

How much does Google Ads management cost? Fees, ad spend and what is easy to confuse

What Google Ads management costs in the UK: flat, tiered and spend-based fees from a dated supplier sample, how ad spend is separate and what to check in a quote.

Read Framework · Search and AI search

SEO or PPC for a small business? Choose by cash, time and margin

A framework for choosing between SEO and PPC for a small business: speed, cost behaviour, control and risk, with situations where each wins and where neither does.

Read Tool

Google Ads budget check

Put your own cost per click, conversion rate and sales numbers in, and see whether a daily budget can plausibly pay for itself. Nothing leaves your browser.

Open the tool

More from the Marketing side.

Or walk through to the Business side.

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