Most businesses that come to me have run Google Ads before. Some ran them in-house. Many used an agency. Almost all had the same experience: they spent money, they got reports full of clicks and impressions, and they are still not sure whether any of it produced actual work.
That is a predictable result when campaigns are set up to spend budget rather than produce customers.
What I do differently
I track what actually converts, not just what clicks
Anyone can show you a click rate. I track what happens after the click: did the visitor call you? Submit a form? And did that enquiry turn into a customer? I use offline conversion tracking to connect your Google Ads account to your actual revenue. That is the number I optimise against, not website sessions.
You see everything
The campaigns, the spend, the search terms I am paying for, the conversion data. No black-box reporting, and no numbers dressed up to look better than they are. If something is not working, I will tell you plainly and explain why.
I build around your margin, not your spend
Before anything goes live, I want to understand what a customer is actually worth to you. What you make on a typical job. What the lifetime value looks like. That determines what a sensible cost per lead is, and that is the figure I manage against. Spending £1,000 to bring in £500 of work is a problem better caught before the campaign runs for three months.
What good Google Ads management involves
This is not a set-and-forget service. Campaigns that perform well require ongoing attention: testing ad copy, pruning search terms that attract clicks but not customers, adjusting bids as the data builds up, and improving landing pages when the conversion rate drops.
I handle all of that. You get monthly reporting in plain English, with a clear view of cost per enquiry and cost per customer.
A note on expectations
Google Ads can produce results quickly. It can also burn through budget quickly if it is not set up with care. I will not guarantee specific outcomes, because the variables involved include your market, your competitors, and seasonal demand. What I will do is build campaigns transparently, report honestly, and tell you if the economics are not working.
Most clients see meaningful movement within two to three months. The campaigns that perform best are the ones where I have clear data on customer value from the start, because that is what allows me to manage spend sensibly.