✦ SERVICE CATEGORY
For businesses relying on sales leads, advertising through Google Search Ads gathers enquiries that come with a purchase intention already.
Clicks. Conversions. Cost per lead. A dashboard can show you all of it, and these days, so can AI. What none of them can tell you is whether any of it was ever going to work for your business.
It captures demand that already exists. If nobody is searching for what you sell, no budget fixes that — and we’d rather tell you now than three months in.
THIS WORKS BEST WHEN
WHAT IF IT ISN’T SOUGHT AFTER?
The account keeps running. The reports still look busy. But the spend stops turning into customers — and the reasons are almost always the same six.
01
Google matches your keywords to far more searches than you actually chose. Without tight control, you end up paying for people looking for jobs, free alternatives, or a competitor by name.
02
Every account collects junk search terms week after week. Blocking them is unglamorous maintenance, so it’s the first thing that gets skipped — and it silently eats a fifth of the budget.
03
If a form fill counts as success but half of them never buy, Google learns to find more people who fill forms and never buy. Your cost per lead improves while your business doesn’t.
04
Someone searches for one specific thing and arrives on a general homepage, left to find it themselves. Most won’t bother. You paid for that click either way.
05
Google’s bidding needs a steady volume of results before it gets accurate. Split across five campaigns, none of them sees enough to learn, so all five keep guessing.
06
Impressions up. Click rate up. Cost per click down. None of those tell you whether you made money. The only number that settles it is what it cost to win one paying customer.
These decide whether the campaign can pay off at all. Get them wrong and no amount of optimisation rescues it.
01
{{How many steps sit between first seeing you and paying you, and where people quietly drop off.}}
02
Who actually buys, not who you wish would buy. Everything downstream is built on this.
03
Who else is bidding on the same customer, what they charge, and where they’re weak.
04
What the customer believes they’re getting, against what they’re being asked to pay.
05
What it truly costs to win one customer once ads, time and discounts are counted.
06
Whether doubling the budget can double the result, or whether something breaks first.
{{Every business moves at its own pace. This is the shape it usually takes — your actual timeline is drawn up when we talk.}}
PHASE 01
Your business and what it’s trying to achieve get shaped into a plan: who to reach, where to reach them, and what success should actually look like.
PHASE 02
Campaigns, keywords, ad copy and landing pages go live, built inside your brand rules and pointed at the audiences most likely to buy.
PHASE 03
Weekly tweaks against search terms and cost per lead, cutting what wastes budget and doubling down on what converts.
PHASE 04
Once the numbers hold steady, the conversation shifts to growth: scale what’s working, or start exploring other revenue streams for the business.
Best compared against the average cost-per-click by Google on your keywords as well as your business’s cashflow.
An industry benchmark would be 3-months for its optimal
In addition to variables such as the typical purchase journey of your business (e.g. Someone looking for a plumber to fix their broken pipework is going to be more urgent than someone looking to purchase a house)
If we ever part ways, everything is handed back, full stop. Sometimes moving on is the right business decision, and we’d rather you make it freely than feel stuck with us. No hard feelings.
P.s. Every Google Ads Account is set up under your own email from the start, so ownership and access are already yours, unless special arrangements were discussed and agreed upon.
Arrangements for industry exclusivity can be made if that’s a concern. Beyond that, every business has its own market position, audience and edge — missing that and running two clients the same way would be a failure on our part.