cpc/google

Paid search that earns its budget back

Q: How much should I spend on Google Ads?

Enough to buy data in your market, which depends entirely on what a click costs for your keywords and how many enquiries you need before the numbers mean anything. A search term report and your average order value answer this far better than a rule of thumb.

Google Ads rewards attention. Accounts left running on autopilot drift towards the cheapest clicks rather than the ones that turn into customers.

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Where the money goes missing

Broad match with thin negative keyword lists, paying for searches that were never going to buy.
Brand terms lumped in with everything else, flattering the whole account's return figures.
Conversions counting newsletter signups and sales at the same value, so bidding optimises for the wrong one.
Performance Max absorbing budget with no exclusions and no visibility into where it went.
Ads pointing at a homepage instead of the page that answers the search.
Location and schedule settings inherited from a setup nobody has revisited in years.

scope

What the work covers

Account audit

A full read of structure, match types, search terms, bidding, budgets, assets and settings — written up as a ranked list of what to change and what it is worth.

Campaign builds

New search, shopping and Performance Max campaigns built around how people actually search for what you sell, with ad groups tight enough to write relevant ads for.

Search term hygiene

Regular review of what people really typed, with negative keyword lists maintained rather than written once and forgotten.

Conversion tracking

Values assigned to each conversion type, imported properly from analytics or your CRM, so smart bidding chases revenue rather than form fills.

Ads and assets

Responsive search ads with headlines that match the query, sitelinks and assets that answer objections, and testing that runs long enough to mean something.

Landing pages

Reviewing where the clicks land. A well-run campaign pointed at a slow, vague page is an expensive way to prove the page is the problem.

reporting

How performance gets reported

Monthly reporting covers cost per enquiry or sale, what changed, what it did, and what happens next month. Where a campaign has not worked, that is stated plainly along with the reasoning for stopping or persisting. Reports are yours to keep and readable by people who do not use Google Ads.

Talk about your account

questions

PPC questions I get asked

How much should I spend on Google Ads?

Enough to buy meaningful data in your market, which depends on what a click costs for your keywords and how many enquiries you need before the numbers mean anything. Your search term report and average order value answer this far better than any rule of thumb.

Is Performance Max worth using?

It can be, but only with clean conversion data, sensible exclusions and brand traffic separated out. Left unsupervised, it will happily take credit for sales you would have won anyway.

Do you take a percentage of ad spend?

No. Fees are quoted for the work itself, so there is never an incentive to talk you into a bigger budget than the account can spend profitably.

Who owns the account?

You do, always. Campaigns are built in your own Google Ads account, and if we stop working together everything stays exactly where it is.