ServicesPaid mediaGoogle & Microsoft Ads
Google & Microsoft Ads management, measured to the enquiry.
Search campaigns for businesses in Northwich, across Cheshire and throughout the UK, built around what your customers actually type and managed to a cost per enquiry. Run by someone with 15 years in paid search who has managed six-figure budgets.
The problem
Most accounts leak money in the same places.
Search ads are the closest thing in marketing to a customer asking for you by name. That is also why a badly run account is so expensive: every wasted click is a real cost, and the platform will happily keep taking it.
The usual problems are not mysterious. Keywords that match far more searches than intended. Settings left on their defaults, so ads show to people outside your area or on sites you never chose. Ads that send every click to the homepage. And conversion tracking that counts the wrong things, so the account looks healthy while the phone stays quiet.
We fix those first, then manage the account against the number that matters to you: what each enquiry costs.
What's included
A search account run properly.
Everything below sits in your own accounts, in your business's name and billed to your own card. You keep the accounts and the data.
Structure built around intent
Campaigns and ad groups grouped by what people search for, so each search sees an ad that answers it and lands on a page about the same thing.
Keywords and search terms
Keywords and match types chosen on purpose, and the search terms report read regularly, so we see the real searches behind your clicks and act on them.
Ads and assets
Responsive search ads written for each ad group, with sitelinks, callouts and call assets where they help. Tested over time, not written once and left.
Bidding to real enquiries
Automated bidding only once tracking counts genuine enquiries, so the platform learns from the right signal. Until then, we keep tighter control by hand.
Microsoft Advertising
Once your Google campaigns are working, we can import them into Microsoft Advertising, which shows ads on Bing and Microsoft's partner sites, then manage them on their own results.
ChatGPT Ads alongside
Search can now sit next to ChatGPT Ads, tested on the same terms and reported against the same enquiries, so you can compare the two fairly.
Waste & fraud reduction
Stop spend leaking before it reaches real prospects.
Cutting waste is usually the quickest win in an account. These are the controls we put in place and keep checking.
Budget controls
Daily budgets set per campaign, with ad schedules and location settings that reach people actually in your area. Google can spend up to twice your average daily budget on a busy day while keeping the month within its limit, so we plan budgets with that in mind and check spend often.
Negative keywords
Negative keyword lists at campaign and account level, built from your own search terms reports. They stop you paying for searches that were never going to become customers, such as people looking for jobs, free versions or a different service.
Placement exclusions
Where campaigns run beyond search, on the Display Network, YouTube or Performance Max, we review where the ads appear and exclude the sites, apps and channels that send poor-quality clicks. For Performance Max, those exclusions are set for the whole account.
Click-fraud protection
Google filters out many invalid clicks automatically and credits some it finds later. We watch for the patterns that get through, such as repeated clicks from the same source or bursts of clicks that never turn into enquiries, and exclude them. Where the spend justifies it, we add a dedicated click-fraud tool.
How it is measured
Cost per enquiry, not cost per click.
Clicks and impressions are easy to grow and tell you very little. We report on enquiries: form submissions, calls from your ads and website, and, where your CRM can tell us, which of those became paying work.
That depends on tracking that holds up, which is why conversion tracking is usually the first thing we check in an audit. The results go into a live dashboard with a year-on-year view, built the same way as our reporting automation, so you can see the numbers whenever you want them.
How it fits
Part of one paid media plan.
Search is usually the main paid channel for a service business. It works best alongside the rest of the paid media work.
Paid social
Search catches people already looking. Paid social on Meta and LinkedIn reaches people before they search, and brings back visitors who did not enquire the first time.
Conversion tracking
Bidding and reporting are only as good as the data behind them. Conversion tracking makes sure the account learns from real enquiries.
Landing pages
An ad that matches the search still needs a page that matches the ad. PPC landing pages give each campaign a page built to turn the click into an enquiry.
ChatGPT Ads
For businesses whose customers research before they buy, ChatGPT Ads reach people at an earlier point in the same decision.
How it works
Audit, build, optimise.
Audit
If you already have an account, we review the structure, search terms, settings, tracking and landing pages, and rank the fixes by likely impact. If you do not, we start from your market and goals.
Build & launch
We restructure or build the campaigns, put negative keywords and budget controls in place, fix the tracking and point each ad at the right page.
Optimise & report
We read the search terms, test ads, cut waste and adjust bids, and report against the enquiries and revenue that matter to you.
Further reading
Before you spend more on search.
- Measuring to the enquiry, not the clickWhy click-based reporting flatters the wrong campaigns, and how to wire tracking so it cannot.
- Paid media channels for SMEsWhere a small or medium business should put its first and next pound of ad spend.
- SEO vs paid adsWhich drives better leads, and how the two work together.
Questions
Good to know.
How much does Google Ads management cost?
Our management is part of our paid media fee, from £1,500 a month, agreed up front and separate from the ad spend, which stays in your own account on your own card. If you already have an account, we start with an audit and restructure, from £750. If there is no account yet, the set-up is quoted after the discovery call. What moves the monthly fee is how much active management the accounts need, such as how many platforms and campaigns are running. You have the figure before anything starts.
Do you manage Google Ads for businesses in Northwich and Cheshire?
Yes. The studio is in Northwich and many of our clients are across Cheshire and the North West, but we manage accounts for businesses throughout the UK. The work happens in your own accounts, so where you are based does not change how it is run.
Should I run Microsoft Ads as well as Google Ads?
Often, once Google Ads is working. Microsoft Advertising shows ads on Bing and Microsoft's partner sites, which reach a smaller audience than Google but one that is worth testing for many businesses. Google campaigns can be imported, so set-up is quicker, and we then manage the campaigns on their own results.
How do you stop wasted spend and click fraud?
With negative keyword lists built from your search terms, budgets and location settings that match where your customers are, placement exclusions wherever ads run beyond search, and regular checks for suspicious click patterns. Google filters out many invalid clicks automatically; we exclude the sources that still get through and add a dedicated click-fraud tool where the spend justifies it.
Will I own my Google Ads account?
Yes. The account is in your business's name and billed to your own card, and we work in it with access you grant. The ad spend never passes through us, and you keep the account, the history and the data if we ever part company.
How long before we see results?
Ads usually start running soon after they are approved, so clicks and calls can come through within days. Automated bidding needs conversion data to learn from, so allow a few months for a fair read on what an enquiry costs, and longer if your customers take time to decide.
Not sure where your search budget is going?
Book a 30 minute discovery call. We will look at your account, your tracking and where the spend is leaking, and tell you what we would change first.
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Every enquiry gets a reply within one working day. Or call us free on 0800 208 8035.