Google Ads that pay for intent, not noise.
Show up when people are searching for what you sell, and stop paying for searches that never convert.
The real problem
What’s usually going wrong, and what we do about it.
Search campaigns built on real search intent, tight keyword control and clean conversion tracking, so your budget goes to people ready to act.
The problem
The real cause
What we do
The problem
Budget runs out, but the enquiries don’t come.
The real cause
Broad keywords match searches from students, job seekers and DIYers who were never going to buy.
What we do
We group keywords by intent and review search terms every week, adding negatives for searches that never convert.
The problem
Google reports conversions your team can’t find.
The real cause
Bidding is trained on inflated or duplicate conversion data, so it chases the wrong clicks.
What we do
We fix conversion tracking first, then let bidding learn from real, counted leads and sales.
The problem
CPCs keep climbing.
The real cause
Weak ad relevance and a generic landing page lower quality, which raises what you pay per click.
What we do
We match the keyword, the ad and the landing page to the search, so each step answers the same question.
How we approach it
Google Ads, done properly.
Google Search is different from social ads. People are already looking for something. Your job is to show up for the right searches, with the right message, and not pay for the wrong ones. Most wasted Google Ads budget comes from loose match types, missing negative keywords and campaigns that cannot tell a lead from a page view.
We build and manage search campaigns around intent. That starts with keyword research, grouping terms by what the searcher actually wants, and writing ads that speak to that. Then it is ongoing work: reviewing search terms, adding negatives, adjusting bids and budgets, and making sure clicks land on a page built for that search.
Where it makes sense, we add remarketing to follow up with people who visited but did not convert. We do not add campaign types just to use the whole platform. Everything is tied back to conversion tracking you can trust.
What we do
The work, in practice.
What running Google Ads with us actually involves, week to week.
Capabilities
- Search campaigns
- Keyword research
- Search intent mapping
- Negative keyword management
- Campaign and ad group structure
- Bid strategy and optimization
- Google Ads conversion tracking
- Search term analysis
- Remarketing where appropriate
- Budget allocation and landing page alignment
- 1
Keywords grouped by intent
Someone searching "emergency plumber near me" wants something different from someone searching "how to fix a leaking pipe". We group keywords by intent so ads and landing pages match what the searcher wants.
- 2
Weekly search term reviews
We look at the actual searches triggering your ads, not just the keywords you bid on. Irrelevant terms become negatives. Good ones get their own keywords and ads.
- 3
Bidding based on real conversions
Automated bid strategies are only as good as the conversion data behind them. We make sure the conversions being counted are the ones that matter before handing bidding to the algorithm.
- 4
Budget split by what earns it
Budget is allocated across campaigns based on cost per conversion and lead quality, not spread evenly. Campaigns that are limited by budget and converting well get priority.
- 5
Landing pages that match the search
Sending every click to your homepage is one of the most common leaks we see. We match each ad group to the most relevant page, and flag where a dedicated landing page would help.
Built around intent
From the search to the page, every step should match.
Search campaigns work when the keyword, the ad and the landing page all answer the question the searcher asked. An example for illustration:
- 1Intent
“emergency plumber near me”
Urgent, local and ready to call. Not researching, not comparing for next month.
- 2Keyword
Emergency repairs
A tight ad group for urgent terms, with negatives like “jobs”, “course” and “diy”.
- 3Ad
Speaks to the urgency
Same-day callouts, the area covered and a call option, not a generic brand message.
- 4Page
Phone number first
Service area, response time, real reviews and a short form for people who can't call.
What changes for you
Built to improve, not to promise.
No promised numbers: results depend on your offer, market, budget and follow-up. This is what the work is built to improve.
Less spend on irrelevant searches
Ongoing negative keyword work cuts the clicks that were never going to convert.
More qualified enquiries
Targeting by intent tends to bring in people closer to a buying decision, which helps your sales team as much as your CPL.
Numbers you can make decisions with
Clean conversion tracking means you can see which campaigns and keywords actually produce leads or sales.
Scope
What’s included, and what isn’t.
Clear scope up front saves awkward conversations later. Ad spend is always paid by you, directly to the platforms.
Included
- Account audit before launch or takeover
- Keyword research and intent mapping
- Search campaign structure and build
- Ad copy and ad assets
- Negative keyword lists and ongoing search term reviews
- Bid strategy selection and optimization
- Google Ads conversion tracking setup or review
- Remarketing campaigns where appropriate
- Budget allocation and pacing
- Landing page recommendations
- Regular performance reporting
You own your accounts and your data. We work inside accounts that belong to your business, with access you grant and can remove at any time. If we part ways, everything stays with you.
Not included
- Not included: Ad spend (paid directly by you to Google)
- Not included: Video production for YouTube campaigns
- Not included: SEO or organic search work
- Not included: Google Business Profile management
- Not included: Merchant Center feed rebuilds beyond basic setup review
Works well for
Where we use Google Ads.
The industries where this service usually does the heavy lifting, and the services it's most often paired with.
- Industry
SaaS
Paid acquisition for SaaS that counts demos and trials, not just signups.
- Industry
Home Services
More calls and quote requests from people in your service area who are ready to book.
- Industry
Professional Services
Fewer tire-kickers. More qualified consultations.
- Industry
E-commerce
Paid acquisition for online stores, measured on revenue, not just ROAS screenshots.
Often paired with
Meta Ads
Facebook and Instagram campaigns built around the leads and sales you actually need.
Learn moreLanding Pages
Campaign landing pages built to turn paid clicks into leads and sales.
Learn moreAnalytics & Tracking
Know what is actually working.
Learn more
Previews are illustrative sample screens, not client data.
FAQ
Google Ads: straight answers.
Straight answers to what people ask before starting.
Something else? Send us a message or book a call.
Do you run Performance Max or Display campaigns?
Only when they fit. For most lead generation accounts, well-managed Search is the core. We add other campaign types when there is enough conversion data and a clear reason, not by default.
Can you take over an existing Google Ads account?
Yes. We start with an audit to understand what has been working, what has not, and whether conversion tracking can be trusted. We keep the account history rather than starting a new one wherever possible.
How much should I spend on Google Ads?
It depends on your cost per click, your conversion rate and how many conversions you need for the data to be useful. As a rough starting point, you want enough budget to get a meaningful number of clicks per day in your main campaign. We work through the numbers with you before launch.
Why are my clicks so expensive?
Some markets are simply competitive. But high CPCs are often made worse by broad targeting, weak ad relevance or poor landing page experience, all of which affect what you pay. We look at all of these before assuming the market is the problem.
Do you work with UK Google Ads accounts?
Yes. We manage campaigns targeting the US, the UK, or both, and set up location targeting, currency and scheduling to suit each market.
Next step
Ready to see where your funnel is leaking?
Get a practical growth audit covering acquisition, landing pages, conversion and tracking.
- Acquisition
- Landing pages
- Conversion
- Tracking