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Google Ads that
actually work.

Q: How much does Google Ads management cost?

Management fees typically range between £400 and £1,200 per month, depending on account size and complexity. This is separate from your ad spend, which goes directly to Google. The fee is a flat rate, not a percentage of spend.

Q: How quickly will I see results?

Traffic starts as soon as campaigns go live, usually within a few days. The first month gathers data, and meaningful optimisation improvements happen in months two and three. Most accounts hit their stride around the three-month mark.

Q: What budget do I need to make Google Ads worthwhile?

Most clients spend between £500 and £3,000 per month on ads. Below £500, there may not be enough data to optimise effectively, though this varies by industry and the value of each customer.

Q: What's the difference between Google Ads and SEO?

SEO builds visibility in organic (unpaid) search results over time. Google Ads places you at the top of the page immediately, but you pay for every click. They work best together — Ads delivers leads now while SEO builds long-term visibility.

Q: Do you charge a percentage of my ad spend?

No. A flat management fee is charged based on the work involved, not your budget. Percentage-of-spend pricing creates a conflict of interest where the manager earns more by increasing your budget, whether or not it helps your business.

Most Google Ads accounts I audit are wasting at least a third of their budget. Wrong keywords, no negative lists, broad match running wild, and conversion tracking that's either broken or missing entirely. I fix all of that and build campaigns that bring in customers you actually want.

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The short version

Google Ads — pay-per-click — puts you at the top of the results for the terms your customers are searching. You pay only when someone clicks, and every pound is measurable from click to conversion.

Most accounts leak money: WordStream’s study of 15,000+ accounts found the average advertiser wastes around $1,127 a month — often a quarter of the budget — on the wrong clicks. Managed well, that waste becomes results. Source: WordStream.

Last updated: June 2026

The Problem

Google makes it very easy to spend money. It doesn't make it easy to spend it well.

Google's own recommendations are designed to increase your spend, not your profit. Their "optimisation score" rewards you for broadening targeting, raising budgets, and letting their AI run the show. That's great for Google. It's often terrible for you.

Without proper management, campaigns drift. Search terms go unchecked, so you end up paying for clicks from people who will never buy. Conversion tracking breaks after a website update, so the data you're making decisions on is wrong. And the monthly report from your agency? Fifteen pages of graphs that look impressive but don't tell you whether you're actually making money.

It doesn't have to be this complicated. Google Ads is a brilliant tool when it's set up properly and watched carefully. The problem isn't the platform — it's how most people use it.

How I Approach Google Ads

Three phases. No shortcuts.

Every campaign follows the same process, whether you're spending five hundred a month or five thousand.

Research & strategy

I start by understanding your business, your margins, and who you actually want to reach. Then I dig into the keyword data — what people search for, what your competitors bid on, where the gaps are. The strategy comes from the numbers, not guesswork.

Campaign build & launch

I build your campaigns from scratch with tight ad groups, relevant ad copy, proper extensions, and negative keyword lists from day one. Conversion tracking gets set up and tested before a single penny is spent. No launching blind.

Ongoing optimisation

This is where the real work happens. I review search terms weekly, adjust bids, test new ad variations, pause what isn't working, and scale what is. Google Ads isn't a "set and forget" channel — it needs constant attention to perform.

What You Get

No mystery. No jargon. Just clarity.

Transparent reporting

A monthly report that tells you what happened, what it cost, and what it returned — in plain English. I show you the numbers that matter: cost per lead, cost per sale, return on ad spend. Not impressions and click-through rates dressed up to look impressive.

Budget management

Your budget goes where it performs best. I watch spend daily, shift money between campaigns when needed, and make sure you're never paying more per click than a lead is worth. If something isn't working, I pause it — I don't let it bleed money.

Conversion tracking

Proper tracking set up through Google Tag Manager, tested and verified. You'll know exactly which keywords, ads, and campaigns drive phone calls, form submissions, or sales. Without this, you're guessing — and guessing gets expensive fast.

Regular strategy calls

We talk regularly. Not to fill time, but to discuss what's working, what we should try next, and whether the business has changed in ways that affect the campaigns. You're always in the loop because it's your money.

Common Questions

Things people usually ask about Google Ads.

How much does Google Ads management cost?

My management fee depends on the size and complexity of your account. Most clients pay between £400 and £1,200 per month for management, which is separate from your ad spend — that goes directly to Google. I'll give you a clear quote after understanding your goals and the work involved. No hidden fees, no percentages of spend that incentivise me to increase your budget unnecessarily.

How quickly will I see results?

You'll start getting traffic as soon as the campaigns go live — usually within a few days of onboarding. But the real results come from optimisation, which takes time. The first month is about gathering data. By month two or three, I've got enough information to make meaningful improvements. Most accounts hit their stride around the three-month mark. Anyone promising instant transformations is either exaggerating or running your ads recklessly.

What budget do I need to make Google Ads worthwhile?

It depends entirely on your industry and what a customer is worth to you. As a rough guide, most of my clients spend between £500 and £3,000 per month on ads. If your budget is below £500, we might not generate enough data to optimise effectively — but I'll be honest about that upfront. I'd rather tell you to wait than take your money for a campaign that can't work.

What's the difference between Google Ads and SEO?

SEO gets you into the organic (unpaid) search results. It takes longer to build but keeps working without ongoing ad spend. Google Ads puts you at the top of the page immediately, but you pay for every click. They work best together — Ads brings in leads now while SEO builds long-term visibility. I manage both, so I can make sure they complement each other rather than competing for the same searches.

Do you charge a percentage of my ad spend?

No. I charge a flat management fee. Percentage-of-spend pricing creates a conflict of interest — the more you spend, the more your manager earns, whether that extra spend actually helps you or not. My fee is based on the work involved, not your budget. If I recommend increasing your budget, it's because the data says it will be profitable, not because it puts more money in my pocket.

Let's Talk

Wondering if Google Ads
is right for your business?

I'm happy to take a look at your current setup or have a chat about whether paid search makes sense for you. No commitment, no sales pitch.

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Google Ads thatactually work.