Google Ads FAQ

Yes, alongside Google Ads I also work with LinkedIn Ads and Microsoft Ads. Google Ads is usually where I'd recommend starting, since it's where people are actively searching for what you offer, but LinkedIn and Microsoft Ads can be a good addition once you're already working with me, depending on where your customers actually spend their time.

Google Ads can put your business in front of people at the exact moment they're searching for what you offer. When someone searches for a service like yours, your ad can appear right at the top of the results, and you only pay when someone actually clicks through. So if you're a plumber, that might mean showing up the second someone searches "emergency plumber near me", right when they need you most.

Lead generation isn't just about catching someone the moment they're ready to buy, it's also about staying in front of the right people while they're still working out what they need, so that by the time they are ready, you're already someone they trust. I build campaigns around both ends of that journey: search campaigns to reach people actively looking for what you offer right now, and other formats, like remarketing or Demand Gen, to stay visible to people who've shown interest but aren't ready yet. For example, if you're a real estate agent, that might mean targeting search terms like "homes for sale in [your city]" for people ready to act, alongside remarketing to people who've visited your site but haven't enquired. I'd also set up proper conversion tracking, so we can see which parts of that journey are actually bringing in the best quality leads.

Google Ads works with a range of budgets, and you're always in control of what you spend. That said, budget does affect what's realistically achievable, a very small budget may only generate a handful of clicks a day, which limits how much there is to learn from and optimise. For ongoing management, I typically work with budgets from around £2,500 a month upwards, since that's usually needed to generate enough activity to manage properly. If your budget's below that, a Power Hour is a good starting point, giving you expert input on making the most of what you've got.

Everything that can be tracked, is tracked, clicks, conversions, cost per lead and return on ad spend (ROAS). But what actually matters is whatever aligns with your business goals. If you're a dentist, that might be cost per new patient appointment. If you're a B2B service business, it might be cost per qualified enquiry or demo booked. I also look at MER alongside ROAS, since ROAS on its own doesn't always show the full commercial picture. I provide regular reports showing how things are performing and what I'm adjusting to improve results.

Alongside management, I offer a Power Hour, a focused session for businesses that want expert input without committing to ongoing management. I also run occasional training sessions and workshops for those who want to build their own in-house Google Ads knowledge. For existing management clients with broader channel needs, I also work with LinkedIn Ads and Microsoft Ads.

A few things. You work directly with me, not a junior or an account team, so every decision gets proper attention. I put real weight on research before touching a live campaign, understanding your business, your customers and your competitors properly, rather than starting from a template. I'm also honest about what I find, if something outside the account, your offer, your website, your sales process, is holding results back, I'll say so rather than implying the account can fix it alone. And I look beyond ROAS to understand what's actually happening commercially, not just what the platform's showing.

It depends on the account and what needs fixing first. Some things, like better targeting or clearer ad copy, can show up in the data within the first few weeks. Bigger shifts, like a real change in lead quality or cost per lead, usually take longer, especially if there's foundational work to do first, tracking, account structure or targeting that needs sorting before the account's working the way it should. I'd rather give you an honest, ongoing view of how things are progressing than a fixed timeframe I can't actually promise.