Search · PMax · Smart Bidding
We build the tracking first, then create, optimise and scale Google Ads campaigns properly. We Don’t Optimise for Form Fills. We Optimise for What Closes.
Most businesses that come to us aren’t in crisis. Google Ads is running, leads are coming in, nothing’s obviously broken. They just can’t shake the feeling it should be working harder.
Usually it’s one of these three.
Leads have slowed. Cost per enquiry has crept up. Nobody’s given you a straight answer as to why.
You get clicks, impressions and a list of optimisations. What you actually want to know is which spend turns into paying work, and where the rest is going.
Every time you lift the budget, costs rise faster than the enquiries do. What works at £2k a month doesn’t automatically work at £5k.
It’s an important difference. Google’s bidding doesn’t know which enquiries were tyre-kickers and which became jobs — unless someone tells it. Most accounts never do. So the algorithm keeps buying more of whatever fills in the form, and your cost per actual customer quietly climbs while the dashboard looks fine.
Here’s what we do instead.
Call tracking, form tracking, and where it matters, server-side tracking so the data survives ad blockers and browser restrictions. If we can’t trust the numbers, nothing we do on top of them is worth paying for.
Which enquiries became quotes. Which quotes became jobs. What those jobs were worth. That data goes back into Google, so bidding starts chasing revenue instead of form fills. Most agencies never set this up at all. We have it running in your first week of getting access.
The searches from people ready to buy get funded and protected before we spend a penny on broader terms. Once those are captured and profitable, we expand — deliberately, one layer at a time, with a number attached to each test.
Landing pages, forms, response times, what happens after someone fills it in. The account can only do so much if the page loses half the people who land on it.
Every month, in plain English: what we changed, what it did, what we’re doing next. Not a 40-page export of metrics you didn’t ask for.
Some of this needs information from you — which leads were any good, what they were worth, what your margin looks like. It takes ten minutes a month. It’s also the single biggest lever in the account, and it’s why we ask for it on day one instead of never.
We only take on a handful of accounts at a time for exactly this reason. Jake and I do the work ourselves, so we can’t run fifty.
Jamie manages and optimises your account personally. He’s the one looking at the data, making the changes, running the tests and working out where performance can improve. If you want something explained or just want to talk an idea through, Jake picks up the phone.
Nothing gets passed between departments. You’re never wondering who’s actually looking after your account, because you already know.
We take the time to understand how your business works, what a good lead is genuinely worth to you, and what you’re trying to hit.
Then we get into the detail. We question things. We test things. And we don’t leave something alone just because it appears to be working.
Good Google Ads management isn’t about keeping the account busy. It’s about finding the next thing that makes it work harder.
Google Ads puts you in front of people at the point they’re actively searching for what you sell. The intent is already there — you’re not creating demand, you’re capturing it.
Bidding, targeting and conversion data focus spend on the searches and the people most likely to become customers, rather than chasing whatever gets the most clicks.
Search, Shopping, Performance Max, YouTube, Demand Gen — multiple ways to reach people at different points in their decision. Which of those you actually need depends on your business, and we’ll tell you honestly if the answer is “only Search”.
The value of Google Ads is what happens after the click. We build the account around the searches, audiences and campaigns with a realistic chance of producing enquiries that turn into work.
It depends on the account and the budget, but the first month is mostly measurement and cleanup. Meaningful performance change usually shows from month two onwards, once bidding has real conversion data to work with. Anyone promising results in week one is guessing.
No. We work month to month with 30 days’ notice. If we’re not earning the fee, you shouldn’t be locked in.
We’d usually want to see at least £1,000 a month in ad spend for Google Ads to be worth managing properly. Below that, we’ll tell you honestly if your money is better spent elsewhere.
Jamie, personally. Not an account manager, not a junior, not an offshore team. That’s the whole model.
We work across a range of sectors, mostly UK service businesses and lead-generation-led companies. If we don’t think we’re the right fit, we’ll say so on the first call.
Most of our clients did. We’ll review the account for free and tell you what we’d do differently. If the answer is “not much”, we’ll tell you that too.
Yes. We’re based on Thorpe Road in Norwich and work with businesses across the UK. Our Google Ads Norwich page covers how we target Norfolk postcodes and split the city from the county.
Everything below is written from live UK accounts, not rewritten from someone else’s blog.
Tell us where your Google Ads account stands today. We’ll come back with a free tracking audit and a straight answer on whether we can help — usually within one business day.