Fixed fee · No contract · Founder-run
Run directly by its two founders, with server-side tracking built into every account — so Google’s Smart Bidding optimises on real revenue, not just clicks. Fixed monthly fee. Leave any time.
No pitch. No obligation. We reply within one business day.
Or see what we manage ↓Bons & Frazer is a UK Google Ads agency run directly by its two founders, Jamie and Jake. We manage Google Search, Performance Max, Shopping and Demand Gen campaigns for small and medium UK businesses spending roughly £1,000 to £100,000 a month. Every account is built on server-side tracking first — GA4, Enhanced Conversions and Consent Mode v2 — so Google’s Smart Bidding optimises on accurate data, not the partial picture browser tracking leaves behind. We charge a fixed monthly management fee, never a percentage of your ad spend, and we work month to month with no contract. You deal with the people who build and run your campaigns, not an account manager learning on your budget. We work with healthcare, home services, professional services and e-commerce businesses across the UK, remotely.
Clicks, impressions, CPC, even raw conversion counts — the numbers most Google Ads reports lead with don’t answer the only question that matters: is this campaign actually making you money?
We start by rebuilding measurement from the server side — GA4 server-side, Enhanced Conversions, Consent Mode v2 — so every pound is traceable to a real outcome. Only then do we optimise, and we optimise toward profit. Nearly every account that comes to us has been run by someone before: an agency that set campaigns live and walked away, or a bigger shop that handed the day-to-day to a junior. Usually the targeting was defensible. The data feeding it wasn’t.
When conversion data is incomplete, Google’s Smart Bidding is optimising blind — and modern Google Ads is almost entirely Smart Bidding. Browser tracking now loses 20–40% of conversions to iOS, ad blockers and cookie restrictions, so the algorithm spends against a distorted picture of what works. Fixing the data is the single highest-leverage move most UK advertisers can make — and almost nobody starts there.
Intent-led campaigns targeting buyers ready to act. Keyword strategy, ad copy testing, Quality Score and negative-keyword discipline so budget goes to terms that convert.
Full-funnel campaigns across Search, Shopping, Display, YouTube and Maps — built on proper audience signals and conversion data, not Google’s defaults.
Product feed management, Merchant Center health, and Shopping and PMax product campaigns structured around what’s actually profitable, not what spends the most.
Visual, audience-led campaigns across YouTube, Discover and Gmail for demand creation higher up the funnel — measured against real downstream conversions, not just reach.
GA4 + GTM server-side + Enhanced Conversions + Consent Mode v2. Accurate data across all browsers and cookie restrictions — the foundation everything else runs on.
Custom dashboards showing actual ROAS, cost per lead and cost per booking — not click data. You see what each campaign genuinely returns.
Already running Meta Ads too? The same tracking feeds both platforms clean data. See how our server-side tracking works →
Running on a smaller budget? See our Google Ads agency for small businesses service.
We work with UK small and medium businesses spending roughly £1,000 to £100,000 a month on Google Ads. What our clients have in common isn’t their sector — it’s that every enquiry has real value, so accurate tracking and a clear cost per lead matter more than vanity metrics.
High-value appointments with long decision cycles. Proper conversion tracking lets you see which campaigns produce actual bookings, not just calls. Our first tracking build was for a private clinic — it’s one of our core verticals.
The UK’s most competitive Google Ads category. Electricians, plumbers, builders and roofers compete on the same terms. We target by service area, route budget to mobile call extensions, and measure cost per booking — not cost per click.
Solicitors, accountants and financial advisers competing for high-value clients. Click-tracking can’t tell you which enquiries become instructions — we set up the measurement that can, then bid toward it.
Online retailers running Shopping, PMax and Search. We manage feed health and campaign structure with attribution that tells you which product lines are genuinely profitable — not which ones spend the most.
Based in Norfolk or Norwich? We run dedicated local pages for businesses on our doorstep. Google Ads agency Norfolk → · Google Ads management Norwich →
We go through your Google Ads account and tracking and hand you a plain-English read on what’s working, what’s broken, and what the gaps are costing you. No pitch attached.
Server-side tracking, Enhanced Conversions and Consent Mode v2 go in before any budget moves. We won’t optimise a campaign on numbers we don’t trust.
Active management with clean data feeding Smart Bidding, reported against cost per lead and revenue. You stay because it’s working — there’s no contract holding you.
We run Google Ads on a rolling month-to-month basis with no minimum term. You can leave with 30 days’ notice. Long contracts mostly protect agencies that aren’t performing — so we don’t use them.
When an agency ties you into twelve months, the incentive shifts. They’ve already secured the revenue, so the pressure to perform in month three is gone. A no-contract model puts that pressure back where it belongs: on us. If the account isn’t working, you leave, and we lose the client — so we make sure it works. Most clients stay long term anyway, because the results compound and the relationship is direct. The difference is they’re choosing to.
“Bons & Frazer rebuilt our entire tracking setup in the first month. We finally had numbers we could trust — and within 90 days our cost per booking was down 40%.”
Private clinic — UK“Two people who actually know what they’re talking about and respond same day. Night and day versus our last agency.”
E-commerce client — UKHow much does Google Ads management cost in the UK?
UK Google Ads management is usually priced one of two ways: a percentage of your ad spend (commonly 10–20%) or a fixed monthly fee. We charge a fixed fee, agreed before you start, so your costs don’t climb just because your budget does. Your ad spend is separate and paid directly to Google — we never mark it up. Most UK SMEs should expect management fees somewhere between a few hundred and a couple of thousand pounds a month depending on account complexity. We’ll quote a specific number for your account up front, and tell you honestly if your budget is too low to justify it.
What’s the difference between a fixed-fee and percentage-of-spend agency?
A percentage-of-spend agency earns more when you spend more, which quietly incentivises them to push your budget up whether or not it’s the most profitable move. A fixed-fee agency charges the same regardless of spend, so the only way to keep you is to make the account work. We use fixed fees for exactly that reason: our incentive is your results, not your media budget. It also makes your costs predictable — you know your management fee months in advance, and scaling spend doesn’t automatically inflate what you pay us.
Why do you offer no-contract Google Ads management?
Because long contracts protect underperforming agencies, not clients. If an agency needs to lock you in for twelve months, it’s worth asking what happens in month three when the results aren’t there. We work month to month: you stay because the account is performing, and you can leave with 30 days’ notice if it isn’t. It keeps us honest — we have to earn the relationship every month. In practice most clients stay long term anyway, because the results compound. The difference is they’re choosing to, not being contractually forced to.
How long before Google Ads starts generating leads?
You can see clicks and impressions within days, but meaningful lead data takes longer. Month one is tracking setup and campaign build — we don’t run ads on broken measurement. By weeks four to eight you’ll have real conversion data coming through. By month three, Google’s Smart Bidding has enough signal to optimise properly, and that’s usually when performance stabilises and improves. We’ll tell you within 60 days whether the account is moving in the right direction, or exactly why it isn’t. Anyone promising a flood of leads in week one is guessing.
What Google Ads budget do UK businesses typically need?
It depends heavily on your industry and how competitive your keywords are. For most UK SMEs we suggest a minimum of around £1,000–£1,500 per month in ad spend so Smart Bidding has enough conversion data to work with. Some home-services businesses targeting a tight local area can start lower; private healthcare, legal and property usually need more because clicks cost more. The number that matters isn’t the budget itself — it’s whether it’s enough to generate the volume of conversions the algorithm needs. We’ll give you a straight figure for your sector before you commit.
Do you work with businesses outside Norfolk?
Yes. We’re based in Norwich but the majority of our work is remote, with clients across the UK. Google Ads, GA4 and server-side tracking are all managed remotely — there’s nothing about the work that requires us to be in the same room. We run calls over Zoom and respond the same day by email. If you’re local to Norfolk we’re happy to meet in person, but it’s never a requirement. Wherever you are in the UK, you’ll deal directly with the two people running your account.
What’s the difference between working with Bons & Frazer vs a large agency?
At a large agency your account is usually handed to a junior managing dozens of others, while the senior people you met in the pitch move on to the next sale. With us, the two founders who build your account are the two people who run it day to day — and the people you email when something needs changing. You get senior attention without the overhead, layers or account-manager churn. The trade-off is honest: we’re deliberately small, so we take on a limited number of clients. We’d rather run twenty accounts well than two hundred badly.
Do you offer Google Ads audits before taking on clients?
Yes, and we recommend starting there. We’ll review your existing Google Ads account and tracking setup and give you a plain-English breakdown of what’s working, what’s broken, and what it’s costing you. If your conversion tracking is wrong — which it often is — we’ll show you exactly where. There’s no pitch and no obligation: plenty of audits end with us telling a business their setup is fine, or that paid search isn’t the right channel for them yet. It’s also how we decide whether we’re the right fit, before either of us commits.
Can you manage Google Ads alongside our existing Meta Ads?
Yes. Many of our clients run both, and managing them together is an advantage rather than a complication. The same server-side tracking infrastructure feeds both Google and Meta clean conversion data, which means you can finally compare the two channels on a like-for-like basis instead of trusting each platform’s self-reported numbers. We can manage your Meta Ads directly, or work alongside whoever currently does — what matters is that the measurement underneath both is consistent, so budget decisions are based on real incremental performance, not double-counted conversions.
What industries do you specialise in for Google Ads?
We work mostly with UK healthcare and private clinics, home-services and trades, professional services such as solicitors and financial advisers, and e-commerce. What ties them together isn’t the sector — it’s that they all live or die by accurate conversion tracking and a clear cost per lead or booking. Our first tracking build was for a private clinic, and lead-generation accounts where every enquiry has real value are where we add the most. If your business depends on knowing exactly which ads produce paying customers, that’s our core competence.
Tell us where your Google Ads 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.