Search · PMax · Smart Bidding
We build the tracking first, then run Search, Performance Max and Smart Bidding against your real cost per lead — a fixed fee from £995 a month per platform, no percentage of spend, no contract.
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Bons & Frazer is a UK Google Ads agency run by its two founders, Jake Bonham and Jamie Frazer. We build server-side conversion tracking before spending anything, then run Search, Performance Max and Smart Bidding against cost per lead. Management is a fixed fee from £995 a month per platform, with no contract.
Every week we read your search terms and add negatives, check budget pacing against your target cost per lead, adjust bid strategy targets, and test ad copy. Every month you get a report in plain English that says what happened, why, and what we are doing next. The two founders do that work themselves.
Most of the money in a lead generation account leaks somewhere that never appears in a monthly report. Broad match quietly picking up job seekers, students and competitors. A contact form that stopped sending notifications three weeks ago. A bid strategy still chasing a target that was set for a different season. None of that shows up in a slide with an upward arrow on it, and none of it fixes itself.
So the weekly work is deliberately unglamorous. Here is what it actually consists of:
There is no account manager layer, because there is no one else here. Jamie builds and runs the campaigns; Jake handles strategy and the client side. Nothing is outsourced, nothing is offshored, and nobody junior learns on your budget. When you email about something that needs changing, the person who reads it is the person who changes it, usually within one business day.
For lead generation we lead with Search, because that is where someone types the thing they want and you can be the answer. Performance Max is added when there is enough clean conversion data to control it, and Smart Bidding is only trusted once it is being fed accurate signals. In that order, deliberately.
Intent-led campaigns built around the terms that carry buying intent, structured to your budget rather than copied from a large-spend template. Keyword strategy, match type discipline, negative lists maintained weekly, Quality Score watched because it changes what you pay per click, and responsive search ads tested against each other rather than left on whatever the account inherited.
Worth running before you speak to any agency, ours included. Pull your search terms report and separate the queries containing your company name from the ones that do not. Brand queries convert cheaply because those people had already decided — a referral, a van, a previous job, a review. Non-brand queries are the ones that grow the business. If most of the account’s reported conversions sit in the brand column, you are paying a management fee for demand you already had. Non-brand cost per enquiry is the number we ask to be judged on.
PMax works for lead generation, but it needs guardrails that most accounts never get. Brand terms excluded so it cannot claim credit for people who already knew you. Audience signals built from your actual customer data rather than Google’s defaults. Asset groups split by service, not lumped into one. And critically, a conversion action that represents a qualified enquiry — because PMax will reliably find you a large volume of whatever you tell it to find, including rubbish.
Modern Google Ads is almost entirely Smart Bidding, which makes the quality of your conversion data the single biggest lever in the account. Target CPA and target ROAS need enough conversions to learn from, and they need those conversions to be real. Feed the algorithm a mix of genuine enquiries, duplicate form fills and thirty-second phone calls, and it will optimise faithfully towards more of all three. That is why we do not touch bidding until the measurement is right.
Before any budget moves, we rebuild measurement: server-side GA4 and Google Tag Manager, Enhanced Conversions, Consent Mode v2, call and form tracking, and where the sales cycle warrants it, offline conversion imports from your CRM. We will not optimise a campaign on numbers we do not trust.
Browser tracking now loses a meaningful share of conversions to iOS, ad blockers and cookie restrictions — in the accounts we measure, commonly 15% to 25% of them, against the 10–40% quoted, usually unsourced, across the industry. That loss is not evenly spread. It falls hardest on mobile, on certain browsers, and therefore on certain campaigns, which means the algorithm is not just seeing fewer conversions, it is seeing a distorted picture of which ones came from where. Fixing that is usually the highest-leverage move available to a UK advertiser, and almost nobody starts there.
For lead generation the offline piece matters even more. If Google reports 40 conversions and your CRM shows 22 real enquiries and 6 jobs, no amount of campaign optimisation rescues it — you are optimising towards a number that is not real. Sending qualified lead and closed-won data back into Google closes that loop, so bidding pushes towards the campaigns that produce work rather than the ones that produce form fills.
Nearly every account we take over was set up by someone before us. An agency that launched campaigns and walked away, or a larger shop that handed the day-to-day to a graduate. Usually the targeting was defensible. The data feeding it was not.
Google Ads management is a fixed fee from £995 a month, agreed before you start and never a percentage of your ad spend. There is a separate one-off fee for the tracking build. Your ad budget is paid directly to Google and we never mark it up. No contract, no minimum term, 30 days’ written notice.
Percentage-of-spend pricing, typically 10% to 20%, is worth questioning. It pays the agency more when you spend more, whether or not the extra spend earns anything back. A fixed fee removes that conflict — the only way we keep you is to make the account work, so when we tell you it is time to scale, it is because the data says so. It also makes your costs predictable, because scaling your budget does not automatically inflate what you pay us. You can see the full breakdown on our pricing page.
The same logic applies to contracts. Long lock-ins mostly protect agencies that are not performing: once twelve months of revenue is secured, the pressure to perform in month three quietly disappears. Month to month puts that pressure back where it belongs. Most clients stay long term anyway, because the results compound. The difference is that they are choosing to.
These are numbers from live client accounts, not modelled projections.
“Awesome guys, great attention to detail. Transformed my paid ads campaigns into something worth investing in.” — J Brady, Google review
“Our business continues to grow month after month, with a steady stream of quality enquiries coming in. I genuinely don’t know how they do it, but their knowledge and expertise speak for themselves. They are worth every penny, and I wouldn’t hesitate to recommend.” — Declan McCahill, Google review
More client numbers, with the reporting periods and caveats attached, are on our results page.
UK agencies price one of two ways: a percentage of ad spend, commonly 10% to 20%, or a fixed monthly fee. Ours is fixed, from £995 a month, plus a one-off tracking build. Your ad spend goes directly to Google and is never marked up. We quote a specific number up front.
You will see clicks within days, but meaningful lead data takes longer. Month one is tracking and campaign build, because we do not run ads on broken measurement. By weeks four to eight real conversion data is coming through. By month three Smart Bidding has enough signal to optimise properly, and that is usually when performance stabilises and improves. We will tell you within 60 days whether the account is moving in the right direction, or exactly why it is not.
Volume is easy and quality is the actual job, so we treat lead quality as a campaign metric rather than your problem to sort out afterwards. That means tighter negatives, qualifying language in the ads and on the landing page, and where the sales cycle allows, sending qualified and closed-won data back into Google so bidding optimises towards enquiries that become work. If you tell us which leads were rubbish, we can act on it. If you do not, we are guessing.
The two founders. Jamie builds and runs the campaigns; Jake handles strategy and communication. Nothing is outsourced or offshored, and no one junior touches the account, because there is nobody junior here. The person who talks to you before you sign is the person in the account afterwards, which is not true at most agencies and is worth checking with any you speak to.
You give 30 days’ written notice, and the final month’s fee is payable as normal. Everything is built inside your own Google Ads account and your own tracking, which you own throughout, so the campaigns, conversion actions and historical data stay with you. There is no minimum term and no auto-renewing contract. Excellent marketing should not require a hostage negotiation to leave.
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.