Google Ads · PPC
Google Ads agency for service businesses
Pay for the clicks that turn into customers
- Search campaigns
- Google Shopping
- Call and form tracking
Every pound should have a job
A lot of PPC money goes on clicks that never become customers. We set up and run your campaigns so your budget goes on the searches most likely to turn into work. Then we show you what it brought in, in a report you can check against your own account.
Judged on the enquiries it brings in
Clicks and impressions are how Google measures your ads. We care about the numbers that matter to your business: how many enquiries came in, and what each one cost.
- Enquiries counted
- Cost per enquiry
- Calls traced
- Forms logged
We can set up tracking so calls and forms are traced back to the campaign behind them. You pay us a management fee, and your ad spend goes straight to Google.
Where ads appear
Four places your ads can appear
Search
Text ads at the top of Google when someone searches for your service. They're already looking, so the ad answers them.
Shopping
Product ads with a photo and a price, set up through Google Merchant Centre, for businesses that sell products as well as services.
Local Services Ads
The listings that sit above the normal ads for some trades and home services. Google charges for these per lead, not per click.
Remarketing
Ads shown to people who visited your site but didn't get in touch. They already know you, which often makes these cheaper.
How Google decides whose ad goes first
It's easy to assume the business paying the most per click gets the top spot. Google doesn't work that way.
Google rates how relevant each ad and its landing page are to the search, and combines that with the bid to decide the order. In your account, this shows as a Quality Score out of ten.
So a business bidding £4.00 with a strong ad and page can beat one bidding £6.00, and pay less for the click.
When results dip, raising the bid is the quick fix. Improving the ad and the page usually costs less over time.
How Ad Rank is worked out
Ad Rank = your bid × your Quality Score
Quality Score is Google's mark out of ten for how useful your ad and your page are to the person searching. It is scored on three things.
- Expected click-through rateHow likely someone is to click your ad, based on how it has performed before.
- Ad relevanceHow closely the wording of the ad matches what was actually searched for.
- Landing page experienceWhether the page they land on is fast, relevant and easy to act on.
Why the biggest bid loses
| A competitor | You | |
|---|---|---|
| Max bid | £6.00 | £4.00 |
| Quality Score | 4 / 10 | 9 / 10 |
| Ad Rank | 24 | 36 |
| Position | Second | First |
| Actually paid per click | — | £2.68 |
They bid £6.00 and came second. You bid £4.00, ranked first, and paid £2.68 for the click, because your ad and your landing page were better. That gap is the whole job.
Simplified: Google also applies rank thresholds, the context of the search and the expected impact of your ad assets. The mechanic above is the part that decides most auctions.
What our Google Ads management covers
01
Campaign setup
We choose the searches worth paying for, block the ones that waste money, and build campaigns around each service.
02
Google Shopping
We set up your products in Google Merchant Centre and run Shopping ads that show them with a photo and a price.
03
Ongoing management
Each month we test new ads, adjust bids and cut wasted spend, so the account keeps improving.
04
Landing pages
Our web developer builds pages that match your ads. That helps your Quality Score and gets more people calling.
How we work
Six things we do in every account
None of this is secret. It takes time, which is why a lot of accounts never get it.
Structure
A campaign for each service and area
Boiler repair in Stockport gets its own campaign, and so does Bolton. Tight campaigns mean tight ads and better scores.
Cutting waste
Wasted searches blocked
We read the searches that triggered your ads. Then we block the ones that were never going to become work, such as jobs, DIY and the wrong town.
The page
A landing page that matches the ad
The ad and the page talk about the same service in the same town. That match is a big part of how Google scores you.
Timing
Ads when you can answer
If nobody can pick up after six, we can stop the ads at six. An unanswered call is a click you paid for.
Tracking
Calls and forms traced
We can give each campaign its own tracked number, so every call can be tied to the search behind it.
Budget
Budget set by what a job is worth
We set your spend against what a job is worth to you and how many enquiries become jobs. It only changes with your say-so.
How it starts
Up and running in three steps
- 1
The audit
We look at your account, or your market if you're new to Google Ads, then send a free quote.
- 2
The build
Campaigns, landing pages and tracking, all set up before any money is spent.
- 3
Go live
Ads switched on and enquiries logged, with your first report at the end of the month.
What your ad spend bought, every month
Each enquiry the campaigns produced, where it came from and what it cost, set out the same way each month.
Every month
Enquiries this month—
Cost per enquiry—
Ad spend, from your account—
Calls, with source—
Forms, with source—
Searches that brought in enquiries—
- Every tracked call and form, with the campaign behind it
- What each enquiry cost
- What we cut, added or changed, and why
Ad spend comes straight from your own Google Ads account, so you can check our figures against Google's.
Case studies
Google Ads work we can show you
Hartland Podiatry Clinic · Wiltshire, England
Google reviews · From businesses whose ads we run · 4.9 stars from 28 Google reviews
In our clients' words
“A marketing effort to increase our online presence, shifting from predominantly commercial partnerships and in-store retail.”
ToolStore UK
ToolStore UK
Client reviews · click one to feature it
The people who run your ads
As a Google Ads agency, we run every account in-house with our own Manchester team. Nothing is handed to a freelance media buyer.
- PPC and social ads manager builds your campaigns and runs them day to day.
- Web developer builds the landing pages your ads send people to.
- Account manager sends your monthly report and is the person you speak to.
Many of our clients came to us through a recommendation
Google Ads results show up quickly, in calls and forms. So when a client recommends us, it's because they've seen the numbers.
"Diligent marketers who know their stuff when it comes to paid media." Nick R., Source Wood Floors
18:20
DbDave, business owner
Message
Where we work
Google Ads across Greater Manchester
We run Google Ads for businesses across the region, and for clients around the rest of the UK.
FAQs
Google Ads questions we get asked
It depends on your sector and how busy the auction is for your searches. After a free audit, we'll suggest a starting budget that fits.
You pay us a fee each month for managing the account. Your ad spend goes directly to Google, from your own account.
You do. It's set up in your business's name and we work inside it. If you ever leave, the account and its history stay with you.
Usually faster than SEO, because ads start showing as soon as they're switched on. The first few weeks are about learning what works. After that, we cut what doesn't.
Yes. Our social media ads service can run alongside Google Ads, and we can report on both together.
Free Google Ads audit
How much of your ad spend is working?
Give us access to your account and we'll go through it with you, free. You'll see what's bringing in work, what isn't and what we'd change.