Google Ads
Google Ads that delivers leads, not just clicks
We build your campaigns, measure what every click delivers and optimise on what actually matters: more enquiries at a lower cost per lead.
Our approach
From search to enquiry
We don't just set up the campaign, we build the whole route from search to enquiry. Only when every link holds do you get more leads from the same budget.
Keywords
Only searchers with a project
Keywords built on buying intent, per service and per region, with a negative keyword list we extend every week.
Ad
A promise that fits
Ad copy and assets that match the search: service area, reviews, lead times and what the enquirer actually gets.
Landing page
One page, one action
A page per service that answers the visitor's questions, shows proof of previous work and has a short form that works well on mobile.
Tracking
Every enquiry counted
Forms, calls and WhatsApp clicks are tracked with Google Tag and GA4, with consent mode and enhanced conversions set up properly.
Optimisation
Optimising on conversions
Search terms, bids and ads adjusted every week. Budget goes to what produces leads, the rest is cut.
Measurement
We manage on cost per lead, not cost per click
A low cost per click means little. A Ā£2 click that never becomes an enquiry is more expensive than a Ā£6 click that does. That is why we track every conversion, from form to phone call, and connect your campaigns to your CRM. Google then knows not just how many leads come in, but which leads are good.
With that data, smart bidding can do what it is good at. It bids more on searches and times of day that produce good leads, and less on traffic that delivers nothing. You get more enquiries from the same budget every month, instead of just more expensive clicks.
What you see from us every month
- Enquiries
- per campaign, service and region
- Conversion rate
- how many visitors send an enquiry
- Cost per lead
- the number we steer on
- Lead quality
- which campaigns bring the best enquiries
- Search terms
- what we add, exclude and why
Case
Mango Kozijnen: leads at ā¬9 each
Mango Kozijnen, a Dutch window and frame company, had a strong reputation but got too few enquiries from its marketing budget. Channels ran separately, leads were expensive and there was little insight into which campaigns actually produced enquiries.
We set up targeted campaigns, built a website that converts and measured from the first click how many enquiries each campaign delivered. Budget went to what produced leads, the rest was cut. The result: a steady flow of enquiries at ā¬9 per lead. And they were good leads: 60% became an appointment.
ā¬9
cost per lead
60%
of leads became an appointment
~90%
lower acquisition cost
The problem
Where Google Ads budget usually leaks away
Most businesses that say Google Ads "doesn't work" don't have a Google problem. They pay for the wrong clicks, or they don't measure what those clicks deliver.
Clicks on the wrong searches
With broad keywords and no negatives, you also pay for "DIY window fitting", "fitter jobs" and searchers outside your area. It looks like traffic in the dashboard, but it brings in nothing.
An ad that leads to the homepage
Someone searching "loft conversion" who lands on a generic homepage has to start looking for themselves. Many drop off. You have already paid for the click, but the enquiry goes to the competitor with the better page.
Missing or wrong conversion tracking
Google optimises for whatever you measure. Measure nothing, or count page views as conversions, and the algorithm steers on the wrong signals. You get more clicks, but not more leads.
Why it works
Why Google Ads works so well for local service businesses
On social media you interrupt people. On Google they ask for you. Someone searching "loft conversion cost" or "heat pump installer near me" has a real project and usually a timeline in mind. That makes Google Ads one of the most direct routes to new jobs for trades, home improvement firms and other local service businesses.
The flip side is that you pay per click, even when nothing comes of it. The difference between a campaign that costs money and one that makes money rarely lies in the budget. It lies in the keywords you choose, the page the visitor lands on and how well you measure what happens next.
Worked example
What does Google Ads cost, and where is the gain?
Click prices vary widely by trade and region. General home improvement terms quickly cost a few pounds per click, and busy markets such as solar panels, windows and heat pumps can be considerably more. Honest budget advice therefore always starts with your own search volume and competition.
A simple worked example shows where the gain is. Say a click costs Ā£3 and 4% of visitors send an enquiry. That is Ā£75 per lead. With a landing page that converts 8% of visitors, it drops to Ā£37.50. On a budget of Ā£1,500 a month that is 500 clicks: 20 leads at 4%, 40 leads at 8%. Exclude the searches that never deliver anything as well, and the same budget goes to clicks that do convert. Without spending a penny more on Google, you double the number of enquiries.
Campaign types
Search, Performance Max or both?
For most local service businesses we start with Search campaigns. You decide exactly which searches you appear for, and you can see per search term what it delivers. That is the foundation to build on.
We only add Performance Max once there is enough reliable conversion data, with enough leads per month to learn from. Without that data the system hunts for cheap conversions, which are rarely your best leads. Remarketing on YouTube and the Display network is used selectively, for visitors who showed interest but did not enquire yet.
Conversion tracking
Without good tracking you are steering blind
Many accounts we take over count conversions twice, count page views as conversions, or miss phone calls entirely. Google then optimises on the wrong signals and a campaign looks better or worse than it really is.
That is why every engagement starts with tracking. We check what is being counted now, rebuild it where needed and document which conversion stands for what. Only once the numbers are right do we start optimising.
- Google Tag and GA4, linked to your Google Ads account
- Consent mode v2, so tracking stays reliable with the cookie banner
- Enhanced conversions for more accurate attribution
- Calls, forms and WhatsApp clicks as separate conversions
- Lead quality sent from your CRM back to Google Ads
Who it is for
For businesses with a set service area and a clear offer
Google Ads works best for businesses where customers actively search and where a job is worth enough to advertise for. Think windows and doors, roofing, bathrooms, heating and electrical, solar panels, EV chargers and home batteries.
Already buying leads from platforms such as Checkatrade or Rated People? Google Ads is often a strong addition. You build your own lead flow where the enquiry comes only to you, not to three competitors at once.
How we work
How we get started
Your campaigns are live within two to three weeks, with working tracking from the very first click.
Week 1
Intake and analysis
We go through your services, margins and service area, and review your current account, search volume and competition.
Week 2
Build and tracking
Campaigns, ads and landing pages are set up. Conversion tracking and the CRM connection are built at the same time.
Week 3
Go live
Campaigns go live. In the first weeks we check search terms, costs and lead quality daily.
After that
Scaling what works
A clear monthly overview and a short call. We move budget to what produces leads, cut what doesn't and scale up where there is room.
Frequently asked questions about Google Ads
How much budget do I need for Google Ads?
That depends on your trade, region and competition. During the intake we look at search volume in your area and the matching click prices, and work back from the number of leads you want each month. That way you know upfront what a realistic budget is, instead of starting with an arbitrary amount.
Who owns the Google Ads account?
You do. Campaigns run in an account in your name and you pay the ad spend directly to Google. We get admin access. If you ever stop, you keep the account with all campaigns and historical data.
How quickly will I see results?
The first enquiries usually arrive within days of going live. We use the first weeks to clean up search terms and learn which campaigns produce the most leads. After roughly two to three months you have a stable view of your cost per lead, and you know where to scale.
I already have a Google Ads account. Do you start from scratch?
No, we start with an audit of your existing account. What works, we keep. Historical data is valuable for bidding, so we build on it and only restructure where needed.
Do I need a new website?
Not necessarily. A strong landing page per service is often enough. If your current site converts poorly or is slow on mobile, we build focused landing pages, or a new website if that delivers more.
What is the difference between Google Ads and local SEO?
With Google Ads you pay per click and appear at the top straight away for the searches you choose. Local SEO builds your organic visibility in Google Maps and the local pack, which takes longer but has no click costs. Many clients combine both: Ads for direct enquiries, local SEO for the long term.
Get more leads from your ad budget
In a no-obligation call we look at your current campaigns or plans, and work out how many leads your budget could deliver.