Google Ads Management
Google's bidding learns from your conversion data. Most accounts feed the wrong data.
We manage your Google Ads account and connect your sales data to Google. The bidding algorithm learns which clicks become revenue, then finds more of them.
The problem
Google treats every lead as equal.
Smart Bidding optimises towards the conversions you report. Report form fills and Google finds more form fills. Cheap leads win the budget. Leads which become customers lose out.
Volume over value
Cost per lead falls. Sales stay flat. The account looks healthy in Google Ads and weak in your CRM.
Last-click credit
Brand campaigns take the credit for sales your non-brand campaigns started. Budget moves to the wrong place.
No feedback loop
Your sales team knows which leads closed. Google never finds out, so bidding never improves.
What we manage
Every part of your account, managed weekly.
£30+ million ad spend managed. 50+ clients since 2024. Every account gets senior-level attention.
Account structure
Campaigns built around your margins and sales process. Consolidated enough for Google’s bidding to learn.
Search terms and keywords
Weekly search term reviews. We cut wasted spend and add the terms your customers use.
Ads and assets
Search ads and Performance Max assets, tested against lead quality as well as click-through rate.
Bidding and budgets
Target CPA or target ROAS set from your real margins. Budgets move to the campaigns producing revenue.
Landing pages
We review the pages your ads send people to and flag what stops visitors enquiring.
Reporting
Plain reports with spend, cost per conversion and revenue. Every figure has a time window.
Offline conversions
Train Google’s bidding on sales, not form fills.
Capture the click
Every enquiry stores the Google click ID alongside the lead in your CRM.
Match the outcome
When a lead becomes a sale, or your team marks the lead as poor quality, we match the outcome back to the original click.
Send the result to Google
Google receives the sale and its value. Smart Bidding learns which searches, audiences and times of day produce customers.
Your sales team keeps working in the CRM they already use.
Attribution
See which campaigns start your sales.
Most customers click more than one ad before they buy. Last-click reporting gives all the credit to the final click, often a brand search. We report the full path.
Full path reporting
Every paid click before the sale, in order. You see which campaigns open the journey and which ones close.
Brand versus non-brand
We separate the demand you created from the demand you already had. Budget decisions use the split.
Revenue by search term
Search terms ranked by revenue and lead quality. Cost per lead alone hides this.
Questions
Common questions.
A sale or other outcome which happens after the click, away from your website. A signed contract logged in your CRM is one example. We send these outcomes back to Google Ads.
We need a regular export or a connection showing lead status and value. We agree the method with you during onboarding.
Google’s bidding needs conversion data to learn. Accounts with more sales data learn faster. Most clients see measurable results within 4 to 6 weeks.
Yes. We audit the account first and keep what works.
You do. You keep full access if you stop working with us.
Find out what your Google Ads account learns from.
30 minutes. We review your conversion setup and show you where bidding works from the wrong data.
