Google Ads management driven by Expert strategy. AI precision. Measurable growth.
Right search. Right ad. Right customer.
Stop paying for clicks that were never going to convert. We build and manage Google Search campaigns around the searches that bring in real customers, track every conversion after the click and report on the numbers that matter. You always know what your budget is delivering, and why.
| What people searched | Decision |
|---|---|
| luxury travel concierge mayfairCore service, local, ready to enquire | Keep |
| vip meet and greet heathrowHigh-value booking intent | Keep |
| private suite heathrow arrival servicePremium traveller, high order value | Keep |
| travel concierge jobs londonJob seeker | Exclude |
| free airport assistance heathrowWants the free airline service | Exclude |
| amex travel concierge phone numberLooking for their card provider | Exclude |
| what does a travel concierge doResearch, no booking intent | Exclude |
| cheap meet and greet heathrowPrice-led; test against a premium offer | Watch |
- 3 kept
- 4 excluded
- 1 under review
Every excluded search is budget redirected to travellers who are ready to book.
Clicks are a cost. Enquiries are the point.
A campaign can double its clicks and lose money doing it. Cheap clicks from the wrong searches, enquiries that never turn into customers and conversions counted twice all make an account look healthier than it is.
So we manage towards the numbers that reflect your business: enquiries, cost per enquiry and, where you can share it, which enquiries became paying customers. Clicks and impressions remain useful indicators, but they are not the objective.
Why Google Ads disappoints so many businesses
The platform rarely fails on its own. It is usually set up or managed in a way that spends efficiently on the wrong things.
- Automation left unsupervised
- Broad matching and automated bidding can work well with good data and expensive without it. Without regular search-term reviews, part of every budget goes on people who will never buy.
- Clicks counted, enquiries not
- If conversion tracking is missing, or counts the wrong things, the account optimises towards activity rather than customers.
- One advert for every search
- Generic ads attract generic clicks. Ads that echo what someone actually typed earn more of the right ones.
- A page that lets the ad down
- A strong advert that lands on a slow or vague page wastes the click you have just paid for.
- Reports nobody can act on
- Impressions and click-through rates signal activity, but they do not show whether the budget delivered a return.
Conversions
What improvement looks like when conversions are measured properly
The same budget, spent better. When tracking, search terms, ads and landing pages are fixed in the right order, each change builds on the last: more enquiries from the same spend, so every enquiry costs less.
Conversions per month
+100% from month 1 to month 6
Month of management
Cost per conversion
−50% from month 1 to month 6
Month of management
- Month 1 Tracking repaired Only real enquiries counted. This becomes the reliable baseline.
- Month 2 Search terms cleaned up Irrelevant searches excluded with negative keywords.
- Month 3 Ads matched to intent Ad groups split by service; ads rewritten to echo each search.
- Month 4 Landing page improved Faster page, clearer offer, one obvious next step.
- Month 5 Bidding on clean data Automated bidding switched on once conversions were reliable.
- Month 6 Ongoing optimisation Regular search-term reviews and ad tests.
See these figures as a table
| Month | Ad spend | Conversions | Cost per conversion | What changed |
|---|---|---|---|---|
| 1 | £2,000 | 16 | £125 | Tracking repaired |
| 2 | £2,000 | 19 | £105 | Search terms cleaned up |
| 3 | £2,000 | 23 | £87 | Ads matched to intent |
| 4 | £2,000 | 27 | £74 | Landing page improved |
| 5 | £2,000 | 30 | £67 | Bidding on clean data |
| 6 | £2,000 | 32 | £63 | Ongoing optimisation |
This is an illustration of how improvements typically compound, not a specific client’s results. Real figures depend on your market, competition, budget, offer and how quickly enquiries are followed up.
We define what counts
Form enquiries, calls from your ads and website, bookings and sales are your primary conversions. Softer signals, such as visits to a pricing page, are tracked separately so they can’t steer your bidding.
Every conversion counted once
We test each action, remove duplicates and set up enhanced conversions where your setup allows, so the numbers Google optimises towards are real.
We feed back what happened next
When you tell us which enquiries became customers, we import that into Google Ads. Automated bidding then learns to find more of the enquiries that actually close.
Value, not just volume
If some jobs are worth far more than others, we assign conversion values so the budget moves towards the work you want most.
How we manage your account
Measurement comes before spend. Everything else follows from knowing which searches produce enquiries.
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Audit or research
For an existing account, we review structure, search terms, tracking and spend to find waste and missed opportunities. For a new one, we research how your customers search and what your competitors offer.
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Measurement first
We set up or repair conversion tracking for the actions that matter, such as forms, calls and bookings, so decisions rest on enquiries rather than assumptions.
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Structure and keywords
Campaigns and ad groups organised by service and intent, with match types and negative keywords chosen deliberately rather than left on default settings.
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Ads and landing pages
Ad copy written to match each group of searches, and landing pages checked for relevance, speed and a clear next step.
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Launch with control
Budgets and bidding set to suit your goals and how much data the account has, monitored closely in the early weeks.
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Optimise and report
Ongoing search-term reviews, bid and budget changes and ad testing, with a monthly report explaining what happened and what we will do next.
What you get, month after month
Continuous, accountable management rather than a one-off set-up.
- Search-term reviews and negative keyword updates
- Bid strategy and budget management
- Ad copy testing and refinement
- Conversion tracking checks
- Landing page recommendations
- Remarketing where it makes sense
- Clear monthly performance reporting
Where AI fits in
Faster analysis. Human judgement on every change.
Search-term reports can run to thousands of rows. We use AI tools to group them by intent, spot unusual patterns quickly and draft ad variations to test, which leaves more of our time for decisions.
Google’s own automation, such as Smart Bidding and broad match, can be powerful when an account has reliable conversion data and expensive when it doesn’t. Knowing when to lean on it and when to hold back is a judgement call, and we make it deliberately, account by account.
Ads and website, planned together
For Platinum Travel London, we designed and built the booking website for its Heathrow meet & greet services, then went on to run its Google Ads. Planning the searches and the pages together meant every advert pointed to a page built to finish the job.
If your landing pages are holding your campaigns back, we can fix them too. See our website work
Questions about Google Ads management
Rather talk it through? Call 07473 910301.
How much should I spend on Google Ads?
Enough to gather useful data in your market. That depends on what clicks cost for the searches that matter to you and how many enquiries you need. We look at your market first and give you a realistic starting range before you commit to anything.
How quickly will I see results?
Ads can start bringing in visitors soon after launch, but the first weeks are about learning which searches, ads and pages produce enquiries. Performance should improve as data builds and we refine the account. We report progress transparently at every stage.
Do you guarantee leads or a return on ad spend?
No. Anyone who guarantees that without knowing your market, budget, offer and sales process is guessing. What we commit to is the work: careful setup, continuous optimisation and transparent reporting.
Is my advertising budget part of your fee?
No. Your advertising budget is spent with Google and kept separate from our management fee, so you can see exactly where every pound goes.
Who owns the Google Ads account?
We recommend the account is held in your business’s name, with us given access to manage it, so your data and history stay with you. Ownership and access are agreed in writing before we start.
Can you take over an existing account?
Yes. We start with an audit so you can see what is working, what isn’t and what we would change first. Sometimes the answer is a few targeted fixes rather than a rebuild.
What if my website is the real problem?
We will identify that early. Improving the landing page is often the most cost-effective way to get more from the same budget, and because websites are the other half of what we do, we can make those changes ourselves.
Do you manage other advertising platforms?
Our focus is Google Ads, because search reaches people who are actively looking for what you sell. If another channel would serve your business better, we will recommend it.
Find out where your ad budget is really going.
Share your current account, or tell us what you want to achieve if you are starting from scratch. We will give you a clear assessment of what we would change and why.