Why accounts underperform
When we audit an account that isn't working, it's nearly always the same handful of things — and all of them are fixable.
If Google is optimising towards page views instead of enquiries, it will confidently spend your budget on the wrong people.
Left unchecked, broad match will happily buy clicks for searches that have nothing to do with your business.
Bundling every service into a single ad group means no control over budget, message or bids — and worse quality scores.
Sending every ad to the homepage wastes the click. The page has to answer the search that earned it.
How we work
Before touching budgets we go through the account: search terms, match types, negatives, conversion tracking, landing pages and competitor activity. You get a plain-English picture of where the money is currently going.
Most underperforming accounts we inherit are optimising towards the wrong thing — or nothing at all. We set up conversion tracking properly so a "conversion" means a real enquiry, call or sale, not a page view.
Tight campaign and ad-group structure around the searches that genuinely turn into work, with negative keyword lists to keep the irrelevant traffic out and responsive ads written for your customers, not for Google.
Ongoing bid, budget and search-term management, plus reporting that answers the only question that matters: what did an enquiry cost, and is it worth it? No jargon, no vanity metrics.
What we run
Not every business needs every campaign type. We'll recommend the mix that suits your market and budget — and say no to the ones that don't.
The core of most accounts — catching people at the moment they search for what you do.
Google’s automated, all-inventory campaign type. Powerful with the right feeds, guardrails and exclusions — expensive without them.
Product listings driven by a clean, well-structured merchant feed for e-commerce businesses.
Bringing back the people who visited, looked and left without enquiring.
Awareness and re-engagement across Google’s network, kept tightly targeted so budget isn’t sprayed around.
Video and discovery placements for businesses with creative worth putting in front of people.
Common questions
It depends entirely on your industry and how competitive the clicks are — a local trade in Surrey is a very different picture to national e-commerce. We would rather look at your numbers and tell you honestly whether the budget you have is enough, than take on an account that was never going to work.
No. We work month to month. If paid search is not earning its keep, you should be free to stop — and we will tell you before you have to.
Yes, always. The Google Ads account is yours, in your name, and stays with you if we ever part ways. Some agencies keep accounts hostage; we do not.
Faster than SEO — ads can start bringing enquiries within days. But the first few weeks are about gathering search-term data and cutting waste, so judge it over the first couple of months rather than the first week.
Usually yes, and it is often better — an established account carries history that helps performance. We audit it first and tell you whether it is worth rebuilding or refining.
Already running ads?
Send us your account and we'll come back with an honest read on what's working, what's wasting money, and whether it's worth changing.