Ignoring the search-terms report
Without weekly review, the account bleeds budget on irrelevant and out-of-area searches that a negative keyword would have stopped.
PPC Management
Paid campaigns managed against booked revenue, not clicks
Ad platforms optimise for what you tell them to optimise for. Most accounts are quietly buying cheap clicks from people who will never call. We fix the signal first, then scale spend.
In plain terms
Paid search is the fast lane: on an existing account, a well-scoped campaign can be producing calls within about a week. The catch is that it stops the day you stop funding it, and a poorly managed account quietly wastes a large share of the budget on the wrong searches.
Management is mostly discipline: weekly search-term review, negative keyword hygiene, landing-page and offer testing, and bid strategy matched to how much conversion data the account actually has. We report on cost per booked job, not cost per click.
What’s included
- Offline conversion imports so bidding learns from real leads
- Negative keyword hygiene and search term review every week
- Landing pages built per campaign, not one page for everything
- Transparent reporting — you own the ad account
What you get
- 01
Account audit
Wasted spend, mis-set bidding, broken conversion tracking and structural problems, itemised.
- 02
Rebuild
Campaign structure rebuilt around your margin, service areas and capacity.
- 03
Creative testing
Ad copy and creative tested in a queue, not swapped on a hunch.
- 04
Weekly optimisation
Search terms, placements, bids and budget rebalanced against cost per booked job.
The engagement
How the Paid Ads engagement runs
The sequence rarely changes, even though every account does. Fix the foundation, launch what is fast, then compound.
Week 1
Account audit or build: conversion tracking verified, wasted spend identified, campaign structure mapped to the jobs you want.
Weeks 2–4
Launch or restructure, tighten targeting, and let the bidding gather roughly a month of conversion data before it steadies.
Monthly
Search-term review, negative keyword updates, ad and landing-page testing, and budget moved toward the campaigns producing booked work.
Quarterly
A step back: is paid still the right share of the mix, or has the organic work matured enough to shift budget?
Fit
Who Paid Ads is for
And who it isn’t
Do not start paid ads if a week of platform learning would consume most of your monthly budget, or if inquiries currently sit unanswered for hours. Fix intake first. Ads take an existing follow-up problem and make it expensive.
- You need leads this month and can fund a testing period before the account gets efficient.
- You already spend on ads and cannot tell which campaigns produce booked work.
- You have capacity for more jobs and someone who answers the phone quickly.
What goes wrong
Where Paid Ads usually gets wasted
The failure modes we see most often when this channel is run without discipline — worth checking your current setup against.
Nudging campaigns daily
Every material edit resets the learning period. Small changes should be batched into a weekly release, not made on impulse.
Sending every click to the homepage
A campaign about one service should land on a page about that service, with the matching offer and a short path to contact.
How we measure it
What a working Paid Ads account looks like
Booked jobs are the goal. These are the earlier reads that tell us the channel is on track to get there.
Cost per booked job
The headline number: what it actually costs to win a customer, not what it costs to buy a click.
Wasted spend shrinking
The share of budget going to irrelevant search terms should fall month over month as the negative list matures.
Steadier performance
Once bidding has a month of clean conversion data, cost per lead stops swinging week to week.
Faster pipeline than organic
Calls within weeks while the slower SEO work compounds underneath — paid covers the gap.
Go deeper
Specialist ppc management services
Questions
Paid Ads: common questions
Two numbers matter: media spend and management. Media depends on what a click costs in your category and market, and how many leads you need to fill capacity. A personal injury click and a massage therapy click are not in the same universe. Management scales with account complexity. We work backward from your target cost per booked job instead of quoting a flat percentage.
First leads usually arrive within days of launch. Efficiency takes longer. Plan on four to six weeks of gathering conversion data before bidding settles, and a full quarter before cost per booked job is a number you can plan around. Accounts with low lead volume take longer, because the platform needs conversions to learn from and a trickle teaches it slowly.
You do. We work inside your Google Ads and Meta accounts with your billing attached, and you keep admin access the whole time. If you leave, the account, the spend history, the conversion data and the campaign structure stay with you. Agencies that build inside their own manager account and refuse to hand it over are holding your data as leverage.
Because sending a click for one specific service to a general homepage wastes it. The visitor has to hunt for what the ad promised, and most will not. A page per campaign matches the ad's message, shortens the path to contact, and gives you clean data on which service actually converts. Over time it also tends to lower what you pay per click.
Find out how we can help your business succeed.
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