PPC management add-on
Predictable placements for the searches that pay your bills
PPC puts your business at the top of Google for the keywords you choose. You pay only when someone clicks. For trades and local services this is the only marketing channel that delivers paying customers from day one — no waiting for organic SEO to compound, no algorithm volatility to weather.
The trick is making every pound of spend efficient. Half-built campaigns, the wrong keywords, missing negatives, untested ad copy — any of these burns spend. The work below is what makes a PPC account worth running.
What's in the PPC management
Setup, monitoring, and weekly optimisation — done properly
Initial account audit + restructure if needed (ad groups, match types, negatives)
Keyword research clustered into tight ad groups using commercial-intent, competition, and volume data
Ad copy: 3+ variants per ad group for Responsive Search Ads to test from day one
Location + schedule targeting informed by your actual service area
Call tracking wired from day one (essential for trades)
Negative keyword lists generated upfront from your service type (not reactively)
Conversion tracking: calls, forms, store visits, value-per-conversion
Weekly performance review with optimisation actions surfaced in your dashboard
Bid strategy tuned to your account's stage — manual bidding early, automated strategies once conversion data supports them
Monthly written summary in your dashboard — no spreadsheet decoding
You see every action in the dashboard. "Reviewed and applied" means no approval wait, not invisible.
How I run PPC
Setup, weekly tuning, monthly review
- Step 1. Establish measurement. Call tracking wired in from day one — for trades businesses, phone calls are the real conversion, and a PPC account without call tracking is optimising blind. Conversion tracking on forms, calls, and store-visit signals. Every campaign built from the start knows what it costs per real lead.
- Step 2. Build the campaign. Keyword research and clustering using industry-standard tools — high commercial-intent only, grouped into tight ad groups. Negative keyword lists generated upfront, not reactively (the single biggest lever for stopping wasted spend). Multiple ad copy variants per group for Responsive Search Ads to test from day one.
- Step 3. Optimise weekly. Low-risk actions (pausing under-performers, adding negatives, raising bids on winners) are reviewed and applied in the same week. Higher-stakes decisions (budget, bid strategy, new campaigns) sit in your approval queue until you sign off. Weekly review surfaces both. Monthly written summary in your dashboard.
Questions
Answers to the things people ask before signing
PPC (Pay-Per-Click) means paying Google to show your business at the top of the search results for keywords you choose. For trades and local services it runs alongside organic SEO - while SEO compounds over months, PPC gives you predictable "found today, paying you tomorrow" placements on the most commercial terms. It's the only marketing channel where you pay only when someone clicks through to your site.
Management fee only. You pay Google directly for ad spend using your own Google Ads account and your own card - agency never touches the spend. Agency charges a flat monthly fee on top: Standard £350-450 or Advanced £600-800. No markup on ad spend, no commission on what Google bills you.
Standard handles the essentials well: keyword research, account structure, ad copy, basic bid management, monthly optimisation. Advanced is for accounts with enough spend (£2k+/month) that the difference between a 5% and 15% improvement in conversion rate is meaningful money — deeper landing-page experimentation, audience layering, advanced bid strategies once the data supports them.
£1,000/month as a starting point. Below that the data is statistically too thin to make informed optimisation decisions. We won't take on PPC at very low spend because we can't honestly tell you whether the work is working.
Low-risk optimisations (pausing under-performing keywords, tightening match types, adding negatives) are reviewed and applied as I see them, usually in the same week. Higher-stakes decisions (budget changes, bid strategy switches, new campaigns) require my sign-off before any change goes live. Every action - applied or queued - is visible in the dashboard.
PPC delivers clicks immediately once campaigns go live. But meaningful performance (cost-per-lead stabilising, conversion tracking confident, ROAS positive) usually takes 4-8 weeks of data and at least one optimisation cycle. Expect the first month to be learning, the second month to be tuning, and full return from month 3.
We review landing pages for relevance and conversion friction and we'll request specific changes, but custom landing-page design is a separate project. If your current pages convert well, no changes needed. If they don't, PPC will burn spend until they're fixed.
Yes. You always own the Google Ads account. We access it with your permission to manage campaigns, but the account is yours — your name, your billing card, your agreement with Google. If we part ways, you revoke our access and the account stays.
Ready to see what you're working with?
PPC is the easiest place to waste money. These answers help you understand exactly what we\'re doing before you commit.
A quick honest note.
Fees cover the work we do, not outcomes we don't control. Once a fee is paid, it's not refundable — the work begins immediately. Search engine rankings, third-party platform decisions, audience reception: those are outside anyone's control. What we control is doing the work, reviewing it personally, and showing you every step in the dashboard. Full terms.