Google Ads management · London
We’re a London Google Ads agency that plans, builds and runs Search, Shopping, Performance Max and YouTube campaigns for UK businesses, with every click tracked through to revenue.
01Why Google Ads
Every day, people across London and the UK search for exactly what you sell. Google Ads puts you in front of them at that moment, and you only pay when someone clicks. It’s the most direct route from intent to enquiry there is.
The catch is that Google’s defaults are built to spend your budget, not to protect it. Broad matching, automated recommendations and Performance Max can quietly send money towards irrelevant searches, low-quality leads and your own brand traffic.
We set accounts up the other way round: commercial targets first, clean tracking second, then campaigns structured around real buying intent. If people don’t yet search for what you offer, we’ll tell you, and point you to channels that create demand, like Meta Ads or TikTok Ads.
02What changes
Most new clients come to us with an account that “works, sort of”. Here’s what’s different once we’re running it.
We comb search terms, placements and locations before anything else. It’s common to recover a fifth or more of spend in the first fortnight.
Offline conversion imports and value-based bidding teach Google which leads become customers, so it chases revenue, not form fills.
Performance Max and AI Max are useful tools with guardrails. We use exclusions, brand controls and reporting so you can see what you’re paying for.
Postcode-level location bids, ad schedules around your opening hours, and ads that mention the areas you actually serve.
Great ads can’t rescue a slow, vague page. We audit and brief landing page improvements, or build focused pages with your team.
A short weekly note on what changed and why, and a monthly review against the numbers your business actually runs on.
03What we manage
Each campaign type has a job. We decide which ones you need based on your goals, margins and data, not on what Google recommends this month.
The backbone of most accounts. Text ads shown to people actively searching for your products or services. It’s the highest-intent traffic you can buy.
Product listings with images and prices, shown above search results. For retailers, the feed is the strategy: titles, attributes and pricing decide where you appear.
Google’s AI-led campaign type that runs across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from a single budget. Powerful with good data, expensive without it.
Video reach that builds familiarity before people search, and remarketing that brings back viewers who are nearly ready.
Visual, social-style ads across YouTube, Discover and Gmail. A strong option for creating demand among people who look like your best customers.
Bringing back people who visited but didn’t buy, with messages that answer the reason they left, and frequency caps so you never become wallpaper.
04Our strategy
We start with your margins, average order or client value and capacity, then work back to a target cost per acquisition or return on ad spend that makes money.
Campaigns are split by what people are trying to do and what they’re worth to you, so budgets flow to the searches that pay, not the ones that are merely popular.
Match types are chosen deliberately, and search terms are reviewed every week. Irrelevant traffic gets blocked before it becomes a habit.
Headlines mirror the search, assets add proof, and the landing page delivers on the promise. Relevance lowers costs and lifts conversion rate at the same time.
We use Google’s automated bidding where it outperforms manual control, fed with accurate conversion values and checked against your own data.
One meaningful test at a time (new offers, ad angles, landing pages, bid strategies), documented so every month builds on the last.
05Process
The same rigorous process for a single-location clinic or a national retailer, scaled to your account.
A plain-English review of structure, search terms, tracking, bidding and landing pages, with the biggest leaks ranked by cost.
GA4 and Google Ads conversions, enhanced conversions, Consent Mode v2 and, where possible, offline conversions from your CRM.
Campaigns rebuilt in stages to protect performance, with new ads, assets and negative lists in place from day one.
Search-term reviews, bid and budget changes, ad tests and a short written update on what we changed and why.
A monthly review against your targets. When campaigns hit them, we scale budgets and expand into new keywords and campaign types.
06Measurement
Google can only optimise towards what it can see. We make sure it sees the outcomes that matter, and that you can see them too.
Lead generation
Not every form fill is equal. We import lead status from your CRM so bidding learns which enquiries turn into clients.
E-commerce
Revenue is a vanity metric if margins vary. Where possible we bid and report on gross profit, not just sales value.
Visibility
How often you appear for the searches you want, and whether budget or ad rank is holding you back.
Efficiency
We track the spend we’ve removed from irrelevant searches and placements, so you can see the savings, not just the results.
07Use cases
If your customers search before they buy, Google Ads should be pulling its weight. These are the situations we see most.
Local services
Plumbers, electricians, locksmiths and builders across London who need the phone to ring today.
Optimised for calls & booked jobs
E-commerce
Shopping and Performance Max campaigns driven by a clean, margin-aware product feed.
Optimised for ROAS & profit
Professional services
High-value enquiries where one new client pays for months of spend, and lead quality matters more than volume.
Optimised for qualified leads
Healthcare
Treatment-level campaigns with copy that respects Google’s healthcare policies and UK advertising rules.
Optimised for booked consultations
B2B
Capturing high-intent comparison and solution searches, with CRM data steering bids towards pipeline.
Optimised for pipeline value
Multi-location
Location-level campaigns and budgets, so every branch gets its fair share of local demand.
Optimised per location
08Result
Rebuilt the account by treatment and practice, added call tracking and imported booked appointments from the practice system as offline conversions.
Illustrative example. Results depend on budget, market and starting point.
09Google Ads FAQ
Want a straight answer about your own account? Talk to a Google Ads specialist.
+44 20 8686 4577We charge a fixed monthly management fee based on the size and complexity of your account: the number of campaigns, products or locations, and whether you need landing page or creative support. Your ad spend is paid directly to Google, with no mark-up from us. You’ll get a written quote after the free audit.
There’s no official minimum, but the budget needs to buy enough clicks for Google’s bidding to learn. For most local service businesses that means at least £1,000–£1,500 a month in media spend; competitive London sectors such as legal, property or private healthcare usually need more. We’ll forecast clicks, leads and costs before you commit.
Often, for e-commerce brands with a healthy product feed: Performance Max can find profitable sales across Search, Shopping, YouTube, Display and Gmail. For lead generation it needs strong conversion data and guardrails, or it can chase cheap, low-quality leads. We usually run it alongside well-structured Search campaigns and judge it on incremental results, not reported ones.
AI Max for Search is Google’s AI-driven option for Search campaigns. It broadens matching beyond your keywords and can tailor headlines and landing pages to each search. It can unlock valuable new searches, but it needs guardrails: brand and URL controls, negative keywords and close monitoring of search terms. We test it in a controlled way and keep it only where it lowers your cost per acquisition.
Usually yes, cheaply. Brand campaigns protect you from competitors bidding on your name and typically cost pennies per click. We keep brand and non-brand separate, so brand searches never inflate the performance of your other campaigns.
Search ads can generate enquiries within days. Smart bidding needs roughly two to six weeks of conversion data to settle, and most accounts reach a stable, optimised state within 90 days. Fixing tracking and wasted spend in the first fortnight often produces the quickest gains.
Yes, and we’d rather keep your history than start again. We’ll audit the account first, fix tracking, then restructure in stages so performance isn’t disrupted. You keep full ownership and admin access throughout.
Leads and revenue. We connect Google Ads to GA4 and, wherever possible, to your CRM or booking system, so reporting shows qualified leads, sales and return on ad spend. Clicks and impressions are there for context, not as the headline.
Free Google Ads audit
Share your website and we’ll review your Google Ads account, tracking and landing pages, then send a plain-English audit within two working days. Free, with no obligation.
A senior specialist will be in touch within one working day. We’ve also sent a confirmation to your inbox.