Impressions are strong, click-through rate is respectable, the reports arrive on time.
Phase 2 · Grow
Google Ads Management in London
The fastest way to get enquiries while SEO builds underneath. Managed against cost per lead — the only number that tells you whether the spend is working.
- From £395/month
- Account stays in your name
- No minimum term
Adyourbusiness.co.uk
Emergency plumber in LondonCall nowGet a quote
Cost per lead£14↓ 38% this month
Tracked
✓Calls
✓Forms
Account in your name
Negative keywords ✓
The problem
Clicks are easy. Leads are the point.
Money leaves the account every day and enquiries arrive occasionally.
The usual causes are dull and consistent. Broad match keywords bringing traffic for adjacent things you don’t sell. No negative keyword list, so you’re paying for “free”, “cheap”, “jobs” and “DIY”. Conversion tracking either missing or firing on the wrong action, which means every optimisation decision since setup has been made on bad data. Traffic pointed at a homepage instead of a page built to convert it. And phone calls — often the majority of enquiries — not tracked at all, so the campaigns producing them look like failures.
The way out
If you can’t say what a lead costs you, the account isn’t being managed. It’s being maintained.
Working out whether ads can work for you
Do the maths before you spend anything
This is the calculation almost nobody does before starting, and it’s the one that determines whether ads are viable at all.
- 01
What is a customer worth?
Not the first order. The total gross profit over the relationship. A £400 job with 40% margin and one repeat is worth £320, not £400.
- 02
What can you afford to pay for one?
Most businesses can sustainably spend 10–20% of gross profit on acquiring a customer. On £320, that’s £32–£64.
- 03
What’s your close rate on enquiries?
If you win one in four enquiries, four leads produce one customer.
- 04
That gives your maximum cost per lead
£32–£64 to acquire a customer, divided by four leads per customer, means £8–£16 per lead in this example. If Google Ads in your sector costs £45 a lead, ads don’t work at your current numbers — and no amount of management changes that.
The £8–£16 figure above is what the example numbers produce, not a benchmark. Run it with your own.
What to do if the maths doesn’t work
Three options, in order of usefulness: increase what a customer is worth (higher-value services, retainers, repeat purchase), improve your close rate on the leads you already get, or improve conversion rate so fewer clicks produce more leads. All three change the answer. Bidding differently doesn’t.
Our position
We’d rather run this calculation with you on the first call and tell you not to spend, than take a management fee for a campaign that can’t be profitable. It happens often enough that it’s worth saying upfront.
Our process
How the work runs
- Step 01 of 06
Free account audit
Wasted spend, tracking accuracy, keyword quality and where the leaks are.
- Step 02 of 06
The viability calculation
We work out your maximum sustainable cost per lead before touching the account.
- Step 03 of 06
Tracking first
Conversion and call tracking fixed before any optimisation, so decisions use real data.
- Step 04 of 06
Structure & negatives
Campaigns rebuilt around intent, with negative keyword lists that stop the bleeding.
- Step 05 of 06
Landing page alignment
Traffic sent to pages built to convert it, not to your homepage.
- Step 06 of 06
Optimise & report
Monthly or fortnightly adjustment, reported on leads and cost per lead.
What’s included
In every account
Conversion tracking setup
Configured properly, verified, and covering calls as well as forms.
Call tracking
Because most service-business enquiries arrive by phone, not form.
Negative keyword management
Ongoing, because wasted spend accumulates quietly every single week.
Campaign structure
Built around buying intent rather than convenience of setup.
Ad copy and testing
Written and tested against conversion, not click-through rate alone.
Cost-per-lead reporting
The number that matters, monthly, with a call to discuss it.
Who this is for
Google Ads probably fits if
- 01You need enquiries within weeks rather than months
- 02Your maximum cost per lead clears the going rate
- 03You have a page built to convert paid traffic
- 04You can commit at least £1,000 a month to spend
- 05You want to test demand before investing in SEO
- Sounds like you?Get a free account audit
Probably not yet if
Your margins can’t support the cost per lead in your sector
Your website converts poorly
You can only spend a few hundred pounds a month
Below roughly £1,000 in spend there isn’t enough data to optimise on.
Where this fits
Grow is phase two of four
Phase02of 04Grow
Ads are the fastest part of phase two, and the most dependent on phase one. Paid traffic sent to a slow or unconvincing page burns money at speed — a 2% conversion rate instead of 4% literally doubles your cost per lead, before anyone touches a bid.
They also make the strongest case for phase three. Paid enquiries are expensive by definition, which makes losing one to slow follow-up more costly than losing an organic enquiry. Call tracking and automated follow-up are what protect the spend.
And the search data from ads tells us which terms are worth targeting organically — so ads make SEO smarter, not just faster.
Pricing
Google Ads management pricing
Google Ads Management — excluding ad spend
Swipe to compare
| Feature | Essential | GrowthMost Popular | Advanced | Custom |
|---|---|---|---|---|
| Price | £395/mo | £750/mo | £1,350/mo | 12%of spend |
| Ad spend covered | Up to £2,000 | Up to £7,500 | Up to £20,000 | £20,000+ |
| Campaigns | Search | Search + Performance Max | Full mix + Shopping | Full |
| Optimisation | Monthly | Fortnightly | Weekly | Weekly |
Setup: £350 one-off. Ad spend is paid directly to Google from your own account — we never bill it through us or mark it up.
01How much should I spend on ads?
Enough to generate data — usually £1,000 a month minimum. Below that there aren't enough conversions to optimise on, and you're paying a management fee for guesswork.
02Do you take a percentage of ad spend?
Only above £20,000 a month. Below that it's a flat fee, so we have no incentive to recommend spending more than the account can profitably absorb.
03Who owns the ad account?
You do. It's created in your name and you pay Google directly. If you leave, the account and all its history stay with you — that history is valuable and shouldn't be hostage.
04How quickly will I see leads?
Usually within the first week or two. The first month is largely learning — gathering data, building negative lists and identifying what converts, so expect cost per lead to improve after it.
05Can you take over an existing account?
Yes, and we'd prefer to. The historical data is genuinely useful. If it's currently in an agency's name, getting it transferred to yours is the first thing we'll help with.
06What if ads don't work for my business?
Then we'll tell you on the first call, using your own numbers. It's a short conversation and it saves you a management fee plus a few thousand in spend.
Next step
Find out what a lead should cost you
Get a free Google Ads audit. We’ll check wasted spend, tracking accuracy and keyword quality — and run the viability calculation with you, including when the answer is that ads aren’t right yet.
- Based in Ilford, East London
- Call +44 7366 355562
- Mon–Fri, 10am–6pm