Account structure
Campaigns and ad groups organised around buying intent, with budgets separated so one greedy campaign can't eat the account. Tight themes mean the ad can actually match the query.
Service · Google Ads
Paid Search
Get in front of people actively searching for what you sell, at a cost that works. Search is the only channel where the customer tells you exactly what they want — the job is making sure you're not paying to be shown to everyone else.
Book a free audit
I'll look at your search terms report first. It's usually where the money is going.
Who it's for
Paid search is worth it when people are already looking
If nobody is searching for what you sell, no amount of account structure will save the channel. Here's how to tell which side of that line you're on.
A good fit
- People search for your product or service by name, or by the problem it solves.
- You have a page that can take a booking, an enquiry or a sale without a sales team in the loop.
- A customer is worth meaningfully more than what a click costs in your category.
- You can hold a budget steady for at least two or three months while the account learns.
Probably not yet
- Your product is new enough that nobody knows to search for it. Start with paid social instead.
- The landing page isn't ready, so clicks arrive somewhere they can't convert.
- The budget only stretches to a couple of weeks. Search needs data before it gets efficient.
- Nothing is tracked. Fix that first — it's cheaper, and everything else depends on it.
What I do
Six things, done properly, every month
Keyword research
Built from what buyers type, not what the planner tool suggests. Match types chosen deliberately — broad match is a decision, not a default.
Negative keyword lists
Shared lists built before launch to block the obvious waste — free, jobs, DIY, competitor names you don't want — then extended every single week.
Search-term pruning
The weekly habit most accounts never build. I read what people actually searched, cut what doesn't belong, and promote what converts into its own tighter group.
Bid strategy
Matched to how much conversion data the account actually has. Smart bidding with thin data just automates guessing — sometimes manual is the honest answer until volume arrives.
Landing-page intent match
A review of whether the page delivers what the ad promised. I don't rebuild your site, but I will tell you precisely which mismatch is costing you conversions.
Deliverables
What actually lands in your inbox
- Week 1
- Account audit document A written record of what I found, what I changed and why — so there's a paper trail from day one, not just activity in an account you can't read.
- Setup
- A rebuilt, live account Campaigns, ad groups, keywords, ad copy, extensions, negative lists and conversion actions — configured, tested and running in your own account.
- Weekly
- Optimisation pass Search terms read and pruned, bids and budgets adjusted, underperforming ads paused, new variants queued. Logged so you can see what changed.
- Monthly
- Plain-language report What you spent, what it returned, cost per click and per conversion, the trend, and what I'm changing next month. No screenshot dumps.
- Always
- Full account ownership The Google Ads account, conversion actions and data stay in your name. I work inside your account, never a shared agency one.
Timeline
What the first eight weeks look like
Honest version: month one is about building a clean base and getting data in. Efficiency comes after that, once there's something real to optimise against.
Week 1
Audit, tracking check, keyword and competitor research. Nothing goes live until conversions are firing.
Week 2
Account built and launched. Negative lists in place, budgets capped conservatively while data comes in.
Weeks 3–5
Heavy pruning. Search terms cut weekly, ad copy tested, obvious waste removed. Costs usually start moving here.
Weeks 6–8
Scale what works. Budget shifted toward converting themes, bid strategy revisited, first real forecast.
Questions
Paid search, answered straight
Enough to get a meaningful number of clicks per week in your category, held steady for at least two months. That number is different for a local service business than for a competitive SaaS keyword set. I'd rather tell you the honest figure on the audit call than publish a number here that's wrong for you.
No. Ad spend is always paid by you, directly to Google, on an account you own and a card in your name. My fee is separate and covers the work only. You can see exactly what the platform charged without going through me.
Waste usually starts coming out in the first few weeks, because cutting bad search terms is immediate. Efficiency — a cost per conversion you'd actually be happy with — takes longer, and depends on your budget, your category and how good the landing page is. Anyone promising you a number in week one is guessing.
Not automatically. Existing accounts carry conversion history that's worth keeping, so I'd rather restructure than delete. If the account is genuinely beyond repair I'll say so and explain what we'd lose by rebuilding.
Then I'll tell you on the audit call, before you've paid anything. Sometimes the search volume isn't there, sometimes the margin doesn't support the click price, and sometimes the honest answer is that the offer needs work before traffic will help. Taking on an account I can't make profitable is bad for both of us.
Free ad account audit
Let me read your search terms report
Fifteen minutes in your Google Ads account and I'll show you which queries are spending your budget without ever converting. You get the list whether or not we work together.
No obligation, no long pitch. You keep the summary either way.