Google Ads Management

Put your ad spend
behind the right work.

We plan, manage and improve Google Ads campaigns around the services you want more of, the customers you can serve well and the quality of the enquiries that come back. You decide what an opportunity is worth. We make the budget follow it.
Talk about your Google Ads
How we manage your spend

What is an enquiry worth to your business?

A keyword list isn’t a campaign brief. Before we choose a single search term, we want to know what the business is trying to buy with its budget. Four questions get us there.
01

Which services or jobs do you want more enquiries for?

02

Which locations and customer types can you serve well?

03

What makes an enquiry suitable, and who decides?

04

What could you afford to pay to win one?

You won’t have perfect numbers. We work with what you know, and mark which figures are known and which are assumptions.
Round numbers, made up to show the thinking. Not a budget rule.
A job is worth

$4,000

Left after costs

$1,200

One suitable enquiry in four becomes a job

÷ 4

A suitable enquiry is worth up to

$300

Only half the enquiries that arrive are suitable

÷ 2

The ceiling, each

$150

The sum

A job is worth $4,000 and leaves $1,200 after costs. One suitable enquiry in four becomes a job. So a suitable enquiry is worth up to $300 before the advertising eats the margin. If only half the enquiries that arrive are suitable, the ceiling is $150 each.

That’s a ceiling, not a target, and it changes with every service. An urgent repair and a two-year commercial contract produce very different sums. So they get different ads, different landing pages and different amounts of patience.

Sometimes the answer is “not yet”

Google Ads is the wrong next spend:

  • If you can’t take on the work it brings
  • If the offer is still unclear
  • If there’s nowhere good to send the click
  • If the budget is too small to learn anything from
When that’s the case, we’ll recommend a narrower campaign or the groundwork first.

Where we put the budget, and where we don’t.

Managing an account is a run of decisions. These are the seven that matter, and how we make them.
The decision
How we make it
01

What to promote

The services you want more of and have the capacity to deliver. Not the whole menu.
02

Who and where to reach

The areas and customers you serve well, checked against the enquiries that actually arrive.
03

What to exclude

Searches from people who’ll never be customers. We use negative keywords and review the search terms your ads appeared for.
04

What the ad says

Accurate ads that help the right customer recognise the offer, and let the wrong one keep scrolling. You approve the claims and offers.
05

Where the click goes

To a page about the thing the ad promised. Rarely the homepage.
06

How the budget is split

Bids and budgets managed inside limits you’ve agreed. We recommend changes when the evidence supports them.
07

When to change course

Refine, narrow, pause or expand, based on results, capacity and goals. Sometimes the right move is to spend less.
We lead with Search campaigns, because they meet people at the moment they’re looking. Other Google formats come in only where the scope and the evidence support them.
Automated bidding is a tool, not a strategy. It still needs sensible goals, clean conversion data and someone deciding what the business wants more of.

The click needs somewhere useful to go.

An illustrative ad. Not a live placement, and not a client.
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Commercial Kitchen Exhaust Cleaning | Sydney Metro

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123

What its landing page has to do

01
Say what the ad said, on the first screen.
02
Answer the next questions: what’s included, which areas, how soon.
03
Offer one clear action that reaches a person who can respond.

We review your landing pages as part of managing the account, and tell you what to change. New pages, copy, development, call tracking or CRM connections are separate work. We can coordinate it, and it’s named and priced in the proposal, not buried in a management fee.

Your team answers the enquiries and handles the sale. Your feedback on which leads were good steers the campaigns. No amount of ad management makes up for missed calls.

What the results changed.

Illustrative management decision

Made up to show the kind of judgement involved. No result is claimed.

Objective

More enquiries for commercial maintenance contracts.

What the account showed

Most form fills came from one-off residential jobs the business didn’t want.

What changed

Residential searches excluded, that budget moved to the contract campaign, and the ad rewritten to say “commercial only”.

How it’s judged

Cost per suitable enquiry, over a period long enough to cover the sales cycle. Not the drop in total form fills.
That last point is the one that matters.

Fewer enquiries can be the better result.

Know what you’re paying for.

01

Ad spend

What goes to Google for the ads themselves. It’s separate from our fee, and we agree upfront how it’s billed and who holds the account.
02

Management fee

The campaign work and review agreed for your engagement.
03

Setup or transition

Listed separately if it’s charged, with the work it covers.
04

Supporting production and tools

Any landing pages, creative, tracking tools or integrations you need, identified and costed.

We can recommend a bigger budget. Only you can authorise one.

Reporting

Every report answers four questions.
01

What did we spend?

02

What enquiries came in?

03

Which were suitable?

04

What are we changing or keeping as a result?

Where you can reliably qualify leads, we report cost per qualified enquiry. Where you can’t yet, we say exactly what the current number counts and work towards a simple feedback loop. Where your systems allow it, later outcomes can be fed back into Google Ads, so the campaigns learn from real opportunities and not just form fills.
Three cautions we apply to every account. A falling cost per form fill can hide a rising share of junk. Not every conversion the platform claims is a customer the ads created, so brand searches are kept apart from the rest. And a change made last week hasn’t been tested until a sales cycle has passed.

Practical questions

Is advertising spend included in the management fee?

No. Your proposal separates media spend, management and any supporting costs.

Yes, once we have access and have reviewed it. We keep useful history and agree the handover.

Maybe. We assess what you have first. New pages are scoped only if they’re needed.

It depends on the service, the market, your numbers and what you want to learn. We’ll recommend one. We don’t publish a minimum.

Launching ads and proving their value are two different milestones. We agree the review criteria before launch, based on your data and your sales cycle.

This service is Google Ads only.

Already running ads, or starting from scratch?

Existing account

We review the account structure, recent performance, conversion setup, landing pages and whatever lead feedback exists. Useful history is kept. We recommend changes from what we find, and we don’t assume a rebuild.
Talk about your Google Ads

New campaigns

We agree a focused first scope: one service or market worth testing. Then we prepare the ads and destinations, set up measurement, and fix the budget and review criteria before anything goes live.
Talk about your Google Ads

You can hire us for Google Ads alone. If the ads are one part of a bigger job, a Growth Partnership can carry the rest.