Google Ads that reach people already searching, managed on cost per enquiry, not clicks.
For businesses that want enquiries quickly from people actively looking for what they sell, where a new customer is worth comfortably more than it costs to win one. You pay Google for the clicks; our management fee is separate.
We plan, build and manage Google Ads campaigns for UK businesses, and judge them on what each genuine enquiry costs rather than on clicks. That covers account structure, keywords and negatives, ads and landing pages, and conversion and call tracking. Management starts from £500 a month plus VAT, with ad spend paid to Google separately and a three-month minimum.
The problems we fix
“We’re paying for clicks that never turn into anything.”
What we do
Tighten the keywords, add negatives and cut the searches that cost money without bringing enquiries.
What changes
More of the budget goes on people who might actually buy.
“We can’t tell which ads bring in work.”
What we do
Set up conversion and call tracking properly across Google Ads, Tag Manager and Google Analytics 4.
What changes
You can see what each enquiry cost and where it came from.
“Our reports are all clicks and impressions.”
What we do
Report on enquiries, cost per enquiry and lead quality first, with clicks only where they explain something.
What changes
Reports that answer the question you actually asked: is it working?
What our Google Ads management includes
Account structure, keywords and negatives
Campaigns built around the searches that convert, with negative keywords keeping the rest out. Search campaigns first; Performance Max only where it suits the business.
- Search campaigns
- Keyword research
- Negative keywords
- Performance Max where appropriate
Ads and landing pages
Ad copy that matches what people searched for, sent to pages that answer it. If a landing page is letting the ads down, we’ll say so and help fix it.
- Ad copy
- Landing pages
- Remarketing
Conversion and call tracking
Google Tag Manager, Google Analytics 4 and Google Ads conversion tracking set up properly, for calls as well as forms.
- Tag Manager
- GA4
- Call tracking
Optimisation and reporting
Search term reviews, bid and budget changes and testing, all judged on cost per enquiry, with a monthly report.
- Search terms
- Bids and budgets
- Monthly reporting
- AI-assisted search term analysis, with a person making the changes
Advertising on social too? Google Ads and paid social work best side by side: one catches people as they search, the other reaches them before they do. For the longer game, pair them with SEO services.
Based in Essex? We run Google Ads for Essex businesses as well: see digital marketing in Essex.
What happens after the click
A campaign that buys cheap clicks and no customers isn’t performing, however good the click-through rate looks. So we connect the ads to what happens next.
The landing page
Does the page answer the search, load quickly on a phone and make the next step obvious?
Calls and forms
Both tracked, so neither kind of enquiry goes missing from the numbers.
Lead quality
Which enquiries were genuine, taken from your feedback or your CRM where we can connect it.
Cost per genuine enquiry
The number we manage the account against, and the first line of your monthly report.
Search ads catch demand. SendIQ creates it.
Google Ads reaches people who already know they need you. SendIQ approaches the companies that haven’t started looking yet.
Questions about Google Ads
You bid to show an ad when someone searches for words you choose, and you pay when they click. Google decides which ads appear, and in what order, from your bid and from how relevant and useful your ad and landing page are. Good management is mostly choosing the right searches, excluding the wrong ones and making each click land somewhere convincing.
There are two costs: what you pay Google for clicks, and the management fee. Click prices are set by auction, from well under a pound to many pounds in competitive markets. Our management starts from £500 a month plus VAT and rises with the complexity of the account and the spend. Ad spend is paid to Google directly. See all our prices.
It is when people actively search for what you sell and a new customer is worth comfortably more than it costs to win one. It’s quick to start and easy to measure, which is its big advantage. It’s much less worth it with no conversion tracking, a weak landing page, or a small budget spread across too many keywords.
Work backwards from what a customer is worth. Decide the most you can afford to pay to win one, estimate how many enquiries it takes to win one, and you have a cost per enquiry to aim for. Then set a budget that buys enough clicks on your main searches to learn from, and adjust once real data comes in.
One that still leaves you a profit once the lead becomes a customer. A cost per lead that’s fine for a £20,000 contract would be ruinous for a £200 job, so industry averages tell you very little. Work out what a customer is worth and how many leads it takes to win one, then measure against that.
A second pair of eyes on your ads
Request a Google Ads review and we’ll show you where the money’s going and what we’d change.
Request a time [email protected] 07512 210345 WhatsApp Business: 07512 210345 (@dcdigitalmarketing)
We reply within 24 hours, weekends included. No obligation.
All six prices publishedYou deal with David Cooper, the founderDavid Cooper Digital Ltd · company 13710226 (opens Companies House in a new tab)