Google Ads agency, UK
A Google Ads agency that argues with Google's defaults
A Google Ads agency manages your Search, Shopping, Performance Max and remarketing campaigns inside Google's own platform, which is built to make spending easy and stopping waste hard. Pay Per Click Management is a Google Ads agency for UK businesses run from Wrexham on a flat fee from £249 a month, 3-month minimum then monthly. This page is about Google specifically: the defaults the platform sets that we change, why the interface nudges the way it does, and what the Partner badge on other agencies' sites does and does not tell you.
Google's defaults
Nine settings Google switches on that we switch off, or the other way round
Every one of these is a default in a new campaign or a recommendation on an existing one. Each is defensible for Google, which earns on every click, and most are wrong for a business that earns only on the clicks that turn into customers.
Location: presence or interest
The default shows ads to people abroad who have shown interest in your area. We set presence, so a plumber in Leeds is not paying for clicks from Lagos.
Search partners
On by default, sending your ads to other sites' search boxes with less control and usually worse conversion. Off until its own numbers earn it a place.
Display expansion
A Search campaign quietly spending on banner placements and apps. Off. Display is a separate decision with its own budget.
Broad match on new keywords
The wizard adds every keyword as broad match. We start at phrase and exact, so the Search Terms report shows what people typed.
Auto-apply recommendations
Lets Google apply its own suggestions without asking. Off, always, and the suggestions declined in writing in the report.
One campaign for everything
The wizard builds one campaign, one budget, one goal. We build campaigns by budget and intent so a loss-making service cannot drain the profitable one.
Maximise Conversions with no target
Fine for the first month while tracking proves itself; then a target CPA, because an unbounded strategy spends the whole budget by definition.
Conversion actions Google creates
Page views and engaged sessions imported as conversions teach the bidding to chase visits. We keep only forms, calls over a minute and purchases as primary.
Brand keywords
Google will happily let you bid on your own name. We do not by default; if a competitor bids on it, that is a decision with numbers, not a reflex.
The badge
What a Google Partner badge measures, and what it does not
The Partner badge is awarded by Google to agencies that meet its thresholds for total managed ad spend across their accounts, for an optimisation score across those accounts, and for the number of staff holding Google's own certifications. The Premier tier is the same test at a higher level. Every part of that is a fact about the agency: how much money it moves through Google, and how closely it does what Google's recommendations tab suggests.
None of it is a fact about your account. The optimisation score in particular rises when an agency applies recommendations, which is the opposite of the routine on this site. A badge is not a red flag, but it is not proof of anything you care about either, and a page that leads with it instead of with cost per lead is telling you which of the two it has.
This site does not display a Partner badge. The certifications held by the person who will run your account are stated in writing on request, with the dates they were taken, and that is the question we would put to any agency: not “are you a Partner” but “who exactly will set my bids, and what have they passed, and when”.
What Google is good at
The parts of the platform we lean on rather than fight
Smart Bidding, once the conversion actions are clean and there are around thirty conversions a month, sets bids better than a person can, auction by auction, and we hand it the job at that point with a target. Responsive search ads test headline combinations faster than any manual split test. The Search Terms report, the change history and auction insights are the three best reports in paid search, and they are free.
Offline conversion import lets a B2B or high-value account teach the bidding which leads became customers, which is the single biggest improvement available to most accounts we audit. Consent Mode keeps measurement working under UK GDPR. Call reporting counts the calls a Search ad produced, and it is switched on within the first week on any business that lives on the phone.
So the agency's job is not to distrust Google. It is to know which parts of the platform serve the advertiser and which serve the platform, and to read the account every week so the second set does not creep back on. The weekly routine, the report and the things we refuse are on the Google Ads management page.
Fees
A flat fee, because a percentage of spend is Google's incentive, not yours
£249 a month up to £1,000 of spend, £399 up to £3,000, £599 up to £8,000. Ad spend goes to Google on your card, never through us. The full list with the setup fee and the audit is on the pricing page.
Already running Google Ads?
The free Google Ads check reads six of the settings above in your account and comes back in writing within 72 hours; it needs only your customer ID. The eight-step audit checklist lets you do the same read yourself in an afternoon.
Questions people ask a Google Ads agency
Are you a Google Partner?
This site does not display a Partner badge. The badge is awarded on the agency's total managed spend, an optimisation score across its accounts and the number of certified staff, so it measures the agency's size and how closely it follows Google's recommendations. It does not measure your cost per lead. The certifications held by the person on your account are stated in writing on request, with the dates, which is the question worth asking any agency.
How much does a Google Ads agency charge?
Usually a percentage of spend, most often between 10 and 20 per cent. Here it is a flat fee by spend band: £249 a month for spend up to £1,000, £399 up to £3,000, £599 up to £8,000, and £199 once for a build or rebuild.
Should I follow Google's recommendations?
Read them, apply the ones the data supports, decline the rest in writing. The recommendations tab is generated to raise reach and spend, and several of its standard suggestions (broad match, budget increases, display expansion, Performance Max) do that without a matching rise in customers. Auto-apply stays off on every account we run.
Will you run Performance Max?
Alongside Search, when the account has conversion data and a product feed or a clear goal, yes. As the only campaign, no: it hides which searches spent the money and on a small budget it starves the Search campaign that would have told you.
Do you use Google's account strategists?
Google's phone teams call advertisers to suggest changes, usually the same ones as the recommendations tab. We take the calls when they come and decide on the data. The strategist is measured on your spend; we are paid a flat fee whatever you spend, which is the difference.
Can you take over an account another agency built?
Yes, and the first fortnight is spent reading it before anything is changed: search terms for ninety days, the change history, every conversion action, every setting. Most inherited accounts keep their structure and lose their waste.
Tell us what you spend. We reply with a fixed fee and the first three changes.
Your monthly spend, what a lead is worth to you and the address of the page your ads land on. Daniel Stoychev replies within one working day with the tier, the fee, what he would change first, and whether your sector and area are still free.