Service
Google Ads management: a fixed fee, a weekly routine, an account that stays yours
Google Ads management costs from £249 a month here, set by your spend band, with a 3-month minimum and then monthly. What the fee buys is a routine: the Search Terms report read every week and negatives added the same day, conversion actions checked against what really arrived, bids and budgets reviewed, ads and landing pages kept sharp, and a written report each month. The account is in your name and the ad spend goes to Google on your card.
The first 90 days
Stop the waste first, prove the tracking, then let the bidding learn, then judge it
An account that has run for a year without a weekly read usually has three things wrong: search terms nobody would buy from, a conversion action that counts the wrong thing, and a setting that quietly widened the targeting. Those go first, because they are cheap to fix and costing money today. The ninety days after that have a fixed shape.
Days 0 to 14
Stop the waste before touching anything that works
- 1Read ninety days of Search Terms. Every query that spent money, sorted by cost. Job seekers, students, DIY, products you do not stock, towns you do not serve. Each goes into a shared negative list at the right match type.
- 2Prove the conversion actions. Submit the form, make the call, place the test order, and check each shows once in the account. Remove the actions that double count and demote the ones that are not sales to secondary.
- 3Check the settings that widen targeting. Location set to presence, not presence or interest. Search partners and display expansion off unless their own numbers earn a place. Auto-apply recommendations off. Languages, ad schedule and time zone confirmed.
- 4Agree the structure in writing. Campaigns by budget and goal, ad groups by intent, keywords at phrase and exact first, broad match only where conversion data and negatives make it safe. You see the plan before anything changes.
Days 15 to 30
The bidding learns on clean data
Search Terms read daily until the negatives stop growing, then weekly. Bidding moves from manual or Maximise Conversions to a target once tracking has proven itself. The first written report at month end, with what changed, what was declined and what is next.
Days 31 to 60
Budget follows what is producing leads
Fewer, dearer clicks and more of them converting, if the first month did its job. Budget moves towards the campaigns with the lowest cost per lead; impression share says whether the limit is budget or rank. Ads rewritten where an asset never serves; the first landing page change requested from the data.
Days 61 to 90
The written judgement
The third report, plus a written answer to whether the account is working, what we would change, and whether more budget would buy more leads or only more clicks, with the impression share figures that say which. Carry on monthly, move tier, or stop with a month's notice: all three in writing.
The same ninety days from your side of the desk, what you are asked for and what you decide, is on how we work. If the account is already running, the free Google Ads check reads six of these points in writing within 72 hours before you commit to anything.
What a month contains
The same routine every week, so nothing drifts
Google Ads does not stay fixed. Close variants let new queries in, competitors change their bids, a landing page gets slower after an update, Google turns a setting back on with a notice nobody reads. The table is what looking every week means.
| Week | In the account | What you see |
|---|---|---|
| Week 1 | Search Terms read, negatives added; conversion actions checked; Google's default changes reverted | A note only if something needs your decision |
| Week 2 | Search Terms again; bids and budgets: impression share lost to budget or rank, cost per conversion by campaign | Budget moves logged in the change history you can read |
| Week 3 | Search Terms again; responsive search ads, assets and ad strength reviewed; landing page speed re-measured | New ad copy sent for approval if a claim changes |
| Week 4 | Search Terms again; Google's recommendations read and declined or applied by hand | The written report: spend, clicks, CPC, conversions, cost per lead, what changed, what is next |
Search campaigns
Built the way Smart Bidding needs, not the way the wizard suggests
Google's campaign wizard produces one campaign, broad match keywords, Maximise Conversions with no target, display expansion and search partners on, and location set to people interested in your area. That structure spends fast and learns slowly. We build fewer campaigns with a clear budget each, ad groups that share one intent, and keywords at phrase and exact match so the Search Terms report tells us what people typed rather than what Google decided was close enough.
Responsive search ads are written per ad group with headlines that name the search, the offer and the reason to choose you, pinned only where a regulated claim has to stay in place. Sitelinks, callouts, structured snippets and a call asset go on every campaign, because they are free space in the auction and they lift click-through rate, which feeds Quality Score, which lowers the CPC you pay for the same position.
Bidding starts on Maximise Conversions once tracking is proven, moves to a target CPA at around thirty conversions a month, and to a target ROAS only when the conversion values are real revenue. Manual CPC stays on the small campaigns where Smart Bidding would never get enough data.
What we refuse
The things a percentage-of-spend agency has no reason to refuse
We will not leave auto-apply recommendations on. Google's suggestions are written to increase spend and reach, and several of them, adding broad match keywords, raising budgets, switching on display expansion, do exactly that without a matching increase in customers.
We will not report impressions and clicks as if they were the result. The report leads with conversions, cost per lead and, where you tell us what the leads were worth, revenue against ad spend plus our fee.
We will not bid on your own brand name by default, and we will not run Performance Max as the only campaign: it hides which searches spent the money, and on a small budget it starves the Search campaign that would have told you.
Reporting
Two pages a month, written to be argued with
Every number in the report is one you can check in the account yourself, because the account is yours. The report exists so you do not have to. Its shape, with every figure replaced by a placeholder, is on the sample monthly report.
- Cost per lead
- Spend against budget, conversions by type, cost per conversion by campaign, and the month before for comparison. Calls over a minute count; a five-second misdial does not.
- What changed and why
- Negatives added, keywords paused, bids moved, ads rewritten, with the search terms or the numbers that made us do it.
- What we declined
- Google's recommendations we did not apply, and the reason in one line each.
- What we need from you
- Which leads were real, and what they were worth. That is what turns cost per lead into return on spend.
The fee
Three tiers, set by spend band, the same for every business
The fee follows the amount of money the account handles each month, because that sets the hours. It does not follow the sector, the number of keywords or how competitive the auction is. Prices exclude VAT; the setup fee and the audit credit are on the pricing page.
Spend up to £1,000
Starter
£249 /month
- Search Terms report read every week, negatives added the same day
- Keywords, match types and responsive search ads maintained
Spend up to £3,000
Growth
£399 /month
- Everything in Starter
- Shopping feed or Performance Max asset groups managed alongside Search
Spend up to £8,000
Scale
£599 /month
- Everything in Growth
- Weekly bid strategy and budget review across campaign types
Related
Where this connects
PPC audit
Already spending? Start with the written review of where the money goes.
Landing pages for PPC
The page the click lands on decides the CPC and the conversion rate.
Pricing
Every tier, the setup fee and the audit, with the calculator.
Get a quote
Your spend and your sector; the fee and the first changes in reply.
Questions about the management service
How much does Google Ads management cost?
A flat fee by your spend band: £249 a month for ad spend up to £1,000, £399 up to £3,000, £599 up to £8,000, plus £199 once when an account is built or rebuilt. Never a percentage of spend, and the ad spend itself goes to Google on your card.
How long before it works?
Waste stops in the first fortnight, because negatives and settings take effect the same day. Cost per lead becomes a number you can trust after about a month, once the conversion actions are proven and Smart Bidding has data. The judgement on whether the account is working is written at day ninety, and the three-month minimum exists so it is made on data rather than on a good or bad week.
Will you take over an existing account?
Yes. The first fortnight is spent reading it before anything is changed: ninety days of Search Terms, the change history, every conversion action, every setting. Most inherited accounts keep their structure and lose their waste; a few are rebuilt, and the setup fee covers that.
Do you write the ad copy?
Yes, per ad group, from the searches people actually type and from a conversation with you about the offer. Claims go to you for approval before they run, because under the CAP Code and Google's misrepresentation policy they are yours. Regulated sectors get pinned headlines where a claim has to stay in place.
Can you track phone calls?
Yes, from the first week. Google's call reporting counts calls from the ads and their length; a tracking number on the landing page counts calls from the page and attributes them to the campaign. Calls over a minute count as leads; a five-second misdial does not. Our call tracking guide explains the set-up.
What happens if I leave?
A month's notice after the three-month minimum, a written handover in the last month, and the account carries on in your name with everything in it. You remove our manager link yourself. There is no exit fee and nothing is held back.
Do I own the account?
Yes. If you already have one, we link to it through our manager account, which you can remove in one click. If we build one, it is created on your Google login with your card on the billing. We never create an account inside our own manager account, because that is how agencies keep your history when you go.
What is the minimum spend?
There is no minimum we impose, but the fee has to make sense against the spend. The Starter tier at £249 covers spend up to £1,000; below a few hundred pounds a month the fee is a large share of the total and the small business page says when it is better to run the account yourself with our free tools beside you.
Are you a Google Partner?
This site does not display a Partner badge. The badge is awarded on an 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, not your cost per lead. The certifications held by the person on your account are stated in writing on request, with dates. The Google Ads agency page explains what to ask instead.
What do you not do?
Charge a percentage of spend or mark up the ad spend. Leave auto-apply recommendations on. Report clicks and impressions as the result. Run Performance Max as the only campaign, or bid on your brand by default. Take two businesses in the same sector and area on the monthly plans. Meta, LinkedIn and TikTok advertising, which are different auctions.
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.