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 fourteen days
Stop the waste before touching anything that works
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.
- 1
Read 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.
- 2
Prove 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.
- 3
Check 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.
- 4
Agree 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.
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.
- 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.
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
What do I need to give you to start?
Access to the Google Ads account through our manager account (you approve a request; you can remove it any time), access to the analytics property, and a way to add a small tracking snippet to your website. If there is no account yet we build one on your Google account with your card on the billing, which is the setup fee.
Will you use broad match?
Not on day one. Broad match with Smart Bidding works when the account has conversion data and a serious negative list, and it spends freely on nonsense when it does not. New accounts start on phrase and exact match; broad match is introduced campaign by campaign, with the Search Terms report read the following Monday.
Do you take one business per sector and area?
Yes, on the monthly plans, and the reply to your quote confirms it. It is the only way to set bids honestly: we cannot run two accounts that compete in the same auction for the same customers.
What if the campaigns are not working by month three?
We say so, in the report, with the reason. Sometimes the searches are too expensive for the margin, sometimes the landing page cannot convert at any CPC, sometimes SEO would win the same searches for less over a year. The three-month minimum exists so the judgement is made on data, and after it you can stop with a month's notice.
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.