The first 90 days, from your side of the desk

Before anything is signed

You are asked

Your monthly spend, your sector and area, the page your ads land on, and what a lead is worth to you in pounds. If the account exists, the customer ID.

You see

A reply within one working day with the tier and fee from the price list, the first three things we would change, and whether your sector and area are free on the monthly plans.

You decide

Whether to start, and whether to start with the free check, the written audit or the plan.

Days 1 to 3

You are asked

To approve a manager-account request in your Google Ads account (or to create the account on your Google login if there is none), to give access to the analytics property, and to let us add a small tracking snippet to the site or tell your developer to.

You see

Nothing changes in the account yet. You get a one-page note on what the ninety-day read of the existing account found, if there was one.

You decide

Nothing yet. This stage is access.

Days 4 to 7

You are asked

To read a one-page structure document: which campaigns, what each is for, its budget, the match types, the landing page for each, and the negatives seeded. Then to submit a test form and make a test call so we can watch each register once.

You see

The structure, in writing, before a pound is spent. The proof that a form and a call each count once, with the screenshots.

You decide

Sign off the structure, or change it. Budgets per campaign are your call; we recommend, you set.

Days 8 to 14

You are asked

To forward any enquiries that arrive so we can match them to the account, and to say which were real.

You see

Search terms read every day and negatives added the same day. A short note only if something needs your decision, such as a search you might want that we would exclude.

You decide

Which searches you want and which you do not, where the account cannot tell.

Days 15 to 30

You are asked

Twenty minutes to tell us what the first leads were worth, which lets the conversion values reflect your business rather than a guess.

You see

The bidding moves from manual or maximise-conversions to a target once tracking has proved itself. The first written report at month end: spend, leads, cost per lead, what changed, what we declined, what is next.

You decide

Whether the target we propose for cost per lead is the right one. It is your margin, not ours.

Days 31 to 60

You are asked

The same twenty minutes at month end. A conversation if we propose a landing page change, because the copy carries your claims.

You see

Fewer, dearer clicks and more of them converting, if the first month did its job. Campaign budgets moved towards what is producing leads. The second report, with the first beside it for comparison.

You decide

Landing page changes and any change to the offer in the ads. Both are yours to approve.

Days 61 to 90

You are asked

To read the day-90 judgement and answer one question: is the cost per lead at a level the business can grow on?

You see

The third report, plus a written judgement on whether the account is working, what we would change, and whether more budget would buy more leads or just more clicks, with the impression share numbers that say which.

You decide

Carry on monthly, move to the next tier, or stop with a month's notice and a handover. All three are on the table, in writing.