Results and reporting
No published PPC case study yet. Here is what we can show instead.
Pay Per Click Management launched in September 2026 and has no Google Ads account it can publish with a client's permission yet. Rather than dress something up, this page shows three things: how the monthly report reads, using a worked example with illustrative numbers labelled as such in every heading; the real, measured results from Webso Digital's website and search work, which is what the landing page service is built on; and the method we use, which you can check against any account. The first real accounts appear here with written permission, and not before.
Sample deliverables, not a client
The two documents you would receive, with every figure redacted
Nobody else in this market publishes the documents themselves. These are ours: the monthly report and the written audit, section by section, with every number replaced by a placeholder in square brackets. They are samples of the shape, not a client's results, and each page says so at the top.
Sample · redacted
The monthly report
Two pages: money, leads, worth, what changed, what we declined, what is next. Every figure a placeholder.
Sample · redacted
The written audit
Eight areas, each with finding, reason, change and expected effect, then the change list in order. Every figure a placeholder.
How we report
Two pages a month, every number checkable in your own account
The report is written by Daniel Stoychev, who did the work, at the end of every month. It leads with money in and money out, not with impressions, and it always contains a section on what we declined to do.
Money
Ad spend against budget, our fee, and where the spend went by campaign and, for Performance Max, by channel.
Leads
Calls over a minute, forms that arrived, purchases with values. Cost per lead by campaign, with the month before beside it.
Worth
What you told us the leads were worth, and the return on spend plus fee. Without this line the report says it is incomplete.
Changes
Negatives added, keywords paused, bids moved, ads rewritten, with the search terms or the numbers that caused each.
Declined
Google's recommendations we did not apply, one line each.
Next
One experiment or change for next month, with the number it is meant to move.
Worked example, not a client
Worked example: a heating engineer spending £1,500 a month, months one and three
The figures below are illustrative, not from a client account: the kind of numbers a report of this shape carries, chosen to be realistic for a one-van heating business in a mid-sized English town. They show what the report measures and how it reads, not what we have achieved.
Worked example figures, illustrative, not a client account
| Line in the report | Month one | Month three | What changed between them |
|---|---|---|---|
| Ad spend | £1,500 | £1,500 | Budget held; the schedule moved to the hours the phone was answered |
| Clicks and average CPC | 1,020 at £1.47 | 880 at £1.70 | Fewer, dearer clicks: the cheap ones were the wrong searches |
| Search terms excluded | 214 added in the first fortnight | 61 added across the month | Boiler manuals, error codes, jobs, courses, two towns outside the area |
| Leads (calls over 60 seconds and forms) | 31 | 52 | Landing page rebuilt with the number at the top; call assets added |
| Cost per lead | £48 | £29 | The line the account is judged on |
| Impression share, main campaign | 41%, lost mostly to rank | 58%, lost mostly to budget | Quality Score rose with the new page; the next lever is budget, and the report says so |
| Declined | Broad match keywords, +40% budget, display expansion | Auto-apply, a Performance Max campaign | Every one would have spent more without a reason in the data |
If this were a real account, the worth line would follow: how many of the 52 leads became jobs, and what those jobs were worth against £1,500 of spend and the management fee. That line comes from the client, and the report is not finished without it.
A real account and three worked examples
One case study from an account we run, and three worked examples labelled as such
The first is a real account, unnamed, with every figure from the Google Ads API and the caveat beside it. The other three are composite businesses taken through a first month, a first week and a pre-launch checklist; they show the method and are not client results.
Case study, a real account
Air-conditioning sales and installation, Bulgaria
An air-conditioning sales and installation business: the first three weeks of Google Ads, 140 clicks at 55 cents and 13 counted conversions
A Bulgarian air-conditioning firm's first 21 days: 623 impressions, 140 clicks, 76.78 spent, 13 counted and 34 total conversions. Build and caveats.
Worked example, labelled
Recruitment agency, two campaigns (composite)
A recruitment agency's first month after the split: the client campaign and the candidate campaign side by side
A sector recruitment agency's first month with candidates and employers in separate campaigns, side by side, with the negatives that did the work.
Worked example, labelled
Emergency locksmith, one van (composite)
An emergency locksmith's first week on a Search campaign after call-only ads ended, day by day
A one-van emergency locksmith moves from call-only ads to Search with call assets. Seven days, what changed each day and what the phone did. Labelled.
Worked example, labelled
Online furniture shop, 300 products (composite)
An online furniture shop's twelve checks before the first pound is spent on Shopping and Performance Max
An online furniture shop wants Shopping ads: twelve pre-launch checks, each with a pass or fail and the fix, and the Shopping and Performance Max split.
What is real today
Measured results from the work the landing page service is built on
Webso Digital builds and fixes websites and does the SEO on them; the pages an ad lands on are the same kind of page. These two are SEO clients, not PPC accounts, and the numbers are Google's own.
A vehicle remapping business in Chester, new site launched July 2026
98/100
mobile PageSpeed on the site we built
3rd
in the map pack by week five, from not listed
21 to 81
clicks from Google, 30 days to 4 September against the 30 before
39/40
pages indexed by late August
Asked on 6 September where to get a remap in Chester, an AI assistant listed this client first, above the competitor whose 239 reviews hold the map pack.
Caveats: a standing start makes percentages flattering; 21 to 81 clicks is real but small, and the assistant answer is one evening, not a ranking. Evidence that we build fast pages that get found, not a PPC result.
A tuning business with an existing site, fixed in place, one week
65 to 96
mobile PageSpeed score
2.4s
largest contentful paint on a phone, down from 11 seconds
A hero image the size of a film and a page builder were the causes. No rebuild; measured with PageSpeed Insights on the live site. This is the work that lifts landing page experience in Quality Score.
A tool we built and run
The free negative keyword generator at competitorwatch.xyz is ours. It produces the seed list we put into every new account, and it is public so you can judge the thinking before you pay for it.
A method you can check on any account
The weekly Search Terms read is written up in full in our guide. Open your own account's Search Terms report for the last ninety days, sort by cost, and count the rows that could never have bought from you. That number is the case for the routine, made on your data rather than ours.
How to check what we say
The parts of this page you can verify without asking us
A results page with no client names asks to be trusted, so here is what can be checked independently. Everything else on this site is written to the same standard: a number with its source, or no number.
- Trading name
- Webso Digital (Daniel Stoychev, sole trader)
- ICO registration
- ZC207002, searchable by number on the ICO register of fee payers
- Address
- 110 Rhosddu Road, Wrexham, LL11 2NG
- Hours
- Monday to Friday, 9:00 to 17:30
- Reply promise
- A reply from the person who runs the accounts within one working day, usually the same day
- Prices
- Published on the pricing page and repeated in the schema of this site, the same for every business
Who does the work is on the about page; the fees are on the pricing page.
What you will not find here
The things that are easy to fake
- Testimonials with a first name and a stock photo.
- “We manage £X million of ad spend”, which measures the agency's size, not your return.
- Client logos without a number beside them.
- Counters: clients served, campaigns launched, years of combined experience.
- Screenshots of a ROAS with the spend cropped out.
When the first real account appears
With permission, with caveats, with the spend shown
Each published account will show spend, leads, cost per lead and what the client told us the leads were worth, for a stated period, named or anonymised at their choice, with what did not work beside what did. If you would like to be the first, the quote form is the place to start.
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.