Google Ads Managed to Cost Per Lead
Enquiries from day one, at a number you agree before we start spending. Managed against cost per lead, not impressions, clicks or any metric that looks good on a slide.
Four Campaign Types That Earn Their Budget
Most accounts need two of these. Running all four from the start splits the budget too thin to learn anything.
Search Campaigns
Someone types the problem you solve. Highest intent in the account and where most budgets should start.
- Keyword research
- Negative lists
- Ad copy tests
- Bid strategy
Local Campaigns
Calls and directions from people nearby. Works alongside your Business Profile rather than duplicating it.
- Call ads
- Radius targeting
- Location assets
- Call tracking
Shopping Campaigns
Product listings for stores. Half of this job is the feed, and a bad feed cannot be fixed by bidding. Feed maintenance is often automated.
- Feed setup
- Merchant Center
- Product titles
- Bid tiers
Remarketing
People who visited and left. Cheapest conversions in most accounts, and the most commonly skipped.
- Audience lists
- Frequency caps
- Offer testing
- Exclusions
Where Every Rupee Goes
Two numbers, kept separate. Agencies that blur them are usually hiding one.
- Ad spend goes to Google
- Paid from your own card, on your own account. We never sit between you and Google, and we take no share of it.
- Management fee comes to us
- A fixed monthly amount agreed before we start. Not a percentage, because a percentage rewards us for spending more of your money.
- The account stays yours
- Created in your name with you as owner. If you leave, the history, the learning and the data stay with you.
- No lock-in period
- Month to month. Agencies that need a twelve-month contract are protecting themselves from their own results.
The First Ninety Days
Paid search is not instant, whatever the pitch says. It takes weeks of data before the account knows what a good lead looks like.
Audit
If an account exists, we find the wasted spend first. That usually funds the first month.
Tracking
Conversion tracking before any budget moves. Without it, everything after is guesswork.
Launch
Two campaign types, tight keywords, a real negative list from day one.
Learn
Weeks four to eight. Search terms reviewed weekly, waste cut, winners funded.
Scale
Only once cost per lead holds steady. Scaling before that multiplies a problem.
What the Monthly Report Contains
- Cost per lead, first line
Not impressions. Not click-through rate. The number that decides whether this channel is worth continuing.
- Search terms you paid for
The actual queries, including the embarrassing ones. That list is how waste gets found.
- What changed and why
Every adjustment we made that month, in plain language, with the reasoning behind it.
- What we would stop
If a campaign is not working, it appears in the report as a recommendation to cut, not buried in an appendix.
When Paid Search Will Waste Your Money
Three cases where we say no, because taking the retainer would not be honest.
- The landing page cannot convert. Traffic to a weak page burns budget. Fix the page first, then advertise.
- Budget below the market floor. In competitive categories a small daily budget buys too few clicks to learn anything, and never leaves the learning phase.
- Nobody is searching. Paid search captures demand that already exists. If your category has no volume, this is the wrong channel entirely.
Ads buy attention while it is paid for. If you want visibility that keeps working after the spend stops, that is SEO, and most businesses should run both.
Questions About Google Ads
How much should I spend on Google Ads?
Do you charge a percentage of ad spend?
How soon will I see enquiries?
Who owns the ads account?
Can you fix an account someone else set up?
Find out what you are paying for
Give us view access for a day. We come back with the wasted spend, the missing negatives and the tracking that is not firing. No charge, and no obligation to hire us.
View access only. We never need billing permissions.