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Is Google Ads right for your business?
Google Ads works best when people are already searching for what you sell. It isn’t the right answer for every business, and I’d rather tell you that before you spend anything.
A good fit if you
Might not be the right time if
If people need to discover your product before they’d think to search for it, Meta Ads may be the better starting point.
What you get every month
Account build or restructure
A clean structure built around your services, locations and margins, or a restructure of an existing account without losing its history.
Keyword research
Finding the searches worth paying for, choosing match types carefully and building negative keyword lists to cut wasted spend.
Ad copy and assets
Responsive search ads written for your customers, plus sitelinks, callouts, images and the other assets that make ads more useful.
Conversion tracking
Tracking for calls, forms, bookings and sales, so every decision is based on enquiries rather than clicks.
Ongoing optimisation
Weekly checks on search terms, bids, budgets and ad performance, with changes made by me rather than left to automation.
Clear monthly reporting
A plain-English report showing spend, enquiries and cost per enquiry, plus what I’m changing next and why.
Campaign types I manage
Most small businesses start with Search. I only add other campaign types once tracking is reliable and there’s a clear reason to, so a smaller budget isn’t spread too thinly.
Search
Text ads shown when people search for your services. The starting point for most small businesses.
Performance Max
One campaign across Search, YouTube, Display, Gmail, Discover and Maps, driven by Google’s automation. Best once tracking is solid.
Shopping
Product listings with images and prices for online shops, run from your Merchant Center product feed.
Display and remarketing
Image ads across websites and apps, used mainly to bring back people who’ve already visited your site.
YouTube
Video ads to build awareness locally, or to reach people who already know your business.
Demand Gen
Visual ads across YouTube, Discover and Gmail, aimed at people who aren’t searching for you yet.
How my fees work
Fixed monthly fee
Your fee is fixed within your ad spend band, so it doesn’t rise every time your budget does.
Ad spend paid to Google
Your media budget goes straight to Google from your own account, with nothing added on top.
Rolling monthly agreement
No 12-month contracts. If I’m not earning my place each month, you’re free to leave.
How it works
1. Audit
I review your existing account, or your market and competitors if you’re starting from scratch.
2. Plan
We agree budget, targeting, goals and what a good result looks like for your business.
3. Launch
I build the campaigns, set up tracking and go live once you’ve approved everything.
4. Improve
Weekly refinements, a monthly report and a call to talk through what’s working.
Who manages your account
I’m Stephen McAllister, a PPC consultant based in Clacton-on-Sea with more than 15 years in digital marketing. Every account is run by me. Nothing is passed to a junior account manager or outsourced, and you’ll always deal with me directly.
I’ll also be straight with you about results. If something isn’t working, you’ll hear it from me along with what I’m doing about it.
Google Ads management in Essex and London
I work with small businesses across Essex, including Colchester, Chelmsford and Clacton-on-Sea, and in London. Google Ads management works just as well remotely, so we can speak on Teams or by phone wherever you’re based in the UK.
Often works well alongside
Microsoft Ads
Reach Bing searchers by importing your Google campaigns and adjusting them for Microsoft.
Prefer to run your own account? My Google Ads training teaches you to manage it yourself, working on your live campaigns.
Google Ads management questions
I charge a fixed monthly fee within your ad spend band, rather than a percentage of your spend. That means my fee doesn’t rise every time your budget does. Your ad spend is separate and paid directly to Google. You’ll find the current packages on my pricing page.
It depends on your sector, location and how competitive your keywords are. Before we start, I look at estimated costs per click and search volumes for your services, then suggest a realistic starting budget and what it’s likely to deliver. If the budget is too small to give fair results, I’ll tell you.
Ads can start bringing in traffic within days of going live. Turning that into a steady flow of enquiries usually takes longer, as I refine keywords, ads and targeting based on real data. Some accounts perform well from the first week. Others take a month or two to settle, especially new accounts with no history.
No. I work on a rolling monthly agreement, with no 12-month contracts. If I’m not earning my place, you’re free to leave. Your Google Ads account stays in your business’s name, so you keep all your campaigns, data and history whatever happens.
Account setup or restructure, keyword research, ad copy and assets, conversion tracking, weekly optimisation and a monthly report. You also get direct access to me, so questions go to the person actually running your account. Ad testing and new campaigns are planned within your monthly package.
Search, Performance Max, Shopping, Display and remarketing, YouTube and Demand Gen. Most small businesses start with Search, because it reaches people who are already looking for what you offer. I only add other campaign types once tracking is reliable and there’s a clear reason to, rather than spreading a small budget too thinly.
Yes. I’m based in Clacton-on-Sea and work with businesses across Essex and London, but Google Ads management works just as well remotely anywhere in the UK. We speak on Teams or by phone, and I’m happy to meet in person if you’re nearby.
You work directly with me, a PPC consultant with more than 15 years in digital marketing, rather than a junior account manager. Fees are fixed and transparent, there’s no long-term contract and nothing is outsourced. If I don’t think Google Ads is right for your business, I’ll say so before you spend anything.
Yes, and for some businesses it makes sense. If you have the time and want to stay hands-on, my Google Ads training teaches you to manage your own account, working on your live campaigns. Some businesses start with training and hand over later, and others do the reverse.
Not sure if Google Ads is right for you?
Book a free call and I’ll give you an honest view on what’s worth doing first.