Google Ads management for UK businesses

Padon manages Google Ads for UK businesses in any sector, as part of our Ads package at £1,839 a month plus ad spend. Your campaigns are looked after every week within a budget we agree, and you get a report every week.

What Google Ads management includes

The work starts with a look at your ad account, analytics and website, and fixing what’s broken. From then on, every week we read what people searched for, what they clicked and what it cost. Searches and ads that bring enquiries stay, and the ones that cost money without results are stopped. The Ads package also covers Facebook and Instagram ads, looked after the same way.

Google’s search terms report shows the searches that triggered your ads, leaving out ones that too few people used. A search that isn’t relevant can be added as a negative keyword so the ad stops showing for it. A plumber in Swindon has no use for clicks from people searching “plumber salary”. Our note on negative keywords in Google Ads explains how they work.

Ad text uses only facts you have confirmed on a fact sheet about your business. We never invent figures, reviews or testimonials.

How Google Ads measures enquiries and sales

Google Ads measures results through conversion tracking. A conversion is whatever you decide is valuable, such as a purchase, a sign-up or a phone call. Google says conversion data shows which keywords, ads and campaigns are best at bringing that activity, and helps you understand your return on investment.

What Google Ads management costs

The Ads package, which covers Google Ads and Meta ads, is £1,839 a month plus ad spend, with a one-off setup fee that we quote before you start. After that it runs a month at a time with 30 days’ notice. If you also want search engine optimisation and your website looked after, Everything costs £2,986 a month plus ad spend, which is less than the packages bought apart.

Ad spend is separate from our fee. You pay it straight to Google from your own account, and we never hold it.

Google’s billing works like this:

• With cost-per-click bidding you pay for each click on your ad. Your maximum bid is the most you’ll typically be charged, and you’ll often be charged less.
• For most campaigns, Google can spend up to twice your average daily budget on a given day, but won’t charge more than 30.4 times the daily budget in a month. At £20 a day, that means up to £40 on one day and no more than £608 in the month.
• Since 1 November 2020 Google has added a 2% UK Digital Services Tax fee to invoices for ads served in the UK.

How Google Ads management works week to week

At the start we agree two things with you: the monthly cap on ad spend, and what a good week looks like. For a dentist that might be a number of consultation bookings. For an online shop it might be sales at a cost you can live with.

After a major change, such as a new bid strategy or changed conversion goals, Google’s automated bidding can show a “Learning” status for up to seven days. Google says performance typically settles within one to two conversion cycles, and advises judging it over two conversion cycles or two weeks, whichever is longer.

What we need from you to run Google Ads

• Access to your Google Ads account, analytics and website, given through each platform’s own user tools. Google Ads has access levels from email-only to admin: read-only users can’t edit campaigns, standard users can, and admins can also manage who has access. Nobody shares a password.
• A Google Ads account of your own, paid from your own payment method. Google’s guide to working with third-party partners says an agency must set up a separate Ads account for you, and that you have a right to know at least the clicks, impressions and cost of your ads.
• Your confirmation of the fact sheet before we start.
• Your approval of the monthly cap on ad spend.

Who Google Ads management suits

Search ads are triggered by actual searches, so they suit any business whose customers look for what it sells. Some examples of what UK businesses might advertise:

• A dental practice in Reading promoting implant or Invisalign consultations.
• A plumber covering Swindon who wants emergency call-outs.
• A solicitor in Leeds after conveyancing or family law enquiries.
• An estate agent in Norwich looking for valuation requests from sellers.
• An online shop shipping across the UK, selling products people search for by name.
• A café in York with a catering or events side worth advertising.

To see where you stand first, our free check compares your business with its competition nearby and we email a short report within two working days.

What results to expect from Google Ads, and when

Google says most ads are reviewed within one working day, so new ads can start showing soon after setup.

Your landing page counts towards Google’s Quality Score, a 1 to 10 diagnostic for each keyword built from expected click-through rate, ad relevance and landing page experience. Google says it isn’t an input in the ad auction, but it shows how your ads and landing pages compare with other advertisers’ for the same searches.

Nobody can promise a top Google position. Google also says it doesn’t accept payment to rank a site higher, so paying for ads doesn’t buy a better place in the free results.