Work with me
Three ways engagements usually start. All of them begin with me looking at the account before anyone commits to anything.
Account audit
A full review of tracking, structure and spend, ending in a prioritised list of what to fix and in what order.
- Conversion tracking verification
- Campaign and ad group structure review
- Wasted spend and search term analysis
- Landing page assessment
- Written findings and a remediation plan
Best if performance dropped and you don't know why.
Ongoing management
I run the account: structure, bids, budgets, creative testing, measurement and reporting, month to month.
- Everything in the audit, then implemented
- Weekly optimisation and search term review
- Ad and landing page testing
- Reporting that reconciles with your CRM
- Direct access to me, not an account manager
Best if you want the account run properly and left alone otherwise.
Build or rebuild
A fixed-scope project: new account from scratch, a structural rebuild, or a tracking implementation done correctly.
- Keyword and intent research
- Campaign architecture and build
- GA4 and Google Tag Manager setup
- Conversion and enhanced conversion configuration
- Handover with documentation
Best if you're starting fresh or the current structure is beyond patching.
Pricing depends on account size and scope, so there is no fixed price list here. Tell me what you're working with and I'll quote against it.
How I work
Six steps, in this order
The order matters more than the list does. Measurement comes before spending, structure comes before optimisation, and nothing is scaled until it has been shown to work at a smaller size.
Access, before anything is quoted
I ask for read access to the ad account, analytics and tag manager, and I look at them before quoting. Scope written against a guess is scope that gets revised twice.
- Read access to Google Ads, GA4 and Google Tag Manager
- A short conversation about what the business sells and to whom
- Whatever you already know about which enquiries turn into customers
If what I find says paid search is the wrong channel for you, I will say so at this stage rather than after you have paid me.
Audit and diagnosis
A full read of the account against the things that actually determine performance, ending in written findings ordered by what to fix first.
- Conversion tracking verified end to end, not assumed
- Campaign and ad group structure against how the business is really organised
- Search terms report read properly — what you are actually paying for
- Wasted spend, network settings and location targeting defaults
- Landing page assessment on a phone, on mobile data
The output is a prioritised list, not a score out of ten. A number tells you how you did; a list tells you what to do on Monday.
Measurement before money
Nothing gets rebuilt and no bidding strategy changes until the numbers can be trusted. Automated bidding optimises towards whatever you report, so reporting the wrong thing teaches it to buy the wrong traffic.
- Conversion actions defined around what makes an enquiry worth having
- Tracking tested by submitting the form and confirming one conversion lands
- Conversion values where lead types differ in worth
- Offline conversion import where the CRM can support it
This is the least visible step and the one that most often explains the performance gap. It is also the step clients most often want to skip.
Build, or rebuild
Campaign architecture, keywords, negatives, ads and landing pages — built so that budget can be controlled where it needs to be and the reporting stays readable.
- Keyword and intent research grounded in the search terms already seen
- Negative keyword lists in place before launch, not after
- Ad groups tight enough that one honest ad can serve all of them
- Pages that open with what the ad promised
Structural changes are disruptive. I do them when they are warranted, not on a schedule, and one at a time so the effect is attributable.
The weekly discipline
The unglamorous work that separates accounts that improve from accounts that look busy. Weekly, without exception.
- Search terms report read; negatives added; good terms promoted to keywords
- Budget pacing and anything that broke
- Ad and landing page tests, changed one dimension at a time
- Tests left running long enough to accumulate conversions, not clicks
Accounts that are adjusted daily tend to perform worse, because nothing is ever left alone long enough to be measured.
Reporting that reconciles
Monthly reporting against your own records rather than the platform's, in plain language, including the months where the answer is that it did not work.
- Cost per qualified lead and cost per acquired customer, not impressions
- Platform-reported figures checked against your CRM or analytics
- What changed, what it did, and what changes next
- What I got wrong, where I got something wrong
Reach and click-through rate are diagnostics. They appear in the report as diagnostics, not as the result.
Start here
The more detail you give me now, the more useful my first reply will be.