Google Ads
Google Ads run for leads, not clicks.
The fastest way to get in front of people searching for what you sell. We build search campaigns around qualified enquiries and a cost per lead that makes sense for your business.
From our client work
- 2,098 tracked leads for Universal Buyers Agents
- Around $150 per lead, in an expensive market
- 10.79% click to lead on the flagship campaign
The problem
Most accounts optimise for the wrong number.
Google Ads will happily spend whatever you give it. The question is what it's learning to spend it on.
In most accounts we audit, the conversion tracking is off. A form counts twice. A newsletter signup counts as a lead. Calls aren't tracked at all, or every call over ten seconds counts. Google's bidding then optimises toward those signals, and the account gets very good at producing things that aren't customers.
Then there's search terms. Broad match and loose keyword lists pull in people looking for jobs, DIY advice, free services or a different business entirely. Those clicks look like traffic in a report. They aren't.
So the first job is almost never "more budget". It's making sure the account is paying for the right searches and counting the right outcomes.
What we do
Search campaigns, done properly.
We focus on Google Search, where intent is highest. Other campaign types come in only when they earn their place.
01
Tracking you can trust
Calls, forms and bookings tracked as real leads in Google Ads and GA4. Soft signals kept out of bidding.
02
Intent-first structure
Campaigns built around the searches people use when they're ready to hire, matched to the service and location.
03
Search term control
Ongoing negative keyword work and search term reviews, so budget goes to buyers rather than browsers.
04
Ads that pre-qualify
Copy that says who you're for, and who you're not. A slightly lower click-through rate is fine if the clicks are better.
05
Landing pages that convert
Pages matched to the search, with proof and a clear next step. Often the biggest lever in the account.
06
Budget where it pays
Spend moved toward the campaigns, locations and hours that produce leads at your target cost.
The maths that matters
Start from what a lead is worth.
Before we touch your account we work out the cost per lead you can afford. Everything else is measured against it.
| Example | Value |
|---|---|
| Average client value | $8,000 |
| Enquiries that become clients | 1 in 5 |
| Revenue per enquiry | $1,600 |
| Spend 20% of that to acquire | Target cost per lead: $320 |
How it works
From audit to steady lead flow.
01
Audit or build
Existing accounts get a findings-first audit: tracking, search terms, structure, landing pages. New accounts start with keyword and cost research for your market.
02
Fix tracking first
Conversion actions are cleaned up before we optimise anything, so we're steering by real numbers. If that changes your reported leads, we'll tell you why beforehand.
03
Launch and learn
Campaigns go live with tight targeting. The first few weeks are about finding which searches convert.
04
Optimise to cost per lead
Search terms, bids, ads, landing pages and budget adjusted against your target. Weekly in the early months.
05
Report on leads
Leads, cost per lead and what we changed. If you share which leads became clients, we'll report on that too.
From our client work
Universal Buyers Agents: 2,098 leads at ~$150 each.
A long-standing Google Ads account in an expensive property niche, built around exact buyer intent and tracking that only counts real enquiries.
- 2,098
- Tracked leads from Google Ads
- ~$150
- Average cost per lead
- 8.58%
- Click to lead rate
Account-level Google Ads platform data. A lead is a tracked call or form enquiry, not a signed client. Click to lead rate is clicks that became an enquiry, not a close rate.
FAQ
Google Ads questions we get asked.
How much should I spend on Google Ads?
Work backwards from what a client is worth and how many you want. If a client is worth $10,000 and you close one in five enquiries, you can afford to pay a lot more per lead than most businesses think. We work this out with you on the strategy call, then size the budget to the search volume that actually exists in your market.
What is a good cost per lead?
One that leaves room for profit after your close rate. A $150 lead is cheap for a buyer's agent and expensive for a carpet cleaner. We set a target cost per lead from your numbers, not an industry average.
How quickly will I see leads?
Usually within the first week or two of campaigns going live, assuming tracking is in place and the landing pages are reasonable. The first month is about learning which searches convert. Months two and three are where cost per lead normally comes down.
Do you charge a percentage of ad spend?
No. Management is a fixed monthly fee agreed upfront. Percentage-of-spend pricing rewards spending more, whether or not it produces more leads.
Can you take over my existing account?
Yes, and we usually start with an audit of it. History in an account is valuable, so we fix what is there rather than starting again unless there is a good reason to.
Who owns the account?
You do. The Google Ads account, conversion tracking and data stay in your name. We are given access to manage it.
Next step
Want a second opinion on your Google Ads?
If search is an important way you win customers, let's look at where the opportunity is. A 30-minute call with the person who would run your account.
- No 50-page pitch deck
- No hard sell
- A straight answer on whether we can help