Google Ads managed against pipeline, not form fills

No. A percentage of spend pays us more for spending more, which is a direct conflict with the job. Our fee is flat, scoped against the work involved — account complexity, number of campaign types, creative and landing-page volume — and published on the pricing page rather than quoted privately.

Expect the waste removal to show within two to four weeks, because cutting spend on queries that never convert is immediate. The bidding changes need a relearning period, typically two to three weeks per significant structural change, and pipeline-stage results cannot appear faster than your sales cycle. If your average cycle is ninety days, nobody can show you closed-won attribution in month one — anyone promising that is reporting form fills.

Enough that the account produces statistically meaningful data in weeks rather than quarters, which depends entirely on your cost per click. Industrial niche terms and consumer finance terms differ by more than tenfold, so a universal number would be a made-up one. We check your category's live auction costs during the free audit and tell you the floor before you commit to anything.

Often, yes — and when that is true we say so, because a rebuild costs you a relearning period. Measurement fixes, negative keywords, brand separation and landing-page alignment can be done in place. We recommend a rebuild only when the structure actively prevents reading the data, and then usually in parallel so your existing lead flow continues.

You do. Campaigns, conversion actions, tags, audiences, feeds and the reporting build live in your own Google and analytics accounts under your billing, and we operate as a user with access that you can revoke. Nothing sits inside an agency container that you would have to negotiate for on the way out.

Where it is legal in your jurisdiction and sensible for your category, yes — those queries carry some of the strongest intent available, and they are cheap because competitors are usually squeamish about them. We do not use a competitor's trademark in ad text, which is the line that causes trouble, and we will tell you if your category is one where this invites retaliation that costs more than it earns.

A monthly written review, plus a live dashboard you can open any time. Brand and non-brand are always separated, spend is attributed to pipeline stages where the data supports it, and anything we cannot measure is labelled as such rather than estimated into a chart. The review always ends with what we are changing next and what we need from your side.

Frequently. Common splits are that we own measurement and structure while the in-house team owns creative, or that we run non-brand while they keep brand. What we need is clarity about who changes what, because two people adjusting bid strategies on the same campaign is worse than either doing it alone.

Then it says that. We have told prospects to cut budget, to pause a channel, and to fix their sales follow-up before buying more leads. An audit that always concludes ‘you need a bigger programme, which we happen to sell’ is marketing material, not an audit.

Paid search is the fastest keyword research instrument available: within weeks it tells you which queries produce opportunities rather than merely traffic, and which messages convert on each of them. That evidence decides which organic pages are worth building and which questions the pages we want AI assistants to cite should answer. Running the two programmes separately is how companies end up paying by the click for queries they already rank for organically — so we report them in one view and look for exactly that overlap.

Where the data supports it. Microsoft Ads carries a meaningfully different audience in some B2B categories, often at lower cost per click, and campaigns can be imported rather than rebuilt from scratch. It is rarely a priority ahead of fixing the Google account, but once the structure and measurement are right it is a cheap incremental test, and we will include it in the plan when your category's search volume there justifies the management overhead.