No negative keywords
You pay for searches like "plumber jobs".
Check search terms weekly and block the bad ones.
Google Ads management for UK businesses.
Someone searches for an emergency plumber.Your competitors' ads are on top. You're not there.Your Google Ads campaign goes live.They tap Call. You pay only for that click.
Illustration with made-up names and numbers. Results can't be guaranteed.
What I do in your account.
Five jobs that decide whether ads make money or waste it.
Step 1 of 5
Research
Find the searches that bring paying customers, not just clicks.
What I do
- Real search numbers and pricesFrom Google's own Keyword Planner.
- Check your competitors' adsWhat they say, and what you can say better.
- Pick the right match typesHow closely a search must match your keyword.
GBroad, phrase and exact match control which searches can show your ad. Google
Step 2 of 5
Campaign setup
Spend only where and when people can become your customers.
What I do
- Your service areaTowns, postcodes or a radius around you.
- Ad scheduleShow ads when you can answer the phone.
- Negative keywords from day oneBlock searches like "jobs", "free" or "DIY".
GGoogle's default location setting also reaches people who are only interested in your area. I check this for local businesses. Google
Step 3 of 5
Ads that get clicked
Your ad has a few seconds to show you're the right choice.
What I do
- Headlines that match the searchSomeone searching "boiler repair" sees "boiler repair".
- Call button, links and extra detailsGoogle calls these assets.
- Each ad goes to the right pageNot just your homepage.
You getYou approve every ad before it goes live.
Step 4 of 5
Tracking
If we can't see what works, we're guessing with your money.
What I do
- Calls from ads and your websiteCounted as enquiries.
- Form enquiries and bookingsEach one linked back to the ad it came from.
- Cookie consent done properlyIn line with UK privacy rules.
GConversion tracking shows what people do after they click your ad. Google
Step 5 of 5
Improve and report
Good accounts get better week by week, not by luck.
What I do
- Check search terms every weekBlock the searches that waste money.
- Move budget to what worksMore for the ads that bring enquiries.
- Test new adsKeep the winners, drop the rest.
You getA monthly report in plain English.
The highest bid doesn't always win.
Google looks at your bid and the quality of your ad and page. Try it.
Who shows firstSearch: "emergency plumber leeds"
Your options
Two ways to move up. Press one, or both.
- 1Expected clicksHow likely people are to click your ad.
- 2Ad relevanceHow well your ad matches the search.
- 3Landing pageHow useful your page is after the click.
GSimplified illustration. Google's real auction also uses search context, ad assets and more. About Ad Rank · About Quality Score
What could your budget bring in?
Move the sliders. See clicks, enquiries and what each enquiry costs.
Your estimate, per month
- Ad budget
- Clicks to your site or phone
- Enquiries
Cost per enquiry
Estimates only. Before you spend anything, I check real costs per click for your keywords and area in Google's Keyword Planner, so your plan starts from real numbers.
Your Google Ads dashboard, explained.
This is what you'll see in your account. Tap the numbers to learn what each one means.
Google Ads
FlowFix PlumbingExample account
Last 30 days1 – 30 Sept
Clicks1,240
Impr.18.6K
Avg. CPC£1.92
Cost£2,381
Conversions96▲ 18% vs last month
Cost / conv.£24.80▼ £3.10 vs last month
Conv. rate7.74%▲ 0.9 pts
| Campaign | Status | Budget | Clicks | Cost | Conv. |
|---|---|---|---|---|---|
| Search – Emergency plumbing | Limited by budget | £50.00/day | 720 | £1,512 | 58 |
| Search – Boiler repair | Eligible | £27.00/day | 410 | £764 | 31 |
| Search – Brand (FlowFix) | Eligible | £5.00/day | 110 | £105 | 7 |
| Total | £82.00/day | 1,240 | £2,381 | 96 |
| Search term | Clicks | Cost | Conv. | Action |
|---|---|---|---|---|
| emergency plumber leeds | 212 | £431 | 24 | Added |
| boiler repair near me | 96 | £187 | 9 | Added |
| 24 hour plumber leeds | 74 | £150 | 8 | Added |
| plumber jobs leeds | 31 | £52 | 0 | Add as negative✓ Blocked |
| how to fix a dripping tap | 27 | £38 | 0 | Add as negative✓ Blocked |
| plumbing course leeds | 12 | £21 | 0 | Add as negative✓ Blocked |
£111 went on searches that were never going to call: job seekers, DIY and courses. Blocking them stops that spend.
Example account with made-up numbers, to show how the dashboard works.
Where ad money gets wasted.
Six common mistakes, and the fix for each.
No conversion tracking
You can't tell which clicks bring customers.
Track calls and forms before spending.
Every ad goes to the homepage
Visitors have to hunt for what they searched.
Send each ad to a page that matches it.
Wrong location settings
Ads show to people far outside your area.
Set the right area and location option.
Ads when no one can answer
Calls go to voicemail, and you still paid for the click.
Schedule ads around your hours.
Set and forget
Costs creep up and nobody notices.
Regular checks and changes.
Good to know: Google says you aren't charged for invalid clicks, and it filters them automatically.
G What Google says: Invalid clicks · Negative keywords · Location options
Google Ads or SEO? Often both.
They do different jobs. Here's the honest difference.
Google Ads
Pay to show now- Speed
- Ads can start showing soon after Google approves them.
- You pay
- For each click, plus my management fee.
- If you stop
- Your ads stop showing.
- Best for
- Enquiries soon, offers, testing what sells.
SEO
Earn your place over time- Speed
- Takes time. Some changes show in weeks, others in months.
- You pay
- For the work. Clicks from free results cost nothing.
- If you stop
- Good results can keep working for a while.
- Best for
- Steady, long-term visitors.
Paying for ads doesn't change your free Google rankings. That's why many businesses run ads while SEO grows.
GGoogle: advertising "won't have any effect" on your presence in search results. Read it · My SEO service
How we work together.
Five simple steps, from first chat to monthly results.
- 1
Quick chat
Your services, area, budget and goal.
- 2
Account check
Already running ads? I find what works and what wastes money.
- 3
Build
Keywords, ads and tracking. You approve before launch.
- 4
Launch
Ads go live. I watch closely in the first weeks.
- 5
Report and improve
A plain-English report every month, and steady changes.
Quick answers.
Short and honest.
-
It depends on your industry, your area and how many enquiries you want. Use the calculator above to get a feel. Before you spend anything, I'll check real costs per click for your keywords and suggest a starting budget.
-
Both, separately. Your ad spend goes straight from your account to Google. My fee is for managing it. You always see exactly what went where.
-
You do. The account is in your name and you give me access. If we ever stop working together, you keep the account, the ads and all the data.
-
Ads can start showing soon after Google approves them. The first few weeks are about learning which searches and ads bring enquiries, so results usually improve over time.
-
No one honestly can. What I can do is track every enquiry, cut wasted spend and show you exactly what your money brought in, every month.
-
No. Google says paying for ads doesn't affect your free search rankings. Ads and SEO work side by side.
Source: Google Search Central -
On a single day, Google may spend up to twice your average daily budget. Over a month, you won't be charged more than 30.4 times your daily budget. Set £20 a day, and the most you pay in a month is £608.
Source: Google Ads Help -
Google says you won't be charged for invalid clicks, and it filters them out automatically. You can see how many were filtered in your reports.
Source: Google Ads Help
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