Google Ads
Be in front of people the moment they search for what you do. Campaigns built for enquiries rather than clicks, run by the same two people who build your site - so the ad, the landing page and the tracking are all one job, done by one team.
Overview
What Google Ads does well, and where it goes wrong
Google Ads puts you in front of someone at the exact moment they're searching for what you sell. For a service business or SME that's the most valuable moment there is - the intent already exists, and you're paying to be the answer. Set up properly, it's the fastest way to turn a marketing budget into enquiries.
What goes wrong is rarely the platform. It's broad match keywords left on autopilot, spending on searches that were never going to convert. It's accounts with no conversion tracking, so nobody can say which clicks became calls. It's ads that send people to the homepage instead of a page built for the search. And it's agency fees that scale with spend, so the agency earns more as your budget grows whether or not the leads do.
We run accounts for businesses across Australia the way we'd run our own: tight structure, Search first, every conversion measured, and a landing page that matches the ad. David and Dara manage every account personally - no outsourcing, no juniors.
Key areas
What we work on
Campaigns organised around how your customers actually search - by service, by location, by intent - so budget flows to the terms that produce enquiries. Match types chosen deliberately, negative keywords built from day one, and a structure that stays readable as the account grows.
The core of lead generation. Text ads shown to people typing in exactly what you do, written to qualify the click before you pay for it. Extensions, ad schedules, location targeting and bidding tuned to your margins rather than Google's defaults.
Where they fit, they fit well. Shopping campaigns for ecommerce, and Performance Max once an account has enough conversion data to feed it. We'll tell you when they're a good idea and when Search alone would do more with the same budget.
The ad gets the click; the page gets the enquiry. Because we build websites too, we design and build the pages your ads land on - matched to the search, fast to load, and with one clear next step. More on websites and UX.
Form submissions, phone calls, bookings and quote requests tracked in GA4 and fed back to Google Ads, so bidding optimises toward enquiries rather than clicks. If it isn't measured, it isn't managed. More on tracking & reporting.
Search term reviews, bid and budget adjustments, ad testing and landing page iteration, done weekly. Budget moves toward what converts and away from what doesn't - and we'll say so if the account would do better with less spend, not more.
Comparison
Google Ads or SEO?
It's the question most businesses ask first, and the honest answer is that they do different jobs.
Google Ads
Buys you position immediately. You can be at the top of page one this afternoon, and you'll stay there for exactly as long as you keep paying. In competitive categories the cost per click tends to rise as more businesses bid on the same terms. It's rented visibility - fast, controllable, and gone when the spend stops.
SEO
Slower, and it compounds. The rankings, content and authority built in month three are still working in month thirty, and the cost of holding position generally falls over time rather than rising. It's owned visibility - but it takes months, not days, to arrive.
Most businesses we work with end up running both. Ads cover the immediate gap and the high-intent commercial terms; SEO builds the asset underneath - the rankings you own rather than rent. The two also share data: the search terms that convert in Ads tell us exactly which pages to build organically, and organic rankings show where paid spend can be pulled back. If you only have budget for one, the deciding factor is usually timeline. If you need enquiries this month, start here. If you're building something over years, start with SEO.
How we work
What a Google Ads engagement
looks like
01
Account & market review
Whether you have an existing account or you're starting from nothing, we begin with a review: what's being spent, what's converting, what competitors are bidding on, and what a realistic cost per enquiry looks like in your category. This is the free review, and you keep the findings whether or not you work with us.
02
Structure & build
Campaigns, ad groups, keywords, negatives, ad copy and extensions built from scratch or rebuilt around how your customers search. No inherited mess, no legacy settings left on because nobody checked.
03
Landing pages & tracking
Before anything goes live: pages that match the ads, and conversion tracking that captures calls, forms and bookings in GA4 and Google Ads. Launching without this is spending money to learn nothing.
04
Launch & learn (first 30 days)
Live, with daily checks. The first month is about data - which search terms convert, which don't, and where the budget is leaking. Expect changes most weeks as the account finds its shape.
05
Optimise & scale
Once cost per enquiry is stable, we push: more budget into what's working, new campaigns into adjacent services or locations, and Performance Max or Shopping if the data supports it. Reported monthly, in plain English.
Timeline
What to expect, and when
Ads move faster than SEO, but not instantly. Here's the realistic shape of a new account.
Review, structure, ad copy, landing pages and tracking. Nothing goes live until the account can measure an enquiry.
Clicks arrive from day one; a steady cost per enquiry doesn't. The first weeks are about gathering search term data, cutting waste and letting Google's bidding learn what a conversion looks like for you. Enquiries usually start in this window, but the numbers are noisy.
The account settles. Cost per enquiry becomes predictable, ad tests have a winner, and budget shifts toward the campaigns and terms that produce leads. This is where you can judge whether the channel works for your business.
Budget increases into proven campaigns, new services or locations, remarketing to people who visited but didn't enquire, and Performance Max or Shopping where the data supports it. Weekly management keeps the account from drifting.
How quickly this moves depends on your budget, how competitive your category is, and how well your site converts. A plumber in one city with a clear offer settles faster than a national B2B service with a six-month sales cycle. We'll tell you which one you look like at the review stage.
What's included
What you actually get
Every engagement is scoped to the business in front of us, but the core of a Google Ads engagement includes:
- A full review of your existing account, or a market and competitor review if you're starting fresh
- Campaign structure, keyword research and negative keyword lists
- Ad copy written and tested against your actual competitors
- Landing pages designed and built to match the campaigns
- Conversion tracking across forms, calls and bookings in GA4 and Google Ads
- Weekly optimisation: search terms, bids, budgets and ad tests
- Remarketing to people who visited but didn't enquire
- Performance Max and Shopping campaigns where they fit
- Monthly reporting on enquiries and cost per enquiry, not just clicks
- Direct access to David and Dara - the people actually running your account
Common questions
Google Ads, answered
Enough to generate a meaningful number of clicks on your core terms every day, so the account has data to learn from. What that figure is depends on the cost per click in your category and region - a local trade and a national finance firm are very different. We'll give you a realistic starting budget at the review stage, and we'd rather you start smaller and scale on evidence than launch big on guesswork.
A fixed monthly management fee, quoted after the free review and based on the work involved rather than on how much you spend. You pay Google directly for the media, so our fee stays the same whether your budget goes up or down. There are no lock-in contracts.
Clicks start the day the account goes live. Enquiries usually follow within the first few weeks, though the early numbers are noisy while the account gathers data. A stable, predictable cost per enquiry generally takes two to three months. If your category is too expensive to work at your budget, we'll say so at the review rather than after you've spent it.
Yes. The account sits under your Google login and your billing. We work in it through our manager account, which means you can see everything we do, and if you ever leave, the account, its history and its data stay with you.
They do different jobs. Google Ads buys position immediately and stops when the spend stops. SEO takes months to build but compounds and keeps working. Most of our clients run both, and the two share data - the search terms that convert in Ads tell us which pages to build organically. If you need enquiries this month, start with Ads. If you're building for years, start with SEO. More on SEO.
Yes, where they fit. Shopping is the right tool for ecommerce. Performance Max can work well once an account has solid conversion data to feed it, and poorly when it doesn't. For most service businesses we start with Search, prove the cost per enquiry, and add Performance Max once there's something for it to learn from.
We run those too. Google Ads reaches people who are already searching; Meta Ads reach people who aren't yet, which makes them better for awareness, retargeting and visual products. For many businesses the right answer is Search for the demand that exists and Meta to create more of it. More on Meta Ads.
Monthly, in plain English, against the numbers that matter: enquiries, cost per enquiry, and what we changed and why. You'll see spend, clicks and conversion rate too, but we lead with leads. You also have full access to the account at any time - nothing is hidden behind a dashboard.
Get started
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this month?
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