Paid Ads — Google & Meta
Stop wasting money on ads that don't bring customers.
Most small businesses try Google or Facebook ads, spend a few hundred dollars, get no results, and conclude that ads don't work. The reality: the ads worked fine. The targeting, the copy, the landing page, and the bidding strategy didn't. Those are our job.
What Goes Wrong
Why most small business ad campaigns fail.
Targeting too broad
Showing ads to everyone in a 50-mile radius who might tangentially be interested is how you burn $500 and get 3 clicks. Good targeting means the right person, right search intent, right time.
Landing page doesn't match the ad
If your ad promises 'Free same-day quote' and the click leads to your homepage, visitors leave. The landing page has to continue the exact conversation the ad started.
No conversion tracking
Running ads without conversion tracking is like driving with your eyes closed. You can see impressions and clicks. You can't see calls, form submissions, or sales. You can't optimise what you can't measure.
Bidding against yourself
Targeting keywords you already rank for organically. Using broad match keywords that trigger irrelevant searches. Setting bids too low to compete, or too high to be profitable. These are common, expensive mistakes.
Our Approach
Our approach to ads that actually convert.
Campaign Architecture
We build every campaign from scratch with a logical structure: campaigns by goal, ad groups by intent, ads by message. No cookie-cutter setups. Every campaign is built around your specific offer and your specific customer.
Search Keyword Strategy
We identify the exact search terms your customers use when they're ready to buy — not when they're browsing. High-intent keywords with commercial signals. Negative keyword lists to stop wasting budget on irrelevant searches.
Ad Copywriting
We write ad headlines and descriptions that speak to the customer's problem and your specific solution. Tested against each other (A/B) until we know what works.
Landing Page Optimisation
If you don't have a proper landing page, we build one. If you do, we review and improve it. The landing page is half the campaign — we treat it accordingly.
Conversion Tracking Setup
Call tracking, form submission tracking, purchase tracking — every conversion event is measured so we know exactly what the ads are producing and can optimise the campaigns toward real business outcomes.
Weekly Reporting & Optimisation
Every week we review performance data: CTR, CPC, conversion rate, cost per lead. We make adjustments — pause underperforming keywords, increase bids on winners, test new ad variations. Ads improve with iteration. We iterate every week.
Channel Strategy
Google Ads or Meta Ads? Here's when to use each.
Captures existing demand.
Google captures demand that already exists. Someone types "emergency plumber Brooklyn" — they need a plumber now. Your ad appears at the top. They click. They call.
Google is best when: your customers actively search for what you offer, you want calls and leads immediately, your product has clear buying intent behind it.
Average conversion rate
3–8% for local service campaigns
Creates new demand.
Meta creates demand. Your ad reaches someone who wasn't searching for you — but who matches your customer profile. They see your offer, click, and convert.
Meta is best when: you have a specific offer to promote, your audience can be defined by demographics or interests, you want to build brand awareness alongside lead generation, or your product has a visual appeal that works well in a feed.
Average conversion rate
1–4% for well-targeted campaigns
The bottom line: Most of our clients run both. Google captures the people actively looking for you. Meta reaches the people who will want you once they see what you offer. Together, they cover the full customer journey.
Budget Guidance
How much should you spend on ads?
This is the question everyone asks — and the honest answer is: it depends on your industry, your margins, and your goals. Here's a practical starting framework:
Local service businesses
Plumbers, electricians, salons, restaurants
A reasonable starting point for Google local campaigns. Expect to see data within 2–3 weeks. Enough data to optimise within 30 days.
$300 – $500 / month
E-commerce & product businesses
DTC brands, physical products, online stores
Gives you enough data to run proper A/B tests on Meta and identify your best-performing audiences within 4–6 weeks.
$500 – $1,500 / month
Competitive service industries
Legal, finance, real estate
Cost per click can be $10–$50+ in these categories, so a higher budget is more realistic for meaningful results.
$1,500 – $3,000 / month
Important
Our management fee is separate from your ad spend. You control your own ad accounts and pay the platforms directly. We never mark up your ad spend.
Common Questions
Everything you need to know before starting.
Get a free ads audit
Tell us about your ad goals.
We review your situation and reply within one business day with a specific campaign recommendation and realistic cost-per-lead estimate.
Where do you want to run ads?
Let's stop wasting your ad budget.
Book a 30-minute ads audit. We'll review your existing campaigns (or your competitors') and tell you exactly what's wrong and how to fix it.