Are your ads wasting budget?
Most Google Ads accounts I audit are haemorrhaging money. Broad match keywords triggering irrelevant searches, no negative keyword lists, poor Quality Scores driving up costs, and campaigns set up years ago and never properly optimised.
I've managed Google Ads for over 20 years. I've seen what good looks like, and I know how to get there without burning your budget in the process.
What I do for Google Ads clients
- Full account audit to identify waste and missed opportunity
- Campaign restructure around intent-matched keyword groups
- Negative keyword strategy to eliminate irrelevant traffic
- Ad copy testing with genuine A/B methodology
- Landing page recommendations to improve Quality Score and conversions
- Conversion tracking setup so you know exactly what's working
- Bid strategy management: smart bidding when it makes sense, manual when it doesn't
- Regular reporting in plain English, no jargon, no dashboards you can't read
Google Ads and advertising in North Wales
Whether you're targeting local searches in Llandudno, Conwy, Colwyn Bay, Bangor or Rhyl, or running national campaigns from a North Wales base, I know this market well. I know what local intent looks like and how to target it efficiently.
From Google Search campaigns targeting "plumber Colwyn Bay" to display advertising reaching customers across North Wales and beyond, I manage the full range of paid advertising for businesses of all sizes. If you're looking for digital advertising in North Wales that's properly managed and actively improved, this is what I do.
Industries I've managed campaigns for
- Professional services (solicitors, accountants, consultants)
- E-commerce and Shopify stores
- Tourism, hospitality and leisure in North Wales
- Trade services (builders, plumbers, electricians)
- Healthcare and wellness
- Financial services and fintech
Typical engagement
Most Google Ads clients work with me on a monthly retainer basis. I charge a management fee on top of your ad budget. Management fees start from £400/month depending on the complexity and number of campaigns. There's no long-term contract. I ask for 3 months to give campaigns time to optimise properly.
What ongoing management actually involves
Managing Google Ads properly isn't a one-time setup job. Every month your account needs active attention. Not just reacting to problems, but actively looking for improvements before they become expensive.
Every week I check bid pacing and budget spend to make sure you're not burning through your monthly budget in the first fortnight, or running out of visibility before the month ends. I pull search term reports and add negative keywords. This alone often recaptures 10 to 20% of wasted spend on accounts I inherit. I review ad performance and pause underperforming variants before they cost any more.
Every month I run a full performance review: clicks, impressions, click-through rate, conversion rate, cost per conversion, all compared against the previous month. I look at audience and demographic data, check Quality Scores, identify landing pages that are dragging down your Ad Rank, monitor competitor activity via auction insights, and build a list of proactive recommendations for the coming month. As the account matures, I restructure campaigns based on what the data shows, tightening match types, building out high-performing ad groups, and systematically removing what isn't pulling its weight.
- Weekly bid adjustments and budget pacing checks
- Search term report review: adding negatives, finding new keyword opportunities
- Ad copy testing: rotating variants, pausing underperformers
- Quality Score monitoring and landing page recommendations
- Audience and demographic performance analysis
- Monthly report: clicks, impressions, CTR, conversion rate, cost per conversion vs previous month
- Campaign structure improvements as the account matures
- Competitor monitoring via Google Ads auction insights
- Proactive recommendations, not just maintaining but actively improving
Because I manage a small number of clients personally, your account gets genuine attention every single week. Not a quarterly check-in from a junior account exec who's managing 60 other accounts and learned your business name that morning.
From the blog
- Why Is Google Ads So Expensive? 7 Real Reasons (And How to Fix Each One)
- The Costly Downfalls of Not Using Conversion Tracking in Google Ads
- What Makes a Good PPC Management Company? How to Tell Before You Sign
- How to get more from Google Ads with remarketing audiences
Free Google Ads Audit
If you're already running Google Ads, I'll audit your account for free and show you exactly where your budget is being wasted and what I'd do differently. No obligation.
Request Your Free AuditFrequently asked questions
There's no universal answer, but there are sensible starting points. For most North Wales SMEs, a monthly ad budget of £500 to £1,500 is enough to generate meaningful data and results. In highly competitive sectors like legal, finance, and certain trades, you'll likely need more to stay competitive in the auction. Your ad budget and my management fee are separate: you pay Google directly for the clicks, my fee covers the strategy and execution. What I won't do is take on a campaign where the budget isn't sufficient to make it work. That's a waste of your money and my reputation. Before we start, I'll advise on a realistic starting budget based on your specific industry and location.
At an agency, your account is graded by monthly spend, and that determines who handles it. Smaller accounts often end up with junior staff managing 50 or more accounts simultaneously. There's no real continuity, and every few months you're re-explaining your business to someone new. As a consultant, I work with a deliberately small number of clients. I manage every account personally. There are no account executives, no hand-offs, no one between you and the person making actual decisions about your budget. You get my direct number. When something changes in your market or Google changes how the platform works, I'm the one who knows your account well enough to respond immediately, not at the next scheduled call.
Unlike SEO, Google Ads can drive traffic from day one. You can be getting enquiries within 24 hours of going live. But getting the account properly dialled in takes 60 to 90 days. The first month is about getting campaigns live and gathering real data: which keywords are converting, which ads are resonating, where the wasted spend is hiding. Months two and three are when meaningful optimisation happens: bid adjustments based on actual performance, ad copy improvements, negative keyword expansion from real search terms. Most clients see significant cost-per-lead improvement by month three. I set realistic expectations from the start: early results tell you the direction, optimised results take a little longer.
I work with North Wales SMEs across a range of sectors, but my strongest results come with local service businesses in trades, professional services, and hospitality, plus e-commerce, particularly Shopify stores. Local and regional campaigns are a genuine sweet spot for me because I understand search intent specific to North Wales and Welsh markets. That said, I also manage national campaigns for UK-wide clients. I won't pretend every industry is the same. If you're in a sector with unusual compliance requirements or very niche audiences, tell me upfront and I'll give you an honest view on whether I'm the right fit. If I'm not, I'll tell you.
Every client gets a monthly report with the numbers that actually matter: cost per lead or cost per sale, conversion rate, ROAS if relevant, and how those figures compare to the previous month. Not impressions. Not clicks in isolation. Not a screenshot of a dashboard that looks impressive but tells you nothing. I set up conversion tracking properly from day one, tracking actual enquiries, calls, or completed purchases, not just people arriving on a page. You'll always know what your ads are costing you and what they're generating. If they're not generating enough, I'll tell you that too, along with exactly what I'm doing about it.
Most of the time, an existing account is the better starting point, even a poorly managed one. Historical data shows which keywords have converted, which audiences have responded, and what Quality Score history the account carries. I audit existing accounts first and show you exactly what I'd change and why before we commit to working together. Most accounts I take over have significant wasted spend that can be recovered within the first 30 to 60 days: broad match keywords triggering irrelevant searches, no negative keyword lists, bids left at defaults. If you'd genuinely prefer a fresh start I can do that, but I'll always recommend whatever approach gets you results fastest. The free audit is the right first step either way.
Still have a question? Get in touch — I'm happy to talk through your specific situation before you commit to anything.
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