03 Google Ads

Catch them while they're searching.

Google is where people go when they have already decided they want something. We put you in front of them at that moment, and we measure what it turns into.

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The short answer

What does Google Ads management include?

Google Ads management covers the strategy, account build, keyword and audience research, ad copy, creative, conversion tracking and ongoing optimisation of your campaigns across Search, Performance Max, Maps and YouTube. Done well, it is judged on bookings, enquiries and revenue, not clicks.

Campaigns

What we run.

High-intent keywords, tight match types and a living negative keyword list.

Performance Max

Cross-network reach with audience signals and assets built for each placement.

Maps and local

Location assets tied to your Business Profile for "near me" moments.

YouTube and Display

Video and display creative made to the format, not resized as an afterthought.

Creative

Real display creative.

A set of Google display ads we produced for Milky Lane, designed in-house to the format and the brand.

Milky Lane Google display ad: Big Burger Energy — Milky LaneDisplay

Milky Lane Google display ad: Eats, Beats and Treats — Milky LaneDisplay

Milky Lane Google display ad: Over the top desserts — Milky LaneDisplay

Milky Lane Google display ad: Instagram-worthy drinks — Milky LaneDisplay

Process

How we manage it.

Audit and tracking
Fix measurement first. No point optimising a campaign that cannot see its own results.
Structure
Campaigns split by intent, location and offer so budget goes where it earns.
Copy and creative
Ads written and designed in-house, matched to landing pages that convert.
Weekly optimisation
Search terms, bids, budgets and assets reviewed every week, not once a quarter.
Monthly reporting
What we spent, what it produced and what we are changing next, in plain English.

Performance thinking

Run like a P&L.

Value-based bidding

Conversion values on every booking type, so Google bids harder for a 40-person function than a table for two.

Offline conversions

Completed bookings and sales fed back into Google, so Smart Bidding learns from revenue, not form fills.

Search term discipline

Weekly query mining, n-gram analysis and negatives, so budget never leaks to the wrong intent.

PMax with guardrails

Brand exclusions, asset group structure and search-term insights, so automation works for you.

Demand pacing

Budgets shifted by day, season and event, so spend follows when your customers actually book.

Incrementality

Brand and geo holdout tests before scaling, so we know the growth is real.

FAQ

Google Ads questions.

How much should I spend on Google Ads?

It depends on how many people search for what you offer in your area and what a booking or sale is worth to you. We size it from real search volumes and your margins during the free audit, and start at a level you are comfortable with. Your spend is paid straight to Google, separate from our fee.

Do I own my Google Ads account?

Always. The account sits in your name, we work in it as managers, and if we ever part ways you keep everything, including the history and the data.

What is Performance Max and do I need it?

Performance Max is Google's campaign type that runs across Search, Maps, YouTube, Display and Gmail from one budget. It can work well once conversion tracking is solid. We usually pair it with tightly controlled Search campaigns so you keep sight of what is driving results.

How do you track bookings from Google Ads?

We set up GA4 and the Google Tag properly, track booking and enquiry completions on your site and booking platform where possible, add enhanced conversions, and import offline results when the data allows. If it cannot be measured, we tell you.

How quickly will I see results?

Search campaigns can start producing enquiries in the first week. Expect the first month to be about learning and tightening, with performance improving as the data builds.

Now taking 2027 partners · limited intake

Let's get you
found.

We keep our client list deliberately small so every brand gets senior attention. Every partnership starts with a free audit of your website, search visibility and ads. If we are the right fit, we will tell you. If we are not, we will tell you that too.

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