Google Ads
Capture demand at the moment of intent.
Campaign structure, landing pages, conversion measurement and CRM feedback focused on qualified leads rather than clicks.
WEBTOP / SERVICE16One accountable system.
No fragmented handoffs.
We connect the strategic, creative and technical decisions required to make the result useful in production.
Demand and opportunity
Market, search intent, audiences and commercial priorities.
Measurement design
Conversions, attribution, UTM, CRM fields and reporting rules.
Campaign or content system
A repeatable operating model instead of isolated actions.
Landing experience
Relevant, fast pages that continue the promise of the channel.
Quality feedback
Sales outcomes connected back to traffic and campaign decisions.
Optimisation rhythm
Controlled hypotheses, clear metrics and transparent reporting.
Clear stages.
Visible decisions.
- 01Discover
We define the business problem, users, constraints and target metric.
- 02Design
We build the architecture, interface and implementation plan.
- 03Deliver
We implement, integrate and test the complete business journey.
- 04Improve
We launch with measurement and a practical next-step roadmap.
Paid search with
a clear business brief.
Google Ads management starts with the offer, not a list of keywords. The useful questions are who is searching, which locations you serve, what makes an enquiry qualified and what acquiring that customer can reasonably cost. Those answers shape campaign structure, landing pages and the measurement plan.
Match campaigns to search intent
A customer comparing approaches is not at the same stage as someone ready to request a quote. Campaign structure should reflect those differences, separating distinct services and offers where appropriate. The advert and destination page need to answer the same customer need.
Ongoing management includes reviewing search terms, irrelevant traffic and location targeting. Negative keywords help exclude unwanted searches. More clicks are not automatically a better outcome: the important question is whether the traffic creates relevant enquiries and commercial opportunities.
Make the landing page do its part
Sending a specific advert to a general homepage can force visitors to repeat their search. A focused landing page should explain the offer, deliverables, practical conditions and next step. On mobile, readable content, loading performance and a straightforward enquiry form are essential parts of that journey.
Before launch, the complete route from ad click to enquiry needs testing: buttons, forms, source capture and delivery to the responsible person. Where the current page cannot support the campaign, landing page development or improvements can be scoped separately.
Measure qualified enquiries, not just forms
A submitted form, a qualified lead and a completed sale are different outcomes. Optimising only for form submissions can hide poor lead quality. Start by agreeing which actions matter and how the sales team will record whether an enquiry is relevant.
Connecting campaign reporting with CRM outcomes can help relate acquisition costs to later sales stages. Offline conversion imports depend on suitable data, access and appropriate data-processing arrangements. The implementation is agreed alongside web analytics, with validation before reporting is used for decisions.
Separate the budget from the assumptions
Advertising spend and campaign management are separate budget items. A useful forecast needs the target locations, priority offers, competitive context and any existing sales data. There is no universal starting budget that guarantees results for every company.
Early performance is evidence for testing hypotheses, not a promise of future returns. The review period should reflect conversion volume and the length of the sales cycle. Before increasing spend, assess lead quality, offer margins and the team’s ability to respond to additional demand, as well as the cost per enquiry.
Before we start
Can you improve an existing Google Ads account?
The starting point is a review of campaign structure, search terms, landing pages and measurement. Access and historical data help distinguish targeting problems from tracking or sales-process issues. The proposed changes should follow that review rather than an automatic rebuild.
Is landing page development included?
It is agreed separately when required. An existing page may only need focused improvements, while a new offer may justify a dedicated landing page. The scope should state which design, development and copywriting work is included.
Do you guarantee leads or a fixed acquisition cost?
No fixed volume or acquisition cost can be promised without accounting for demand, competition, budget and the offer. Targets and test assumptions should be agreed before launch, then reviewed using actual conversion and sales data.
Planning a launch or reviewing existing campaigns? Discuss your Google Ads project ↗
Built around
the business context.
Campaign structure, landing pages, conversion measurement and CRM feedback focused on qualified leads rather than clicks. We define the baseline, dependencies, owners and success criteria before production, so google ads becomes part of the operating system rather than an isolated deliverable.
Right starting point
We review the current platform, available data, team workflow and constraints before recommending scope.
Connected delivery
The work is aligned with the website, analytics, CRM and acquisition channels that influence the same customer journey.
Measured outcome
Acceptance criteria and post-launch signals are agreed early, documented clearly and reviewed after release.
Ready to turn this
into a working system?
Tell us where the business is now and what should change. We will propose the right scope, sequence and budget.
Discuss google ads ↗︎