Google Ads management that lowers your cost per lead and scales the campaigns that are actually working. No vanity metrics.
London CPCs are among the highest in the UK. Every click costs more here, which means a poorly structured account costs you more than anywhere else in the country.
A North London dental practice was spending £1,800 a month on Google Ads and averaging 6 new patient enquiries. Their cost per lead was £300.
The account had been running on broad match keywords for two years. 'Dentist London' was eating half the budget and bringing in clicks from across the country. There were no negative keywords, no location radius targeting, and the ads all pointed to the homepage. The landing page had no form and no call-to-action above the fold.
A full account restructure took four weeks. Exact and phrase match keywords only, all targeting within a 5-mile radius, dedicated landing pages for implants, Invisalign, and general dentistry, and conversion tracking wired to phone calls and form submissions. Month two produced 29 enquiries from the same £1,800 budget. Cost per lead: £62.
29 enquiries from £1,800 budget. Cost per lead reduced from £300 to £62. Same spend, 5x the results.Google Ads works on an auction. Every time someone searches, advertisers compete for the click. The auction is not just about who bids the most. Google rewards relevance: ads that match the search, landing pages that deliver what the ad promises, and accounts with strong historical performance. Most London small business accounts are structured the way Google suggests at setup, which is optimised for Google's revenue, not your cost per lead. Broad match keywords, auto-applied recommendations, smart campaigns without a clear goal. The result is an account that spends money quickly and reports impressions and clicks while the business owner wonders why the phone is not ringing.
Half the money I spend on advertising is wasted. The trouble is I do not know which half.
London's competitive paid search landscape means that an unmanaged or poorly managed account is not neutral. It actively funds your competitors' market position. Every pound spent on a broad match keyword that does not convert is a pound your competitor did not have to spend to be more visible than you.
Google Ads management tied to the leads and revenue your business needs, not to impressions and clicks that do not convert.
We audit your existing Google Ads account, identify where the budget is being wasted, and rebuild the campaign structure around the keywords and audiences that produce actual enquiries. Most audits find 40 to 60% of spend going to irrelevant traffic.
Keyword research, match type strategy, negative keyword lists, ad copy testing, and bid management for search campaigns targeting London buyers. Every week we are reviewing what is working and reallocating budget toward it.
Phone call tracking, form submission tracking, and where applicable, revenue tracking wired to your Google Ads account. Without this, you are flying blind. With it, you know exactly which keywords and ads are producing your leads.
We build dedicated landing pages for your most important campaigns. A landing page built for a specific search term converts at 3 to 5 times the rate of a homepage. We write the copy, structure the page, and test variations.
For e-commerce clients, Google Shopping is often the highest-returning paid channel. We manage your product feed, campaign structure, bidding strategy, and Performance Max campaigns alongside traditional search.
Monthly reporting on spend, clicks, conversions, cost per lead, and return on ad spend. Not a Google Ads dashboard screenshot. An actual analysis of what happened, what we learned, and what we are changing.
Get a free PPC audit for your London business. We will show you exactly where your budget is going and what a restructured account would look like.