Search ads setup

Measurement first, spend second

Nearly every account we inherit is counting something other than what it thinks. Conversions fire on page load rather than on submission, so every visit is a lead. The same enquiry is counted twice because two tags were installed a year apart. Phone calls, which for most of our clients are the majority of enquiries, are invisible entirely.

None of that is visible in the interface — the numbers look plausible, which is the problem. So nothing goes live here until tracking has been installed and verified against your own record of real enquiries. A month spent optimising toward a number that is wrong costs more than the setup.

• Conversion tracking installed and checked against your own enquiry log
• Account structure shaped around how you sell, not around a keyword dump
• Ads written per group, with enough variants that month one teaches something
• Negative keyword lists that stop the obvious waste on day one
• A handover document explaining how the account is built and why

The account stays yours

We build in an account in your name. If we stop working together you keep the account, the history and the machine learning that came with it, which is the part that actually takes months to rebuild.

We are paid for the work and never as a share of your spend. A percentage fee pays the agency more to spend more, and that conflict is why so many accounts grow budgets faster than results.