GOOGLE ADS / PPC
Plan paid campaigns around a clear offer, a useful landing page and measurement you can act on.
A practical example
Connect ad spend to a measurable outcome
Build a paid-search loop around the action that matters, with each campaign and landing page telling the same story.
STEP 01
Define the conversion
Choose the meaningful action, target area and budget constraints.
STEP 02
Structure the campaign
Group searches by intent and exclude irrelevant traffic.
STEP 03
Match ad to landing page
Keep the promise, page content and call to action consistent.
STEP 04
Measure and adjust
Check conversion data and search terms before changing bids or budget.
Inside the system
How a paid campaign connects
Offer, audience and search intent shape the campaign and landing page; measurement then informs budget and targeting decisions.
Select a node to inspect it
INPUTS
WORK
OUTPUT
WHAT THIS CAN INCLUDE
05 AREAS- 01
Campaign strategy
Set a clear objective, audience, location, offer and budget before choosing campaign types. Separate different services and customer intent so results are easier to understand.
- 02
Account and keyword structure
Organise Google Ads campaigns and ad groups around relevant searches. Use match types, exclusions and search-term reviews to reduce spend on the wrong clicks.
- 03
Ads and landing pages
Write useful, specific ad messages and connect each campaign to a page that matches the promise, answers likely questions and makes the next action obvious.
- 04
Conversion measurement
Configure and test measurement for meaningful actions such as qualified enquiries, calls, bookings or purchases, rather than treating every visit as a result.
- 05
Ongoing optimisation
Review spend, search terms, conversions and landing-page performance together. Use the evidence to refine targeting and budget, not just chase clicks.
THE WORK, MADE TANGIBLE
What you can expect to receive
- 01
Campaign structure
Campaigns, ad groups, keywords and exclusions organised around search intent.
- 02
Ad-to-page alignment
Relevant ad messages connected to landing pages with a clear next action.
- 03
Conversion tracking
Agreed calls, forms, bookings or purchases configured and tested.
- 04
Optimisation report
Spend, search terms and conversion trends reviewed against the campaign baseline.
MEASURE WHAT CHANGES
Set a baseline. Measure meaningful change.
Illustrative values only / not client results
Agree what counts as a qualified action, capture current spend and conversion performance, then compare equivalent campaign periods. Changes are measured outcomes, not promised results.
- Cost per qualified lead
- £42 / lead
- Landing-page conversion
- +12%
- Tracked conversions
- 96%
- Irrelevant search spend
- -18%
Cost measured against the agreed qualified lead definition.
Change in conversion rate against the starting period.
Share of agreed campaign actions with verified tracking.
Change identified through search-term and exclusion reviews.
01 / Define
Agree which calls, enquiries, bookings or sales count as qualified conversions.
02 / Baseline
Record spend, conversions, cost per qualified action and landing-page conversion rate.
03 / Optimise
Review search terms and outcomes together before changing targeting, creative or budget.
EXAMPLE REPORT / GOOGLE ADS
Paid campaign performance
Read conversion volume and cost efficiency together, not clicks in isolation. A lower cost-per-lead index can indicate improved efficiency.
Illustrative example only
Change from each series' baseline; 0% means no change.
BASELINE + 5 MONTHS
- Qualified conversions
- Conversion rate
- Cost per qualified lead
NEXT STEP
Tell me what you want to improve. We can shape the scope and the next step around your business.
FREE TOOLS
Start with a practical check.
Use these tools to gather evidence and identify useful next steps before deciding what needs work.