PPC and Google Ads
Paid search buys certainty, and since SEO compounds while paid stops the day you stop, the two work best together, with ads carrying the leads while the organic work matures.
The problem
Why this comes up
Most underperforming Google Ads accounts are badly aimed rather than badly optimised, because broad match and automated bidding will happily spend a plumbing budget on people searching how to fix a tap themselves while the dashboard reports it as excellent performance. Impression share, quality score and click through rate are diagnostics, so a monthly report leading on them rather than cost per lead tells you nothing about whether the account works.
What you get
Named deliverables, not a promise to optimise something. Every one of these appears in the proposal with hours against it.
Get a scope for your site- Search campaigns built around buying intent, with negatives that actually get maintained
- Conversion tracking that records leads rather than button clicks and page views
- Weekly search term review, which is where the waste hides
- Reporting on cost per lead and leads per month, the two numbers that decide the budget
How it runs
Aim
Terms with buying intent only, with anything informational going to the SEO plan where it costs nothing per click.
Build
Campaigns, landing pages and tracking built together, since an ad pointed at a weak page is a slow way to lose money.
Prune
Weekly search term review and negative list maintenance, which is where most of the improvement comes from.
Report
Spend, leads and cost per lead, and if cost per lead is not moving the right way we change the plan or stop.
Should I run ads or do SEO?
Both in most cases, but if the budget stretches to one it depends on urgency, since ads deliver leads this month while SEO lowers cost per lead over a quarter.
What is a realistic budget?
Your market sets it rather than me, and since a single click on competitive trade terms can cost several pounds, a budget too small to buy meaningful daily clicks will not produce data worth acting on.
Do you charge a percentage of spend?
No, because a percentage rewards me for spending more of your money, so it is a flat monthly fee and ad spend goes to Google directly from your card.
Often bought with this
All servicesSEO for trades and home services
Trades are where a ranking turns into a phone call the same week, which makes this the.
Read moreWeb development
Sites built by the person who then has to rank them, which removes most of the arguments.
Read moreOrganic SEO
The whole job run as one engagement, which means fixing what is broken, building the pages.
Read moreWant this run on your site?
Send the URL and the terms you want to own. You get a scope and a number, not a discovery call.