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Four things, done properly
Buy them separately or together. Flat fees, quoted after a free review.
Fixed-fee account audit
One-off written review. For anyone who's inherited an account, is with an agency and unsure, or has watched performance drift with no explanation.
| Area | What gets checked |
|---|---|
| Tracking | Duplicate tags, misattributed goals, soft actions counted as primary, missing enhanced conversions. |
| Wasted spend | Search terms, placements and audiences with no conversion history. Quantified in pounds per month. |
| Structure | Campaign organisation, match type strategy, budget fragmentation, cannibalisation. |
| Bidding | Whether the strategy suits your conversion volume, and whether targets generate profit or just volume. |
| Ads | Asset coverage, extension usage, message match against landing pages. |
| Competition | Auction insights, impression share lost to budget vs. rank, realistic headroom. |
You get findings ranked by likely financial impact, plus a call to walk through them. Implement with me, your existing agency, or in-house. No obligation to buy anything else.
Google Ads & Microsoft Ads management
Ongoing management on a flat monthly fee. The fee doesn't move when your spend moves.
- Campaign structure — Search, Shopping, Performance Max, Demand Gen
- Weekly search-term review and negative keyword management
- Ad copy and asset testing
- Bid strategy selection and target adjustment
- Budget allocation across campaigns and platforms
- Landing page recommendations — I'll flag what's costing you; building it is yours
- Monthly written report in plain English
Conversion tracking
The most common reason an account underperforms isn't bidding or copy. It's that the data feeding the algorithm is wrong.
- GA4 and Google Ads conversion configuration
- Google Tag Manager implementation and debugging
- Enhanced conversions for web and for leads
- Offline conversion import — CRM-qualified leads and closed revenue back into bidding
- Call tracking
- Consent Mode v2 — a UK/EU legal requirement, and it affects data quality
Google Shopping & feeds
For retailers, the feed does more work than the campaign settings. No amount of bid tuning fixes a feed that describes your products badly.
- Merchant Center setup, diagnostics and disapproval resolution
- Feed optimisation — titles, attributes, custom labels for margin or seasonality
- Shopping and Performance Max structure, segmented by performance
- Promotions, sale price annotations, free listings
Pricing
Flat fees, quoted after the free review, based on what the account actually needs. Audits are a fixed one-off. Retainers run month to month. You keep your account whatever happens.
For context: UK PPC retainers run from around £400 a month at the small-business end to £5,000+ for mid-market agencies. London providers typically charge 30–45% more than equivalents elsewhere.
Not sure which you need?
That's what the free review is for. Read-only access, a few days, a straight answer.