Two things decide whether paid search works for a service business: what the campaigns are buying, and what happens on the page they land on. I do both, so nothing falls between the two.
Loft conversions, kitchens, driveways, roofing, security, solar, air conditioning.
Book a 15-minute call →Most people who get in touch are already spending. The account isn’t paying back and it isn’t obvious why — which usually means the answer sits between the campaigns and the page they point at, where nobody’s looking.
What it’s bidding on, what it’s actually buying, and whether the tracking is recording anything you could make a decision on.
Whether someone who’s just cost you twelve pounds a click has anything to do when they arrive.
Fixing one without the other is how an account stays broken for years.
Sometimes the site is the constraint. It’s slow on a phone, it’s built for browsing rather than enquiring, or the service you’re advertising is one line buried on a page about six other things. The campaigns can be right and still lose.
The answer is usually a landing page per campaign — one service, one action, fast, and a phone number that’s a tap rather than a line of text.
I build these myself, and that’s the part worth knowing. The person writing the page is the person watching what the ads do to it, so it gets built around the searches you’re actually paying for. Call tracking and form attribution go in before it launches, not six months later when someone asks why the numbers don’t add up.
Most agencies skip tracking. I start there.
Nine out of ten accounts I audit have broken tracking. For a service business that usually means phone calls aren’t attributed to anything, form submissions fire on a page view instead of a submission, and one enquiry gets counted three times. Until that’s right, the bidding is guessing — and so is your opinion of the account.
Campaigns rebuilt around the jobs worth having rather than the ones with the most search volume. In practice that’s fewer keywords, tighter geography and a long list of negatives. If the destination is the problem, that gets rebuilt too.
Once you know what a booked job costs to win, spend goes up where it keeps holding and nowhere else. SEO comes in three to five months later, once paid is paying for it.
Cost per enquiry fell from £154 to £93 while monthly enquiries went from 13 to 33 — up 150% on 50% more spend.
The campaigns weren’t the whole problem. The site was a Shopify store leading with a buy button for something most people wanted to enquire about. Ecommerce elements played down, navigation rebuilt around reaching a quote, dedicated landing pages built per product — buying online still works, it just stopped being the only route. Cost per lead fell from £105 to £60, conversion rate from 1.01% to 5.54%, monthly leads from 65 to 157.
A different shape entirely: 3,745 enquiries at £22.53 each across £84,000 of spend.
#1 organic and #1 Maps for its target queries.
Trusted locally by Braintree District Council.
Management typically runs £595 to £3,000+ a month, depending on what you spend and how much of the week the account takes.
Landing pages and site work are quoted with the engagement.
You get a fixed quote after the call, not before — I can’t price an account I haven’t looked at.
Over 100 five-star reviews — 97 verified on PeoplePerHour, plus Google, Clutch and LinkedIn.
“I really know the site is working because I get a lot of work through it. I don’t advertise anywhere else. I’m literally just investing in them and what they do for us.”
“I have had a great experience with David managing my Google Ads account over the past three years. They’re proactive, easy to work with, and deliver solid results. Highly recommend.”
“David carried out SEO for The Plaza, our business and innovation centre in Braintree. He did the keyword research, gave our web team clear implementation instructions, and sorted out our analytics and Search Console properly. The changes made a real difference to our search rankings — and we saw more tours being booked as a result. Easy to work with and explains everything in plain English.”
Fifteen minutes and I’ll tell you whether it’s the campaigns, the tracking, the page they land on, or the gap between them.
I go through your account and your site myself before we speak — not an automated report. You keep the findings whether we work together or not.
Rather just ask a question first? Get in touch →
Fifteen minutes, and you’ll know whether it’s the ads, the page they land on, or the gap between them.