Leads Today While The SEO Compounds
PPC puts you at the top of the results page the day the campaign goes live. Managed properly, it targets the exact moments someone in your service area is ready to buy. Managed badly, it burns budget. We do the former.
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What’s In Your Management
- Your account set up properly, or untangled
- Search, Maps and remarketing campaigns
- Ads written for buying intent
- Bids, budgets and negative keywords managed
- Calls, forms and bookings tracked
- Paid social covered by the same fee
No minimum term · Your ad budget is separate
Book A Discovery CallIf ads aren’t right for your business, we’ll say so on the call
The basics
What Are Google Ads?
Google Ads are the adverts that appear when a customer searches on Google: text ads at the top of the results page, Maps ads pinned in the local pack, and display or remarketing ads that follow interested visitors around the web.
PPC stands for pay per click: you only pay when someone actually clicks your ad. That sounds safe, but every wasted click is money, which is why the discipline is in what you DON’T bid on as much as what you do.
For local businesses the combination of search ads plus Maps ads is powerful: you can appear twice in the moments that matter, in exactly the postcodes you serve, and switch it on or off with your capacity.
- Broad matchWidest reach, least control
- Phrase matchThe meaning must be there
- Exact matchTight control, smallest pool
- Negative keywordsThe ones you refuse to pay for
Match types as Google defines them, from widest reach to tightest control.
The work
What Our Google Ads Management Involves
- 1Set up properlyWe set up your account properly (or untangle the one you’ve got), structure campaigns and ad groups around your services and service areas, and write ads that speak to buying intent rather than browsing.
- 2Managed day to dayDay to day we manage bids, budgets, negative keywords and ad tests, troubleshoot anything that misbehaves, and liaise directly with Google when needed.
- 3Measured on what paysEverything is measured against the things that pay your bills: phone calls, form submissions and booked appointments, all visible in your dashboard and reported monthly in plain English.
- 4Why hand it overIf you choose to run Google Ads on your own you’ll probably see some return using trial and error. But if you want ads that consistently earn more than they cost, it pays to have someone who does this all day, every day.
The auction
What The Auction Is Really Weighing
Underneath every Google Ads account is an auction that runs on each search. Your bid is only one of five things it weighs.
The most you are willing to pay for a click. The one lever everybody thinks is the whole auction.
Expected click rate, ad relevance and landing page experience, judged together.
Minimum quality to show at all, so a big bid on a poor ad still does not appear.
The search, the device, the location, the time and what else is on the page.
Sitelinks, call buttons and location extensions, and how well they are expected to perform.
A higher quality ad can outrank a higher bid, and usually pays less per click for the privilege. These are the components Google publishes for Ad Rank.
Why us
Why Choose Local Territory For PPC?
Because our ads team sits next to our SEO team. The keyword research, the landing pages, the conversion tracking: it’s one strategy, so your paid and organic visibility reinforce each other instead of competing for the same budget.
As your SEO rankings climb, we shift ad spend away from the terms you now own organically and onto the next opportunity. That’s how the blended cost per lead keeps falling.
And in the spirit of not bullshitting you: if we think Google Ads isn’t right for your business or your budget, we’ll say so on the discovery call.
Price
What Does Google Ads Management Cost?
Our campaign management starts at £500 per month, covering paid search and paid social together.
What you put behind the ads is a separate conversation. The right monthly budget depends on your area, how competitive your terms are and how much work you can actually take on, so we set it with you on the discovery call rather than quoting a number that means nothing without context.
There is no minimum term. If the ads are not earning more than they cost, we would rather tell you and stop than keep billing you for management.
- Paid search and paid social, one fee
- Your ad budget set with you
- No minimum term
Your ad budget goes to Google, on top of the management fee
The granular stuff
Inside Our PPC Management
Straight answers
Questions, Answered
How much does Google Ads management cost?
Management starts at £500 per month and covers paid search and paid social together, with no minimum term. Your ad budget, the money that actually goes to Google, is separate and set with you based on your area and how competitive your terms are. Be wary of anyone quoting a management fee without asking what you sell or where you sell it.
How much should I spend on Google Ads?
It depends on what a customer is worth to you and how contested your terms are. An emergency locksmith in central London and a garden landscaper in a market town are not playing the same game: clicks in some local trades run to several pounds each, in others a few pence. The honest approach is to work backwards from the value of a booked job and how many you can actually service, which is what we do on the call rather than picking a round number.
Is Google Ads better than SEO?
They do different jobs. Ads buy you the top of the page today and stop the moment you stop paying. SEO takes months to build and keeps working after. For most local businesses the sensible answer is both: ads for coverage and cash flow while the organic work compounds, then shifting spend off the terms you have started to own organically and onto the next opportunity.
What are Google Maps ads and are they worth it?
Maps ads are the promoted business listings that appear in the local pack and inside Google Maps. For a business that depends on people nearby they are often the best value in the account, because the searcher is already looking at a map with the intent to go somewhere or call someone. They also let you appear twice on the same result, once in the ads and once in the pack.
How quickly do Google Ads work?
You can be visible on day one, which is the whole point of paid search. Getting the account efficient takes longer. The first few weeks are spent learning which searches actually convert and cutting the ones that do not, so expect the cost per lead to fall over the first month or two rather than being right immediately.
Do I keep my Google Ads account if I leave?
Yes. We build in your own Google Ads account wherever possible, so the account, the history and the data are yours. Campaign history matters to performance, so taking it with you is worth more than it sounds.
What happens if the ads are not profitable?
We tell you. Some businesses, some budgets and some markets are not a fit for paid search, and there is no version of this where we take a management fee for a campaign that cannot work. If we can see that before you start, we say so on the discovery call.
Next step
Ready To Claim Your Territory?
Show us how your business operates and we’ll show you how to get more of the right people finding you. Choose a time to speak to our discovery team.