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INH System
Service
Google Ads Management
Best For
Businesses wanting immediate, measurable paid search leads with clear ROI tracking
Timeline
Ongoing management — data-driven from week one, scaling as performance data builds
Process
Account Audit or Setup · Conversion Tracking · Campaign Build · Optimise & Scale
Deliverables
Account setup or audit · Keyword and audience strategy · Campaign and ad build · Conversion tracking setup · Negative keyword management · Landing-page recommendations · Performance reporting · Ongoing optimisation
Summary
We build and manage Google Ads campaigns around intent, not impressions — with conversion tracking from day one, tight keyword structure and continuous optimisation toward qualified leads.
INH System · Google Ads Management

GENERATE
LEADS
NOW.

Performance-driven Google Ads campaigns built around conversions and return — not clicks. Start generating qualified leads within days.

1–2 weeks
Setup time
Conversion-first
How we build
No waste
How we manage
Google Ads Dashboard
LiveLast 30 days
43
Conversions
£1.94
Avg CPC
2.9%
CTR
£128
Cost/Conv
Campaign
Impressions
Clicks
CTR
CPC
Conv.
Brand — [Service] [City]
Active
8,420
312
3.7%
£1.82
24
Competitor — [Category]
Active
5,100
189
3.7%
£2.14
11
Remarketing — All Visitors
Active
12,300
96
0.8%
£0.62
8
↑ 38% conversions MoM↓ 12% cost per conversion
Tracked · Optimised · Measurable
Why most Google Ads accounts underperform
✕ Wasted spend on unqualified clicks✕ No proper conversion tracking✕ Poor keyword targeting✕ Weak or mismatched landing pages✕ No ongoing optimization✕ Broad match burning budget
Google Ads performance
The difference

Google Ads can generate leads within days. But without proper tracking, most of the spend is wasted before you know it.

Our Process

How we manage your Google Ads.

Account Audit or Setup
Step 01
Account Audit or Setup
Our approach

How we run campaigns differently

01
Conversion tracking from day one
Without accurate tracking, every optimisation decision after launch is a guess. We set up conversion actions, value tracking and, where the sales cycle is long, offline conversion imports before the first campaign goes live, so Smart Bidding has real signal to learn from instead of proxy metrics like clicks or landing page views.
02
Intent-matched keywords and structure
Broad match without a mature negative keyword strategy burns budget on irrelevant searches fast. We build campaigns around a mix of phrase and exact match keywords grouped tightly by intent, layer in negative keyword lists at both campaign and account level, and review the search terms report on a fixed cadence to catch new negatives before they eat spend.
03
Landing pages that match ad intent
A strong ad sending traffic to a generic homepage is money wasted, because message match between the ad copy and the landing page headline directly affects Quality Score and conversion rate. We audit page load speed, above-the-fold clarity and form friction, advise on fixes, and can build dedicated conversion-focused landing pages as part of the engagement rather than routing everything to an existing page that wasn't built to convert paid traffic.
04
Bidding strategy matched to data volume
Automated bidding strategies like Target CPA and Target ROAS need enough conversion volume to learn properly; applying them too early, before the account has meaningful data, usually produces worse results than manual bidding. We choose the bidding strategy based on where the account actually is, not what's newest, and only shift toward more automated strategies once there's a reliable conversion signal to feed them.
05
Budget pacing and dayparting
Spend that runs out by mid-afternoon on the highest-intent day of the week is a lost opportunity cost that's easy to miss in a monthly report. We monitor pacing against search volume patterns, adjust dayparting and geographic bid modifiers around when your best conversions actually happen, and flag when a budget ceiling is genuinely limiting growth versus when the account simply needs tighter targeting first.
Deliverables

What you receive

Account setup or audit
Keyword research and campaign structure
Ad copy and asset creation
Conversion tracking and value setup
Negative keyword management
Bid strategy selection and adjustment
Landing-page recommendations
Monthly performance reporting
Ongoing optimisation and testing

Google Ads vs SEO

Google Ads
✓ Immediate visibility and leads
✓ Fast to test offers and markets
✓ Precise targeting and control
✓ Measurable ROI from day one
✓ Scales budget with performance
SEO
→ Compounding, lasting visibility
→ Lower long-run cost per lead
→ Builds authority and trust
→ Slower to ramp up
→ Continues without ongoing spend
FAQ

Common questions

It depends on your market's cost-per-click, competition and average order or contract value. We work backwards from a realistic cost-per-lead target for your industry and recommend a starting budget large enough to gather statistically meaningful data within four to six weeks, then adjust based on what the search terms report and conversion data actually show.

Clicks and impressions appear immediately once campaigns go live, but reliable performance data takes longer. The first two to four weeks are spent gathering search term data, refining negative keywords and letting any automated bidding strategy exit its learning phase. Meaningful, defensible conclusions about what's working usually take six to eight weeks, not six to eight days.

Yes, on every account, before spend increases. This includes Google Ads conversion actions, GA4 event tracking, and offline conversion imports where the sale happens after a phone call or a longer sales process rather than directly on the site. Accounts without this in place are optimising toward guesses.

We audit existing pages for message match, load speed and conversion friction, and provide specific recommendations. Where it makes sense, we build dedicated landing pages as part of a wider engagement, aligned to the exact keyword intent and ad copy of the campaign sending traffic to them.

No long lock-in periods. We work on rolling terms agreed up front, because performance media should be able to prove its worth on an ongoing basis rather than relying on a contract to keep the relationship going.

Often both, because they solve different problems. Google Ads captures demand that already exists, people actively typing a query with commercial intent, and can generate leads within days of launch. SEO builds compounding organic visibility that takes months to establish but keeps paying off without a per-click cost. Many of our clients run ads to generate leads now while SEO investment builds toward reducing paid dependence over time.

Quality Score is a diagnostic, not a target in itself, but it's a useful proxy for ad relevance, expected click-through rate and landing page experience. We treat a low Quality Score as a signal to tighten ad group structure or fix the landing page, since improving it genuinely lowers cost-per-click rather than being something to chase for its own sake.

We diagnose before we pause. That usually means checking whether the issue is keyword intent (searchers looking for something adjacent to what you offer), landing page friction, tracking that's misfiring, or simply a budget too small to have exited the learning phase. Cutting a campaign that just needs a fixed landing page wastes the learning it already built up.