Google Ads that fills your diary.
More paid bookings in your diary, fewer leads in your inbox. A full rebuild of your tracking, campaign structure, and bidding — aligned to what actually books.
15-minute screenshare of the three biggest leverage points in your account. Yours to keep either way.
You know something's off. You just can't point at it.
The enquiries come in. Half of them ghost, haggle, or book a call and never show. CPA creeps up month by month. The report looks fine — but the bookings don't match.
Six tells I see in nearly every account that lands on my desk.
Your "conversions" column counts every form, phone click, and page scroll that moves.
You're bidding on GA4-imported conversions — and nobody's told you why that's a problem.
Someone built SKAGs five years ago. Nobody's restructured since.
You cannot, honestly, tell anyone which campaigns are actually generating paid bookings.
Half your leads close. The other half were never really leads.
Every time you think about scaling, something tells you the fundamentals aren't right.
The agency model isn't designed to solve it.
Most UK Google Ads work gets done inside agencies. That's the root of the problem, not the solution — and here's why, honestly, in four parts.
Retainer protection first
Agencies grow when you stay, not when your CPA drops. The hard calls — "stop spending here", "this campaign should be killed" — are the calls that end retainers.
Juniors on your account
Senior pitches, junior delivery. A rotation of account managers who learn on your spend and move on before they know enough to have an opinion worth paying for.
Reports built for comfort
Green arrows and pretty dashboards. Conversions counted at any signal that moves. Nothing that ties paid spend to paid bookings, because that's the number that makes renewals awkward.
Platform metrics over P&L
They optimise to the column Google shows them. You care about the column your accountant shows you. The two stop agreeing somewhere around month four.
Three things. Done properly.
Not a productised framework. Not a nine-step checklist. Just the three things that actually move the needle on a UK B2C account — each one taken seriously.
Rebuilt around booking intent
Not keyword isolation. Not SKAG leftovers from 2019. Campaign structure consolidated into tight intent clusters, budget concentrated where booking-ready searches actually live, match types disciplined so the algorithm is fed signal — not noise.
The algorithm learns from real conversions
Offline conversion data feeding in from your CRM. Native Google Ads tracking replacing GA4 imports as the primary signal. Low-intent actions demoted. Smart bidding stops optimising for "anything that moves" and starts optimising for paid bookings.
Decisions on account economics
CPA, close rate, LTV, true cost per paid booking. Scale decisions backed by unit economics, not platform vanity. When I say "push another £4k/mo into this," I can show you why. When I say "don't," I can show you why.
Outcomes and audits.
Three outcome studies below — accounts rebuilt, scaled, and recovered. Under those, two audit samples: the calibre of thinking you get for free on our first call.
Outcomes — full engagements
What the work does →A fragmented account, rebuilt around revenue.
Hundreds of SKAGs. GA4 imports bidding against 60-second junk calls. The algorithm was optimising for noise. I collapsed structure into intent clusters, rebuilt the conversion hierarchy around paid bookings, and moved smart bidding onto signal it could actually learn from.
Read the full case studyA mature account, scaled without breaking the maths.
Already profitable, already managed for years, but leaving volume on the table. Conversion tracking consolidated, offline data plumbed in, Search coverage expanded, PMax layered in carefully. Scaled through a tracked and controlled ramp — not a button-press.
Read the full case studyA declining seasonal campaign, recovered to peak levels.
Impression share collapsed from 77% to 26% across three seasons. The tROAS target sat above actual performance, throttling spend in peak weeks, while a 2024 conversion-tracking migration had broken the signal the algorithm was trying to optimise against. A calibrated ramp — planned tROAS steps every two to three weeks, budget scaled against auction-loss signals rather than reactive mid-season panic — recovered season ROAS to near 2023 levels.
Read the full case studyAudit samples — redacted excerpts
What the free audit looks like →£1,560 spent. Zero real conversions tracked.
Every foundational layer broken: a Smart Campaign eating 85% of budget with zero search-term visibility, two properly-built Search campaigns starved at 2.6% utilisation, 849 broad-match keywords with zero negatives, and twenty-plus 'primary' conversions corrupting smart bidding with page views and scroll events. The account wasn't underperforming — it was non-operational.
Read the audit sampleWrong bid strategy. Wrong conversion signal.
A sub-30-conv-per-month campaign running on tCPA — stuck in permanent half-learning. GA4 imports underreporting. Two primary conversions diluting signal. Broad match with no guardrail. A full teardown of five overlapping setup errors compounding into one outcome: a campaign that looks fine and performs like it's rate-capped.
Read the audit sampleWho this is actually for — and who it isn't.
Saves us both a call. If you're not in the left column, the work I do won't serve you the way it should.
UK B2C lead-gen, already spending.
- £3k/month+ in Google Ads spend, actively managed
- Lead-gen model: clinics, professional services, high-ticket local, education
- Real sales process — someone qualifies or closes on the other end
- You can tell me what a booking is worth (or want help figuring it out)
- You want someone to have a strong opinion, not just "run the account"
Better off with someone else.
- E-commerce as the primary channel (I'm B2C lead-gen — different discipline)
- Under £2k/month in ad spend (the maths doesn't work for either of us yet)
- Brand-awareness or vanity-metric goals — impressions, reach, "more traffic"
- You want a button-pusher to execute a plan someone else wrote
- You prefer a team of 12 where nobody's specifically responsible
One person. One opinion. Accountable.
I've spent six-plus years inside UK Google Ads accounts — agency side first, independent since. Over a hundred audits on UK lead-gen businesses spending anywhere from £1k to £100k+ per month. Enough to stop caring about features and start caring about economics.
When you hire me, you work with me. Not a senior who pitches and a junior who delivers. Not an account manager reading from a shared doc. No handoffs. No "I'll need to check with the team." Decisions get made in the conversation we're having.
Clients tend to stay around a year or more. I think that's because I'll tell you to stop spending somewhere before I'll tell you to scale it — and because when I do say scale, the numbers are already stacked to back it up.
What happens when you book.
A simple, low-friction process. No discovery-call dance, no pitch deck — just a proper look inside your account and a short, honest conversation about what I'd change.
You send read-only access
Before the call you drop me a temporary, read-only MCC link. I go in and spend 30–45 minutes digging around before we speak. Nothing changes.
We get on a 15-minute call
I screenshare your account and walk you through the three biggest leverage points I've found. Structural issues, tracking problems, bidding mistakes — whatever the audit surfaces.
You keep the findings
You get a short written summary of what I found and what I'd fix in what order. It's yours. Use it yourself, hand it to your agency, or bin it. No strings.
If it's a fit, we talk.
If the audit lines up with something you want help on, I'll scope an engagement. If it doesn't, you walk away better informed than you were this morning.
A free audit. Fewer hours of your time than your last agency meeting.
The audit samples on this page aren't edited-for-marketing versions of something thinner. That's the level of work you'd get on the first call — before anyone's discussed a retainer, a scope, or a price.