Account and campaign structure
Search campaigns grouped so you can see which services, match types and locations deserve spend.
Service
Google Ads management focused on enquiries
Google Ads can fill the gap while organic visibility grows, or cover high-intent terms that are worth paying for. PPC management here means campaigns structured around profitable enquiries, landing pages that convert, and conversion tracking you can inspect.
How we manage Google Ads
Google Ads management here means structuring paid search around profitable enquiries, with conversion tracking you can inspect — not maximising clicks.
What PPC management should produce
- Campaigns organised around services and intent, not a pile of keywords
- Landing pages that match the ad and make the next step obvious
- Conversion tracking you can believe when you look at cost per lead
- Budget concentrated on the searches that can become work
Who Google Ads management is for
- Businesses that need demand while organic visibility is still being built
- Accounts that spend but cannot explain cost per qualified lead
- Companies whose landing pages do not match the ads
Paid search problems this work is meant to fix
- Smart bidding is trained on junk conversions
- Budget leaks into job-seeker and tyre-kicker queries
- Ads send traffic to a homepage that cannot convert
Query control
Negatives, match strategy and copy that keep budget away from tyre-kickers, job-seekers and irrelevant nearby towns.
Landing page alignment
Ads send people to pages that continue the promise of the query. If the site cannot convert, we fix that rather than pouring more spend into it.
Lead quality review
We look at what came in, not only what Google reported as a conversion. Forms, calls and spam are part of the picture.
Tracking first
If calls, forms and key actions are not measured properly, optimisation is guesswork. Tracking is installed and checked before we scale spend.
Works alongside organic
Paid and organic should not compete blindly for the same terms. We use query data from both to decide where each channel earns its keep.
We work with UK businesses. Berkshire and the South East — Newbury, Thatcham, Reading, Basingstoke, Oxford and Swindon — are a practical focus for local-service clients, not a limit on who we will work with.
Typical work on this engagement covers keyword targeting, negative keywords, conversion tracking, landing pages, CPC, CPA and ROAS.
Questions we are asked
- Do you take a percentage of spend?
- Commercial terms are discussed on a strategy call. The important point is that incentives should not reward wasting budget.
- Can you work with an existing Google Ads account?
- Yes. We would rather repair a structured account than throw it away, unless the history is so noisy that a clean campaign build is cheaper.
- SEO or ads first?
- If tracking is broken, fix that first. Then use ads for high-intent demand you need now, and SEO for terms worth owning. They should share query data, not compete blindly.
Discuss google ads with Phase Systems
Bring the current site, the channels you already use, and the kind of work you want more of. We will tell you plainly what is worth doing.