Google Ads
Campaigns that bring real enquiries, not wasted clicks.
- Engagement
- 30 day rolling
- Sector
- Built environment
How Google Ads works
Most Google Ads accounts in this sector leak budget on broad, low-intent searches. We build tight campaigns around the terms that signal a real project and a real buyer.
You get transparent reporting, clear cost-per-enquiry figures and an account manager who can explain exactly where every pound went and what it brought back.
The waste in this sector has a predictable shape. Broad match sends your budget to people looking for jobs, students writing dissertations, suppliers trying to sell to you and homeowners after something a fraction of the size of your smallest project. All of them click, none of them buy, and the account still reports a healthy click-through rate.
We build around a much smaller set of searches that signal a live project, then put real effort into the negative keyword list, which is where most of the saving actually comes from. Clicks go to pages built to convert rather than to a homepage, conversion tracking is set up so the numbers mean something, and the monthly decision is simply which campaigns earned more than they cost.
Where the budget goes, and where it does not
An example for a commercial fit-out firm in London. Every account we set up follows the same four steps: bid on the searches that mean a project, block the ones that never buy, land each click on a page built for it, and count enquiries rather than clicks.
-
01
Bid on searches that mean a project
A short list of searches typed by people with a live job, written the way buyers type them. Fewer searches, each one worth paying for.
Searches we would bid on
- commercial fit out contractors london
- office fit out company
- cat a cat b fit out
- office refurbishment contractor
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02
Block the searches that never buy
The negative keyword list is where most of the saving comes from. People looking for jobs, courses, DIY help or something to sell you all click, and none of them become a client.
Searches we would block
- jobs
- salary
- apprenticeship
- course
- diy
- how to
- free
- supplier
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03
Land each click on a page built for it
A search for an office fit-out lands on a page about office fit-outs, with the projects, the accreditations and a short form, not on the home page.
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04
Count enquiries, not clicks
Calls and form enquiries are tracked from the first day, so the monthly report answers one question: which campaigns brought in more than they cost.
Stop paying for clicks that never buy
Who Google Ads is right for
Ads need a budget that can gather real data before anyone can judge them, and a page worth sending the click to. If the site converts badly, we will say so, because paying for traffic to a leaking page is the most expensive mistake in this channel.
Firms that need enquiries this quarter
Paid search is the one channel that can be live on Monday and producing enquiries by Friday.
Specialist services with clear search terms
When people search for the exact service you provide, the auction is small and the intent is high.
Businesses testing a new sector or region
Ads answer the question of whether there is real demand before you commit to years of SEO.
Anyone with capacity to fill
When the pipeline needs topping up at short notice, this is the tap you can turn.
The problem we solve
Most Google Ads accounts in this sector quietly haemorrhage budget on broad, low-intent searches and send the clicks to weak pages. Done right, paid search is the fastest way to put your business in front of someone searching for exactly what you sell, right now.
How we approach Google Ads
- 01
Tight, intent-led campaigns
We build around the searches that signal a real project and a real buyer, with ruthless negative keywords.
- 02
Landing pages that convert
We send clicks to pages built to turn them into enquiries, not your homepage.
- 03
Track what matters
Proper conversion tracking, so we optimise to enquiries and cost per lead, not clicks.
- 04
Filter out the noise
Job hunters, students, suppliers and DIY searchers all click ads in this sector. Negative keyword work is most of the saving.
- 05
Scale what works
We pour budget into what proves profitable and cut what does not, every month.
What changes
Enquiries within days, not months
The fastest route from spend to a live enquiry, which makes it a useful bridge while SEO builds.
A cost per enquiry you can actually see
Proper conversion tracking turns marketing spend into a number you can hold up next to the value of a job.
Budget that stops leaking
Negative keywords and tight match types put an end to paying for searches that were never going to buy.
Proof of what people search for
The search terms report is the most honest market research available in this sector.
How much should I spend on Google Ads?
It depends on your market and margins. We start with a budget that can gather real data, then scale what proves profitable.
Why are my current ads not converting?
Usually broad targeting and weak landing pages. We tighten campaigns around real buying intent and send clicks to pages built to convert.
How soon do ads bring enquiries?
Unlike SEO, paid search can bring qualified enquiries within days of going live.
Is Google Ads worth it alongside SEO?
Yes, and they work best together. Ads bring enquiries while SEO builds, and the search terms report shows you exactly what people type, which makes the SEO work sharper.
What is Performance Max and should we use it?
It is Google's automated campaign type that spends across all their networks at once. It can work well with good conversion data behind it, and it wastes money quickly without it, so we treat it as something to earn rather than start with.
Can you take over an existing account?
Yes. We audit what is there first, because the history in an account is valuable and worth keeping where the structure allows it.
Other services
Pay for buyers, not browsers
Let's tune your campaigns around the searches that actually mean business.
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