PPC management services: Google Ads that bring in leads
Our PPC management services set up and run your Google Ads, so your business appears at the top of Google when customers are ready to buy, and every call and enquiry is tracked back to the ad that brought it.
- Leads, not just clicks
- Every enquiry tracked
- Month to month
By the Axarez team, BirminghamUpdated 9 Oct 2026
What PPC management includes
PPC management is the ongoing work of running pay-per-click ads, mainly Google Ads, so they bring in customers at a sensible cost. It includes keyword research, campaign setup, writing ads, conversion tracking, landing page advice, daily budget and bid control, removing wasted searches, testing and monthly reporting.
Account setup or audit
A clean new account, or a full review of your existing one to find wasted spend.
Keyword research
The searches that signal someone is ready to buy, and the ones to block so you don’t pay for them.
Ads that get clicked
Clear ads with your services, location and reasons to choose you, tested against each other.
Conversion tracking
Calls, forms and WhatsApp messages tracked, so we optimise for enquiries, not clicks.
Landing pages
Ads sent to pages that match the search and make it easy to call or enquire.
Ongoing optimisation
Bids, budgets, search terms and ads adjusted every week based on what brings leads.
Google Ads for small businesses
Google Ads works for small businesses when campaigns stay focused: a small set of high-intent searches, a tight location, ads that match each service, and tracking that shows which clicks become enquiries. Broad campaigns on small budgets usually waste money, so we start narrow and expand what proves profitable.
- Target buying searches, such as “emergency plumber Birmingham”, not research searches like “how to fix a leak”.
- Set your area carefully to where you actually work, with sensible hours if you only answer calls in the day.
- Block wasted searches such as jobs, DIY and free, from day one.
- Track every enquiry, including phone calls, or you can’t tell what’s working.
Types of Google Ads campaigns we run
Most service businesses get the best return from Search campaigns, which show text ads to people searching for your service. Online shops also benefit from Shopping campaigns, which show products with photos and prices. Performance Max and remarketing can extend reach once Search campaigns are profitable and tracking is reliable.
| Campaign | Where ads show | Best for |
|---|---|---|
| Search | Google search results, as text ads | Service businesses and high-intent searches |
| Shopping | Product listings with photo and price | Online shops |
| Performance Max | Across Google: Search, Maps, YouTube, Gmail, Display | Scaling once tracking is solid |
| Remarketing | Ads to people who already visited your site | Longer buying decisions |
Our PPC management process
We start by auditing your account or setting one up properly, then build tightly focused campaigns with tracking in place before any money is spent. After launch we check search terms, bids and ads every week, cut what wastes money and put more behind what brings enquiries, and report monthly in plain English.
- Audit and plan Week 1Your goals, services, area and the value of a customer. Existing accounts get a full audit.
- Tracking first Week 1Calls, forms and WhatsApp clicks tracked before launch.
- Build and launch Week 2Campaigns, keywords, ads and blocked searches set up, and landing pages checked.
- Optimise weekly OngoingSearch terms, bids, budgets and ads improved based on real enquiries.
- Report monthly OngoingSpend, enquiries and cost per enquiry, with the next steps.
How Google Ads works with your website and SEO
Google Ads performs best on a fast website with clear service pages, because Google rewards relevant landing pages with better ad positions and lower click costs. Ads also show which searches bring paying customers, which tells your SEO what to target. That’s why we build in order: website, then local SEO, then ads to scale.
If your website isn’t ready for paid traffic, see web design. For long-term enquiries that don’t cost per click, combine ads with local SEO and SEO services.
Common Google Ads mistakes we fix
The most common Google Ads mistakes are broad keywords that match irrelevant searches, no conversion tracking, sending every ad to the home page, showing ads outside the area you serve, and leaving Google’s automatic recommendations switched on without checking them. Each one quietly wastes budget, and most accounts we audit have several.
| Mistake | What it costs you | The fix |
|---|---|---|
| Broad keywords, no blocked searches | Clicks from jobseekers, DIYers and the wrong services | Tight keyword lists and a growing negative list |
| No conversion tracking | Google optimises for clicks, not customers | Calls, forms and WhatsApp tracked as conversions |
| Every ad goes to the home page | Visitors can’t find the service they searched for | Each ad group sent to its matching service page |
| Wrong location settings | Ads shown to people outside your area | Location targeting set to where you actually work |
| Auto-applied recommendations | Budget raised and keywords broadened without you noticing | Recommendations reviewed by a person |
Why choose Axarez for PPC management services
We run PPC management services the same way we run everything: focused on enquiries, explained in plain English, and month to month. Because we also build websites and do SEO, we can fix the landing pages your ads send people to, which is often where the biggest gains are, rather than just adjusting bids.
- Leads over clicks: every campaign optimised for calls and enquiries.
- Landing pages included in the thinking: we can improve the pages your ads point to.
- No lock-in: month to month, so we keep earning your business.
- Transparency: you can see your account and where every pound goes.
What you’ll see in your reports
Every month you get a short, plain-English report showing what you spent, how many calls and enquiries the ads brought in, the cost per enquiry, which searches and ads worked best, and what we’re changing next. You also keep full access to your Google Ads account, so nothing is hidden.
Google Ads (PPC) Management: questions people ask
How much does Google Ads cost in the UK?
Google Ads has two costs: your ad spend, which you set and pay directly to Google, and the fee for managing it. Ad costs vary by industry and area, because you pay per click and the price of a click depends on how many businesses compete for the same search. You can set a daily budget, so you never spend more than you choose. We quote management individually after looking at your goals.
Should I use SEO or Google Ads?
Google Ads brings enquiries as soon as your ads go live but stops when you stop paying. SEO takes longer but keeps bringing in visitors without paying per click. If you need leads now, start with Google Ads; if you can wait, invest in SEO. Many businesses use both, with ads covering the months while SEO builds. See SEO services.
How much should I spend on Google Ads?
Work backwards from the value of a customer. Decide what you can afford to pay for one enquiry, check how many enquiries you need, and set a budget big enough to get meaningful data within a few weeks. A budget that’s too small spreads thin across too few clicks to learn anything. We help you set a starting budget before anything goes live.
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