Hands-on Google Ads management from a Lincoln-based PPC specialist. I build, run and improve your campaigns personally, focusing on enquiries and sales rather than clicks and impressions.
- No long-term contracts
- You own your account
- Monthly plain-English reports
Budgets I’m trusted with
- £5M+ Google Ads spend managed
- Trusted with £50,000+ monthly spend
- Small local budgets welcome too
How I manage your account
- Every change made by me, never anyone else
- Google’s AI actively steered, never left on autopilot
- Ongoing testing of ads, bids and audiences
Built on proper tracking
- Enhanced conversions & GA4 set up properly
- Call and form tracking included
- Optimised for profit and lead quality, not clicks
Is Your Google Ads Budget Actually Working?
Most businesses that come to me have the same story. They’re spending every month on Google Ads, the clicks are coming in, but they can’t say with confidence which of those clicks turned into customers.
Usually, one of these is behind it:
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Set up, then left on autopilot
Built by an agency and then left to run, with nobody checking where the money goes.
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Learning on your budget
Set up in-house by someone learning as they went, so the basics were never quite right.
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Google’s “recommendations”
Auto-applied changes that quietly increased the budget without improving results.
My job is to fix that. I manage Google Ads for businesses in Lincoln and across Lincolnshire, and for retailers nationwide, from Search campaigns to Performance Max and Shopping. I make every change to your account personally. You won’t be passed to an account manager or a junior, and the management of your account is never outsourced.
Who I Work With
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Local service businesses
Trades, professional services, clinics, home improvement and other businesses that need a steady flow of phone calls and enquiries from people in Lincoln and the surrounding area.
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E-commerce and retail brands
Online shops that need profitable sales, not just revenue. I spent 12 years in-house on the brand side, including as a Google Ads specialist for a jewellery retailer, so I understand margins, seasonality and product feeds from the inside. More on Google Shopping →
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B2B companies
Businesses with longer sales cycles where one good lead is worth a lot. These campaigns need tight targeting, good lead tracking and the patience to optimise for lead quality rather than lead volume.
Not sure if you fit? The free audit will tell you honestly whether Google Ads is right for your business. Sometimes it isn’t, and I’ll say so.
What’s Included in My Google Ads Management
Everything your account needs to perform, handled by me from the first audit onwards.
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Full account audit and strategy
Before I change anything, I find what’s working, what’s wasting money and where the opportunities are.
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Conversion tracking checked and put right
I make sure your tracking records real enquiries and sales. Where new setup is needed, such as enhanced conversions or call tracking, a trusted tracking specialist handles it, quoted separately.
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Campaign build or restructure
A clean, consolidated account structure that gives Google’s algorithm enough data to work with.
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Keyword and search term management
Regular reviews of what people actually searched, with negative keywords added to cut wasted spend.
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Ad copy and assets
Headlines, descriptions, sitelinks and images written for your business, not generic templates.
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Bidding and budget management
Smart bidding set up with the right targets and guardrails, then watched closely rather than left alone.
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Audience and location targeting
Radius targeting around Lincoln or UK-wide, plus remarketing and your own customer lists where it helps.
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Landing page recommendations
Practical suggestions for the pages your ads send people to, because the ad is only half the job.
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Monthly plain-English reporting
What you spent, what it brought in, what I changed and what’s next. No jargon dashboards.
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Direct access to me
Questions go straight to the person managing your account, not through an account manager.
One fixed monthly fee, agreed after your free audit
Google Ads Campaigns I Manage
The right mix depends on your business and budget. Here’s what each campaign type does, and who it suits best.
Best starting point
Search Campaigns
Text ads shown when people search for what you offer, such as “emergency plumber Lincoln” or “wedding venues Lincolnshire”. Usually the best starting point for local service businesses, because you reach people at the moment they’re looking.
Performance Max
Google’s AI-driven campaign type, running across Search, Shopping, YouTube, Display, Discover, Gmail and Maps from one campaign.
Best for: online retailers, and lead generation once there’s enough conversion data.
PMax for retailersShopping Campaigns
Product listings with images and prices at the top of Google, powered by a well-optimised product feed.
Best for: online shops. Often the biggest revenue driver in the account.
More on ShoppingDemand Gen & YouTube
Visual campaigns across YouTube, Discover and Gmail that reach people before they start searching.
Best for: building awareness, once your Search campaigns are working well.
Remarketing
Reaching people who visited your site but didn’t buy or enquire, bringing them back when they’re ready.
Best for: recovering lost sales. Often one of the most cost-effective campaigns you can run.
Search campaigns
Google Search Ads Management
Search campaigns are the core of Google Ads for most service businesses. Your ad appears at the moment someone types what you offer into Google, such as “boiler repair Lincoln” or “accountant near me”. Nobody gets more ready to buy than that. But Search is also where a lot of budget quietly disappears, often on searches that were never going to become customers.
Where Search Campaigns Often Go Wrong
- Broad match keywords with no negatives, so ads show for loosely related searches
- Location set to “presence or interest”, so ads show to people who don’t live anywhere near Lincoln
- Google’s auto-applied recommendations left on, quietly changing keywords and budgets
- Brand and non-brand searches lumped together, so results look better than they are
- One generic ad for every search, sending everyone to the homepage
How I Manage Search Campaigns
- Keyword research based on real searchesBuilt around how your customers actually search, including local terms and the problems they’re trying to solve.
- Match types and negative keywordsThe right mix of match types, plus a growing negative keyword list, so you only pay for searches that could turn into customers.
- Tight location and schedule targetingPeople physically in your area, with bids adjusted for your opening hours and the times enquiries actually come in.
- Ads that match the searchTightly themed ad groups, with ads tested over time and each one sending people to the most relevant page.
- Every useful ad assetCall, location, sitelink, callout and image assets, so your ad takes up more space and gives people more reasons to click.
- Brand and non-brand kept separateSo you can see what new customers really cost, and decide whether to bid on your own name at all.
Is Search Right for Your Business?
For most local service businesses and B2B companies, Search is the place to start, because you only reach people who are already looking for what you do. Once it’s working well, Demand Gen or Performance Max can be added to reach people earlier. I’ll tell you what makes sense for your budget in the free audit.
Why Work With a Lincoln Google Ads Specialist?
Agencies suit some businesses, and plenty do good work. But if you want one experienced person who knows your account inside out, here’s how working with me compares.
| Typical agency | Working with me | |
|---|---|---|
| Who manages your account | Often a junior, or outsourced | Me, every time |
| Who you speak to | An account manager who passes messages on | The person making the changes |
| Contract | Often a 6 or 12-month minimum | No long-term contract, cancel anytime |
| Account ownership | Sometimes held in the agency’s own account | Your account, your data, always |
| Reporting | Automated dashboards | A plain-English monthly summary |
| Local knowledge | Managed from anywhere | Based in Lincoln |
How Much Does Google Ads Management Cost?
Management fee
From £250 / month
Separate from your ad spend, which you pay directly to Google.
Get Your Free Audit & QuoteThe fee depends on the size and complexity of your account. A single-location service business running Search campaigns needs less time than an online shop with thousands of products across Shopping and Performance Max. You’ll get a fixed monthly quote after the free audit, so you know exactly what you’re paying before you commit.
- No long-term contract. Rolling monthly, so you’re never locked in.
- Ad spend paid directly to Google, never marked up.
- A one-off setup fee may apply for new accounts or major rebuilds. It covers the campaign build and the extra work in your first month, and it’s included in your quote.
- Tracking setup, if your account needs it, is done by a trusted specialist and would be charged separately.
How I Manage Your Google Ads Account
A simple, transparent process from first audit to ongoing reporting
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Free Audit
I review your current account, budget and market first.
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Strategy
A plan built around your goals and local competition.
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Build & Launch
Campaigns, ad copy and tracking set up properly from day one.
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Optimise & Report
Ongoing management with plain-English monthly reports.
My Track Record
10 years in-house
Ten Years Growing Google Ads for a UK Online Jewellery Retailer
Before going independent, I spent ten years in-house as the Google Ads specialist for a UK online jewellery retailer. Over that time, I helped grow the business’s online revenue substantially.
I worked side by side with the business manager and the e-commerce manager, so every campaign decision was tied to what the business actually needed: margins, stock, seasonal peaks and the products that mattered most. That’s a very different job from managing an account at arm’s length.
What the role involved
- Running Shopping and Search campaigns across a large product range
- Managing budgets of £50,000+ a month
- Optimising the product feed so the right products showed for the right searches
- Scaling campaigns for Black Friday from the years it first took off in the UK, with £20,000+ spent in a single Black Friday on one account, and beating the target ROAS
- Planning around the other big trading periods, from Christmas to Valentine’s Day and Mother’s Day
- Adapting through every major Google change, from manual bidding to Smart Bidding and Performance Max
What it means for you: I’ve sat on the business side, answerable for real revenue, not just reporting on clicks. Since going independent, I’ve brought that same approach to 20+ clients across the UK.
Google Ads Management FAQs
How much should I spend on Google Ads?
It depends on your market and what a customer is worth to you. In competitive local searches, a click can cost several pounds or more. As a rough guide, you need enough budget for Google to get a meaningful number of clicks each day, otherwise the campaign never gathers enough data to improve. I’ll give you a realistic figure for your industry in the free audit.
How long before I see results?
Search campaigns can bring in enquiries within days of launching. Getting to consistently good performance usually takes 6 to 12 weeks, while Google’s bidding learns and I refine keywords, ads and targeting. Performance Max and Shopping campaigns often need a little longer to settle.
Do I need to sign a long contract?
No. I work on a rolling monthly basis. If I’m not delivering, you shouldn’t be locked in.
Will I own my Google Ads account?
Yes, always. The account, the campaigns and all the data belong to you. If we ever stop working together, everything stays with you.
I already have an agency. Can you review what they’re doing?
Yes. A free audit is a good way to get an independent second opinion. I’ll tell you honestly what’s working, what isn’t, and whether a change is worth it.
Should I bid on my own business name?
Often, yes, but it depends. If competitors bid on your name, a cheap brand campaign protects those customers. If nobody else does, you may be paying for clicks you’d have got for free. I’ll check what’s happening in your account and keep brand spend reported separately, so it never inflates your results.
Do you also manage Microsoft (Bing) Ads?
Yes, as an add-on to Google Ads. Google is where most people search and where most of your budget should go, so that’s where I focus first. Once your Google campaigns are working well, Microsoft Ads can bring in some extra enquiries, often at a lower cost per click. I can usually import your Google campaigns, so it doesn’t need a full rebuild.
Do you only work with Lincoln businesses?
No. I’m based in Lincoln and work with lots of businesses across Lincolnshire, but I manage accounts for clients across the UK too. Meetings can be in person locally or on a video call.
Other Ways I Can Help
I also manage Google Shopping and Performance Max for online retailers, with the product feed optimised as part of the job.
Google Shopping Ads
Product feed optimisation, Shopping and Performance Max campaigns for retailers who want to compete with the bigger names on price and visibility.
Get a Free Google Ads Audit
Find out where your budget is going, what’s being wasted and what you could be getting instead. No obligation and no hard sell.
- No long-term contracts
- You own your account
- Based in Lincoln