Google catches buyers searching now. Meta reaches them before they search.
Ranking work compounds, but it takes months. Paid ads work this week. Google Ads put you in front of people already typing what you sell, and Meta Ads put your offer in front of the right audience before they think to search. I run both in your own name, with the budget agreed in writing and the ad spend paid straight to the platform, never through me.
Get my free site checkWhen ads make sense, and when they are a waste
I turn down ads work more often than I take it on. Here is the honest split, so you can rule yourself in or out before we ever speak.
Ads earn their keep when
You sell something people already type into Google and can say what it is in one plain sentence. Or you run an online store with products that sell on sight, which is where Meta does its best work.
A single enquiry or order is worth enough to you that a handful of good ones a month covers the whole cost with room to spare.
You can give the account four to six weeks of tuning without panicking, because that is how long honest tuning takes.
Talk to me about adsAds are a waste when
There is no budget headroom. If funding the clicks makes you wince, the account gets starved and the numbers never settle enough to learn from.
The website is broken. Paying to send visitors to a slow, confusing site is pouring water into a leaky bucket.
You are hoping ads will fix a message problem. If visitors arrive today and never enquire, more strangers seeing the same message changes nothing.
Fix the site firstHow I run accounts
The same rules on every account, Google or Meta, agreed in writing before a cent of your money is spent.
The accounts are in your name
You own the Google Ads and Meta accounts from day one and I work in them with manager access. If we ever part ways, you keep the history, the data and the settings. You lose nothing but me.
Exact search terms, read weekly
Every week I read the exact words people typed into Google before they clicked your ad. Not a dashboard summary, the actual list. It is where the money leaks, and where the wins hide.
Negative keywords maintained
Most wasted search spend goes to queries you should never appear for. I keep a growing negative list so students, job hunters and freebie seekers stop costing you money.
Landing pages fixed first
If the page an ad points to cannot sell, I fix the page before I spend your money sending people to it. Sometimes that means the ads wait a week. That is cheaper than the alternative.
Budgets agreed in writing
Your monthly cap is written down before launch and it does not move unless you say so. Ad spend goes on your own card, paid straight to Google or Meta. I never touch it.
A pause call when it stops adding up
If the cost of an enquiry climbs past what an enquiry is worth, I recommend pausing and I put the reason in writing. Paying me to keep spending badly helps nobody.
Meta campaigns built to learn
On Meta I keep the campaign structure simple and consolidated. Fewer, better fed campaigns give the system clean data, and clean data is what makes the cost of a sale settle instead of jumping around.
Audiences chosen, then checked
Meta targeting starts with who actually buys from you, not who is easy to reach. I test audiences against each other and cut the ones that bring clicks but no customers.
Creative tested on a rota
On Meta the ad itself does most of the work. I test images, angles and hooks on a steady schedule, keep what sells and retire what has worn out, so the cost of winning a customer stays predictable.
Results from past client accounts
This website is new. The ads work is not. Two results from my past three years of client work, in plain terms.
Google Ads restructure
I rebuilt the structure of a client's Google Ads account. Cost per conversion fell 34% in six weeks, and the leads that came through were more qualified, not just cheaper.
Meta Ads rebuild
I rebuilt a client's Meta account: campaign structure, audience targeting and creative testing. Purchases rose and the cost of acquiring a customer became predictable instead of a monthly surprise.
Fair questions about ads
What budget do I need?
There is no universal number, because a click can cost €2 in one B2B market and €20 in another. On Google my rough rule is that the budget should fund at least ten clicks a day, otherwise the data arrives too slowly to tune anything. On Meta the sums run on the cost of a sale rather than the cost of a click, but the rule is the same: the budget has to buy enough data to learn from. For most B2B service companies and stores that means an ad spend in the low four figures a month, plus my management fee. Before you commit to anything I will price your actual market and give you a real number in writing.
Do you take a percentage of spend?
No. My fee is a flat monthly amount agreed in writing, and ad spend is excluded from it. You pay Google or Meta directly on your own card. A percentage fee rewards the person running the account for spending more of your money, which is exactly the wrong incentive, so I refuse to price that way.
How fast do enquiries come?
Clicks start within days of launch. Enquiries and orders worth having usually take longer, because the first four to six weeks are tuning: cutting wasted searches and adjusting bids on Google, testing audiences and creative on Meta. If nothing useful has arrived by week six, that is not a reason to spend more. It is a signal to stop and look hard at the offer or the website, and I will say so rather than let the account drift.
What if ads are wrong for us?
Then I tell you, usually in the free 15 point site check or on the first 20 minute call, and I tell you what I would do instead. Often the honest answer is to fix the website first, or to do the slower ranking work that keeps paying after the budget stops. I would rather lose a month of fees than run an account I do not believe in. Start with the rebuild or the ranking work if that is the truer fit.
Find out what your website could be doing.
Send your web address through the contact form and you get my written 15 point report back within two working days, free. Then talk it through with me on a call if you want to. Worst case, you get a useful second opinion.
Get my free site checkYou get a reply from me, not an autoresponder, within one working day.