# Google Ads management that optimises for real customers > Source: https://prontx.com/ppc/google-ads-management/ | Publisher: ProntX | Last updated: 2026-10-10 ## Summary ProntX offers Google Ads management for UK service businesses, B2B firms and local companies that need calls and enquiries. A senior specialist runs Search, Performance Max and YouTube campaigns, with enhanced conversions and CRM lead import, from £450 a month on rolling terms with ad spend paid directly to Google. A senior Google Ads specialist who fixes your tracking, filters out poor leads and works your account every week. Fixed monthly fees, ad spend paid direct to Google. Google Ads for leads ## What is Google Ads management and who needs it? Google Ads management is the weekly work of building, measuring and refining your campaigns so each pound of spend produces calls, forms or bookings you can count. ProntX provides Google Ads management for service businesses, B2B firms and local companies across London and the UK. You get a senior Google Ads specialist who builds your campaigns around lead value, fixes your tracking, and works the account every week from £450 a month. Google has made it very easy to start advertising. Accept the recommendations, switch on broad match and Performance Max, set a budget and the platform will spend it. What it will not do is tell you that half of those leads are students, job seekers or competitors, or that your conversion action is counting every visit to the contact page as a sale. For a lead generation business, the gap between a self-managed account and a properly run one is usually lead quality, not click volume. That is where most of our time goes. We work with firms where a single good enquiry is worth hundreds or thousands of pounds: solicitors, accountants, clinics, dentists, trades, installers, consultancies and B2B suppliers. In those accounts, a handful of poor-quality leads can make Google Ads look like it does not work, when the real issue is targeting and measurement. If you sell products online, our [ecommerce PPC](/ppc/ecommerce-ppc/) service is a better fit, because Shopping and feeds need a different approach. Campaign types ## Which Google Ads campaigns does a specialist actually run? For most lead generation accounts, Search does the heavy lifting, Performance Max and Demand Gen add reach once tracking is solid, and YouTube supports brand and remarketing. High intent ### Search campaigns Built around the services you actually want more of, with phrase and exact match where control matters and broad match only where smart bidding has enough conversion data to steer it. Responsive search ads written with distinct headlines, pinned only where compliance requires it, plus sitelinks, callouts, structured snippets, call and lead form assets. Reach with guardrails ### Performance Max for leads PMax can find good leads, but left alone it drifts towards cheap Display and Gmail inventory. We use brand exclusions, search themes, URL exclusions, audience signals from your customer lists and an optimisation goal set to qualified leads rather than raw form fills. Remarketing ### Demand Gen and YouTube Short video and image ads that reach people who have visited your site or searched for your category, with frequency caps so you are not following anyone around for months. Local ### Location and call ads Radius and borough targeting for London, presence-only location settings so you do not pay for people merely interested in your area, call assets scheduled to office hours, and location assets linked to your Google Business Profile. Lead quality ## How we make Google Ads optimise for real customers, not form fills The single biggest improvement in most lead generation accounts comes from telling Google which leads turned into paying customers, then letting the bidding learn from that. ### 1. Clean conversion actions We remove duplicate and low-value conversion actions from bidding, set primary and secondary goals correctly, and tag form submissions, calls from ads, calls from the website and booked appointments separately. Each gets a value that reflects what it is worth to you. ### 2. Enhanced conversions for leads When someone submits a form, a hashed version of their email or phone number is sent to Google. That improves attribution where cookies are blocked, and it is the foundation for importing lead outcomes later. Consent Mode v2 is configured so this respects your cookie banner. ### 3. Offline conversion import If you use a CRM such as HubSpot, Pipedrive, Salesforce or even a well-kept spreadsheet, we connect it so leads marked as qualified or won are fed back into Google Ads. Bidding then shifts towards searches that produce customers, and away from the ones that only produce enquiries. ### 4. Search term and lead reviews Every week we read the search terms report and add negatives. Once a month we ask you, or your CRM, which leads were good and which were not, and we trace the poor ones back to the keyword, ad or placement that produced them. ### 5. Bidding that matches your data Manual CPC or maximise clicks for brand new accounts, maximise conversions once tracking is reliable, then target CPA or value-based bidding when there are enough qualified conversions each month for the algorithm to learn from. Moving too early is one of the most common causes of erratic performance. Common problems ## What are the most common Google Ads mistakes we fix? Most underperforming accounts share a short list of avoidable settings. These are the ones we find most often when we take over from an in-house team or another agency. - Location set to “presence or interest”, so you pay for clicks from people outside London who will never visit or hire you - Search partners and the Display Network switched on inside Search campaigns by default - Auto-applied recommendations quietly adding broad match keywords and raising budgets - Every page view of the contact page counted as a conversion - Brand and non-brand keywords sharing one budget, which hides how much new demand the account really creates - Ads running overnight and at weekends when no one answers the phone - One landing page for every service, so a search for one thing lands on a page about everything - No negative keyword lists, leaving the account open to jobs, courses and free advice searches None of these need a big budget to fix. In many accounts, correcting them in the first fortnight frees up spend that can then be put behind the keywords that already produce good leads. Why ProntX ## Why choose ProntX as your Google Ads agency in London? You work directly with the specialist who manages your account, on a rolling monthly plan, and the same team can fix the landing page your ads depend on. Direct access ### A specialist, not an account manager The Google Ads specialist who audits your account is the one who runs it. You email them directly and get a reply within one working day. Landing pages ### Pages built by our own developers Ads are only half of the click. Our [web design](/web-design/) team builds fast, focused landing pages with short forms and clear calls, tested against your current page. Ownership ### Your account, your data Google Ads, GA4 and Tag Manager stay in your name. No media markups, no holding accounts hostage when you leave. Choosing help ## Google Ads specialist, freelancer or agency? A freelance Google Ads specialist suits a single, stable account. An agency suits businesses that need ads, tracking and pages changed together, with cover when someone is on holiday. |   | Freelance specialist | Large agency | ProntX | | Who runs your account | The freelancer | Often a junior executive | A senior Google Ads specialist | | Landing page changes | Usually your developer | Separate team or extra fee | Built by our in-house developers | | Tracking and CRM import | Varies by skill | Usually included | Included in every plan | | Contract | Often flexible | Commonly 6 to 12 months | Rolling monthly | | Holiday and sickness cover | Limited | Yes | Yes | If you are comparing Google Ads experts near you, ask each one three questions: who will log in to my account every week, how will you measure lead quality, and what happens to my account if I leave? The answers tell you more than any proposal. Pricing ## How much does Google Ads management cost? Google Ads management at ProntX starts from £450 a month plus VAT, with your ad spend paid directly to Google on your own card. | Plan | Monthly ad spend | Management fee | What you get | | Local | Up to £3,000 | From £450 | Search and call campaigns, tracking setup, weekly search term reviews, monthly report | | Growth | £3,000 to £10,000 | Typically £650 to £950 | Adds PMax or Demand Gen, offline conversion import, landing page tests | | Scale | £10,000 and above | Typically £1,000 and up | Multiple services or regions, value-based bidding, fortnightly calls, custom dashboard | Final price depends on the number of services, locations and campaigns. We use fixed fees by spend band, not a percentage of spend, so our fee does not rise just because your budget does. Compare every channel on our [pricing](/pricing/) page. Sectors ## Who does our Google Ads agency work with? We focus on businesses where a lead has real value and someone follows it up quickly: professional services, healthcare, trades and B2B. - Law firms and accountants competing on expensive London search terms - Dentists, clinics and aesthetics practices filling specific treatment diaries - Trades and home services that live on calls during working hours - B2B companies selling high-value services with longer sales cycles - Training providers, recruiters and membership organisations For a London trade business, the work is mostly about tight location targeting, call tracking and ad scheduling so the phone rings when someone can answer it. For a law firm, it is about filtering out free advice seekers and making sure each practice area has its own budget and landing page. You can read more about how we approach [law firms](/industries/law-firms/) and other sectors. Many clients pair paid search with [local SEO](/seo/local-seo/), so the same keywords that cost money today start bringing free map pack traffic over time. **Not sure if your account is set up properly?** Book a free [PPC audit](/ppc/ppc-audit/) and our Google Ads specialist will record a video walkthrough of your account within 48 hours, covering tracking, wasted spend and the three changes we would make first. It is part of our wider [PPC management](/ppc/) service. ## Frequently asked questions ### What does a Google Ads specialist do each week? A typical week includes reading search terms and adding negatives, checking budget pacing, reviewing bids and bidding targets, pausing weak ads and testing new ones, checking conversion tracking is still firing, and logging every change. Once a month we add a lead quality review, a report and a planning call. ### How much should I spend on Google Ads in London? It depends on your cost per click and how many leads you need. Competitive London terms in legal, healthcare and emergency trades can cost over ten pounds a click. We usually suggest at least £1,000 to £1,500 a month in ad spend so smart bidding has enough data, and we model expected lead costs before you commit. ### Should I use Performance Max for lead generation? Sometimes. PMax can find good leads, but without guardrails it often spends on cheap Display and Gmail placements that produce spam. We only add it once tracking is reliable, with brand exclusions, search themes, URL rules and a goal set to qualified leads. Search usually remains the core of a lead generation account. ### Can you connect Google Ads to my CRM? Yes. We connect HubSpot, Pipedrive, Salesforce, Zoho and others, or use a structured spreadsheet, so leads marked as qualified or won are imported back into Google Ads. Bidding then learns which searches produce customers. This is included in our Growth plan and above, and can be added to smaller plans. ### How quickly will I see results from Google Ads? Ads can bring enquiries within days of launch. Stable, predictable lead costs normally take 6 to 12 weeks, because tracking needs fixing first and bidding strategies need clean data to learn. You will see a clear trend by the end of month three, and we report honestly at every stage. ### Do you take over existing Google Ads accounts? Yes, and we prefer it, because historical data helps. We join your account as a manager, audit it, keep what works and restructure what does not. We never rebuild from scratch just for the sake of it, and we never move your campaigns into an account you do not own. ### Is a freelance Google Ads specialist cheaper than an agency? Often the monthly fee is similar. The difference is what sits around it. A freelancer may need your developer for landing pages and tracking changes, while we handle ads, tags and pages in one team. Freelancers can be excellent for simple accounts, so compare who does the work, not just the price. ### What happens if I want to stop? Our Google Ads management is rolling monthly. You give notice, we hand over a summary of the account, the current tests and our recommendations, then you remove our access. Your account, campaigns, audiences and conversion history stay exactly where they are, in your name. ## Price From £450 per month plus VAT. Full pricing: https://prontx.com/pricing/ ## Contact Free growth audit: https://prontx.com/free-audit/ | Phone: 020 3048 4022 | Email: info@prontx.com