Why do so many UK businesses keep chucking money at Google Ads yet struggle to see proper results? Despite swelling digital budgets, plenty of firms still sign long-term ad deals before proving whether pay-per-click (PPC) advertising can actually deliver profitable enquiries.
The smarter move is to start small—testing, gathering real data, and teaming up with a Google Ads agency that values transparency and solid PPC management over empty promises.
A practical fix is to launch a pilot campaign—a short-term, low-risk trial that shows whether Google Ads is a good fit for the business. Running for a month or two, it gauges genuine lead quality, cost per enquiry and conversion potential, all without a hefty commitment.
Building a solid campaign foundation
Each pilot packs in in-depth keyword research, ad creation and a focused lead-generation microsite, backed by constant monitoring and analysis. The set-up usually comes in at around £1,000–£2,000, excluding Google’s pay-per-click costs, with crystal-clear spending caps agreed up front for full transparency.
Many dire Google Ads performances boil down to shaky campaign set-up. Using click-based bidding or broad-match keywords too early often fritters cash away on irrelevant clicks. Instead, new campaigns fare better with exact-match keywords that home in on high-intent searchers.
A robust list of negative keywords also helps weed out time-wasters. Setting low CPC bids or switching on Search Partners and the Display Network too soon will likewise attract tyre-kickers that chew through the budget.
Judging PPC agency performance
For British businesses wondering how to tell if their PPC marketing agency is actually pulling its weight, the answer lies in measurable performance and plain speaking.
A trustworthy Google Ads agency zeroes in on conversions rather than clicks, lays out data in black and white, and tweaks campaigns off the back of real-world numbers. That way, hunches give way to hard evidence, allowing companies to make informed calls and secure long-term advertising success.
