FAQs

Q: How much does Google Ads cost in the UK?
A: Google Ads costs vary depending on your industry, keyword competitiveness, geographic targeting and seasonal factors, and campaign goals. We work with you to model a budget that aligns with your growth strategy, whether you are focusing on generating new leads, boosting e‑commerce sales or expanding into new markets. We continually optimise spend efficiency, ensuring you only pay for relevant clicks, and we refine targeting to improve ROI over time.

Q: How long does it take to see results from Google Ads?
A: You can expect to see the first indicators of performance—like impressions, clicks and click‑through rate—within two to four weeks of launch, provided the ads become eligible right away. Between weeks six and twelve, we invest in fine tuning campaign structure, creative testing and bid strategies, which typically leads to improved conversions and lower acquisition costs. By the end of the third month, campaigns reach steady state, delivering consistent results when regularly optimised and properly funded.

Q: What types of Google Ads campaigns are available, and which should I use?
A: Google Ads offers Search campaigns for keyword intent, Display ads for brand visibility on content sites, YouTube ads for storytelling and awareness, Shopping ads for product‑specific traffic, Performance Max for cross‑channel automation, Discovery or Demand Gen for feed‑based reach, and Remarketing to re‑engage past visitors. We analyse your business model, customer journey and asset library to recommend a tailored mix that aligns with your strategic objectives and budget.

Q: How can I target the right audience with Google Ads?
A: We layer targeting across demographics like age, location and income bracket, add geographic zones or radius targeting around key areas, employ in‑market and affinity segments to reach users showing strong interest, and use remarketing lists or custom segments based on your website or CRM data. This strategy ensures campaigns reach not just more people, but more of the right potential customers, increasing relevance and conversion likelihood.

Q: Are Google Ads effective for B2B lead generation?
A: Absolutely, Google Ads is effective for B2B, especially for high value, longer‑sales‑cycle industries like software, professional services or industrial equipment. We focus on keywords that signal buying intent, use landing pages tailored to decision makers, measure lead quality via form fields or scheduled calls, and retarget engagement with industry‑specific messaging. This approach drives measurable outcomes and supports sales pipeline growth.

Q: Is Google Ads suitable for my business?
A: In most cases, yes. Google Ads suits direct‑to‑consumer brands, e‑commerce stores and B2B companies of varying sizes. If you are unsure whether it is the right channel, we offer an audit that examines your business goals, creative assets, customer journey and audiences to determine suitability. We only proceed if Google Ads offers a genuine path to deliver on your growth objectives.

Q: What are the best Google Ads strategies for an e‑commerce business?
A: Top strategies for e‑commerce include Performance Max for cross‑channel automation, Shopping ads to display products directly in search, dynamic remarketing to recapture cart abandoners, and tightly themed Search campaigns. Each campaign is supported by optimised product feeds, dedicated landing pages and targeted bid strategies to improve conversion rate and return on ad spend.

Q: Is Google Ads suitable for small businesses with limited budget?
A: Yes, absolutely. We support lean budgets by focusing on high‑intent search terms, local targeting, and campaign structure that minimises wasted spend. We start small, establish reliable performance, then scale gradually as results allow. This carefully controlled approach ensures efficiency right from launch.

Q: Can Google Ads work for high‑ticket or luxury products?
A: Yes it can, though CPCs may be higher. Success with premium products depends on precision targeting, high‑quality creative, strong messaging about value and scarcity, and often a lead generation rather than direct sale model. We balance bids with long‑term customer value and ensure campaigns deliver profitable returns even when acquisition costs are higher.

Q: What’s the difference between Google Ads and SEO?
A: Google Ads delivers immediate visibility and control via paid placements while SEO builds organic presence over time through content, links and technical optimisation. Combining both provides short‑term traction and long‑term growth. We help align PPC and SEO strategies so that each approach supports the other, maximising overall traffic and conversions.

Q: How can I improve my Google Ads ROAS (Return on Ad Spend)?
A: Improving ROAS involves controlling targeting to limit irrelevant traffic, deploying smart bidding strategies that automate based on conversions, testing ad creative, refining landing pages to increase conversion, and verifying attribution setups so we allocate spending correctly. We also segment campaigns by audience, geography and product categories to manage budgets precisely.

Q: How do I track conversions and sales in Google Ads?
A: We implement conversion tracking using Google Tag Manager or server‑side tagging for events like purchases, form submissions, phone calls logged via call tracking, demo requests or newsletter signups. For offline sales, we import CRM conversions so Google understands real‑world impact. We also apply advanced attribution models to understand the full user journey across devices and channels.

Q: Why aren’t my Google Ads converting into leads or sales?
A: Conversion issues can result from mismatched messaging between ads and landing pages, slow site speeds, poor user experience, inadequate bid strategy, weak landing page design or incorrect tracking. We conduct funnel audits, check tracking setups, UX test pages, refine ad copy and redesign processes to boost relevance, clarity and trust—factors that directly influence conversion rates.

Q: Why can’t I see my Google ad when I search for it?
A: Ads may not appear in ad searches due to low Quality Scores, limited budgets, tight bid caps, narrow targeting, scheduling limits or competing bids. We check each of these issues, ensure the keyword is triggered within budget and bid range, verify compliance with ad policies, and adjust campaign settings until you see ad visibility in your target searches.

Q: Should I use automated bidding or manual bidding for my campaigns?
A: We generally recommend smart bidding options such as Target CPA or Target ROAS once enough conversion data is available. These methods automatically optimise bids in real time to meet goals. For smaller or highly niche campaigns, we may start with manual bidding to gather performance data then transition to automated bidding strategies as volume grows.

Q: How do I scale up my Google Ads campaigns once they are profitable?
A: We scale by gradually increasing budgets, expanding keyword lists, launching related campaign types such as Performance Max or YouTube, and creating new audience segments. The process remains data driven, so we monitor performance at each step, test new variables, and only scale based on sustainable results.

Q: What is a good ROAS for my industry or business type?
A: ROAS benchmarks vary: e‑commerce brands generally aim for 300‑500 %, software‑as‑a‑service often targets 400‑800 %, and service‑based B2B may prioritise lead quality over immediate return. We review historical and sector benchmarks then define target ROAS that makes sense given lifetime customer value and your cost structure.

Q: How often should Google Ads campaigns be optimised?
A: Regular optimisation is essential: we review and adjust campaigns weekly for bids, budgets, search terms and creative tests. Every month, we conduct deeper audits and testing cycle planning. Quarterly reviews involve big‑picture updates like new campaign launches, budget reallocations and funnel analysis.

Q: What is the difference between Smart campaigns and Search campaigns?
A: Smart campaigns are fully automated and ideal for fast setup with minimal management, often suitable for small businesses. Search campaigns offer precise control over keywords, bidding and adcopy, which is better for scaling, customisation and testing. We decide based on your control needs, budget and strategic goals.

Q: Can Google Ads campaigns be paused without losing performance?
A: Yes, pausing retains historical data like Quality Scores and conversion history which helps when re‑activating. However, long pauses may reduce ad rotation speed or bid efficiency temporarily. We recommend short pauses or budget reduction instead if the campaign needs a break.

Q: What creative assets (images or videos) do I need to provide for Google Ads?
A: It depends on campaign type – Search campaigns use text ads, Display requires images in multiple sizes, Performance Max demands several images, logos and preferably short videos, YouTube uses video content and thumbnails, while Discovery campaigns leverage lifestyle images with accompanying headlines and descriptions. We share exact specs, review your existing content, suggest optimisations, or handle creative creation when necessary.

Q: How do I write effective Google Ads ad copy?
A: Effective copy combines benefit‑focused headlines, strong calls to action, brand‑specific messaging, and keywords that mirror user intent. We draft multiple versions, test messaging variations, and refine based on performance data. We also A/B test structural approaches like question‑based copy or feature‑driven copy to see what resonates most.

Q: What are the image and video ad specifications for Google Ads?
A: Please refer to the detailed Asset Sizes section for pixel dimensions, aspect ratios and file size limits. Incorrect formats may reduce ad reach or be disapproved. Our specs sheet covers all major campaign types and placement requirements to ensure compliance and quality.

Q: Should I A/B test different ads in my Google Ads campaigns?
A: Yes It is essential. We test multiple versions of headlines, descriptions, images, videos and call‑to‑action language to find what best resonates with each audience segment. Tests are run simultaneously when possible, and under‑performing variations are replaced or refined based on data.

Q: Do I need dedicated landing pages for my Google Ads campaigns?
A: Dedicated landing pages boost relevance, quality score and conversion. Generic pages often under perform because they lack a clear next‑step or relevant message. We design high‑impact pages tailored to each campaign, with strong calls to action, optimised forms and fast load speeds for better user experience and higher conversions.

Q: Are video ads necessary for success in Google Ads, or can I use only text/image ads?
A: Video ads are highly effective for broader reach and awareness, especially on YouTube and Discovery campaigns, making them great for brand storytelling. Text and image ads remain powerful for bottom‑funnel search‑led campaigns. We recommend a blended strategy to cover every stage of the customer journey.

Q: What image sizes are best for Google Display Ads?
A: To maximise reach across placements, we recommend supplying multiple sizes including 300×250 medium rectangle, 728×90 leaderboard, 160×600 skyscraper, 300×600 half‑page, 970×90 large leaderboard and 320×50 mobile leaderboard. This coverage ensures ads display correctly across devices and site layouts.

Q: What are the image requirements for Performance Max campaigns?
A: Required formats include 1200×1200 square images, 1200×628 landscape, and optionally 960×1200 portrait. Logos should be provided in 1200×1200 square and 1200×300 landscape formats. Videos in 16:9, 1:1 or 9:16 are highly recommended for broader reach and improved performance across channels.

Q: What video sizes should I use for Performance Max?
A: Provide videos in at least one format among landscape 16:9, square 1:1 or portrait such as 4:5 or 9:16. Keep them under 30 seconds, include brand identity early, and ensure they are optimised for mobile viewing to maximise cross‑channel impact.

Q: What are the specs for YouTube Ads?
A: Your video should be at least 426×240 resolution, with HD quality (1280×720 or better) preferred. Use 16:9 or 9:16 aspect ratios depending on placement. Thumbnails should be 1280×720 with a 2MB file limit, and include visual framing that aligns with your brand tone and message.

Q: What image sizes should I use for Remarketing Ads?
A: To maximise visibility across platforms, include 250×250 square, 200×200 small square, 468×60 banner and 320×100 large mobile banner formats. This selection ensures your audience sees your creatives clearly on both desktop and mobile placements.

Q: How is AI used in Google Ads and PPC campaigns?
AI is used to automate bidding, analyse audience data, optimise budgets and test ad creatives in real time. It predicts which users are most likely to convert and adjusts strategy accordingly. With AI, campaigns can respond faster to market changes and deliver more efficient results when guided by human strategy.

Q: What is Google Ads automation, and should I use automated campaigns?
Automation in Google Ads refers to machine learning systems handling bidding, placements and asset selection. It can improve performance when there is enough data to inform it. We evaluate whether automated campaigns will benefit your business or if manual controls are more suitable based on your current goals.

Q: What is predictive targeting in digital advertising?
Predictive targeting identifies users who are likely to convert based on historical behaviours, interests and real-time signals. It allows us to serve ads earlier in the buying journey with tailored messages. This leads to higher engagement and better use of your budget compared to broad targeting methods.

Q: Are there ethical concerns with using AI in marketing?
Yes. AI relies on data that must be collected and processed responsibly. We follow all legal requirements including GDPR and avoid using AI in ways that compromise user privacy or introduce bias. Transparency and ethical implementation are built into how we work.

Q: Will AI-driven tools replace the need for a Google Ads agency or human managers?
AI tools help automate repetitive tasks and improve speed, but they lack the strategic thinking, creative judgement and adaptability of experienced marketers. We use AI to support our work, not replace it, ensuring each campaign is guided by real business insight.

Q: How can AI-powered marketing solutions improve my Google Ads ROI?
AI improves ROI by optimising bids in real time, testing creative variations quickly and learning which audiences respond best. When paired with strategic guidance, it helps you get more from every pound spent by reducing waste and focusing on what drives results.

Q: What are the risks of over-automating with AI in PPC?
Over-relying on automation can lead to poor targeting, missed opportunities and spend inefficiencies if not managed carefully. AI needs clear goals, clean data and frequent human oversight. We strike a balance between automation and control to keep performance aligned with your priorities.

Q: Can AI help with writing ad headlines and descriptions?
AI tools can generate suggestions for ad copy based on best practices and performance data. However, we always review and edit them to match your tone of voice, ensure clarity and comply with advertising policies. Human input is essential for creating engaging, brand-consistent content.

Q: How does AI influence bid strategies in Google Ads?
AI-driven bidding adjusts in real time based on signals like device type, time of day, audience behaviour and expected conversion value. It enables more precise control over how your budget is used. We monitor and fine-tune these strategies to keep them aligned with your return targets.

Q: What AI tools integrate with Google Ads for campaign management?
We use a mix of native Google tools like Smart Bidding and Performance Max, along with external platforms that support reporting, automation and alerts. These tools help us monitor trends, scale campaigns efficiently and make smarter decisions based on performance.

Q: Can I manage my Google Ads campaigns myself, or should I hire an agency?
You can manage campaigns on your own, but an agency brings deeper expertise, better tools and more time for strategic thinking. We help you avoid common mistakes, scale more efficiently and get better returns. Our role is to make your investment in ads work harder for you.

Q: How do I choose the right Google Ads agency for my business?
Look for an agency with experience in your sector, clear communication and transparent pricing. Ask for examples of results, understand their process and see how they report on performance. The best agency is one that understands your goals and communicates like part of your team.

Q: How much does it cost to hire a Google Ads agency?
Costs vary depending on your campaign size and service level. We offer monthly packages based on time, complexity and support needed. Whether you spend five thousand or fifty thousand per month, we build a plan that fits your business without hidden fees or overcomplication.

Q: What ROI should I expect from a Google Ads campaign with an agency?
This depends on your industry, goals and margins. We set realistic expectations based on benchmarks and aim for profitable, scalable results. Instead of chasing vanity metrics, we focus on meaningful growth that supports your bottom line and long-term performance.

Q: What kind of reporting and communication should I expect from a Google Ads agency?
You should receive regular performance reports, strategic reviews and easy access to your account manager. We explain results in plain English, flag key insights and share recommendations for improvement. Our goal is to keep you informed and confident in the work being done.

Q: How do I switch to a new Google Ads agency if I’m unhappy with my current one?
We handle the transition for you. This includes auditing your existing campaigns, taking over access, and setting up an onboarding plan with clear milestones. Our process is designed to be respectful, fast and focused on getting performance back on track.

Q: What questions should I ask before hiring a PPC agency?
Ask about their experience, success stories, reporting methods and who will actually manage your account. Understand their process for strategy, testing and optimisation. A good agency will answer clearly, without jargon, and show they can align with your brand and goals.

Q: What makes your agency different from others I’ve tried before?
We take a hands-on, thoughtful approach to every account. We care about profitability, long-term strategy and clear communication. Our clients stay with us because we listen, adapt and focus on delivering results without gimmicks.

Q: Will I have a dedicated account manager?
Yes. You will be assigned a dedicated account manager who knows your business and acts as your main point of contact. They work closely with our optimisation team to ensure everything runs smoothly and you always know who to speak to.

Q: What’s included in your monthly management fee?
Our fee covers campaign setup, management, testing, optimisation, reporting and ongoing strategy support. We handle everything from targeting to creative suggestions and tracking, so you can focus on your business while we take care of performance.