Google Ads performance depends on more than ads
We improve Google Ads performance for service businesses by aligning campaigns with landing pages and conversion paths, once the foundations are in place.
When Google Ads–only work makes sense
Focusing on Google Ads alone can be effective when the fundamentals are already in place.
This is usually the case when:
The website is clear, focused, and built around a defined conversion path
Ads send traffic to relevant, purpose-built pages rather than a generic homepage
Conversion tracking is set up and trusted
The issue is efficiency, consistency, or scale rather than basic performance
In these situations, improving campaigns can lead to meaningful gains without broader site changes.
When Ads aren’t the real issue
In other cases, Ads underperform because the website creates friction after the click.
Common signals include:
All traffic is sent to the homepage
Messaging doesn’t match what people searched for
It’s unclear what visitors are meant to do next
Clicks increase, but enquiries don’t
In these situations, adjusting bids or budgets rarely fixes the problem on its own.
If that’s what we see, we’ll be upfront about it.
How we approach Google Ads
We don’t treat Google Ads as a isolated tactic.
When we work on Ads, the focus is on the full path from search to enquiry, not just campaign settings. That means looking at:
What people are actually searching for
How ads are written and structured
Where traffic is sent
What the page asks visitors to do
How enquiries are tracked and measured
The goal isn’t more clicks or impressions. It’s clearer signals, better alignment, and enquiries that make sense for the business.
How to move forward
At this point, there are usually two sensible ways to proceed — and we’ll help you choose the right one quickly.
Option 1: Start with Google Ads optimisation
If your website is already clear, focused, and built to convert, Google Ads optimisation may be the right place to start.
This step helps confirm whether:
Ads-only optimisation is viable
The website can support paid traffic effectively
Ongoing Google Ads management makes sense
See if Google Ads optimisation is a fit
Option 2: Improve the website first
If Ads performance is inconsistent, unclear, or closely tied to how the site is structured, improving the website is often the more effective starting point.
This focuses on:
Site structure and messaging
Conversion paths and calls to action
How Ads and organic traffic interact
Where enquiries are being lost