Service · Google Ads for Lead Generation
Google Ads for Lead Generation, Built Around Sales-Qualified Leads Not Click Volume
We're a UK Google Ads agency running paid acquisition for service businesses, professional services and B2B. Search, Brand, Remarketing, Display, YouTube and Customer Match, wired into your CRM so you optimise to closed-won revenue, not form fills. Free audit before you commit.
- 15+ Years experience
- 30+ Clients
- 10+ Year client relationships
What we do
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Intent-Driven Search & Brand
Tight non-brand Search structured around buyer-intent queries (not informational browse). Brand campaigns protect your trademarked traffic from competitor poaching. The two campaign types that actually deliver lead pipeline, properly built.
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CRM-Wired Conversion Tracking
Form submissions, phone calls, chat-to-CRM events tracked end-to-end. Offline conversion import from your CRM so Google optimises to sales-qualified leads and closed-won deals, not raw form fills. The single biggest lever on lead quality.
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Remarketing for Long Sales Cycles
B2B and high-consideration service buyers take weeks to convert. Remarketing audiences segmented by page visited, form started, sales conversation initiated. Customer Match for re-engaging lapsed leads from your CRM. Not the same banner served to everyone.
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YouTube & Display for Authority
Founder-led video, case study content, and Display placements that build credibility through the consideration cycle. Optimised to view-through conversions and assisted leads, not impressions for impressions' sake.
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Landing Page CRO for Paid Traffic
Most lead-gen accounts leak in the landing page, not the ad. We test form length, hero copy, social proof placement, and dedicated paid-traffic landing pages versus homepage routing. CRO is bundled into the retainer, the page and the ad are one system.
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Lead Quality Scoring & Negative Discipline
Weekly search-terms review with a ruthless negative-keyword cadence. Lead-quality scoring against your CRM (which queries convert to SQLs, which convert to revenue). Spend redirected to the queries that earn the business, not the ones that look busy.
How a lead-gen Google Ads engagement actually runs
Most agencies pitching lead-gen Google Ads optimise to form fills and call it a result. Form fills aren't pipeline. Here's what optimising to actual closed-won revenue looks like.
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Free lead-gen Google Ads audit (week 0)
30+ point review: account structure, conversion tracking integrity, CRM integration, landing page conversion rate, lead-quality back-data if available, current campaign type mix. We tell you what's wrong, what's working, what your real CPA-to-CAC ratio looks like, and whether your sales cycle and average deal value actually support paid scale.
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Foundations (weeks 1 to 4)
Conversion stack rebuilt: form-submission events, call tracking, chat events, offline conversion import from your CRM (HubSpot, Salesforce, Pipedrive, Capsule, Zoho, whatever you run). Enhanced Conversions wired through. Brand Search live. Account structure tightened. Most accounts find enough waste in month one to fund the first quarter.
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Full-funnel rollout (month 2 onwards)
Non-brand Search to dedicated paid-traffic landing pages. Remarketing segmented by funnel stage. Customer Match for re-engaging lapsed leads and lookalike acquisition. YouTube and Display layered in when sales cycle and deal value support it. No campaign type added without a hypothesis we can measure against pipeline.
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Review, refine, scale (quarterly)
Monthly reports tied to sales-qualified leads and attributed revenue, not raw form fills. Quarterly strategic review on creative, audiences, the offer, and whether the campaign mix is still right. Real human reporting, not a templated PDF.
Why most lead-gen Google Ads accounts run too much volume and not enough quality
Most lead-gen accounts we audit are doing two things wrong at once. First, they're optimising to form submissions instead of qualified pipeline, so Google's algorithm spends the budget chasing the cheapest possible form fill rather than the most valuable lead. Second, they have no connection between the Google Ads account and the CRM, so even if they wanted to optimise to revenue they couldn't, because the data never flows back.
The fix is offline conversion import. Every time a lead becomes a sales-qualified opportunity (or better, a closed-won deal) in your CRM, that signal goes back to Google Ads tagged against the original click that brought the lead in. Smart Bidding then optimises to that signal, not the form fill. Lead quality lifts noticeably inside 90 days. CPA on the metric you actually care about (cost per SQL, or cost per closed-won) drops even faster, because the algorithm stops spending on the queries that produce form-fillers who never buy.
Most lead-gen retainers don't do this because it requires touching the CRM, which most paid-media agencies treat as someone else's job. We treat it as table stakes. HubSpot, Salesforce, Pipedrive, Capsule, Zoho, custom Laravel-or-Django builds. If your sales team enters a lead into a system, we can wire that system back to Google Ads. The work is included in the retainer.
The second underrated lever is landing page work. Cheap clicks to a generic homepage don't convert no matter how clever the bidding. We treat the landing page and the ad as one system. Our CRO work is bundled into this retainer. Form length, hero copy, social proof placement, dedicated paid-traffic pages versus homepage routing, all tested and iterated against actual conversion rate.
One thing this service is not: it's not full-service lead generation. We don't do cold outreach, we don't run telesales teams, we don't sell purchased data lists. If you need those, you need a different kind of agency. What we do is paid acquisition through Google Ads, properly wired to your CRM, with landing page work bundled in. If that's the shape of the problem you're trying to solve, the audit will tell you whether we're a good fit.
What clients say
Recent case studies
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Case study | SEO compounding into AI Mode visibility
How 18 months of law-firm SEO compounded into being the top-cited legal source in Google's AI Mode
298 answers Google AI Mode citations
The same content library built during 18 months of an SEO retainer is now the single most-cited source in Google's AI Mode answers for the client's target legal queries. It…
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Case study | SEO + Answer Engine Optimisation
How we launched a public services information site and grew organic clicks from zero to over 34,000 a month in three months
34,612 (Month 3) Monthly organic clicks
A new public-services information site launched from a bare domain. Three months in, the site was pulling 34,612 organic clicks a month and had been picked up by Google's AI…
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Case study · Google Ads for ecommerce
How we compounded a deals ecommerce brand's Google Ads revenue 68x in seven years while holding blended ROAS above 13x
£3.7m (Year 7) Annual Google Ads revenue
Seven years of a Google Ads programme for a deals-and-discounts ecommerce brand. Annual attributed revenue grew from £55k in Year 1 to £3.7m in Year 7 (68x). Blended seven-year ROAS…
Frequently asked questions
What types of businesses do you run Google Ads lead gen for?
Service businesses, professional services and B2B, mostly. Solicitors, accountants, financial advisers, IT services, recruiters, building trades, healthcare clinics, B2B SaaS, agency-of-record style B2B retainers. The common thread is that the buyer journey ends in a sales conversation, not a checkout, and deal values are high enough for paid search to pay back. If your average customer is worth £500+ in lifetime value, lead-gen Google Ads usually pays back.
Is this a full-service lead-generation agency, or just Google Ads?
Just Google Ads, and we're honest about that upfront. We don't do cold outreach, telesales, or purchased data lists. What we do is paid acquisition through Google Ads (Search, Remarketing, Display, YouTube, Customer Match), wired to your CRM so the algorithm optimises to actual closed-won revenue rather than raw form fills. If you need full-funnel lead gen including outbound, you'll need to combine us with an SDR agency or in-house team.
How much does lead-gen Google Ads management cost?
The same structure as our general Google Ads retainer. No setup fee, no contract lock-in, 30-day notice.
Do you integrate with our CRM?
Yes. The CRM integration is one of the most important pieces of the engagement and it's included in the retainer. We wire offline conversion import from HubSpot, Salesforce, Pipedrive, Capsule, Zoho, and most custom CRMs (Laravel, Django, Rails builds with a documented API). When a lead becomes a sales-qualified opportunity or a closed-won deal, that signal flows back to Google Ads against the original click. Smart Bidding then optimises to revenue, not form fills. This is the single biggest lever on lead quality that most agencies don't touch.
Do you handle landing pages and CRO?
Yes. Our CRO work is bundled into this retainer. Form length tests, hero copy iteration, social proof placement, dedicated paid-traffic landing pages versus homepage routing, all part of the engagement. Most lead-gen accounts leak in the landing page, not the ad, and we treat them as one system.
How long until I see results?
Initial waste cuts (broken match types, irrelevant search terms, weak landing pages) typically lift lead volume within 14 to 30 days. Lead quality improvement compounds over 60 to 90 days as the CRM offline-import data accumulates and Smart Bidding learns the difference between form-fillers and qualified pipeline. Your free audit will give you a realistic read on your specific account, your sales cycle length, and your deal value.
Do you also do Meta Ads for lead generation?
Yes, separately. Our Facebook Ads service uses the same fee structure. For most B2B and considered-purchase service businesses, Google Ads carries the demand-capture work and Meta plays a supporting awareness and Remarketing role. We can manage either or both. For pure B2B with niche targeting (specific job titles, company sizes), LinkedIn Ads is usually a better fit than Meta, and we'll flag that in the audit if it applies to you.
Do you do industry-specific work for solicitors, accountants, tradesmen, etc?
Yes. We've run lead-gen Google Ads for solicitors, accountants, financial advisers, recruiters, building trades, healthcare clinics, and B2B SaaS. The core mechanics (CRM integration, landing page CRO, intent-driven search, Remarketing for long sales cycles) transfer cleanly across industries. The specifics (compliance language for regulated industries, vertical-specific landing page patterns, industry-specific search behaviour) we learn from your account data in the first 30 days. We don't pretend to be a single-vertical specialist because we run across verticals.
What about LinkedIn Ads for B2B?
We don't currently offer LinkedIn Ads as a standalone managed service, but we work with LinkedIn specialists when a client's B2B targeting genuinely needs job-title and company-size precision that Google Ads can't deliver. In the audit we'll flag whether LinkedIn would be a better fit than Meta as the secondary channel. For most service-business lead gen, Google Ads plus Remarketing is enough to hit the pipeline target without adding LinkedIn complexity.
Do you build the creative for the ads?
No, creative production is not included. Most lead-gen clients already have brand assets (logo, hero imagery, founder photography). For video, you'll need to bring footage in or commission a partner. If you don't have a creative partner, we can recommend specialists we trust, and the audit will flag whether your current creative is a bottleneck on performance.
Are there long-term contracts?
No. 30-day notice and we go separate ways. The Google Ads account stays yours, all campaign data, audiences, conversion history, plus the CRM integration, GA4 configuration, and any landing pages we built. We don't believe in retention through contracts. If the work isn't worth the fee, you should leave.