Keyword intent
Bidding on 'emergency plumber near me' and bidding on 'plumber' are different businesses. Intent decides cost and quality.
Google Ads specialist
A Google Ads specialist for service businesses
Google Ads works when the account is built around what a buyer types at the moment they want the job done. I build and run those accounts for clinics, home improvement firms, trades and venues, and show the real numbers.
- 1,050 conversions at £15.46 on one Google Ads account
- Search, Performance Max and Local campaigns
- Calls and forms tracked to the keyword
40+Campaigns launched
5,000+Leads generated
£1m+Ad spend managed
Edward Eaton runs every account personallyShort answer
A Google Ads specialist plans, builds and manages Google Ads accounts with one goal: profitable enquiries. For service businesses that mostly means Search campaigns on high-intent terms, tight negative keyword control, pages that match each search, and call and form tracking. A good specialist can tell you which keywords produced customers, not only which produced clicks.
What a Google Ads specialist actually controls
The platform has hundreds of settings. A handful decide whether the account makes money.
Negative keywords
The searches you refuse to pay for. In a service account, this list is where much of the saving comes from.
Ads and pages that match
The ad promises something, the page keeps the promise. A mismatch is the most common reason clicks do not convert.
Conversion tracking
Calls, forms and bookings recorded as conversions, so Google optimises for enquiries, not for cheap clicks.
Budget and bidding
Where the money goes, and when, set from the cost per enquiry you can afford rather than a round number.
Local and map presence
Local campaigns and Local Services Ads where your trade and area are eligible.
A real Google Ads result
Pulled straight from the platform for a media wall installer, managed month after month.
1,050 conversions from £16.2K of Google spend: £15.46 each, at a 5.32% conversion rate. Meta added another 687 leads at £17.01, for a blended £16.05 across 1,737.
Doing it yourself, a freelancer, an agency, a specialist
Choosing who manages the account is the biggest decision after the budget.
| Option | Good when | Risk |
|---|---|---|
| Do it yourself | Spend is small and you have hours to learn it | Smart bidding with weak tracking quietly optimises for the wrong thing |
| Freelancer | You need Google only and have your own pages and tracking | One platform, and quality varies enormously |
| Agency | You need many services under one roof | Your account is one of many, often run by juniors |
| Google Ads specialist | You want one person accountable, with the pages and tracking handled | Capacity: ask how many accounts they run |
Go deeper on Google Ads
Google Ads management
The full service: structure, campaigns, pages, tracking and reporting.
Google Ads consultant
How working with one consultant differs from an agency.
Google Ads for small business
Realistic budgets and when to hire.
What clients say
Five stars, from the people it was done for.
★★★★★"Eddy was the man. He answered all my questions and was very knowledgeable."
★★★★★"Excellent service. Would recommend, and will be using again."
★★★★★"Gave good tips and tricks on how to improve my Google Ads."
Common questions
What does a Google Ads specialist do?
Plans, builds and manages your Google Ads account: keyword research, campaign structure, ad copy, negative keywords, bidding, conversion tracking and reporting, with the goal of profitable enquiries.
How is a Google Ads specialist different from Google's own advice?
Google's recommendations are designed to increase spend. A specialist works for you and will turn off what is not paying back.
How much should I spend on Google Ads?
For service businesses about £500 a month is a practical floor and £1,000 or more is recommended, because below that there is too little data to optimise.
Do you manage Performance Max?
Yes, where it suits the business, usually for product ads or alongside Search with proper conversion tracking. For most service businesses, Search comes first.
Can you take over my existing account?
Yes. A full audit is the first step, and often the fix is structural: tracking, negatives and landing pages before more budget.
Want a Google Ads specialist on your account?
Send a few details about your business and current spend. You will get an honest view of what is realistic and what we would do first, usually within one working day.
Before you send
We're a fit if you're already generating business, can handle more leads, and have a monthly ad budget of £500+ (£1,000+ recommended). We ask for a 3-month minimum so the work has time to compound.