Your Google Ads are bringing people.
Your website is losing them.
I’ve managed Google Ads for small businesses in Ontario for the last 10 years.
Most of the accounts I look at have the same problem.
The ads are doing a decent enough job. People are clicking.
But the page they land on doesn’t give them a reason to stay, so they leave and you pay for the click anyway.
I fix both sides. The ads and the pages they send people to.
Free Google Ads Audit
I’ll look at your account and your landing pages and tell you what’s costing you money. Takes about an hour.
No pitch, no obligation. Just a clear picture of what’s working and what isn’t.
There’s a pattern I see in almost every account I audit.
The ads are set up and the budget is running. There’s a dashboard somewhere showing impressions and clicks and a few green arrows.
Maybe an agency sends a report every month with charts that trend upward.
And technically, everything looks fine.
But the phone isn’t ringing any more than it was before.
The leads coming in aren’t the right ones, or there just aren’t enough of them.
And the number on the invoice doesn’t feel like it’s worth what you’re paying.
So you ask your agency.
And the answer is usually some version of “it takes time” or “we’re optimizing” or “your impressions are up 40%!”
Which might be true.
But impressions don’t pay the bills…
Clicks don’t either.
The only thing that matters is whether the person who clicked actually filled out a form or called when they got to your website.
Most of them don’t.
And nobody talks about why.
The gap between the click and the customer
Digital advertising is two things happening at the same time.
The ads are meant to bring the right people to your door.
Your website is the one meant to convince people to become a client.
If either side fails, you’re paying for nothing.
Most agencies only ever manage one side.
They’ll build your campaigns, choose your keywords, write your ad copy, and optimize your bids.
That is the work of bringing people in, and it really isn’t the problem.
The problem is they’ll point the ads at whatever page you already have and call it a day.
If the page doesn’t convert, the response is usually to increase the budget, not to fix the page.
That is the issue.
Your ads could be performing beautifully by every metric an agency reports on, and you could still be losing money because the page those clicks land on isn’t built to convert anyone.
I’ve seen accounts spending $3,000 a month sending traffic to a homepage.
Not a landing page. A standard, generic homepage.
With a navigation bar, a blog feed, an About section, and a contact form buried at the bottom.
Someone searches “plumber in Peterborough,” clicks the ad, and lands on a page that says “Welcome to our company.”
That person is gone in three seconds…
You just paid $4 for them to visit and leave.
That’s not a Google Ads problem. That’s a landing page problem.
But on the monthly report, it shows up as a click. Green arrow.
What changes when someone actually pays attention
Most people don’t know and most agencies won’t tell you, but Google ads actually keeps track of both your ads and your landing page.
Part of the auction system is meant to determine who should pay more or less.
So it looks at how well your ads are done, and what people do with your landing page once they click.
When the page someone lands on matches the thing they just searched for.
When the headline says the thing they were already thinking.
When the next step is obvious and low-risk.
That’s when clicks start turning into calls and form submissions and actual conversations with real people who want what you’re selling.
Google notices too.
Their Quality Score system directly rewards pages that are relevant, fast, and useful.
A higher Quality Score means your ads show up more often, in better positions, and you pay less per click.
I’ve seen accounts cut their cost per click in half just by rebuilding one landing page.
Same budget. Same keywords.
Twice the results.
This context is what’s always missing in the reports.
The ads bring the right person.
The page meets them where they are.
The offer makes the next step obvious.
When all three are working together, Google Ads becomes the most measurable and predictable way to bring in new business every month.
That’s what I build, client generation engines.
Not just ads.
I only work with a small number of businesses at a time.
This work requires a more intimate knowledge of your business and a deeper client relationship than average agencies give.
I also manage the accounts myself because very few people have the experience to do both sides.
So I’m selective of the businesses I work with.
Not sure if your ads are working?
The audit takes about an hour. I’ll go through your account, your landing pages, and your numbers, and tell you exactly what I’d change.
If we’re a fit to work together, we can talk about that. If not, you still walk away with a clear picture.
How the free Google Ads audit works
1
You book a time
Pick a slot that works for you. We’ll go through your ads and landing pages together in the call.
2
I go through everything
Campaign structure, keyword targeting, match types, ad copy, bidding strategy, landing page relevance, Quality Score, conversion tracking. I look at the full picture, not just the dashboard.
3
We talk through what I found
A call where I walk you through exactly what’s working, what’s wasting money, and what I’d do differently. You’ll leave with specific, useful recommendations whether or not we work together after.
What ongoing Google Ads management includes
If the audit shows there’s a real opportunity and we’re a good fit, I can manage the account on a monthly basis. Here’s what that looks like.
Campaign structure and keyword strategy
I build and maintain your campaign architecture. That means organizing ad groups around specific services, choosing the right match types for your keywords, adding negative keywords to filter out irrelevant traffic, and adjusting bids based on what’s actually converting. Not what’s getting clicks. What’s getting customers.
Ad copy that matches search intent
Every ad group gets copy written specifically for the keywords in that group. If someone searches “working at heights training,” the ad they see says exactly that. Not a generic line about your company. The match between search term, ad copy, and landing page is what drives Quality Score up and cost per click down.
Landing page fixes
Depending on what you’re looking for, I can either provide recommendations on how to fix your landing page or fix it myself. As we add keywords to ads, or adjust for best performance, the landing page will need adjustment as well to bring the highest Quality Score, saving you money. Sometimes it means building a dedicated landing page from scratch.
Monthly reporting you can actually understand
I like to create clean reports that are easy to understand. Every month you get a report that answers four questions.
- What’s the work I did this month.
- How many people saw your ads and clicked.
- How many of them became leads or customers.
- And what I’m changing next month based on that data.
I usually add a glossary of terms so you can understand exactly what the numbers mean. This allows us to keep track of what is working and what needs improvement and keeping us all on the same page.
Conversion tracking that works
If your tracking isn’t set up right, nothing else matters because you can’t tell what’s working. I make sure form submissions, phone calls, and any other meaningful actions are tracked properly so every dollar in the account connects to a measurable outcome.
What to expect in the first 90 days
Google Ads isn’t a switch you flip. There’s a real timeline to the work and I’d rather be honest about it upfront than promise fast results and under deliver.
Month one
This is the foundation. I build or rebuild the campaign structure, set up proper conversion tracking, write new ad copy, and launch. If your landing pages need work, that happens here too.
By the end of the first month you’ll have clean campaigns running with proper tracking in place. Results will start to trickle in but we’re still collecting data.
Month two
Now there’s enough data to start making real decisions. I’ll refine keyword targeting based on actual search terms, pause what’s not working, and shift budget toward what is.
Quality Scores will start improving as Google recognizes that your ads, keywords, and landing pages are aligned. Cost per click typically starts coming down here.
Month three and beyond
This is where the compounding starts.
Quality Scores stabilize at higher levels. Your cost per click is lower. Your conversion rate is higher. The same budget produces more leads than it did 60 days ago.
From here, the work becomes optimization and scaling. Finding new keyword opportunities, testing new ad variations, and gradually increasing budget behind what’s proven to work.
Every account is different. Some see results in weeks. Others take the full 90 days. What I can promise is that by month three, you’ll have more clarity about whether Google Ads is a viable channel for your business than you’ve ever had before.
Common Questions about Google Ads management
How much should I budget for Google Ads?
It depends on your industry, your location, and what you’re advertising. For most small businesses in Ontario, I recommend starting with at least $1,000 per month in ad budget. My reasoning is that most small businesses doing ads themselves won’t spend that much on testing if ads work. So this amount would put you above 80% of people testing their ads.
Management fees are also separate from your ad spend. Your ad budget goes directly to Google. My fee covers the strategy, setup, optimization, landing page work, and monthly reporting.
I’ve tried Google Ads before and it didn’t work. What would be different?
Usually when Google Ads “doesn’t work” it’s one of three things.
- The landing page wasn’t built for conversion.
- The keywords were too broad and attracted the wrong traffic.
- Or the conversion tracking wasn’t set up properly, so the campaign was optimizing for clicks instead of actual leads.
The audit will tell us which of these (or what combination) was the issue. Most accounts I look at have fixable problems.
What’s a Quality Score and why does it matter?
Quality Score is Google’s rating of how relevant your ads, keywords, and landing pages are to each other and to the person searching. It runs from 1 to 10.
A higher Quality Score means Google charges you less per click and shows your ads in better positions.
It’s one of the most important metrics in any Google Ads account and one of the most overlooked. I’ve seen businesses paying two or three times more per click than they need to because their Quality Scores are low.
Do you work with businesses outside of Ontario?
My clients are primarily in Ontario, but Google Ads works the same way everywhere.
If your business serves a specific geographic area, we can target your ads to that region precisely. I’ve managed campaigns targeting local markets, provincial markets, and national ones. The principles don’t change.
How is this different from a large agency?
When you hire an agency, your account is usually managed by a junior team member handling 20 or 30 other accounts at the same time. You get a monthly report and a quarterly call with someone senior.
I work with a small number of clients and manage every account myself. When you email me, I’m the one who responds. When something changes in your account, I’m the one who noticed it.
That’s a different level of attention than most businesses get.
What if the audit shows that Google Ads isn’t right for my business?
Then I’ll tell you that. Not every business benefits from paid search.
Some industries have keyword costs that don’t make sense relative to their margins. Some businesses would be better served by SEO or other channels.
The audit is genuinely diagnostic. If Google Ads isn’t the right move, I’d rather tell you that than take your money for something that won’t work.
What types of Google Ads campaigns do you manage?
Primarily Search campaigns for service-based businesses.
Search ads show up when someone actively types a query into Google, which means you’re reaching people with real intent.
I also run Display and YouTube campaigns when they make sense for the strategy, but for most small businesses, Search is where the return on investment is highest because you’re meeting people who are already looking for what you offer.
Can you help with SEO too?
Yes. Google Ads and SEO work best together. Ads bring immediate visibility while SEO builds long-term organic traffic.
Many of my clients start with ads because the results are faster and measurable, then add SEO as a complementary strategy over time.
I offer both services and can advise on how to balance the two based on your budget and goals.
Let’s start with the audit
One hour. A clear picture of your account. Specific recommendations you can act on whether we work together or not.
Book the free audit