Google Ads campaigns
Google Ads management: targeting, landing pages and enquiry tracking
Google Ads can put your offer in front of people looking for it. Gloria plans targeting, landing pages and measurement so decisions reflect the enquiries received, within an agreed advertising budget.
Your project in practice
Example campaign-to-page journey
- Customer intention
- Find a salon offering the required colour service
- Advertisement
- Describe the real service and relevant location accurately
- Landing page
- Show the service, consultation requirements and booking option
- Measurement
- Separate booking-link clicks from confirmed appointments
What it can change
Match ads to your services and measure enquiries against advertising spend
Target the services, locations and searches you want to promote
Offers, areas and searches follow your commercial priorities and your ability to respond to new customers.
Send visitors to a page about the advertised service
Visitors reach a page that explains the advertised service and gives them a clear way to contact you.
Compare advertising spend with the enquiries it generates
Media spend, fees and reporting are separate. Feedback on enquiries helps decide whether to continue, adjust or stop.
In practice
Launch a first Google Ads campaign or review an existing account
You are considering your first campaigns
We review the offer, area and proposed test budget before defining the account and measurement.
You already run advertisements
Account history and enquiry quality help distinguish useful activity from the parts that need attention.
The scope
Google Ads setup, campaign management and reporting scope
Open the sections below to explore the scope, deliverables and practical requirements.
Check the commercial case first
We look at the offer, service area, customer value and your ability to respond. Available sales information helps us discuss an acceptable acquisition cost without treating a projection as a guaranteed return.
Competition, the test budget and any restrictions affecting your activity also shape the proposal. An unclear offer or broken contact journey may need attention before advertising starts.
Continue the promise of the advertisement
An ad for equipment maintenance should not send visitors to a general homepage that leaves them to find the service. A focused page can explain the equipment covered, working area, conditions and information needed for a quote.
- Campaign: objective, searches, locations, ads and suitable exclusions.
- Landing page: a clear continuation of the ad and an accessible next step.
- Measurement: useful events and checks that they are recorded correctly.
- Sales feedback: enquiry quality, quotes and sales where those data are available.
Separate media spend from the work
The budget paid to Google is separate from setup and management fees. Landing-page work, creative production and tools are also identified when needed.
We agree the authorised spend, review arrangements and how changes will be decided. More clicks alone are not a reason to commit more money.
Use enquiry quality to guide decisions
Enquiries outside the service area or looking for something you do not sell should lead to changes in targeting, copy or the page. A test may also need to stop if its economics remain unsuitable.
Reporting connects the completed work with measurable results and the next decisions. Account ownership and access are specified in the proposal.
Practical guide
Set a spending boundary using the value of a suitable enquiry
Before choosing an advertising budget, separate sales revenue from the amount you can afford to spend acquiring a customer. Delivery costs, margins and the proportion of enquiries that turn into sales all matter. A campaign can generate cheap forms while bringing very little useful business.
Here is a fictional planning calculation, not a Gloria price or a performance forecast. Suppose a business is comfortable spending 100 units of its currency to acquire a customer and closes one in five qualified enquiries. Its theoretical allowance is 20 per qualified enquiry. If only half of incoming enquiries qualify, the corresponding allowance per raw enquiry is 10.
Management fees and any other acquisition costs included in your budget must also be considered. Where sales history is limited, compare conservative and optimistic assumptions rather than selecting a single convenient figure. The outcome is a decision boundary for a controlled test. It is not a promise that the advertising market will supply customers at that cost.
Practical guide
Illustrative campaign review: installation enquiries versus repair calls
A fictional installer advertises replacement equipment but receives urgent repair calls for work it does not provide. The mismatch could arise from the search terms, the advertisement or a landing page that makes the offer ambiguous. Raising the budget before investigating could simply increase the number of unsuitable calls.
Swipe across the table to see every column.
| Observed issue | Check first | Possible response |
|---|---|---|
| Repair requests dominate | Search terms and the wording of the offer | Clarify installation and exclude unsuitable intentions |
| Requests come from unsupported areas | Location settings and service-area information | Review targeting and the landing page |
| Many recorded forms cannot be found | Delivery, duplicate events and confirmation logic | Repair measurement before judging campaign quality |
The review should record why a change was made and what would support or contradict the explanation. Several problems may coexist. This illustrative example shows a way to investigate them; it does not establish a guaranteed improvement from any individual adjustment.
Practical guide
Agree the test budget, approval responsibilities and campaign review criteria
A useful starting scope identifies the offer, audience, location, authorised spend and actions to measure. Advertising spend is separate from management fees. A new landing page, sales-system integration or offline conversion work needs to be named in the scope rather than assumed to be included.
Nominate someone who can review enquiry quality and record useful reasons for rejection, such as unsupported work, wrong location or duplicate requests. Shared marketing reports do not need to contain the full personal details of every prospect. The classification should be clear enough that different staff would judge a request in the same way.
- Run a test enquiry and verify that the agreed event is recorded at the correct point.
- Check that each advertisement reaches the intended page and that the offer is available.
- Keep a dated change log so that later movements are not attributed to the wrong intervention.
- Agree who can pause activity if the form fails, the service becomes unavailable or spending needs review.
A small test may produce too few suitable enquiries to compare alternatives confidently. Reporting should make that limitation visible. The next decision might be to gather better evidence, narrow the offer or stop a poor fit, rather than automatically increase spending.
Questions about Google Ads budgets, launch dates and unsuitable enquiries
What budget should I plan, and what do your fees cover?
We separate Google spend, setup, management and any landing-page or measurement work. The brief considers services, coverage, competition and the value of a useful enquiry before proposing a test budget.
The authorised amount and review criteria are agreed before launch. The proposal makes recurring costs and initial work clear.
I already run campaigns. Do we have to start again?
Existing data helps explain targeted searches, spend, exclusions, landing pages and enquiry quality. We first examine what is working and what needs changing.
The proposal may cover an account review, a takeover or regular management. Access, billing and responsibilities are defined. We do not restructure an account simply to make the work look like a fresh start.
When can campaigns launch, and when can we assess results?
Launch depends on preparing the account, ads, landing page and measurement, as well as platform approval. We agree a schedule covering those steps and the information you need to supply.
Early observations check searches and contacts. Assessing return then requires comparing spending with your quotes and sales, according to available volume and your sales cycle.
What if campaigns bring mostly unsuitable enquiries?
We examine searches, locations, ads, the page and your feedback: poor fit, unsuitable service, serious quote or sale. This can lead to changes in exclusions, targeting, messaging or the information requested.
Reporting shows the corrections and their observable effects. A larger budget is not the default response. A campaign can be narrowed or stopped when the commercial case does not work.
Can I reduce spending or pause the campaigns?
Yes. Management should reflect your season, capacity, available services and results. We define who approves changes and how authorised spending is monitored.
Pausing ads and ending a management service are separate decisions. Notice periods, billing and account handover arrangements are set out in the proposal so you can understand the commitments.
Discuss your Google Ads budget and the services you want to promote
Describe the offer, target area, available media budget and your capacity to respond to new enquiries.
Discuss your project