Paid Advertising.

Paid advertising is the fastest way to buy demand, and the fastest way to waste money if the rest of the system is not ready. An ad that sends a customer to a slow page, a form nobody checks, or a phone nobody answers has done its job and the business has still lost the customer. The order matters: fix the landing, the capture and the follow-up first, then buy traffic.

What it actually covers

Google Search for high-intent searches — service plus city, and “near me” — Meta for demand and retargeting, and landing pages built for one intent, connecting to the existing Conversion Hubs service. Tracking set up so a call, form or booking is traced to the ad that produced it.

Budget, geography and audience are agreed before launch, with a stop and scale rule, not an open-ended retainer. If the cost per enquiry is above the agreed threshold, spend stops or the page is fixed — it does not keep running on hope.

• Google Search for high-intent, local searches
• Meta for demand and retargeting
• One-intent landing pages
• Call, form and booking tracking
• Agreed budget, geography and stop/scale rule

What we will not do

We will not run ads to a page that leaks and call the clicks a result. We will not report impressions as success. And we will not scale a campaign whose enquiries are not being followed up — that is paying to create a bad impression at volume.

What people are actually looking for

People who click a paid ad are not browsing. They searched for something specific — a service, a city, a problem — and they expect the page they land on to answer that specific thing, immediately. An ad that promises one thing and lands on a generic homepage has already lost them, however good the targeting was.

Paid advertising is therefore not a traffic service. It is a match service: the right search, the right ad, the right landing page, and a follow-up system that catches the enquiry when it arrives.

What is working in 2026

High-intent search first. Google Search for service-plus-city and 'near me' searches, where the customer has already decided they need something and is choosing who. That is where paid spend has the clearest job, and the clearest cost per enquiry to measure against.

One-intent landing pages. A page built for the ad's single question, with one next step, instead of a homepage that asks the visitor to navigate. This is where the existing Conversion Hubs service connects: the landing page is part of the ad, not an afterthought.

Tracking to enquiry, not to click. A call, a form or a booking traced to the ad that produced it. Impressions and clicks are not results. If the tracking cannot show enquiries, the campaign cannot be judged, and it should not be scaled.

Stop and scale rules, agreed in advance. If the cost per enquiry is above the agreed threshold, spend stops or the page is fixed. It does not keep running on hope, and it does not keep running while the follow-up system is leaking.

What we have done

We have run paid advertising for local service businesses alongside the landing pages, CRM capture and follow-up sequences that turn a click into an enquiry and an enquiry into a booking. The pattern is consistent: fix the landing, the capture and the follow-up first, then buy traffic — otherwise you are paying to leak faster.

The work has covered Google Search for high-intent local searches and Meta for demand and retargeting, with budgets, geography and audiences agreed before launch, and reporting against enquiries and bookings, not impressions alone.

What you get

A campaign plan: which searches, which audiences, which landing pages, and what a good cost per enquiry looks like for your business. The build: accounts, ads, landing pages, and tracking to call, form and booking. A launch with a stop and scale rule. And reporting that shows enquiries and bookings by channel, so you can see which dollar paid and which did not.

• Campaign plan: searches, audiences, landing pages, cost-per-enquiry target
• Google Search for high-intent, local searches
• Meta for demand and retargeting
• One-intent landing pages
• Call, form and booking tracking
• Agreed budget, geography and stop/scale rule
• Reporting by enquiry and booking, not by impression

How AI is used — and where it is not

AI is used in research and drafting: finding the searches customers actually use, drafting ad variations, and checking landing pages against the ad's promise. It is used to spot patterns in the data faster — which searches, ads and pages are producing enquiries, and which are producing clicks that go nowhere.

It is not used to set a budget, make a promise in an ad, or scale spend on its own. Budgets, claims and scale decisions are human decisions, agreed with the owner, because they are money and reputation decisions. AI can recommend; it does not get to spend.

Questions people actually ask

Should I run Google Ads, Meta ads, or both?

It depends on intent. Google Search is for people who have already decided they need something and are choosing who. Meta is for demand and retargeting — people who may need you, or who have already visited and not yet enquired. Most local service businesses start with high-intent Google Search, add Meta retargeting second, and expand from there based on what the enquiry data shows.

How much should I spend?

That depends on your market, your competition, and what an enquiry is worth to you. We agree a budget, a geography and a cost-per-enquiry target before launch, and we do not recommend a budget without saying what it should produce. If the numbers do not work at the budget you can afford, we say so before you spend, not after.

Will ads work if my website is weak?

Poorly, and sometimes not at all. An ad that sends a customer to a slow, vague or broken page will waste the click. That is why we fix the landing page, the capture and the follow-up before scaling spend. If your site needs work first, we will tell you that, even though it delays the ad revenue.

How do I know if ads are working?

By enquiries and bookings traced to the ad, not by clicks or impressions. We set up call, form and booking tracking so a result can be tied to the search or ad that produced it. If a campaign cannot show enquiries, it cannot be judged — and it should not be scaled.

Do I own the ad accounts?

Yes. The accounts, audiences, creative and tracking are in your accounts. If you leave, you keep them.

Can AI run my ads for me?

AI can help research, draft and spot patterns, but it cannot decide your budget, your claims, or whether a campaign should scale. Those are your decisions, with our recommendation. An AI that spends your money without a human stop rule is not a strategy.