Google Ads
Google Ads Built for Lead Quality, Not Click Volume
A Google Ads account can burn a month's budget on the wrong searches in a week. We build accounts that show the right ad to the right search, send the click to a page built to convert it, and feed real sales data back to Google so it learns what a good customer looks like.
- Search platforms optimised, from Google to ChatGPT, Perplexity, Reddit and YouTube
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Some of the brands we have worked with
What we do
How we build a Google Ads account
- Keyword research grounded in your sales data and organic search term reports, not just the planner
- Tight ad group structure with exact and phrase match at the core, broad match only where smart bidding has enough conversion data to use it safely
- Responsive search ads with every asset written to qualify the click, plus sitelinks, callouts, structured snippets, images, calls and lead form assets where they fit
- Negative keyword lists built before launch from competitor, job-seeker, DIY and informational terms, then extended weekly from search term reports
- Conversion tracking for forms, calls, chat and offline sales, with enhanced conversions and consent mode configured correctly
- Landing pages matched to ad groups, built or rebuilt to convert the specific intent behind each search
- Policy compliance checked before launch, so the account does not lose days to disapprovals over URL or phone number rules
Campaign types we run
- Search: the core of most lead generation accounts and where our deepest experience is
- Shopping and Performance Max: for e-commerce, with feed optimisation, asset groups by product category and brand exclusions so PMax does not simply harvest your existing customers
- YouTube: for awareness in considered-purchase categories and for remarketing to site visitors
- Display and Demand Gen: mostly for remarketing, occasionally for prospecting where the audience data supports it
- Local campaigns and location extensions for multi-branch businesses
Common problems we inherit
Accounts running on broad match with no negatives. Performance Max cannibalising branded search. Conversion tracking counting every page view as a lead. Landing pages that are the homepage. Budgets split across dozens of campaigns none of which exit the learning phase. If any of these sound familiar, a Google Ads audit will show you in a week what it is costing.
How it works
Ongoing management
Paid Media
Related services
PPC Management
Our founder spent fourteen years buying leads in home energy and heating, some of the most expensive click auctions in the UK, before starting Essheo.
PPC Consultancy and Audits
If you run paid media in-house or through another agency and are not sure the results are as good as they could be, a senior second opinion is the cheapest way to find out.
Paid Social
Social platforms reach the people who are not searching yet and re-engage the ones who searched but did not act.
E-Commerce SEO Agency & Services
Our e-commerce SEO services help online shops get category and product pages found by people ready to buy, on Google and in AI answers that recommend products.
Insights
Latest guides
How to Measure Success From Generative Engine Optimisation
AI SEO Guides
What ROI Can Businesses Expect From GEO Services?
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How Much Traffic Can AI Search Generate for Your Business?
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Is GEO Worth Investing In? A Business Case for AI Search Optimisation
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How AI-Powered Search Engines Decide Which Brands to Recommend
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Google’s AI Overviews: What They Mean for Your Business
AI SEO Guides
FAQs
Frequently Asked Questions
For e-commerce with a good feed, usually yes with the right exclusions. For lead generation, only once Search has generated enough conversion data and with strict brand exclusions. We will tell you which applies.
Enough to generate statistically meaningful conversion data in your auction, which in competitive UK service sectors is rarely below £2,000 a month. We model expected cost per lead before you commit.
Yes, all of it, and we test it continuously. You approve it before launch.
Yes. It is created in your Google Ads manager account or transferred to you. We never hold client accounts hostage.
Often, yes. Policy issues around URLs, phone numbers in ad text, healthcare and financial services are common and usually resolvable once the cause is identified.
Speak to us today to get started