01
Conversion tracking
Rebuilding measurement so one conversion means one real thing: successful form submissions, qualified calls, actual orders. Including server-side measurement where browser tracking has become unreliable.
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United Kingdom
Google Ads & PPC agency UK
Half the Google Ads accounts we are shown are not losing money on bidding. They are losing it on measurement: conversions counted twice, form submissions that never fired, and a platform number nobody has reconciled against the bank. We fix what you are measuring before we touch what you are spending.
Thanks, that’s with us.
A senior engineer reads every enquiry and will reply as soon as they can.
Want to take it further now?
Book a time that suits you, or send a message on WhatsApp.
- Tracking checked and rebuilt before any budget changes
- Search, Shopping and Performance Max, structured for visibility
- UK-registered company, Companies House 16718403
2020
Building since
1,000+
Clients served
UK
Registered company
4.6/5
Rated on Clutch
Quick answer
What a Google Ads agency should fix first
Measurement, before anything else. Google's automated bidding optimises towards the conversions you tell it about, so if the conversion data is wrong, the algorithm will efficiently and relentlessly buy the wrong thing. An account with inflated conversion counts does not look broken; it looks excellent, right up until someone compares it with actual revenue.
The faults repeat: a conversion counted on every page view after a thank-you page, form submissions tracked by button click rather than by successful submit, phone calls counted twice through two different tags, and historical conversion actions still feeding bidding long after anyone remembered creating them.
Structure comes second. Accounts drift towards a shape nobody chose: campaigns added for a one-off promotion and never paused, search terms that should have been negatives months ago, and a Performance Max campaign quietly absorbing budget with very little said about what it sells. Structure should make spend attributable to something you care about.
Only then is bidding worth touching, and by that point there is usually less to do than expected. Most of the gain in a neglected account comes from stopping waste and measuring honestly, not from clever bid strategy.
What we do
What PPC management covers
Eight areas. In a neglected account the first two usually account for most of the recoverable waste.
02
Account structure
Rebuilding the account so spend can be attributed to a product, service or margin band, instead of averaging everything into one number that cannot be acted on.
03
Search campaigns
Keyword and match type structure, ad copy that matches the query intent, and negative maintenance as an ongoing task rather than a one-off purge.
04
Shopping and Pmax
Shopping run on a feed that has been fixed first, and Performance Max structured with asset groups and exclusions that keep some visibility into what it is selling.
05
Landing pages
Where the ads are fine and the page is the problem. We build landing pages as well as buy the traffic, which removes the usual argument about whose fault the conversion rate is.
06
Waste removal
Search term mining, placement exclusions, device and geography adjustments, and pausing what has been running on inertia. Dull, and usually the fastest money saved.
07
Feeding bidding properly
Giving smart bidding accurate conversion values rather than counts, so it can optimise towards margin instead of volume. This is where most accounts leave real money.
08
Honest reporting
Monthly, in writing, in pounds: what was spent, what came back, what we changed and what did not work. Including the months where the answer is that it did not improve.
Why this matters
Bidding towards a number that is not true
Automated bidding is very good at getting more of whatever you tell it is a conversion. That is a problem when the definition is wrong.
What we usually find
- Platform conversions several times higher than real enquiries
- Form tracking that fires on click rather than on submission
- Duplicate conversion actions both feeding the bid strategy
- Search terms that should have been negatives months ago
- Performance Max absorbing budget with no attribution
What we change
- One trustworthy conversion definition, reconciled against sales
- Tracking that fires on the thing you actually want
- Structure that lets spend be attributed to a product or service
- Negatives and exclusions maintained rather than set once
- Reporting in cost per real enquiry, in pounds
Does your conversion count match what sales actually received?
If not, every bidding decision in the account has been made on a false number. The review tells you by how much, and it is free.
In practice
The accounts we are usually handed
Six recurring situations. These describe the pattern rather than named client work.
Ninety conversions, twenty enquiries
The most common single finding. Usually a conversion firing on a page view rather than a submission, or two tags counting the same event. Until it is fixed, every bidding decision rests on a number nobody can reconcile.
One number that sales and marketing both believe
A campaign nobody can explain
Performance Max taking most of the budget with very little visible about what it sells or to whom. Restructuring asset groups and exclusions restores enough attribution to make a judgement.
Spend that can be explained to a finance director
An account shaped by nobody
Campaigns from old promotions still live, negatives last reviewed a year ago, and budget split by historical accident. Rebuilding the structure usually frees budget without reducing volume.
A structure someone actually chose
Paying heavily for your own name
Sometimes defensible, often not. It deserves a deliberate decision and a test, rather than being left on because it reports the best cost per conversion in the account.
A brand decision made on evidence
Good traffic, poor page
Where the ads are doing their job and the page is not. Because we build as well as buy, the fix is a page rather than a recommendation to whoever owns the site.
The whole path fixed, not half of it
More leads, worse leads
Volume up, sales unimpressed. Usually broad match with weak negatives, or bidding towards a conversion that any visitor can trigger. Feeding values rather than counts generally fixes it.
Fewer, better enquiries
How we work
Measure, restructure, then optimise
In that order, because optimising towards a wrong number makes things worse faster.
1. Review
Account structure, tracking and search terms, with conversions reconciled against something real: your CRM, your inbox or your sales figures. Free, and the findings are yours.
2. Fix measurement
Rebuild the conversion actions so each one means a real outcome, remove duplicates, and add server-side measurement where browser tracking has stopped being reliable.
3. Restructure
Reshape campaigns so spend is attributable, clear the drift, and set negatives and exclusions as a maintained list rather than a one-time purge.
4. Manage and report
Ongoing management with a written monthly note in pounds: spend, real enquiries, cost per enquiry, what we changed, and what did not work.
Clear scope · Regular demos · Full handover
Honest fit
When we are worth hiring for PPC
If your account is already well measured and tightly run, we may have less to add than an agency that specialises only in bidding.
A good fit when…
- Your conversion data does not match your sales figures
- Spend has grown without anyone restructuring the account
- You need landing pages built as well as traffic bought
- You want reporting in pounds and real enquiries
- Shopping or Pmax is involved and nobody can explain it
Not the right fit when…
- Your budget is small enough that fees would dominate it
- You already have tight tracking and a disciplined account
- You want guaranteed cost per lead, which nobody can promise
- You want ads run without touching the website at all
Sectors
Who we do this for
Businesses where a click has a traceable value and the maths can be checked.
Ecommerce and retailShopping, Pmax and feed-driven spendB2B and SaaSLong cycles and lead quality problemsHealthcare and dentalHigh-value treatments, strict policy reviewPropertyLocal campaigns against portal budgetsProfessional servicesExpensive clicks and uneven lead qualityTrades and local servicesCall tracking and geography controlLogisticsCapability-led enquiriesEverything elseIf a click has a value, the maths works
FAQ
Google Ads and PPC: FAQs
What UK advertisers ask before moving an account.
Still have a question?
Ask us directly. A senior engineer reads every question.
Ask about your projectWhy do our conversions not match our sales?
Almost always a tracking fault rather than a sales one. The usual causes are a conversion firing on a page view instead of a successful submission, two tags counting the same event, or old conversion actions still feeding bidding. It matters more than it sounds, because automated bidding will efficiently buy more of whatever you have defined as success.
Should we be running Performance Max?
Sometimes. It can work well where the feed is clean and the conversion data is trustworthy. It also hides a great deal, so accounts that need to know what is selling often do better with standard campaigns or a controlled split. We would look before advising, not the other way round.
How much should we spend?
Enough for the data to be meaningful, which depends on your cost per click and conversion rate rather than on a rule of thumb. If the honest answer is that your margins will not support the channel, we would rather say that during the review than take a management fee for three months.
Do you charge a percentage of spend?
We quote for the work rather than taking a cut that rises as your budget does. Percentage pricing creates an incentive to spend more, which is not an incentive you want your agency to have. The quote comes after the review, in pounds.
Can you guarantee a cost per lead?
No. Auction prices, competitors and seasonality all move, and anyone guaranteeing a figure is either picking the metric afterwards or quietly excluding the months that did not work. We will tell you what the current numbers are and what we think is achievable, and then report honestly against it.
Will you work with our existing landing pages?
Yes, and we will tell you if they are the limiting factor. Because we also build sites, we can fix the page rather than hand over a recommendation, which removes the usual stand-off about whether the problem is the traffic or the destination.
Do you do Shopping as well?
Yes. For retailers the feed work usually matters more than the bidding, so the two are run together. There is a separate page covering Google Shopping and Merchant Center in detail.
What happens to the account if we leave?
It stays yours. It is your Google Ads account, your conversion actions and your data, and we do not run clients through an agency account that you would have to leave behind. Handover is a list of what we changed and why.
What does it cost?
It depends on the size of the site and the scope of the work, so we do not publish a fixed price: the honest range is wide. The first conversation and the audit are free, and the quote follows them, in pounds, once we both know what the work actually is.
Who do we contract with?
SpiderHunts Technologies Ltd, registered at Companies House under number 16718403, with its registered office at 182-184 High Street N, Office 14607, London E6 2JA. You are invoiced in pounds. The engineering team works remotely, which we state openly rather than implying a room full of desks in London.
Start here
Find out what you are actually buying
Tell us the account and what you are unsure about. We will check the structure, reconcile the conversion data against something real, and show you where the waste is. Free, in writing, and yours whether or not we work together.
- You tell us what you needTwo minutes on the form, or a message on WhatsApp.
- A senior engineer reviews itAnd comes back with questions, a realistic range and an honest view on fit.
- Free 30-minute scoping callWe talk through scope, options and a realistic estimate, with no obligation.
Thanks, that’s with us.
A senior engineer reads every enquiry and will reply as soon as they can.
Want to take it further now?
Book a time that suits you, or send a message on WhatsApp.