What you get
- ✓Account structure split by service so cost per enquiry is readable
- ✓Match types and negative keywords controlled weekly
- ✓Ad copy written to the searcher, not to the industry
- ✓Landing pages matched to the exact promise of the ad
- ✓Bid changes based on enquiry data, not on gut feel
How the price of a click is actually set
The click price is decided by an auction, but not by the highest bid alone. Google weighs the bid against expected click-through and the relevance of the ad and page to the query. A more relevant ad can win a position while paying less than a competitor with a bigger bid.
That is the practical reason to fix the page before raising the budget. Improving how well the landing page answers the search can lower cost per click and increase the rate at which clicks become enquiries, on the same spend.
Match types and the money they leak
Broad match lets the platform decide what your keyword means. On a small budget that freedom is expensive: a term for a service you do not offer can quietly absorb a week of spend. Phrase and exact match cost more per click and waste less.
A weekly search term review is not optional housekeeping. Blocking a handful of irrelevant terms is usually the fastest saving in an account, and it protects the budget for the terms that produce work.
The page behind the ad does half the work
A searcher who typed a specific service and lands on a general homepage has to hunt for confirmation. Most leave. Matching the ad headline to the page headline, naming the service, the area and the next step removes that hunt.
On mobile the drop-off is sharper: slow pages, long forms and buttons below the fold lose enquiries that were already paid for. Page speed and form length are PPC decisions, not design preferences.
Bidding once the data exists
In the first weeks the only sensible instruction is to gather data evenly. Afterwards, bids move toward the services and areas that produced qualified enquiries, and away from the ones that produced traffic.
We review bid adjustments monthly against your enquiry record, not just the platform conversion count, because platforms count form submits while you count work worth doing.
At a glance
| Lever | Effect on cost per enquiry | When to touch it |
|---|---|---|
| Landing page relevance | Large, both click price and conversion rate | Before any budget increase |
| Negative keywords | Removes spend that never converts | Weekly |
| Match type | Trades volume for precision | After first month of data |
| Bid adjustments | Concentrates spend where enquiries come from | Monthly |
Questions buyers ask
What is a normal cost per click?
It varies by industry and market, and quoting an average would mislead you. What we do is establish your own baseline in the first month, then work on the two levers that lower it: page relevance and negative keywords.
How much should we spend per month?
Enough to gather data at a useful pace for your service value, sustained for at least three months. If the budget only covers a few clicks a day, the campaign never leaves the learning phase and the numbers stay noise.
Do you charge a percentage of ad spend?
No. A percentage model rewards spending more, which is the opposite of what a small budget needs. Our fee is separate from the platform spend and defined before launch.
Can PPC work for a very small business?
Yes, if the service value justifies the click and the geography is narrow. A single-area, single-service campaign with a tight budget often outperforms a broad one, because every click is closer to a real job.
Pay-per-click is arithmetic, not magic. If the enquiry costs less than the job is worth, it works. We build toward that number.