Services · Paid traffic
PPC and Google Ads agency for UK service businesses
Lead Gems is a UK PPC agency that turns Google searches into qualified enquiries, and enquiries into clients, at a cost per lead you can plan around. We do not sell clicks. We build campaigns that pay for themselves.
- Google Ads
- Performance Max
- Microsoft Ads
- ChatGPT Ads
What does a PPC agency do?
A PPC agency plans, builds and manages pay-per-click ads on platforms such as Google, Microsoft and ChatGPT, so your business appears when potential clients search for what you offer. You only pay when someone clicks. As your PPC agency, Lead Gems handles keyword research, ad copy, landing pages, conversion tracking and weekly optimisation, all measured against one number: your cost per qualified lead.
"We had written off Google Ads after our first attempt. Lead Gems showed us the difference proper campaign management makes. We now have a predictable flow of the right type of enquiries every month."
The problem
Why most Google Ads accounts waste money
Most Google Ads accounts waste budget on the wrong searches, the wrong pages and slow follow-up. The businesses that come to us are not short of clicks. They are short of the right enquiries.
Broad keywords bring the wrong people
You pay for searches from job seekers, students and people looking for free advice.
Automated settings spend freely
Default Performance Max and broad match settings send budget to placements you would never choose.
Ads send traffic to the homepage
Visitors land on a generic page, cannot find what they searched for, and leave.
Tracking is missing or broken
Without it, nobody knows which keywords produce clients, so budget goes to whatever gets clicks.
Nobody follows up fast enough
Enquiries sit in an inbox for hours while the prospect calls a competitor.
Reports show impressions, not revenue
Click-through rates look healthy while your phone stays quiet.
The difference
How Lead Gems compares to a typical PPC company
The difference is what we measure: clients and cost per lead, not clicks.
| Area | Typical PPC company | Lead Gems |
|---|---|---|
| What they measure | Clicks, impressions, click-through rate | Cost per qualified lead and cost per client |
| Tracking | Form fills, if set up at all | Calls, forms and bookings, matched back to your CRM |
| Landing pages | Your homepage or one generic page | A dedicated page for every campaign |
| Lead follow-up | Not their problem | Automated email and text replies within minutes |
| Proof | Badges and awards | Our own brands, run on our own money |
| Reporting | A PDF once a month | A live dashboard you can check at any time |
| Channels | Google only | Google, Microsoft and ChatGPT Ads, plus retargeting |
See how your account compares.
A free audit shows what is wasting budget and what we would change first.
Our approach
How our PPC agency runs Google Ads differently
We treat pay-per-click as one part of a revenue engine, not a standalone channel. Every campaign is connected to the landing page, the tracking and the follow-up that turns an enquiry into a client.
- 01
We fix tracking before we spend a pound
Calls, forms and bookings are tracked from day one, so every decision is based on which keywords produce clients, not clicks.
- 02
We invest our own money first
Lead Gems runs its own lead generation brands on Google Ads. We test on our own budget, so what reaches your account is already proven.
- 03
We build a landing page for every campaign
Each campaign sends traffic to a page that matches the search, so more visitors become enquiries.
- 04
We measure what your accountant would
Cost per qualified lead, cost per client and return on ad spend, reported in a live dashboard.
PPC services we manage
We manage every major pay-per-click platform, chosen by where your clients search.
Find out more about ChatGPT AdsGoogle Search ads
Appear at the top of Google when people search for your services. The core of most lead generation accounts.
Performance Max
Google campaigns across Search, Maps, YouTube and Gmail, set up with tight controls so budget is not wasted.
Call ads
Built for businesses where the phone is the main way clients get in touch.
Demand Gen and YouTube
Reach people before they start searching, with video and image ads.
Remarketing
Bring back visitors who looked but did not enquire.
Microsoft Ads
Your Google campaigns rebuilt for Bing, often at a lower cost per click.
ChatGPT Ads
Sponsored placements beside ChatGPT answers, live in the UK since June 2026.
Local Services Ads
Pay per lead, not per click, at the very top of Google, with a verified badge for eligible trades and services.
Why every Google Ads campaign needs its own landing page
A dedicated landing page turns more clicks into enquiries and can lower what you pay per click. Sending paid traffic to your homepage is one of the most expensive mistakes in PPC: visitors searching for one service land on a page about everything, and most leave.
We build a landing page for each campaign, matched to the search, with one clear call to action. Better pages also improve your Google Quality Score, which affects your cost per click.
See our landing page optimisationHow much do Google Ads cost in the UK?
Clicks on the searches that bring service businesses their clients cost roughly £4 to £50 each in the UK, depending on the sector. Most UK small and medium businesses spend £1,000 to £5,000 a month. You set the budget and only pay when someone clicks.
The number that matters is cost per lead: what you pay for each real enquiry. A well-built account with dedicated landing pages turns far more of those clicks into enquiries.
Cost per click: Google Ads average UK cost per click for these searches, October 2026, converted from US dollars. Cost per lead: Lead Gems campaigns.
What would leads cost in your sector?
We will work out realistic figures for your market and budget on a free growth call.
Switching from your current PPC agency
You can switch PPC agency without losing performance or data. We audit your existing account first, keep what is working, and fix tracking before making major changes. Your campaign history, data and conversions stay in your own account, so nothing is lost in the handover.
What you get
What is included in our PPC management services
Every account includes strategy, build, landing pages, tracking, weekly optimisation and live reporting. No add-ons for the basics.
Research
Competitor analysis, search demand, keyword research and negative keyword lists
Campaign build
Search, Performance Max and call campaigns structured by service and location
Ad copy
Responsive search ads with sitelinks, callouts, call and location assets
Landing pages
A dedicated, fast-loading page for each campaign, built to convert
Tracking
Google Analytics 4, Google Tag Manager, call tracking and offline conversion imports from your CRM
Optimisation
Weekly search term reviews, bid strategy changes and A/B testing of ads and pages
Follow-up
Automated email and text replies so no enquiry goes cold
Reporting
A live dashboard and a monthly review call focused on leads, cost per lead and revenue
Process
How our Google Ads management works
Our Google Ads management follows six steps, from a free audit to scaling what works.
Free audit
We review your account, tracking and landing pages, and show you where budget is being wasted.
Strategy
We map keywords, competitors and your target cost per lead before building anything.
Tracking
Calls, forms and bookings are tracked and connected to your CRM where possible.
Build and launch
Campaigns, ads and dedicated landing pages go live.
Optimise weekly
We cut wasted spend, test new ads and move budget to what produces clients.
Scale
Once cost per lead is stable, we expand reach, add remarketing and test new channels.
Free checklist
The Google Ads Waste Checklist
Twenty-five checks that show where your Google Ads budget is leaking, in the order we run them on every new account.
- The tracking checks that decide whether your numbers can be trusted
- The search terms and settings that waste the most money
- Landing page and follow-up checks most accounts miss
- A simple score so you know how urgent the fixes are
Results
PPC results for UK service businesses
Every figure comes from a real client account and is tracked to the enquiry.
£67
per qualified lead
A West Midlands solicitors practice built on referrals for over 15 years had steady but unpredictable enquiries. We rebuilt its paid search, built dedicated landing pages and automated lead follow-up.
38
new recurring clients
A South East accountancy firm specialising in contractors was losing ground to cheap online platforms and had no paid advertising. We launched targeted Google Ads, built a content strategy and set up automated lead nurture.
214
leads at £24 each
A Greater Manchester plumbing company depended on Checkatrade and word of mouth. We launched Google Ads, rebuilt its Google Business Profile and added automated review requests and missed-call text back.
Questions
PPC & Google Ads questions, answered.
What does a Google Ads agency do?
A Google Ads agency plans, builds and manages your pay-per-click campaigns. That includes keyword research, ad copy, landing pages, conversion tracking, bidding and ongoing testing, so your budget goes to searches that produce enquiries.
How much do Google Ads cost?
Most UK small and medium businesses spend £1,000 to £5,000 a month on Google Ads. Clicks on the searches that bring service businesses their clients cost roughly £4 to £50 each, depending on the sector. Across our campaigns, cost per lead typically runs at £40 to £120 for solicitors, £30 to £80 for accountants, £60 to £150 for financial advisers and £15 to £45 for dental practices. You set the budget and only pay when someone clicks.
Is it worth hiring a PPC agency?
For most businesses, yes, if the agency measures cost per client rather than clicks. A good PPC agency cuts wasted spend, builds the tracking and landing pages that most accounts lack, and frees your team from managing a complex platform. Our free audit shows you what an agency would change before you commit.
How quickly will I see results from Google Ads?
Google Ads can produce enquiries within days of launch. Most accounts need four to eight weeks of data to bring cost per lead down to a stable level.
Is Google Ads better than SEO?
They do different jobs. Google Ads brings enquiries quickly and can be turned up or down at any time. SEO builds long-term visibility without paying per click. Most of our clients use both.
What is Performance Max, and should I use it?
Performance Max is the Google campaign type that shows ads across Search, Maps, YouTube, Gmail and Display. It can work well, but on default settings it often spends on low-quality placements. We only use it with strict controls and proper conversion tracking.
Should I advertise on ChatGPT?
ChatGPT Ads launched in the UK in June 2026 and competition is still low, which makes them worth testing for many service businesses. We recommend them alongside Google Ads, not instead of them, with tracking in place from day one.
Can you take over from our current PPC agency?
Yes. We audit the existing account first, keep what is working, and fix tracking before making major changes, so performance is not disrupted.
Will I own my Google Ads account?
Yes, always. Your Google Ads account, campaign history and data belong to you, and you keep full access whether you stay with us or not.
How do you measure success?
By cost per qualified lead, cost per client and return on ad spend, not clicks or impressions. Every number is in your live dashboard.
Still have a question? Call 020 4652 1887 or book a free growth call.
From our insights
PPC & Google Ads guides.
Practical answers from the specialists who run these campaigns every day.
Industries
Where PPC & Google Ads works best.
- Law firms and solicitors
- Financial advisers and wealth managers
- Mortgage and protection brokers
- Accountants
- Insurance brokers
- Dental practices
- Plumbing and heating companies
- Solar, battery and heat pump installers
- Kitchen and bathroom companies
- Landscapers and garden designers
- Roofing companies
- Electricians and EV charger installers
- Window, door and conservatory companies
- Builders and construction companies
- All industries
Related services
Find out where your Google Ads budget is going.
Get a free audit of your Google Ads account from a UK PPC agency that measures clients, not clicks. We will show you what is wasting budget, what is working and what we would change first.
Or send a quick message