Question 1

How much should I spend on Google Ads?

Accepted Answer

It starts with knowing your customer value. First, work out how much a single customer is worth to you over a year. Then decide what percentage of that value you're comfortable spending to acquire them. That gives you your target Cost Per Acquisition (CPA), and your CPA multiplied by the number of customers you want per month gives you your monthly budget. Use our CPA calculator further up this page to work out your numbers. Beyond budget, make sure everything is set up correctly first: landing pages, conversion tracking, on-site optimisation, and what happens after someone becomes a lead.

Question 2

Why is my cost per lead so high?

Accepted Answer

Usually it's one of these: poor account structure (broad match keywords eating your budget), broken conversion tracking (you're optimising for the wrong signals), or issues beyond the ad account itself. A poor landing page, bad user experience, not enough information on the site, or missing FAQs that would convert a visitor instead of sending them elsewhere. Think about whether there's enough incentive for someone to actually contact you. Lead magnets, clear CTAs, social proof. If the page doesn't build trust and make it easy to take action, your cost per lead will always be high no matter how good your ads are.

Question 3

Should I use Performance Max campaigns?

Accepted Answer

Performance Max can work well for e-commerce and some lead gen businesses, but only when your conversion tracking is accurate and you have enough data. Running PMax with bad tracking is like giving Google a blank cheque. One thing we see constantly with smaller businesses is that PMax campaigns end up capturing brand traffic, searches from people who already know you. The business thinks it's driving new customers, but it's actually just paying for traffic that would have come anyway. If you're not actively checking your PMax search terms, this is probably happening to you. We'll tell you if PMax makes sense for your account.

Question 4

How long until I see results?

Accepted Answer

It really depends on the account and the type of work needed. Some accounts just need restructuring, better ad copy, and keyword refinements. Others require full conversion tracking rebuilds, landing page overhauls, and rethinking the entire customer journey after someone clicks. It depends on where you're starting from. But if we can optimise your account over 90 days, you should have a clear picture of what's working, where the improvements are, and be able to project growth from that point.

Question 5

Can I run Google Ads myself?

Accepted Answer

You can, and many businesses do. But are you going to run it the most efficient way? There are so many nuances to spending money correctly, making sure it's driving real value, reading the right reports, and knowing whether you're actually growing or just burning budget. Our founder Peter learned Google Ads by running his own e-commerce business and spending his own money. It wasn't until he worked at global advertising agencies managing major brands spending tens of millions that he realised there are levels to this. Google Ads is just one sales channel, and it's not right for every business. We can look at your account and give you an honest opinion straight away on whether there's real opportunity or whether your time and money is better spent elsewhere.

Question 6

What's the difference between you and other agencies?

Accepted Answer

Three things. First, we manage the full journey from ad click to conversion, including landing pages. Second, you get transparent reporting with real metrics, not vanity numbers. Third, your account is managed by experienced strategists backed by OptiMate, our AI engine that runs 24/7 automating bid adjustments, budget monitoring, negative keyword sweeps, and account optimisations that most agencies do manually once a month or sometimes never. We also offer a comprehensive, expert-run account audit that gets delivered in 3 hours before you commit to anything.

Question 7

Is Google Ads worth it for my business?

Accepted Answer

It depends on your business and your industry. It's a numbers game. Take a coffee shop: you'd need to spend around $800/month on ads, and if the average customer spends $3, that means you need over 250 new customers just to break even. On top of that, not many people are actually searching for coffee shops on Google. It's mostly organic listings for 'coffee near me', and if your reviews are poor, even bidding on those terms won't convert. Businesses with higher margins and higher sale prices are where Google Ads really makes sense, because the cost to acquire a customer is justified by the return. If your product or service has strong margins and you can handle the leads, Google Ads is one of the fastest ways to grow. Not every business should be on Google Ads, and we'll tell you that honestly.

Question 8

How do I know if my current agency is doing a good job?

Accepted Answer

Start by asking them: What does your search query report look like, and how much spend is going to irrelevant terms? Are your conversion actions set up correctly, or are they counting the same lead multiple times? What's your brand vs non-brand spend split? How are they managing negative keywords? What does your ad copy quality score look like? If they can't answer these clearly, or you're getting generic monthly reports with no real insight, that's a red flag. OptiMate's free 13-step audit covers all of this and gives you an independent view in 3 hours.

Question 9

Can you take over an existing Google Ads account?

Accepted Answer

Yes. OptiMate audits what's there, identifies what's working and what's wasting money, and gives you a clear picture of the opportunities. After the audit, you'll know exactly where spend is being wasted, what quick wins are available, and what a restructured account could look like. From there, we build and execute the strategy together. You can grant us read-only access first for the audit.

Question 10

I'm new to Google Ads. Where do I start?

Accepted Answer

Start with a strategy conversation. We'll look at your business model, margins, competitors, and search demand to tell you honestly whether Google Ads is the right channel. If it is, we'll build the campaigns, landing pages, and tracking from scratch so everything is set up properly from day one.

Question 11

What does your reporting look like?

Accepted Answer

You get a live dashboard showing real metrics: ROAS, cost per lead, conversion volume, quality scores, and search term performance. You can see an example of our dashboard above on this page. No generic PDF reports. OptiMate tracks what actually matters to your bottom line, not vanity metrics like impressions and click-through rate.

Question 12

Do you also handle landing pages?

Accepted Answer

Yes, and this is becoming a bigger part of what we do. We build best-practice, Next.js SEO-optimised websites, so when we handle the landing pages we work meticulously on this part of the journey. A good Google Ads account with a bad landing page will always underperform. The click is only half the journey, and we treat the landing page as just as important as the ad itself.

Question 13

How much does Google Ads management cost?

Accepted Answer

It depends on account complexity, ad spend, industry, and the type of business. A business where the customer takes a week to convert and is worth $500 has a very different cost structure to one where a single sale is worth $3,000. The time to purchase, the margins, and the return all dictate the overall cost. We'll give you a specific quote after the free audit so you know exactly what you're paying for before committing. No lock-in contracts.

	Typical agency	Optimise Digital
Account management	Junior account managers learning on your budget	Senior strategists using proprietary AI tools running 24/7
Conversion tracking	Assume it's set up. Rarely verified	We audit, fix, and validate your conversion tracking ourselves
Landing pages	Not their problem. They only focus on ads and spend	Full landing page audits with actionable recommendations per campaign
Organic search	Only look at paid. Ignore organic entirely	We analyse organic traffic too, so you're not paying for clicks you'd get for free
Reporting	Generic monthly PDF with vanity metrics	Live dashboard with ROAS, CPA, and conversion data tailored to what's important to you
Optimisation	Set-and-forget. Checked once a week, maybe	OptiMate runs hourly deep analytics and auto-optimises
Transparency	Often unclear on where the budget went and why	Every dollar accounted for. No hidden markups
Account ownership	Agency owns the account. You leave, you lose everything	Your account. We build it, you keep it
Contracts	12-month lock-in with exit fees	Month-to-month after 90-day onboarding

Google Ads Agency

What are common Google Ads problems?

You're getting results, but something tells you it could be done better.

You suspect juniors are running your account.

Your conversions probably aren't set up properly.

Your agency isn't transparent about what they're doing.

Are you paying for traffic that's already yours?

Brand keywords eating budget

Organic rankings ignored

Inflated cost per lead

Get a free Google Ads audit in only 9 hours*

Our Google Ads Waste Finder audit covers

How does Google Ads management work?

Optimised Account Structure

High Value Keywords

A/B Tested Ad Copy

Converting Landing Pages

Conversion Tracking

Bidding Strategy

Ongoing Optimisation

Meet OptiMate

Meet OptiMate

How we get results

How we compare to the typical agency

What happens in the first 90 days of Google Ads management?

Audit & Quick Wins

Deep-Dive Strategy

Build & Optimise

Best Practice, Ready to Scale

What our clients say

Audit guarantee

No lock-in after 90 days

Transparent Google Ads reporting and dashboards

Our Google Ads Waste Finder audit covers

Questions people ask about Google Ads

Work out your ideal Google Ads spend

Know your customer value

Decide what you'd pay for that customer

That's your Google Ads target

Calculate your target CPA

Google Ads for ecommerce and lead generation

B2C Lead Generation

E-commerce

Your ads are only as good as your landing page

How to get started with Google Ads management

Grant us read-only access

Get your audit in 3 hours

Strategy call

Get in touch about Google Ads management

Get your free audit in 3 hours

Get a free Google Ads audit in only 9 hours