What's included in the free Google Ads audit?

A full written review of your Google Ads account. Reply with your audit within 24 hours. It covers account structure, keyword strategy, ad copy, landing page recommendations, conversion tracking accuracy, and wasted spend. No obligation, no upsell, yours to keep.

What budget do I need to start?

There's no fixed minimum but most clients start at £1,000+/month in ad spend. I'll advise based on your goals and market.

How much does Google Ads management cost with PositionWorks?

Four plans: Core at £295/month for accounts spending up to £1,500/m, Performance at £595/month for £1,500 to £5,000/m (most popular), Growth at £895/month for £5,000 to £10,000/m, and Strategic from £1,295/month for £10,000+/m. All plans include account management, weekly or monthly optimisation, conversion tracking and reporting. The £695 setup fee is included when you commit to the 3-month initial term, and only becomes payable if you cancel early.

Are there long term contracts?

No long contracts. Plans run on a 3 month initial term, then roll monthly. After that you can cancel any time with 30 days' notice.

What if my results don't improve in the first 90 days?

That's exactly what the 90 Day Promise covers. If I haven't moved at least one of your three core metrics — cost per conversion, conversion volume or ROAS — in your favour within the first 90 days, you get the next month of management free while I keep working. See the 90 Day Promise page for the full terms.

I'm currently with another agency. How does a takeover work?

I handle the transition end to end. Once you give 30 days notice to your current agency I pick up access to your existing Google Ads, GA4 and tracking. I never wipe your account or campaigns without your sign-off. The first month is usually audit and stabilise rather than rebuild, so you don't lose performance during the swap.

Do you actually do the work yourself or is it outsourced?

All Google Ads work is done by the founder, Simon Smith, in-house in the UK. No offshore teams, no junior account managers learning on your account, no white labelling. You speak directly with the specialist running your campaigns every time.

Do I own my Google Ads account?

Yes, always. You own your account, your data and your campaigns. You keep full access at all times.

What industries does PositionWorks work with?

UK businesses across trades and home improvement (electricians, plumbers, builders, roofers), professional services (accountants, solicitors, consultants), healthcare and clinics, property and lettings, and B2B services.

How Much Should I Spend on Google Ads? UK Budget Guide

How much you should spend on Google Ads depends on what a customer is worth to you, but most UK service businesses should budget £750–£1,500 a month in ad spend to start. The right number depends on what a customer is worth to you, your cost per lead, and how many leads you can handle. Here’s how to work it out from your own goals rather than guessing.

What’s the minimum budget for Google Ads in the UK?

There’s no hard minimum, but below roughly £750/month many accounts struggle to collect enough clicks and conversions to learn from. With too little data, Google’s bidding can’t optimise and results stay slow and unpredictable. For competitive sectors (legal, finance, cosmetic), realistic minimums are higher.

How to set your Google Ads budget from your goals

Work backwards from what you want, not from a number that “feels safe”:

Start with a customer’s value. If a new client is worth £1,000 and you’ll happily pay £100 to win one, that’s your target cost per acquisition.
Estimate your cost per lead. Across industries, the 2026 average cost per lead in search ads is around £50 (roughly $67), though it ranges from under £25 to well over £100 in sectors like legal.
Multiply by the leads you want. Ten leads a month at a £50 cost per lead is roughly £500 in spend — before you account for the leads that don’t convert.

Then sanity-check it against capacity: there’s no point generating 40 enquiries a month if you can only service 10.

What conversion rate and cost per lead should I expect?

The average Google Ads conversion rate across industries in 2026 is about 8%, but it varies widely — some service sectors convert at 12–16%, while finance and insurance sit nearer 3%. Your landing page, offer and call handling often move these numbers more than the ads themselves.

Spend vs management fee — keep them separate

Your ad spend goes to Google. Your management fee pays whoever runs the account. Don’t let a quote blur the two. A flat management fee (for example, plans from £295/month) keeps your spend working for you rather than inflating someone’s percentage. See the full breakdown on the pricing page.

A realistic first 90 days

Expect the first few weeks to be about learning, not scaling. Tracking goes in, wasted spend comes out, and the data starts to show which searches actually become enquiries. That’s exactly why I back the first 90 days with an improvement promise — if it’s not working, I keep going at no extra cost until it does.

Frequently asked questions

Can I start with £500 a month?

You can, especially in lower-competition local niches, but expect slower learning. If budget is tight, focus it tightly — fewer keywords, one location, one clear offer.

Does a bigger budget mean better results?

Not on its own. A well-structured £1,000 budget routinely beats a sloppy £3,000 one. Structure, tracking and landing pages matter more than raw spend.

Should ad spend include VAT?

Google adds VAT to UK ad spend, so factor that into your monthly figure.

How long before I see results?

Early enquiries can come within days, but give it 6–12 weeks for the account to stabilise and the cost per lead to settle.

Not sure what budget makes sense for your business? Get a free audit and I’ll give you a realistic figure based on your goals.

How Much Should I Spend on Google Ads? A UK Budget Guide