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.

Good Google Ads Conversion Rate and Cost Per Lead (2026)

A good Google Ads conversion rate in 2026 is broadly anything above the all-industry average of about 8% — though strong service accounts often hit 10–16%. A good cost per lead is below your industry average, which sits around £50 (≈$67) overall but ranges from under £25 to over £100 depending on sector. “Good” always means “good for your industry and margins”, so here’s how to judge your own numbers.

What is a good conversion rate in Google Ads?

Across all industries, the 2026 average conversion rate is roughly 8% (WordStream’s analysis of 13,000+ campaigns). The highest-converting sectors — animals & pets (~16%), auto repair (~15%) and education (~13%) — sit well above that, while finance & insurance (~3%) and furniture (~3%) sit below. Compare yourself to your sector, not the global average.

What is a good cost per lead?

The 2026 average cost per lead for search ads is about £50 (≈$67). But legal services average the highest at over £100 per lead, while sectors like auto repair and hospitality come in under £25. A “good” cost per lead is simply one your margins can absorb profitably — a £120 lead can be excellent for a solicitor and ruinous for a takeaway.

How to know if your numbers are actually good

Work it back from profit, not vanity metrics:

What is a customer worth? Lifetime value, not just first sale.
What can you pay per lead and still profit? Factor in your lead-to-customer close rate.
Is your cost per lead below that ceiling? If yes, the account is working — even if the conversion rate looks “average”.

For context, a live account on my results page runs at a lifetime average cost per lead of £63 with full conversion tracking in place.

The levers that actually move these numbers

Conversion rate and cost per lead are usually decided after the click:

Landing page relevance and speed — the biggest single factor for most accounts.
Search intent — high-intent keywords convert far better than broad ones.
Offer and call to action — a clear, low-friction next step.
Call handling — many “lost” leads are just unanswered phones.

Why averages can mislead

Benchmarks are a sanity check, not a target. A 5% conversion rate at a £40 cost per lead can be far more profitable than a 12% rate at £150. Always tie the numbers back to what a customer is worth to you.

Frequently asked questions

My conversion rate is below 8% — is that bad?

Not necessarily. If your cost per lead is profitable for your margins, the account is doing its job. Some valuable sectors simply convert lower.

How can I improve my cost per lead?

Cut wasted spend with negatives and tighter match types, sharpen high-intent keywords, and improve the landing page and call handling. Tracking has to be solid first.

What’s a good conversion rate for a service business?

Well-run local service accounts often see 10–15%+, helped by high-intent local searches and a strong, simple landing page.

Does Google’s bidding affect my conversion rate?

Yes — but only as well as your tracking lets it. If conversions are mis-measured, smart bidding optimises toward the wrong thing.

Want to know how your numbers compare? Get a free audit and I’ll benchmark your account honestly.

What Is a Good Google Ads Conversion Rate and Cost Per Lead? (2026)