Google Ads management · Ireland and UK
Your Google Ads are optimising for form fills. They should be optimising for customers.
I set up the account so Google learns from the leads that turn into work: real conversion values, outcomes from your CRM, and calls from the search results. Then I check it every week.
75 seconds
How this page works, and what it would do for yours.
Why most accounts stall
Google does what it's told with the data it's given.
A standard setup counts every form and every call as one conversion, tracks the website and nothing else, and sets a target CPA someone picked years ago. The bidding then buys whatever is cheapest that looks like a conversion.
The fix isn't a cleverer campaign structure. It's better inputs.
- You tell me what a lead is worth, what closes and what a job pays.
- That becomes conversion values and a bidding target.
- Every enquiry is captured: forms, calls from ads, calls from the search results, WhatsApp.
- Your CRM says which were real.
- Only qualified outcomes go back to Google, with the click they came from.
- The numbers are checked every week, by a script first and by me second.
Running an online shop?
One blended ROAS can hide five different businesses.
Brand searches can subsidise the rest of the account. Returning customers make acquisition look cheap. Products with big revenue and thin margins quietly soak up the budget. The total looks fine while the mix underneath gets worse.
So for ecommerce I build the numbers first, in a data warehouse you own: Google Ads, Merchant Center, orders, refunds and customers joined in BigQuery, with one set of definitions. Then the account is managed to the figures that actually pay the bills.
- MERTotal revenue divided by total ad spend. The one number attribution can't flatter.
- nCACWhat it really costs to win a customer you didn't already have.
- New vs returningRepeat orders reported as retention, never passed off as acquisition.
- Brand vs non-brandHow much demand you're harvesting, and what it costs to win the rest.
- High vs low value customersWhich customers are worth more over time, so Google is told to find more of them.
The warehouse sits in your own Google Cloud account. If we stop working together, it stays with you.
What this page knows about your click
The step most setups lose.
When someone clicks an ad, Google adds a click ID to the address. Lose it before the enquiry and Google never learns that click turned into a customer. Ad blockers, iPhones and a second page visit all lose it.
This page catches it at Cloudflare as the request arrives, before any script runs, and attaches it to the enquiry on the server. This is what it holds for you right now.
Pricing
- Built for Irish and UK businesses spending £5,000 or more a month, in lead generation or ecommerce.
- Tracking and measurement work is scoped separately once I've seen what you have.
- Spending less? Start with a fixed-fee diagnostic and a written measurement plan instead.
What changed for one client
Cost per qualified lead moved from about €50 to €20-30.
A lead generation account. We scored leads before upload and sent only qualified outcomes back as offline conversions. The lead definition stayed the same over the comparison period. It wasn't a controlled test, and your numbers will differ.
Who you'd be working with
Ben Luong
I've worked in analytics and paid media for twenty years, and along the way co-founded a lead generation software company, later selling my stake. Fire Pixel is me: no account managers, no handoffs. AI does the volume work, and I sign off every change.
Based in Limerick and Sheffield. Clients across Ireland and the UK, all remote. Fire Pixel is a trading name of CopperChunk Limited.
Questions
Do I have to give you access to my ad account?
For management, yes, through your own Google Ads account so you keep ownership of everything. For a proposal I only need the website and a rough idea of spend.
Do you lock clients into long contracts?
Three months to start, because that's how long the bidding needs to learn from the new signals. After that it's month to month.
We don't have a CRM. Does this still work?
Yes. A Google Sheet or your inbox can be the start. The point is to tell Google which enquiries became work, and there's a simple way to do that with most setups.
Is the click ID stuff legal under GDPR?
The page doesn't store anything about you until you accept cookies. Without consent, the click ID is only read from the page address at the moment you send the form, and only travels with the enquiry you chose to send.