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Join for freePosted: Thu 23rd Jul 2026
Thinking about Google Ads but not sure they're right for you?
In 30 minutes, Tom Bowen, founder of Google Ads agency Pleon, covers what Google Ads is, which businesses tend to succeed with it, what you need in place before spending anything, and whether to do it yourself or use an agency.
Whether your business is a good fit for Google Ads
The foundations to get in place before launching: tracking, landing pages, and budget
How to decide between running ads yourself or using an agency, and what each route costs
Tom is the founder of Pleon, a boutique agency that specialises in Google Ads.
He has delivered hundreds of audits for businesses worldwide and shares Google Ads advice daily on LinkedIn, YouTube, and in a weekly newsletter for directors and marketing managers.
He's known for explaining ads in plain English.
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Lightly edited for clarity.
Lunch and Learn webinar with Tom Bowen, founder of Pleon, hosted by Ryan for Enterprise Nation
Ryan: Good afternoon, everyone, and welcome to today's Lunch and Learn. My name is Ryan, and I will be your host today.
For those of you attending Lunch and Learn for the first time, Enterprise Nation is a vibrant community platform for start-ups and small businesses. Today, I'm really pleased to introduce Tom Bowen, who's the founder of Google Ads agency Pleon.
In this session, Tom covers what Google Ads are, which businesses tend to succeed with them, what you need in place before spending anything, and whether to do it yourself or use an agency. As always, if you've got questions throughout, just post them in the chat, and we'll do our best to answer at the end.
The webinar is recorded, and a follow-up email with any further resources will go out later this afternoon. So on that note, I will hand over to you, Tom.
Tom Bowen: Thank you very much, and nice to meet you all. Hope you're ready for a bit of a lunch and learn on the wonderful world of Google Ads.
As you can see here, we've started this “Google Ads for small businesses: what to know before you start.” Just to clarify a little of what we're talking about today, I have another webinar booked in, in four weeks' time with yourselves.
What I've tried to do is split them. That second webinar is a bit more for businesses already spending on ads, wanting to understand what's working and what they could be doing better, whereas this is more of a stage-one, beginner's guide to an extent – helping you work out if Google Ads is right for you and how you can make that first step, if you see fit.
So, two questions we're trying to ask in this session. Firstly, should you run Google Ads for your business? I think that's a question a lot of businesses ask, and by default, a lot of people say yes, absolutely – people want to be on Google, but that's not always the case.
But if yes, who should run them, and how? In terms of myself, as Ryan said, my name is Tom Bowen. I'm the owner of an agency called Pleon, so we're a specialist Google Ads agency.
I've been running Google Ads for myself and for others for about 10 years now. I started off freelance, then set up an agency, and now we've got a team running ads for clients across the world – so, yes, safe to say we're Google Ads nerds.
Just off the bat, I probably don't need to spend too much time explaining to everyone what Google is, but Google Ads captures people when they search. That's the top level of Google Ads, as simple as you want to put it, whether you're talking about AI or standard search.
People search, and you have the opportunity for your ad to appear. Therefore, the timing with Google Ads is the superpower – that's really what makes Google different, in that you have the ability, when people are specifically raising their hand and saying, “I need your services,” to show them an ad.
So what Google is not good at is creating demand for something. It can be done – Google is really trying to break into this market, so it has campaign types you might hear called DemandGen and Performance Max, which show outbound content.
In both of those, you give Google pictures, which are used as display ads (those horrible ads that follow you around the internet after you look at buying a pair of shoes, for example), as well as video ads, which fall within YouTube. So Google is trying to do outreach, and there are campaigns that do both, but primarily what we're going to talk about today is Google search ads – the ads that appear when you search for something on Google.
Generally speaking, for most businesses at the start of this journey, I absolutely recommend that you start and that you stay away from these outreach approaches initially. I'll explain a bit of that as we go through.
But just off the top – if you're trying to create demand for something, if you've launched something new, then Meta is almost certainly a better place for that, or LinkedIn if there are particular job roles you're interested in advertising to. But if there's already active demand for your service – so, b2b services, for example, if you're an accountant or a law firm – very rarely do you see an advert and think, “I do need a divorce lawyer” (hopefully not).
But when you do need one, you go to Google and search for it. So that's my first point off the bat: if you've launched something new that people aren't aware of, Google Ads might not be the best starting place for you.
So, who should run your Google Ads? Say you've made the decision – and we'll run through this in a bit more detail – who should run the ads?
I'll be really open on this. I'm saying this as a Google Ads agency: if this is your first start with Google Ads and you're spending your first, let's say, £500 a month, I don't think you should pay an agency to do it. Here's why.
First, in terms of doing those initial steps of Google Ads and getting up and running, there's free advice everywhere on how to do that and on best practices. There's either free advice or, I suppose, some cost – there are courses you could sign up to that are going to be significantly cheaper than what you're paying an agency.
I'd say for the most part, you're probably going to be spending £300 to £500 with an agency just to start. Some agencies will charge more than that, but that's roughly what you need to have in mind if you're going to pay someone decent to run your ads.
There are so many people online who will teach you how to do that, and, obviously, AI is fundamental to that as well – there's no shortage of Google Ads advice to help you get started. That advice, you're in the middle of receiving right now.
Secondly – and I say this slightly with tongue in cheek – agencies don't like small accounts and aren't very good at serving them effectively. They'd much rather have a bigger account spending £10,000 to £20,000 a month on Google Ads.
They could charge that account £1,000 to £2,000, and it's a bigger client for them, and, actually, the time burden of that doesn't drop off quite so much. And, secondly to that, we've found that agencies aren't very good at launching new accounts, because they don't do it very often.
They put their junior account managers on it, and it's not their area of expertise. So I don't think they're that much better than if someone went away and said, “I'm going to invest a day or two to get started on some entry-level advice and then learn over time.”
I genuinely think you could be outperforming an agency very quickly, for the most part, at the start of this journey. The benefit that gives you is that if you were going to be spending £500 a month on an agency at the start, you can instead use that towards the ads themselves.
If that doubles how much traffic you get to the site, because you're then able to afford twice as many clicks, then I definitely think you'll see better results done effectively yourself than an agency would somehow be able to deliver at double the results.
So, if we're looking at this and saying, “We've made the decision that we want to run ads” – hopefully, this might encourage you not to. I know I'm flipping this around, but I didn't want this to be some kind of Google Ads propaganda of “it's great for everyone, definitely run ads, you're going to make all this money.” So here are five reasons not to.
Firstly, if your search volume itself is low or vague. There are many things Google can do, but it can't create intent – it can't make people search for something they don't notice.
As we touched on right at the start, that could be the route for Meta ads. But if you are suddenly thinking, “We're going to launch some Google Ads,” and you do some research on search volume – I'll show you that in a later slide – if people aren't searching in your area, for example, and the search volume is far too low, then it might not be best suited for you at this point in time.
Next is if the cost per click doesn't fit your commitment. Every click someone makes on your ads, you'll be charged – that's your cost per click, and that's where Google's CPC comes in.
Using the Google Keyword Planner, you can see how much, on average, you're going to pay for a click to appear on the first page, which is generally what you want to be looking at. I wouldn't necessarily look at being top of the page or number one, but you want to be appearing on that first page in some capacity.
Ideally, your initial Google Ads budget needs to be able to afford somewhere between five and 10 relevant clicks per day. So do the maths: if a click is going to cost you two pounds, for example, then, realistically, that's a daily budget of about £10, and, therefore, a monthly budget of about £300.
£300 to £500 is where you want to be looking. If you're in a hypercompetitive industry, and Google Ads has become increasingly more expensive, you could easily be spending £20, £30, or £40 just for a click.
And that's absolutely fine – those businesses will succeed, and market forces take over. There's a reason companies are willing to spend that amount: it's because they can justify spending it.
But if you go into an industry where it's £30 a click, and you say, “I'm going to give you £10 a day, Google,” you just won't compete. If you're not able to justify this in some capacity, I think you're going to have a really tough time getting started.
So this benchmark, generally speaking, works well as a ballpark: five to 10 relevant clicks a day.
Next is if you plan on sending people to your homepage. This is one of the biggest challenges I see people have when they run Google Ads – saying, “We're a local accountancy firm, we're going to send people to our accountancy homepage.”
The challenge with a homepage is that it has lots of different jobs, and you're really selling the whole business rather than the services you provide and the problems you solve. I'm not saying you need a whole new website if you want to start running some Google Ads, but I would absolutely encourage you to look at your landing-page planning.
So, what pages are you going to send people to? That might just be one, but an optimised one.
There's huge amounts of advice out there on what makes a great Google Ads landing page. It needs to be clear, specific to one individual service generally, have case studies and proof of concept, show that you understand the customer, and have a clear call to action.
For the most part, your landing page won't have those. So please don't just launch some Google Ads, send people straight to the homepage, and expect to get results, because you'll be competing against businesses that have done that landing-page research and have people going to pages that encourage them to enquire or purchase.
Next is “set it and forget it and trust the algorithm.” I hear this so often – people think Google will just go and get them customers, so they'll set it up, leave it running, and hope it will improve itself.
Generally speaking, that's not a very good idea. There are absolutely parts of Google that fit that narrative of “the algorithm will learn,” and, actually, how you grow and scale Google Ads accounts is by trusting the algorithm more.
But in order to be able to trust the algorithm, you need to have positive data within your Google Ads account. You need to show Google what clicks led to a purchase, or what clicks led to a lead of some capacity, and then it will learn and can have more autonomy as to where it spends your budget, because it knows which clicks are more likely to get you customers.
But at the start of your Google Ads journey, you have no positive data in the account. So if you're asking Google to go and get you leads, there are no guardrails as to where to go, and the only thing I can guarantee is that Google will make sure it spends your money.
So at the start of your Google Ads journey, you need to run the account in what I call a “shackles on” approach – a lot of tight control over how that campaign runs. I'll come back to what that looks like, but if you think you can set up a Google Ads campaign, send it to the homepage, and trust the automations, then, unfortunately, I don't think you'll see too much in the way of results.
This is a common one I hear as well, where people say, “We'll start with £100 a month, and if it works out, I'll spend more.” It goes back to the point I made earlier: if you're not spending enough, you will just appear for the searches that aren't very competitive.
There's no competition on them, and there's a reason for that – they're low intent. So what happens is you'll spend that £100 – I guarantee Google will spend your money – but you'll spend it on low-intent clicks.
You won't get the traction, you won't get a good sense of what's working, and you won't get those positive signals I mentioned on the last slide. Then people say, “Ads don't work for us.”
Generally speaking – and in a slightly exaggerated example – I'd be a lot more confident spending £1,000 in a month and getting results set up effectively in one month than I would spending £100 a month for 10 months on that basis. There's a reason market rate dictates how much a click costs, and that's because the market has decided those clicks are relevant.
So if this is the kind of thought process you're in, I'd be a bit cautious. I'd look at this on a project basis and say, “We're going to invest x amount of money in Google Ads,” and, where possible, front-load that budget.
You do a lot better to say, “We're going to go all in on Google Ads for three months and give it more money, front-loaded,” than to say, “Let's try for a year, we'll dabble, we'll trust the algorithm, we won't really look at it, we'll spend £100 a month.” I think it's unlikely you'll get results that way around.
So, conversely, and a bit more positively, if you've made the decision to say, “For three months, we're going to put £500 a month into Google Ads, and we're going to do a bit of learning and training on how we can get results” – how can you do that, how can you get results? Hopefully, I can answer some of that here.
So, firstly, going back to my previous point, the goal should be to get five relevant clicks a day. Within Google Ads, you'll see something called the Google Keyword Planner, where you can put in your search terms.
You can give it a broad idea – you could say “accountancy” or “law firms,” or you could say “plumbers near me” (I'm going to use that example on the next page). Google will give you a whole list of potential keywords you could add to your account, and those keywords are then the searches you'd look to appear for.
You then add those into your account, and, ideally, the goal needs to be that you're getting at least five clicks a day from them. In competitive markets, this might mean you need to be selective about the keywords you choose, because there are two types of ways people search for their requirements on Google: people who are problem-aware, and people who are solution-aware.
I'll move on to the next slide, which explains this better. This is an example of solution-aware: this person has a problem – something going on in their building in London, there's a water leak – they know there's a problem, but they also know the solution, which is that they need an emergency plumber quickly.
You can see that this is incredibly competitive. Google, in this screenshot from the Keyword Planner, would charge this business anywhere from £9.54 to £53 to appear at the top of the page, because they are incredibly high intent, and, therefore, all the plumbers in London will be using that as a keyword within their account.
Conversely, you've got people who are problem-aware – so lower intent. Here, they've got a leak from a boiler: they have a problem, and the solution is an emergency plumber, but the problem itself is the leak in the boiler.
You can see that, firstly, more people search for the problem than the specific solution, but the cost per click is a lot lower. Therefore, from your side, if you're looking to use that £500 a month to start your Google Ads journey, and if we're trying to make sure we get five clicks a day, I'm far more confident that you'll get results getting five “leak from a boiler” clicks for a £10-a-day budget than getting just one click a day from “emergency plumber London.”
Especially when we start talking about landing pages – if that landing page is then hyper-relevant to the leaking-boiler side of things, you can capture that lower-intent but cheaper traffic and get more volume into the account. So, absolutely, that might be the decision to make when you're looking through the keywords: what are the problems your business solves, rather than the solution itself?
Because solution-based keywords are generally more competitive and therefore more expensive.
Next – and I've kind of spoiled this already – send them to a hyper-relevant landing page. Go back to that boiler example: one very specific problem, one solution, one page, and, ideally, one action.
Make it very clear what you want people to do from that page. Is that filling out a form? Calling you? Booking a consultation? Making a purchase?
Where possible, be the big fish in a small pond – be hyper-relevant. If you're a law firm, for example (I always use law firms as an example), a lot of the law firms we work with have family law, and wills and trusts.
Within family law, they might have divorce, prenups, postnups, and all these different areas of the business, and they'll have super-specific landing pages for each of them. If you aren't specific by service, be specific by area.
So if you could deliver your services nationwide – if you're an accountant, for example – running your first Google Ads campaign and trying to appear for all the accountancy keywords across the UK is going to be very tough. But there'll be enough people searching in just your town or county that you can show your ads there, and make your landing page specific to your understanding of the area, with pictures of the area, and case studies or business logos that people will recognise.
That way, you can be a big fish in a small pond. When it comes to landing pages specifically, there are so many options to build these without necessarily needing a web developer.
A lot of CRMs – whether you're using GoHighLevel, HubSpot, or Zoho – will have landing-page builders within them. AI, again, can help with this; you've also got tools such as Lovable, which is almost entirely AI-prompt-based, as well as Unbounce.
So you can get these landing pages built pretty quickly and make them hyper-relevant, and there are so many guides online on how to make them relevant for Google Ads.
Step three – and this is vital – track every positive action that you can report back to Google. It's absolutely fundamental to the success of your Google Ads campaign, and we won't run a Google Ads campaign if tracking isn't set up within Google Ads.
That's reporting back to Google when someone has clicked on an ad and then filled out a lead form or made a purchase. Google needs to start understanding which clicks led to positive actions.
I'd be very cautious about adding email addresses to your website, too. Ideally, you want people to fill out a form because you get a lot more data on where those forms came from.
You can track people clicking on an email address, but not necessarily confirm they actually sent an email, so that data isn't as good. So, where possible, encourage people to fill out forms, and use call-tracking tools where possible – these can be useful too.
Google has call tracking you can set up within your conversion-tracking metrics. Alternatively, you can use tools – there's a great tool called WhatConverts that allows numbers to swap in, so you can see which calls came from SEO versus Google Ads versus Meta Ads, and so on.
Sometimes we also use something called a micro-conversion strategy, which, before we start getting forms, sets up tracking within Google Ads itself, so we know when a click led to someone spending two minutes on the website, visiting five pages, visiting the contact-us page, or watching a video. These are all positive actions you can keep feeding into the Google algorithm.
A lot of this is quite technical – the conversion-tracking side of it is quite a pain, to be frank. It is absolutely getting easier now: I'm using Google Tag Manager, and there are more prompts available.
But I would absolutely recommend using something like Fiverr for this. There are hundreds of trusted conversion-tracking experts on Fiverr who will set up all your Google Ads conversion tracking for £50 to £100, max.
You just go in there and search “Google Ads conversion tracking” – they've got hundreds of reviews, they know exactly what they're doing, and I'd absolutely recommend that. But I would strongly advise against running ads without conversion tracking in place.
This is probably one thing I'd advise against learning to do yourself. I did, for a period, and the first person we hired as a business was a conversion-tracking and analytics expert.
And, hold on to control. I've got a link on the latest slide to a video on my YouTube channel with a bit more detail on how to start your Google Ads campaign, specifically.
But the key is being very controlled about what you appear for and how much you pay for it. So when you add your keywords into Google Ads, you need to make sure you set them as something called an exact match, which means the search has to exactly match what the keyword is.
If you use something called phrase match or broad match, Google can be very liberal about what searches your ads actually appear for, and very often that's how you waste quite a lot of money at the start. You can also use something called manual CPC, where you tell Google exactly how much you're willing to spend on a click for those keywords.
It will give you a scale and warn you if you're not bidding enough to appear on the first page, or in first position. But start this way – don't just go into a Google Ads campaign and say, “We'll bid whatever you see fit,” because you'll burn through your budget in a matter of minutes sometimes.
So absolutely start with the shackles-on approach of exact match and manual CPC, and be very careful of the calls you'll inevitably get from the Google Ads reps. They are an absolute nightmare, to be frank, when it comes to running Google Ads campaigns.
They just read off Google's script, really, of the recommendations Google wants businesses to follow, but almost always, it impacts the campaign's performance negatively, because they're always encouraging businesses to take their hands off the wheel and trust Google. That doesn't work at the start, when you haven't got data.
So be very careful of those calls from the reps, because they'll be saying, “Use Pmax, use broad match” – all these hands-off approaches. One of the things they often do is set it up so that you also accept recommendations.
I would definitely make sure that's declined in the account – you need to keep control of this. Use what you're learning, or whatever means you decide, when you start your Google Ads campaigns, and then, over time, you can start to add some of these more optimised methods once you've got more data in the account.
And get to 15 conversions a month, then scale. That's the goal, and there are two key steps in Google Ads: before 15 conversions a month, and after.
Before 15 conversions a month – so before 15 forms, calls, or purchases – you have to use those manual strategies. But once you get to 15 conversions a month, you can change those.
You can change something called your bidding strategy within Google Ads and move it to something called Maximise Conversions. That's where you can say to Google, “Here are all the clicks we got last month, these were the ones that led to conversions, so give us a bit more control to spend money on other searches from people just like them that should also bring conversions.”
That's when you can also use broader match and Pmax as well – this is when the algorithm starts working for you, and when you can scale. But you have to be cautious, because there's a lot of conflicting Google Ads advice out there.
This is the advice for how to scale and grow a campaign once you've got to 15 conversions. But to get there at the start, keep the shackles on, be exact, be very specific about what you're looking to do, and run the campaign that way.
And there we are – I think I timed that one well. I want to leave a bit of time at the end if anyone has any questions, and I'm conscious there's a whole world out there of Google Ads, and covering that in 25 minutes isn't really possible.
But I wanted to point you in the direction of my YouTube channel – we've got 12 videos on there now, on a range of different topics. There's one specifically on how to launch Google Ads campaigns on a small budget, which will give you a lot more detail on what I was talking about towards the end, on how to set things up and be exactly specific.
So please do check that out and have a look if you want to do a bit more learning, from my YouTube channel to my Google Ads, and my LinkedIn as well. My LinkedIn page is at Tom Bowen Google Ads, and there's a newsletter too – sign up if you want weekly updates on Google Ads and news.
And if you found this useful and helpful, please feel free to leave me a Google review – it's always good to show that we're trustworthy and useful, and that our advice has been of some benefit. But, yes, lovely to have this chance to talk to you all, and I've got a bit of time here for any questions, if anyone has any.
Thank you very much.
Ryan: Tom, thank you – that was really helpful and really interesting. Yes, really good presentation.
And, yes, we have had a few questions coming in, which is brilliant. We've had a couple coming in around keywords: what would you recommend, or where's the best place to do keyword research that you would use? A couple of people were asking that.
Tom: Sure. So the first place is the Google Keyword Planner – that's directly within Google Ads. Set up your Google Ads account; it will start trying to get you to set up campaigns, but don't do that at this point, and then within there, you'll see the Google Keyword Planner. That's a good starting point.
Also, if you have Google Search Console set up on your website already, it will show you the type of searches you're appearing for organically, for SEO – so it'll show you how many searches you appear for organically, even if you didn't get clicks. That can be quite useful: if you see you appeared for a certain search term or keyword 30 times but didn't get any clicks, that's probably because you're ranking too low on SEO, but you could then add that to your Google Ads account as a keyword.
So I'd start with Keyword Planner as a starter, and then I'd look at using Search Console. I'd be a bit careful of using AI – I get this a lot from clients, where they say, “I've asked ChatGPT what keywords we should appear for, and it gives lots of amazing keywords,” but it doesn't have live search volume, so it'll just give you a load of keywords without telling you people are actually searching for them.
Ryan: Interesting – that's a really good point about using AI. Yes, really good, thanks, Tom.
Just a really nice comment coming in from Gleb: “Tom, this has been great – I've learned more in the 30 minutes than in my 37 years before the webinar.”
Tom: There we go, that's good.
Ryan: Gleb, get that as a review on there – yes, please.
Tom: Thank you, I'll go back to the review page. I actually lost all my reviews when I rebranded a while back, so any more nice ones would be greatly appreciated.
Ryan: Oh, amazing – no, great. And, Tom, another question: Liz was asking – a website provides free healthcare resources as well as paid consultations. Is there a way to stop Google Ads from attracting people who only want free information?
Tom: That's a really good question. Firstly, just on healthcare in particular, there are some policy challenges within providing health advice, so you might just have to be a bit careful on that – you won't get in trouble, but you might see keywords start to get banned or restricted.
If people are asking for free advice, honestly, if you were right at the start of your Google Ads journey, I would flip it on its head and say try to get as much free advice as possible. I know that sounds counterintuitive, but if you're not spending money on Google Ads, and you've got some kind of lead magnet you could get people into through Google Ads and then upsell them from there, then absolutely, that might be worth doing.
So, driving them through to a webinar, a lead magnet, something along those lines. If that's not what you want to do, then I'd go hyper-specific on the type of advice you're looking to give – are you a nutritionist, are you talking about a specific health challenge? That would be an angle to go down, almost certainly.
Among all of those things, you can add negative keywords into the account – so “free” is a negative keyword, if you really wanted to avoid that. But, at the very start of your journey, if there are lots of people looking for free advice, it might actually be better to swim with the tide and lean into that – get some email addresses, get some people on some free lead magnets that you can then upsell and move forward with.
Ryan: Yes, very good point – yes, that's really helpful. As you say, maybe just go with them to start with, and, as you say, do some lead generation.
Brilliant, Tom. And then we'll do one more question – we had a few around budgets. Dan was saying it's a really useful presentation: with the example of, say, £500 a month being better than, say, £100, would you recommend beginning with one service area, or would spreading that budget across multiple areas risk weakening the results?
Tom: Yes, absolutely – you'll see this in the video specifically, but absolutely focus on one service area. If you are doing it, I wouldn't have a problem with doing one service area for a month, seeing what's happening, and then moving on to another one.
But spreading yourself too thin is one of the biggest weaknesses Google Ads campaigns will have, so be hyper-focused, I'd say, on a particular service area – drive all that budget into the keywords there, and go that way. I use a methodology called “island hopping,” where you conquer one island, one service, and then hop to the new one.
If the first service worked, add new money and a new budget for the next one. That's how we've had one company that started at £500 a month and now spends just under £20,000 a month – that's been a five-year journey to get there, but it's been a series of island hopping, so that's the route to go down, rather than trying to conquer them all at once.
Ryan: Brilliant, I like that – island hopping.
Well, Tom, that has been a great presentation. And another really nice comment from Vicky: “Thank you so much, it was great, I'll drop you a line on LinkedIn.”
So, I think, just on that note, I'd recommend anyone connect with Tom afterwards on the links there – there's Tom's LinkedIn, and probably his YouTube. Definitely, if you want to ask any further questions, or look at working with Tom.
But, yes, I think it was a really great presentation, Tom. An email will go out later with the recording and further resources, so keep an eye out for that. But, yes, just a big thank you to everyone for coming, and thank you, Tom, for a great presentation.
Tom: Pleasure – thank you very much for having me.
Ryan: No problem at all. Well, enjoy the rest of the week, everyone. Thank you again for coming, and see you all soon.
See you then – thanks, everyone. See you later. Bye.
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