Paid Ads Managed Around Real Leads
Full-service Google Ads and Meta Ads management for UK service businesses, structured around lead quality rather than click volume. Every pound of ad spend is tied back to a real enquiry inside the Dashient Reporting Dashboard, so you always know what's working and what isn't.
A strategy that starts with your leads, not your ad account
Most agencies open your Google Ads account and start "optimising". We start with your enquiries: which jobs are actually profitable, which postcodes convert best, which times of day your phones ring, and which services you'd like more of. Everything downstream — campaign structure, keywords, audiences, creative — is built to produce more of that specific lead, not just more clicks.
For most UK service businesses the winning mix is Google Search for high-intent buyers actively looking, Performance Max for coverage across YouTube and the wider Google network, Meta prospecting to seed the pipeline, and Meta retargeting to close the gap. We plan them as one funnel and manage them from one dashboard.
Campaigns structured around lead quality
We build tight, service-led campaign structures with match-type discipline, negative keyword hygiene and conversion signals that reflect real business value — a booked job, not just a form submission. Where possible we send offline-conversion data back to Google and Meta so their algorithms optimise toward the leads that actually convert to revenue.
Landing pages are aligned to the ad, not the homepage. Every campaign has a matching page with the right H1, the right proof, the right call to action — because sending Google Ads traffic to a generic homepage is the single biggest cause of wasted UK ad spend we see.
Google & Meta, run together
Search, Performance Max, Demand Gen, Facebook and Instagram — planned and optimised as one funnel, not two silos.
Campaigns built for lead quality
Structured around commercial-intent keywords and audiences that actually book, not just click.
Enquiry tracking
We set up GA4 conversion events for form submissions and wire up click-to-call and direction-request tracking from Google Business Profile, so every enquiry your ads produce shows up in DRD.
Blended cost-per-enquiry
Live blended CPE across Google and Meta inside the DRD, so you compare channels on the number that pays your bills.
Enquiry tracking, done properly
We set up conversion tracking properly: GA4 events for form submissions, Meta lead form capture, and click-to-call and direction-request data from Google Business Profile and Google Ads. Every enquiry those channels produce is attributed back to the campaign that drove it. Note that we track click-to-call taps, not connected phone calls — we don't do call recording or dynamic number insertion.
Blended cost-per-enquiry in the Dashboard
Google Ads has its cost-per-conversion. Meta has its own. Neither tells you what a lead actually costs across your whole marketing mix. The Dashient Reporting Dashboard computes a blended cost-per-enquiry every day — spend across Google and Meta divided by real enquiries — and breaks it out by service, campaign and location. That single number is what we optimise for.
Paid works best when your organic foundations are solid, which is why we pair this service with Dashient's SEO programme — cheaper enquiries from organic support a healthier blended CPL across the whole marketing mix.
Turn ad spend into measurable leads
Book a free audit and, as a founding client, get 20% off your first 3 months, free setup, and your rate locked for 12 months.
Book a Free AuditFrequently asked questions
Do you manage both Google Ads and Meta Ads?
Yes, we run both, planned together as one funnel. Most UK service journeys touch both platforms, so managing them in silo usually leaves budget on the table and makes attribution impossible. One point of contact, one strategy, one dashboard.
What ad spend do you work with?
We manage accounts at whatever budget makes sense for your business — from small local campaigns through to larger multi-platform ones. As friendly guidance, most UK service businesses see paid ads start to pay back at around £1,000/month or more in spend, because Google and Meta need enough clicks to learn what's working. That's a suggestion, not a rule — we're happy to run smaller budgets too. Your ad spend is billed directly by Google and Meta to your own accounts. Dashient's fee is management only and never includes ad budget.
Does your fee include my ad spend?
No. Google Ads and Meta Ads bill you directly for every click, from your own billing account. Dashient's monthly fee is management only — strategy, campaign work, optimisation and reporting inside the Dashient Reporting Dashboard. We never touch your ad budget or mark it up. This means we have no financial incentive to grow your spend; we're paid the same whether we recommend you spend more or less. You choose your budget, and we make sure every pound of it works.
Do I own the ad accounts?
Always. We work inside your Google Ads and Meta Business Manager accounts, never our own. If you ever leave, everything stays with you — campaigns, learnings, conversion history and audience lists included.
How is ad performance measured in the Dashboard?
Every campaign, ad group and keyword is tied to real enquiries, not just clicks. You see cost-per-click, cost-per-enquiry and blended cost-per-enquiry across paid and organic. When a Meta ad assists a Google-search enquiry, you see that assist — no more single-channel tunnel vision.
From our blog
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