Google Ads Management
Turn Your Google Ads Into A Growth Engine
Strategic Google Ads management that matches your business. Get immediate conversions or long-term pipeline building, with Performance Marketing and Demand Generation.
Performance Marketing
Capture Ready-to-Buy Customers
Performance marketing is your conversion engine. When someone searches for your service or product or visits your pricing page, these campaigns capture that high-intent moment and turn it into leads or revenue.
Perfect For: Businesses that need immediate ROI and have a proven product-market fit.
Demand Generation
Build Your Future Customer Pipeline
Demand generation plants the seeds for future sales. These campaigns introduce your solution to people who don't even know they have the problem you solve, then nurture them until they're ready to buy.
Perfect For: Businesses ready for scale.
Full-Funnel Strategy & Management
The Complete Growth Engine
Combine Performance Marketing and Demand Generation to elevate your business results by creating a growing audience that loves and buys your products and services.
Perfect For: Businesses prepared to invest in sustainable, long-term growth
The Right Google Ads Strategy for Your Business
For Small Businesses
(£10K-50K Monthly Revenue)
Start with Performance Marketing
You need every penny to count right now. Let's focus on capturing the demand that already exists and prove ROI and profitability before expanding into demand generation.
My Approach:
Laser-focused search campaigns on your highest-converting keywords
Aggressive negative keyword lists to eliminate waste
Monitor POAS (profit on ad spend) and customer acquisition costs (CAC)
Weekly optimisation to improve quality scores and reduce costs
Monthly performance reviews with clear ROI metrics
For Growing Businesses
(£50K-500K Monthly Revenue)
Balance Both Strategies
You've proven your model works. Now it's time to build a sustainable growth engine that captures immediate demand while building your future pipeline.
My Approach:
Performance campaigns to maintain steady conversions
Demand generation campaigns to expand market awareness
Focus activity and bidding with customer acquisition cost and new customer acquisition cost (nCAC) data as guide rails
Advanced audience segmentation
For Established Businesses
(£500K+ Monthly Revenue)
Lead with Demand Generation
Your market is likely saturated with competitors. Success comes from building category authority and capturing eyeballs before your competitors do.
My Approach:
Sophisticated demand generation campaigns across multiple touchpoints
Brand awareness campaigns targeting industry decision-makers
Content-driven campaigns that establish thought leadership
Performance campaigns to capture competitor traffic
Why This Approach Works
Most Google Ads specialists treat every business the same. They run generic campaigns without understanding where you are in your growth journey or what your real business needs are.
I've learned that the best results come from matching your Google Ads strategy to your business stage:
Early-stage businesses need immediate validation and cash flow
Growing businesses need systematic processes that scale
Established businesses need sophisticated strategies that outmanoeuvre competition
If any of this matches where you are currently with your business and you want to talk about the next steps then do get in touch.
About Me
My name is Graeme Benge and I've spent the last 13 years in Google Ads management, helping businesses keep up and flourish with Google Ads. Five of those years were spent agency side which exposed me to a variety of industries and then the last eight years I’ve worked in house for an international B2B SAAS company.
The most satisfying results I’ve found have come from forming a a great relationship where I can be more than a Google Ads specialist and more of a business advisor because I’ve got to know your goals, the way the business works and we see that translated in your Google Ads performance.
Unlike agencies that push the same cookie-cutter campaigns on everyone, I take time to understand your business model, growth stage, and competitive landscape before recommending a strategy.
Outside of helping businesses (and Google!) make money, I’m a family man with a wife, a daughter and a little diva of a Staffie called Rosie.
My hobbies are reading and listening to music (yes, I’m a vinyl bore). I love going to gigs and at the ripe old age of 45, have just joined a band.
Frequently Asked Questions
Q: How do you determine if I need performance marketing or demand generation?
A: It depends on your business stage, market maturity, and current challenges. Generally, newer businesses benefit from performance marketing first, while established businesses need demand generation to break through market saturation.
Q: How quickly will I see results?
A: Performance marketing campaigns typically show results within 90 days but there are no guarantees. Demand generation takes 3-6 months to show meaningful impact on pipeline.
Q: What's your typical contract length?
A: I recommend a minimum 6-month project to see meaningful results, especially for demand generation campaigns which take time to mature. My typical contract length is 30 days though.
Q: Do you work with businesses in my industry?
A: I work across industries but most recently have specialised in lead generation and ecommerce for B2B SAAS. Prior to that I worked in industries as diverse as law, retail, travel and manufacturing. Even pet sitting! The principles of performance marketing and demand generation apply universally, but the tactics vary by industry.
Ready to turn your Google Ads into a predictable growth engine? Let's talk.
What Happens Next….
Discovery Call
I like to start with a Discovery call first. This is to have a conversation. I’m aiming to understand the direction you want to take your business in and how I and Google Ads can help with that journey. Understanding business targets and KPIs, unit economics and previous marketing activity will help me with the next step.
Google Ads Account Audit
With access to your Google Ads account, I will carry out a detailed breakdown of the account and how it aligns with the goals of your business. This will include account settings, conversion tracking, campaign set up and structure, bid strategy usage, keyword targeting, ad creative quality and many more touch points. The cogs will start whirring here and I’ll begin to construct what we’ll talk about on our…
Audit & Strategy Review
The audit and strategy review will be where I present opportunities and recommendations to you. There are always quick wins to be had so I’ll start with those. Then there is the longer term view that looks at a business KPI aligned strategy and implementation plan.