Own Your Google Ads.
Powered by Your Own AI.
I install a Google Ads operating system, powered by your own AI, so you can launch, monitor and improve your ads in-house, without paying an agency to manage them month after month.
Free 30-minute Google Ads Ownership Call · No obligation
Want to see how it works first? Join the free live workshop →
There's now a third way to run Google Ads.
Someone else manages it. You pay an ongoing fee.
You keep control, but have to learn and manage everything yourself.
You own the account, data and AI. I install the system that helps you operate it.
Don't rent the capability. Own it.
What owners say.
Cannot recommend him enough.
Amazing job by Cal setting up the Google Ads campaign for my business. With automated insights and changes by Claude integrated. My ads campaign has never been so effecient with an amazing conversion rates. He is timely in delivery and very thorough. Cannot recommend him enough.
Our call was really insightful… I would highly recommend a call.
I was keen to increase sales through Google Ads so arranged a call with Cal. Our call was really insightful as he advised on the best approach to take to achieve my targets through the market research he had compiled on key services my business provides and competitor pricing. I came away with improved knowledge on the ad process and steps I needed to take to ensure the best ad metrics are gathered from future ad campaigns Cal has recommended. I’m looking forward to working with Cal again and I would highly recommend a call.
It’s already helped streamline my Physio and Women’s Health ad campaigns.
In the session, I sorted out conversion tracking and Google Tag Manager, and it’s already helped streamline my Physio and Women’s Health ad campaigns. It’s a really good, useful setup for small business owners who need a helping hand that doesn’t cost the earth.
Same results. No agency fee.
One of my clinic campaigns moved from a Google Ads agency to this system, run in-house.
Cost per result in the agency's final week.
Cost per result in the first six weeks in-house.
Agency fee saved, every month.
Same campaign, different weeks, so I call it a match, not a win.
Measure. Connect. Operate.
Measure
Conversions, calls, forms, Tag Manager and GA4 checked and configured correctly.
Connect
Your own AI connected to the relevant Google Ads, analytics and website environment.
Operate
Weekly optimisation, anomaly checks, decision guardrails and a running memory of what's already been tried.
What gets installed.
Weekly Optimiser.
Your deeper performance, search-term, Quality Score, budget and CPA review.
Pulse Check.
A lightweight twice-weekly scan for anomalies.
Escalation Rules.
Clear guardrails for what the AI recommends, what needs your approval, and when to stop.
Decision & Learning Log.
A running memory of decisions and reasoning, so it doesn't start from scratch every week.
Configured around your actual account, not handed over as generic prompts.
21 Sep: Weekly Google Ads report
The automation check is clean. AI Max is off everywhere, auto-apply is at 0 enabled, and Google changed nothing itself.
| Campaign | Spend | Conv | CPA |
|---|---|---|---|
| Physiotherapy | £185.18 | 9 (3 bookings, 6 calls) | £20.58 |
| Injections | £78.37 | 1 call | £78.37 |
| Massage | £35.50 | 2 bookings | £17.75 |
| Osteopathy | £32.84 | 1 booking | £32.84 |
| Frozen Shoulder | £28.93 | 1 booking | £28.93 |
| Total | £396.75 | 14 |
Anomaly flags
- Every booking checked against GHL and GA4. It was the best week since the cuts.
- Osteopathy’s first patient came from
osteopath near me. The tracking fix is confirmed. - Frozen Shoulder’s only booking is tagged
cancellation-requestin GHL, and there’s no GA4 thank-you view.
Proposed actions: confirm all, skip any, or nothing this week?
- Raise Physiotherapy from £25.50 to £31.88/day on 24 Sep (rung 1).
- Injections: the rule says pause (0 web bookings in 28 days). Keep it only if reception can tie the 16 Sep call (105s) to an injection booking.
- Add negative
1 minute(phrase) to Frozen Shoulder. Only matters if it stays live. - Pause the keyword
best chiropractor near me(broad).
Not blocked, and why
physio for life,romford road,pinner: each has a converting call in its history.
Next check: Mon 28 Sep.
I built this because I wanted it for my own business.
Chartered Accountant
Co-Founder, Precision MSK Health
I'm Cal Shelton, a chartered accountant and co-founder of Precision MSK Health, which acquires and runs MSK clinics, currently two in London.
After years of paying agencies while still feeling disconnected from what was happening inside our ad accounts, I started building the capability in-house using AI. That became the system I now install for other business owners: you own the accounts, the data, the AI and the operating system.
I don't keep the system. You do.
One installation. One price.
Every installation starts here. The button books your free Ownership Call first: that's where we check it fits your account before anything's paid for.
An agency typically charges £500–£1,500 a month: £6,000–£18,000 a year.
About £208 a month over the first year. Yours after that.
For businesses already running Google Ads who want to take control in-house.
- Measurement and tracking review/setup: GTM, GA4, conversion events, call and form tracking
- Your AI subscription connected directly to your Google Ads (and website where useful)
- Weekly Optimiser, Pulse Check, Escalation Rules and Decision & Learning Log, installed and configured around your account
- Private implementation session
- 30 days of email support
- 30-day system review
Tracking verified in your own account, or I keep working free until it is.
Before handover, a test call and a test form must show as conversions in your own Google Ads account. And if your system isn't running by day 30, I keep working free until it is.
You'll need: your own AI subscription, a Google Ads account with an ad budget of at least £500 a month (about £17 a day), and a separate AdKit subscription (currently $29/month, paid directly to AdKit). These aren't included in the installation price, we connect everything together on the day.
Does the AI make changes without me?
No. Everything it proposes is reviewed against your Escalation Rules first, changes to your account only ever happen after you approve them.
Do I need to know Google Ads?
No. The system is designed for business owners who want control without becoming a full-time Google Ads specialist.
Can I use this if I'm starting from scratch?
It's built for businesses already running Google Ads. If you're starting from scratch, book the call anyway: we'll look at whether a landing page and campaign build should be added to your installation.
What AI do I need?
Your own AI subscription, connected to Google Ads through an AdKit subscription (currently $29/month, paid directly to AdKit, separate from my fee). We set both up together during your installation.
Why don't I just do this myself with my own AI?
You can try. What you're paying for is doing it right the first time: measurement configured correctly, your AI given real account context instead of guesswork, and guardrails already built in, rather than the weeks it takes to learn Google Ads, Tag Manager and prompt-writing well enough to trust it with your ad budget.
What happens after installation?
30 days of email support, then a 30-day system review once it's had real account activity to work with.
Ready to own your Google Ads?
Book a free 30-minute Ownership Call. We'll look at where you are today and whether the £2,500 installation makes sense for your business.
30 minutes · Free · No obligation