Running your own Google Ads? Let’s check it’s actually working.
Most owners who run their own Google Ads can’t tell what it’s really bringing in. On this call we look at how yours is set up, whether Google is counting real enquiries or just clicks, and whether you could run it properly in-house with your own AI.
For UK owner-run businesses already spending on Google Ads, managed by you or someone on your team.
20 minutes · Free · Google Meet · No obligation
Whether Google is counting real enquiries in your account, or just clicks
Where your budget is going on searches that will never become customers
Whether running it in-house with your own AI makes sense for you, and what it would cost
You’ll get a calendar invite with the Google Meet link straight away.
Cal Shelton, Chartered Accountant & business owner
I run Google Ads in my own businesses with the AI system I install for clients.
Our call was really insightful as he advised on the best approach to take to achieve my targets… I would highly recommend a call.
GDGeorgina DanielsFounder and CEO, Letterbox Parties
Sound familiar?
Things owners have told me on these calls:
“The agency was great for three months. Then it just faded.”
“Google’s reps keep ringing to tell me to spend more.”
“Half my calls are for things we don’t even do.”
“I’ve no idea which enquiries actually come from the ads.”
“I know it needs checking every week. I just don’t have the time.”
What we’ll cover
01
Where you are now
How your account is set up, who looks after it, how often it gets checked, and what you’re spending.
02
What Google is being told to chase
If it’s counting clicks or page views instead of real enquiries, it will happily spend more of your budget on the wrong people.
03
Your options
Leave it as it is, fix it yourself, or have the system installed in your own account: Measure, Connect, Operate. If it’s a fit, I’ll tell you what I’d recommend and what it costs.
This isn’t theory
One of my clinic campaigns moved from a Google Ads agency to my AI system, run in-house.
Agency’s final week£25.08/result
First six weeks in-house£25.28/result
Agency fee saved£500/month
Same campaign, same cost per result, and no more £500 a month agency retainer.
Why look at it now
Google learns from whatever your account tells it is a result. If that’s a tap on your phone number or a page view, every week it gets better at finding more of the wrong people, and you pay for each one.
Changes also take a week or two to settle while Google relearns. The sooner the account is counting the right thing, the sooner you have numbers you can trust.
If you decide to go ahead
Week 1Measurement and conversions. Tracking fixed so Google counts real enquiries, not clicks or page views.
Week 2Campaign set up and live. Everything connected to your AI subscription, then handed over: we run your weekly routine together, so you’ve done it once with me.
After thatAbout 30 minutes a week. The AI does the checking and suggests changes; nothing changes unless you approve it. I’m on hand for support whenever you need it.
An agency typically charges £500–£1,500 a month: £6,000–£18,000 a year.
From £2,500, one-off, about £208 a month over the first year, and yours after that. No monthly fee to me. If your account needs more, we’ll scope it on the call before anything’s paid for.
Guarantee: pay upfront, or half to start and half once your tracking is verified in your own Google Ads account. If it can’t be verified, you don’t pay the second half.
Your own tools, paid directly: a Claude or ChatGPT subscription (£18 / $20 a month) and, optional but recommended, AdKit to connect your AI to Google Ads ($29 a month).
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.
IKIrfan KhodaDirector, Risk Assessment Ltd
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.
TMTania MatosPhysiotherapist & Pilates Instructor, Body Alliance
Fair questions
The call
Is this a sales call?
Partly. If it’s a good fit, I’ll recommend a setup and tell you the price on the call. If it isn’t, you’ll still leave knowing what’s worth fixing.
Do I need to give you access to my account?
Not for the call, but it helps. If you give me read-only access beforehand, I’ll come prepared with research on your account. Nothing gets changed. If you go ahead, I’ll ask for management access so I can set up your campaign.
Agencies and Google
I’ve been burned by agencies. How is this different?
I don’t run your account for a monthly fee. I set it up so it runs inside your business, then hand it over. You keep the system, the history and the control, and you can call me back if you need help.
Google’s own reps keep calling with recommendations. Should I listen?
Be careful. Their suggestions usually mean spending more or switching on more automation. The system checks every change against your own results first.
I use an agency at the moment. Is it still worth it?
Yes. We’ll look at what you’re getting for the monthly fee and whether running it in-house would make sense.
AI and the tech
I’m not technical. Can I really run this?
Yes. I do the setup. Your part is a weekly check-in where the AI tells you what it found and what it suggests, in plain English, and you say yes or no.
Will the AI change things without me knowing?
No. It recommends; you approve. It keeps a log of every decision, so you can always see what changed and why.
Which AI do I need?
The one you already use is fine: ChatGPT or Claude. The instructions and setup matter far more than which one you pick.
Your website and budget
Do I need a new website?
No. Your website can stay as it is. If your ads need a better page to land on, that’s one simple page just for the ads, not a rebuild.
How much do I need to spend on ads?
It depends on what a customer is worth to you and what clicks cost in your area. We work it out from your own account’s numbers, not industry averages. I work with ad budgets from about £17 a day (£500 a month), and you only increase once it’s working.
I get lots of calls and enquiries that aren’t for me. Can that be fixed?
Usually, yes. It’s normally a mix of loose keywords and Google counting the wrong things. The tracking gets fixed in week 1, the keywords in week 2, and both get checked every week after.
Fit
Have you worked in my industry?
I’ve set this up for physio and chiropractic clinics, a fire safety company and a travel company. The method is the same whatever you sell: count real enquiries, then improve what brings them in.
I’m busy right now. How much of my time does it take?
A couple of hours over the first two weeks, mostly giving access and checking things over. Then about 30 minutes a week.
Not running Google Ads yet? Start with the free live workshop instead, every Wednesday at 6pm. See the workshop →