B2B Ads Management, Training & Support For Google, LinkedIn & Microsoft Ads
You don’t necessarily need an agency managing your ads forever.
You might want someone to take the whole thing off your hands. You might have a capable person in-house who just needs an expert to set things up properly and keep an eye on performance. Or perhaps your team simply needs the confidence and knowledge to run your campaigns themselves.
That’s why I offer several ways to work together.
Whichever route you choose, the principle is the same:
Your advertising should be built around commercial results, not clicks, impressions or keeping an agency retainer alive.
Choose the level of support you need
Fully Managed Ads
For businesses that want an experienced pair of hands managing strategy and performance day-to-day.
I manage your Google, LinkedIn and/or Microsoft Ads as an extension of your team.
That includes campaign strategy, optimisation, tracking, reporting and the ongoing decisions about where your budget is best spent.
If something isn’t working, I’ll tell you.
And if the data says we should stop spending money on something, we’ll stop.
Best for: Businesses without the internal capacity or specialist knowledge to actively manage paid advertising.
Monthly ads management starts from £1,150 + VAT.
Campaign Set-up + Ads MOT
For businesses that want an experienced pair of hands managing strategy and performance day-to-day.
You run the campaigns. I help make sure they’re running properly.
This works particularly well for businesses with someone internally who is comfortable making everyday changes but doesn’t necessarily have the experience to build the strategy, tracking and campaign structure from scratch.
I can set up or rebuild your campaigns, get the foundations right and then hand them over to your team.
After that, I’ll come back in at an agreed interval – perhaps monthly, quarterly or around key campaigns – to give the account an Ads MOT.
We’ll look at what’s happening, what’s wasting money, what’s working, what needs tidying up and what I’d change next.
You keep control of the day-to-day activity without being left entirely on your own.
An Ads MOT can include:
- Campaign and account structure
- Budgets and bidding
- Search terms and negative keywords
- Targeting and audiences
- Ad performance
- Conversion tracking
- Landing-page performance
- Lead quality and downstream results
- Opportunities to test or scale
- A prioritised list of what to do next
Best for: Marketing managers and small internal teams who can manage the mechanics but want experienced strategic oversight.
Ads Training
Want to understand what you’re actually looking at when you open Google Ads or LinkedIn Campaign Manager?
I offer practical training sessions for individuals and marketing teams who want to manage paid advertising more confidently in-house.
These aren’t generic courses built around a demo account.
Where possible, we’ll work with your campaigns, your data and your business, so you leave knowing what to look at and what to do next.
Training can cover areas such as:
- Google Ads fundamentals
- LinkedIn Ads
- Microsoft Ads
- Campaign structure
- Keyword strategy
- Audience targeting
- Conversion tracking
- Budget and bidding decisions
- Understanding campaign performance
- Identifying wasted spend
- Reporting and dashboards
- Knowing when not to make changes
Training can be booked as a standalone session or combined with campaign set-up and ongoing MOT support.
Why “Honest” Ads?
Because I don’t believe the objective of advertising should be to keep advertising. The objective is to help your business generate the right enquiries, opportunities and revenue. That means I’ll look beyond the numbers inside the advertising platform. A campaign can produce cheap clicks and still be a terrible campaign. I’d much rather know:
- Did the right people visit?
- Did they enquire?
- Were those enquiries any good?
- Did they become opportunities?
- Did they eventually generate revenue?
Where possible, we’ll connect your advertising data with analytics, CRM and sales information so we can make decisions based on what matters commercially.
And if a channel isn’t earning its place in the marketing mix, I’ll say so.
Already Using Another Ads Agency?
Being unhappy with an existing agency is one thing.
Untangling the account, tracking and historical campaign setup can feel quite another.
I can help you make the transition without throwing away useful data or switching everything off unnecessarily.
1. Access & Audit
I’ll initially review the account and your tracking so we can understand what you’ve inherited, what’s working and where there may be wasted spend or measurement problems.
2. Tidy Up & Rebuild
Where changes are needed, I’ll restructure or rebuild campaigns carefully rather than blindly starting again.
3. Relaunch & Improve
Changes can then be introduced in a controlled way, protecting useful historical learning while creating a much cleaner foundation for future optimisation.
And once that’s done, you can choose whether you’d like me to manage the account or hand it back to your team with ongoing MOT support.
Google, LinkedIn or Microsoft Ads?
There isn’t a universally “best” B2B advertising platform.
The right mix depends on who you’re trying to reach, what they’re buying, how they research it and where they are in the buying journey.
Google Ads
Strong when potential customers are actively searching for the problem you solve.
I focus particularly on commercial search intent, sensible account structures and understanding which searches actually turn into worthwhile enquiries.
LinkedIn Ads
Particularly useful when the challenge isn’t what somebody is searching for, but who you need to reach.
It gives B2B advertisers much greater control over characteristics such as organisation, role, seniority and professional audience.
It can also work extremely well alongside other channels for retargeting and longer B2B buying journeys.
Microsoft Ads
Often overlooked in B2B campaigns.
Depending on your audience, it can provide another valuable source of search demand and additional targeting opportunities without simply putting more budget into Google.
The answer may be one platform.
It may be all three.
Or I may recommend that you don’t use paid advertising at all yet.
Reporting Without the Colouring-In Exercise
I’m not interested in sending you a generic monthly PDF full of green arrows and impressive-looking impression numbers.
For managed clients, I create a live Looker Studio dashboard showing the information we actually need to make decisions.
That can include advertising performance alongside metrics such as:
- Cost per qualified lead
- Conversion rate
- Lead quality
- Pipeline contribution
- Customer acquisition cost
- Revenue and return on advertising spend
Each month, I then add the bit dashboards can’t provide:
The “So What?”
This is the part where I review all the data, and provide my expert insight into:
What’s actually happening?
What have we learned?
What should we change?
And where should your next pound of advertising budget go?
Results
Leighton Park
Conversion Rate = 12.94%
Conversion Value = £195,272.70
Bear Cleaning
Conversion Rate = 4.39%
ROI = 852%
Selfie Photo Booth
Conversion Rate = 10.61%
ROI = 761%
Frequently Asked Questions
Why do you call it ‘Honest’ Ads Management?
Because my priority is helping you make good commercial decisions, not protecting advertising spend or an agency retainer.
If something isn’t working, I’ll tell you. If I think you can manage something perfectly well internally, I’ll tell you that too.
Can you audit our existing Google, LinkedIn or Microsoft Ads?
Yes.
An audit or Ads MOT can be carried out as a standalone project, as the starting point for ongoing management, or as part of an ongoing support arrangement for your internal team.
Can you set campaigns up and then let us manage them?
Absolutely.
That’s exactly what the Set-up + MOT model is designed for.
I can build or restructure the campaigns, make sure the important foundations are in place and then hand day-to-day management to your team.
We can then schedule regular check-ins – monthly, quarterly or whenever makes sense – to review performance and decide what needs doing next.
Do you offer ads training?
Yes.
Training can be delivered to individuals or teams and can focus on Google Ads, LinkedIn Ads, Microsoft Ads or a particular area such as campaign optimisation, reporting or conversion tracking.
Where appropriate, we’ll work directly with your own account rather than using generic examples.
Which is better for B2B: Google or LinkedIn?
They’re doing different jobs.
Google is particularly useful for capturing existing search intent. LinkedIn allows you to proactively reach defined professional audiences.
For many B2B businesses, the most effective approach is to understand how different channels can work together rather than expecting one platform to do everything.
We have a long sales cycle. Can paid advertising still work?
Yes – but you need to measure it appropriately.
For a six or twelve-month B2B buying journey, judging success purely on immediate online purchases or last-click conversions makes very little sense.
We need to understand how advertising contributes to enquiries, opportunities, pipeline and eventual revenue.
Do you work with other specialists?
From time to time, yes.
I lead the strategy and client relationship and, where specialist execution is required, work with a trusted network of people I’ve chosen to work alongside.
You still get senior strategic involvement rather than having your account handed down through an agency team.
Want To Bring Your Advertising In-House?
If the bigger objective is to build your internal marketing capability rather than continue outsourcing it, take a look at my 12-Month In-House Marketing Team Build service.