Your Google Ads are leaking money. We find where.
The 12-Point Wasted-Spend Audit pinpoints every pound your account burns on the wrong clicks — and what reclaiming it is worth to you. Free, specific, and yours to keep.
Management from £950/mo · no contracts past month three · UK-only
Free · findings in writing within 48 hours
I read every audit before it goes out. If your account is in good shape, it will say so and nobody will chase you for a sale. If it’s leaking, you’ll see where, and roughly what it’s costing you each month.
William Thomas, Founder
What we run for you.
Everything is built around one number — what a lead costs you — and one loop: the account, the pages it lands on, and the tracking that feeds them both.
Google Ads, senior-run
One experienced marketer builds and runs your account — bids, negatives, budgets, weekly wasted-spend sweeps. Every change explained in plain English.
See what's included →Landing pages that match the ad
Pages built per ad group against your industry's real UK click costs — because the ad is only half the click. Built fast, measured properly.
How the pages work →Tracking, down to jobs won
Calls and forms measured properly, then the work you actually win fed back in from your books — so bidding chases the leads that turn into revenue, not just the cheap ones.
See it working →A small team. One name on your account.
Fellmar is a specialist Google Ads (PPC) agency — a small team of senior marketers managing around £190,000 of client spend every month. There are no juniors and no account managers — the person who audits your account is the person who runs it, start to finish. You get their direct line, and their word on it.
One senior marketer per accountNever handed off. The name on your audit is the name on your monthly notes.
Direct WhatsApp to the person doing the workNo ticket queues, no "I'll check with the team."
Everything in writingAudits, changes and monthly notes — so you can hold us to it.
We take over accounts and cut the cost per lead.
The UK service-sector average is around £35 per lead on search — conservative, given LocaliQ's 2026 cross-industry search benchmark averages ≈£50. Both accounts below came to us from other agencies — here is where they were, and where they are now.
Cost per lead, vehicle remapping specialist — taken over from a previous agency. 16.44% conversion rate.
Live account data, last 14 daysCost per lead, specialist automotive network — taken over from a previous agency. 468 leads in 30 days.
Live account data, last 30 daysWork booked through the account we run for a steel fabrication firm — contract pipeline, not clicks.
Client-reported figure · steel fabricationInside the £86 account
How it got there: it came to us with broken conversion tracking, three campaigns bidding against each other, and landing pages that didn't match the ads. We fixed the tracking first, removed the overlap, rebuilt the pages — then let the budget follow what actually converted. £20.17 a lead by day 30.
- Cost / conv.
- £19.27
- Conversions
- 452
- Conv. rate
- 14.38%
Aug 2026, live account data — a later window than the £20.17 / 468-lead figure above. Client name visible, our details blurred.
Full walk-throughs, with the account screens open — read the EngiClean case →
From first look to month three.
The same sequence for every account. Nothing is changed until it has been measured, and nothing is signed until the work has shown itself.
The senior audit
Read-only access to your account. A senior marketer works through it by hand and writes up what they find, and what it is costing you, within 48 hours. Free, and yours either way.
Day 0 – 2Tracking, then pages
Conversion tracking is fixed first, because everything else is read through it. Then one landing page per ad group, built against your industry's real UK click costs.
Week 1 – 2Running the account
One senior marketer, start to finish: bids, negatives, budgets, weekly wasted-spend sweeps. Every change and its reason in your monthly notes.
Month 1 onwardsMonth three
No contract past this point. You have three months of numbers, tracking you own, and pages you keep. Stay on rolling terms or take it in-house.
Your decision
An average month, measured.
Fellmar is three senior marketers, each running their own portfolio of client accounts. This is what an average month looks like across their desks.
- Senior marketers
- 3
- Account portfolios
- 3
- Reporting period
- 1-month average
Google Ads account data · anonymised
- Ad spend
- £191K
- client media budget across the team
- Conversions
- 10.6K
- leads, calls and sales recorded
- Cost / conv.
- £17.95
- spend ÷ conversions, every account counted
- Conv. rate
- 16–17%
- conversions ÷ clicks, across all three desks
÷3per marketer, roughly ≈£64K spend· ≈3,500 conversions· same £17.95 a lead
Conversion rate, portfolio average
Why 16–17%: specialist service accounts, tight match types, a landing page per ad group — and calls tracked properly. Typical = LocaliQ's 2026 cross-industry search average (8.18%). Figures come from live account reporting, averaged and rounded. Nothing on this page is a projection.
Want a senior marketer's read of your account?
Request a senior audit →A senior audit, built around your account.
No two accounts leak in the same place, so nothing here is templated. A senior marketer reads your account by hand. The areas below are where UK service accounts usually lose money; the findings are written for yours alone.
- Search-term waste — queries you pay for but never sell to
- Negative-keyword coverage
- Match-type discipline
- Location targeting and bid adjustments
- Device performance split
- Ad schedule vs the hours you actually convert
- Conversion tracking accuracy
- Landing-page match and speed
- Quality Score drivers
- Impression share lost to budget and rank
- Budget allocation across campaigns
- Competitor overlap in your auctions
Read-only access — we audit with viewer permissions and change nothing.
In writing within 48 hours — a document written for your account, not a software export.
Yours to keep — use it with us, with your current agency, or in-house.
Plain pricing.
From £950/month
- One senior marketer running your account end to end
- Google Ads and landing pages, built and managed
- Weekly wasted-spend sweeps
- Monthly notes in writing — what changed and why
- No contracts past month three — then rolling
Not ready for management?
Start with the senior audit — it is the same first step either way.
Request the audit →Asked before most audits.
Who actually does the audit?
One of the three senior marketers on the team page. The same person writes the findings, and if you go on to management, runs the account. There is no junior or account manager in between.
What do you need from me?
Read-only access to your Google Ads account, and ten minutes on what a good lead looks like for you. We change nothing during the audit.
How long does it take?
Findings are in writing within 48 hours of access. They cover where the spend is going, what it is costing you, and what we would change first.
Why is it free if it is done by hand?
Because it is the same first step whether or not you work with us, and it is the clearest way to show how we think. If the account is already well run, we will say so.
What does management cost?
From £950 a month, with no contract past month three, then rolling. Media spend is paid to Google directly from your own account.
Do we keep the account, pages and tracking?
Yes. The Google Ads account stays in your name, the landing pages are built for you, and the tracking lives in your own Tag Manager and Analytics. Nothing is held hostage if you leave.
Do you build the landing pages too?
Yes, one per ad group where the numbers justify it, built against your industry's real UK click costs. A good ad on a poor page still wastes the click.
Which businesses is this for?
UK service businesses that sell through enquiries and calls, not e-commerce. We work with accounts from a few thousand pounds a month upward; below that the fee rarely pays for itself, and we will tell you.
Do you work outside the UK?
No. Every account we run is UK-based, and every benchmark on this page is UK data.