They had been running Google Ads very profitably for many years.

It had first been run by the MD, but over time it had been passed to their growing marketing department.

But things were stagnating, and so we were asked to trial a campaign for one of their service lines.

It wasn’t the one we would have chosen, but you have to make the best of what you have.

Anyway, after a couple of months, Kenneth was invited to a presentation given by their marketing department, to the board.

The slide deck showed how things had changed since we had taken over that service line.

Costs had gone through the roof, as did the MD.

There was some choice language as the next slide was displayed.

It showed the increase in revenue. A massive jump.

“I said we should have done this sooner” said the MD,

Because Google Ads is all about generating meaningful, positive profits.

That is how you justify it to senior management.