I fix your broken Google Ads.

Not ~~“unlock their potential”~~.
Not ~~“supercharge your growth”~~.
Not ~~“drive meaningful digital experiences”~~.

Chris Ogle holding his pink and white neon Ogle sign — The one employee.

I fix the bits that are botched and stop you paying Google for things you don't want.

I'm Chris. I've got one employee. He's fucking useless. Fortunately, it's me.

Google made $264 billion from advertising last year.

And yet every week someone sends me an account where Google is recommending they spend more money. Funny that.

Google Ads is brilliant. I make my living from it.

But asking Google how much money you should give Google is a bit like asking the bloke selling you a car whether you need the optional extras.

Of course you need the paint protection, mate.

Google wants you to spend money.

I want you to make it.

Those two things occasionally overlap. My job is knowing when they don't.

Your 92% optimisation score means bugger all.

I know it looked nice and green.

Google's optimisation score tells you how closely you're following Google's recommendations.

Google's recommendations frequently involve giving Google more control over the money you're giving Google.

I'm sure you can see the potential conflict of interest here.

I've seen beautifully “optimised” accounts wasting thousands.

I've seen ugly accounts making a fortune.

No company has ever increased profits with an optimisation score.

Profit first. Google gold star second. Actually, forget the gold star. It's bollocks anyway.

“We got your cost per lead down.”

Great. Were the leads shit?

Because I can get your cost per lead down tomorrow. Easy.

Target more people.
Loosen everything.
Count more things as conversions.
Wait for the cheap enquiries to roll in.

Your dashboard will look absolutely magnificent. Your sales team will hate you.

One of the biggest problems with PPC is that the industry has somehow convinced businesses that cheap means good. It doesn't.

This lead cost £20 Never bought anything Worth £0 Expensive

This lead cost £100 Became a customer Worth £15,000 Cheap

If a £20 lead never buys and a £100 lead becomes a £15,000 customer, the £20 lead is the expensive one.

No matter what the next guru tells you, that isn't strategy, it's maths.

A conversion isn't a customer.

This shouldn't need explaining but unfortunately it does.

A form submission can be a conversion.
A phone call can be a conversion.
Someone downloading something can be a conversion.
Depending on how badly your account is set up, someone looking vaguely interested in the contact page can probably become a conversion.

Google then goes: “Brilliant. I'll find you more of those.” And it does.

Then everyone celebrates because conversions are up 31%.

Meanwhile your sales team are fielding enquiries from people looking for jobs, suppliers trying to flog you something and someone in Australia who thought you sold sheds.

I care what happens after the conversion.

Did they buy?
What did they buy?
How much was it worth?
Did you make any money?
Do you want another one?

Otherwise we're just collecting forms.

30% of the businesses I audit have zero conversion tracking.

Nothing. Nada.

They're giving Google money every month without properly knowing what happened afterwards.

That's money being spent on blind optimism at best.

And yes, I've seen agencies managing these accounts.

Which is kinda awkward, NGL.

Someone is spending your money. You should probably know who.

Here's a fun agency game.

Ask who'll actually manage your account.

Not who'll present the pitch.
Not the Head of Paid Media whose face is on the proposal.
Not the founder who added you on LinkedIn.

Who is actually logging into Google Ads and spending your money?

Because sometimes those are very different people.

You meet Dave. Dave has 14 years' experience.

Dave understands your business. Dave talks confidently about commercial strategy.

You sign.

Meet Liam.

Liam started in March. Nothing against Liam. Everyone's got to learn somewhere.

“I'd just prefer it wasn't with my fucking ad budget.”

When you hire me, I manage the account.

If I screw it up, I look like a twat, lose income and damage my reputation.

Amazing what a bit of skin in the game does for concentration.

Your 47-page PPC report isn't for you.

It's for the agency. Because “We spent £8,000 and made fuck all” looks terrible on one page.

Spread it across 47 pages with enough graphs, percentages, acronyms and phrases like “positive engagement trends” and suddenly it looks like everyone has been very busy indeed.

I'm not against reporting. I'm against using reporting to make simple things sound complicated.

You spent X.
You got Y.
This worked.
This didn't.
Here's what I'm changing.

Cheers for that, Dave… or Liam.

Performance Max is not a business strategy.

Neither is AI.
Neither is broad match.
Neither is automation.

They're tools.

Sometimes they're brilliant. Sometimes they're shite.

The increasingly popular strategy of:

Give Google more money.+4.1% optimisation score
Give Google more control.+6.3% optimisation score
Let the algorithm figure it out.+9.8% optimisation score

...does have one guaranteed beneficiary. I'll let you work out who.

I spent 10 years selling before I did this.

Turns out that was useful. Because I'm less interested in whether someone clicked an advert and more interested in whether they bought the thing.

I understand Google Ads, but I also understand sales.

Margins. Lead quality. Customer value.

And the inconvenient fact that your business exists to make money rather than generate impressive screenshots for LinkedIn.

That's my unfair advantage. Well, that and being based in Newcastle. No London pricing. Same amount of swearing.

One client cut their cost per lead by 67%.

Before that, every pound they spent was a roll of the dice.

I fixed their broken tracking. Stopped them advertising to people in Australia and generally stopped doing stupid things with their money. That's it.

No proprietary seven-step framework.
No AI-powered optimisation engine.
No trademark symbol.

I found the problem. I fixed the problem.

Go on, roll me dice. Double six wins a four-finger KitKat.

I'm not building an agency.

Chris Ogle in an Ogle hoodie, leaning on the railings at the coast

I've already got the neon sign. Next comes the ping-pong table. Then a bike inexplicably mounted on the wall. Then 40 clients I've never spoken to.

So I'm stopping there.

When you work with Ogle, you work with me.

I don't want 300 clients.
I don't want an office full of account managers.
I don't want to spend my days “scaling the agency”.

I quite like running Google Ads. Weird, I know.

My process.

Apparently websites need this bit.

You show me your Google Ads.
I tell you where the problems are.
You decide whether I should fix it.

There isn't a fourth step. I've checked.

I might tell you not to hire me.

Which isn't ideal from a conversion optimisation perspective. But if I look at your account and it's fine, I'll tell you it's fine.

If your problem isn't Google Ads, I'll tell you.
If your budget isn't enough to make it work, I'll tell you.
If your website is the reason nobody buys anything, I'll tell you that too.

I'd rather lose the work than spend six months pretending changing your headlines will save you.

Minimum ad spend is £600/month. If you're spending £150, keep it.

Buy yourself something nice.

People who let me near their account

Chris is our secret weapon. ALWAYS working away in the background ensuring we are optimised for maximum profits and minimum head scratching. Money well spent!

Tamsin AnsdellSales and Marketing Director, Eribe Knitwear

Chris has an exceptionally well-rounded understanding of all things digital marketing and eCommerce. Even better than that, he's got the 'commercial hat' to go with it. Always worth a chat, and if you're lucky, he might even buy the first drink.

Phill LumleyCommercial Director, Finnmark Sauna

Chris excels at untangling messy PPC accounts, into something that structurally makes sense and converts. He doesn't just throw money at keywords and hope for the best, he tightens things up and makes sure every pound spent has a purpose.

Ian FergusonFounder, Ferguseo

Want me to Ogle your Google Ads?

I'll take a look. Usually takes me about 20 minutes to find out where the bodies are buried.

No 47-page audit.
No “discovery journey”.
No pretending I need to understand your brand archetype.

Just show me the account and I'll tell you what I think.

Ogle My Account 20 minutes on a screen share

Worst case? I tell you it's absolutely fine.

You get to leave feeling smug. I use 20 minutes of my life I'll never get back.

Seems fair?

The person you'd be speaking to

Google Ads for people who'd quite like their money back.

Chris Ogle. Newcastle.

No account managers.
No agency waffle.
No pretending clicks pay the bills.

Did it make money? Good. Do more of that.

Ogle My Account