Google is teeming with huge opportunities for businesses, is yours missing out?

Google Adwords Proposal

3rd – Dec – 2018


Your Business, Needs and Goals

Automated Projects is a Smart Home Automation Specialist based in Towcester and servicing homeowners in the Midlands and across the UK.

To aid their continued growth Automated Projects needs to increase the Enquiries they receive from their website.

Website address:


Marketing objectives

  • Increase Enquiries
  • Increase marketing list


  • Home automation design and installation
  • Home cinema design and installation


  • Highly competitive

Target Location/s

  • Midlands
  • UK


Why Google Paid Advertising Works
I Thought No One Clicked On Ads?
Paid ads receive 20%+ of all clicks.
With up to 8 ads per page, they fill the page before scrolling. 55% don’t even recognise them as ads!

Those searching on Google already have the intent to find your roles or services.

Highly Targeted
We use advanced techniques to ensure your ads are only shown to your ideal audiences. There’s no limit to the number of ads we run.

Direct Relationships
Prospects are taken directly to your website where they learn about only your roles / services and not your competitor’s (like they do on Job Boards and Social Media).

Instant ROI
Your adverts go live quickly and start delivering results immediately.

Split Tested
Multiple advert variations are split tested, over time the best performing adverts are shown more often and your results increase.

It’s Only The Results That Matter
Conversion tracking, continued improvement and detailed reports are key to a successful campaign, this allows us to increase the applications and enquiries you receive whilst decreasing the cost.


Google Searches

Google searches made each month by prospects searching for your specific offering.


  • Home automation
  • Home Cinemas
  • Midlands
Search Engine/s:


Service Searches Per Month


Average Cost Per Click

£500 – £1,700

Recommended monthly click budget



Reconnect with the 95%+ of website visitors that leave without contacting you!

Prospects rarely make contact with you during their first visit to your website. Retargeting helps us to reconnect and re-present your offerings to those who have shown a past interest by visiting your website.

Retargeting adverts can be shown across all major online platforms including Google search pages, most Social platforms as well as millions of third party websites.

Retargeting is a powerful way to stay engaged with your target audience and can dramatically improve your enquiry results.

Advert messaging and design

We design, write and develop creative adverts that compel relevant targets to click through to your site, they feature a full range of benefits, offers and wording.

£50 – £100

Recommended monthly click budget


Continued Improvements
To become more cost effective, Pay Per Click campaigns require constant monitoring and attention. Our objective is to provide a steady improvement in quality, quantity and value.


  • Research to identify new advertising opportunities and markets
  • Keyword analysis and optimisation
  • Click through rate and quality score optimisation
  • Cost Per Click monitoring to help you receive the cheapest possible price
  • Advert content performance optimisation and split testing
  • Advert design developments (if applicable)
  • Daily budget management including impression, share and lost budget
  • Google Analytics and conversion tracking analysis
  • Monthly KPI reports detailing impressions, clicks, click-through rates, costs and conversions.


Automated Projects’ – Approach and Quick Wins

So that we best target those people looking for a full professional design and installation service we would focus our terms around the following:

  • ‘installer(s)’
  • ‘installation(s)’
  • ‘service(s)’
  • ‘bespoke’
  • ‘custom’
  • ‘design’  

Many people searching for home automation installers or / home cinema design and installation will not have your target project budget of £20K, however some will have larger budgets. We will need to test the market and keywords to see which provide the highest relevant traffic, enquiries and ROI.

The average cost per click is £4.86 and Google suggests a click budget of £1,700 to target the whole of the UK. To target a 50 mile radius around Towcester we would recommend a minimum budget of £500 with an ideal click budget of £800 – £1,200. Bear in mind that lower budgets make competing for the most important keywords more difficult. Plus there is not an overly large number of searches each month within smaller target areas so we may need to increase the target area after initial tests.

Below are our suggestions on how to kick-off your campaign to maximise the initial results:

  • Full target market and search term research
  • Analyse your website and provide conversion improvement recommendations
  • Campaign specific landing pages
  • Define conversion goals, configure in Google Analytics and install tracking code on your website
  • Gradual campaign roll-out
  • Remarketing Adverts – write, design and implement


Budget / Result Projections
Generally speaking your budget needs to be a reflection of two major factors, how competitive your target market is, and the exposure you require. If you choose a budget that’s too small, you will not gain enough website visits to deliver the volume of applications / enquiries required to produce a reasonable ROI.

Below we have advised on what a minimum and recommended budget would be for your situation.


Scroll To See Full Table


Investment /Month


(£500 Click Spend £300 Management Fee)


(£800 Click Spend £300 Management Fee)

Setup Fee One-off£600£600
Clicks /Month63 – 103165 – 201
Enquiries /Month
(Est. based on avg. 4% and target 6% conversion rate)
3 – 67 – 12

Scroll To See Full Table


Flexible Fee Structure
Our fees are based on a percentage of your monthly click budget. As your click budget increases, our fee percentage decreases. You can use the following pricing table to calculate the associated fees we offer based on your chosen click budget.
Monthly Click Budget
(paid directly to the
advertising platforms)
Initial Setup Fee
(One off)
Management Fee
Up to £1,000£600£300
£1,001 to £1,500£700£400
£1,501 to £2,000£800£475
£2,001 to £3,000£900£600
£3,001 to £4,000£1,025£750
£4,001 to £5,000£1,150£900
£5,001 to £6,000£1,275£1,050
6,001 to £7,000£1,400£1,200
£7,001 to £8,000£1,525£1,350
£8,001 to £9,000£1,650£1,500
£9,001 to £10,000£1,775£1,650

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