What happens, when it happens, and what it should cost.

Your management plan is 499 US dollars a month and covers the strategy, the writing and the weekly optimisation. Your advertising budget is separate and paid straight to Google.

• Confirm your organisation name and the best contact email
• Tell us which services you want more enquiries for

Before we spend a cent we agree the number that matters, usually cost per enquiry, and roughly what an enquiry is worth to you. Everything after this is measured against that.

• Tell us your target cost per enquiry, or your best guess
• Tell us which services you make the most margin on
• Name the areas you actually serve

Unlike a nonprofit grant account, this one has your own card on it. You keep ownership of the account, the data and the history at all times.

• Create a Google Ads account or find your existing one
• Add your billing details and your monthly budget cap
• Copy your ten digit customer ID and keep it nearby

Most care providers start between 1,500 and 4,000 US dollars a month. Start where it does not hurt, prove the cost per enquiry, then scale on evidence rather than hope.

• Pick a starting monthly figure
• Set the daily cap in Google Ads so nothing runs away

Tracking is what turns advertising from a cost into a measurable channel. Without it you can only see clicks, never enquiries, and you cannot tell good spend from wasted spend.

• Confirm your website address and your enquiry form
• Approve call tracking if you take enquiries by phone

We write the keywords, the headlines and the list of words to exclude, based on your services and the areas you serve. You read them, change anything that does not sound like you, and approve.

• Read the drafts
• Reword anything that does not sound like your organisation
• Approve so we can publish

One click through Google's own permission screen. This lets us publish the approved campaigns and watch the numbers with you. You can disconnect at any moment.

• Press connect
• Sign in with the Google account that owns the ads

Advertising only pays for itself if the phone gets answered. Speed of reply moves your cost per admission more than any keyword change we could make.

• Decide who answers enquiries and how quickly
• Tell us what a good enquiry sounds like so we can chase more of them

Each week you enter four numbers and we tell you plainly whether the money is working, and the one or two changes to make next.

• Enter last week's views, clicks, spend and enquiries below
• Follow the actions we suggest