Standard Google Ads management
This is what most agencies sell, and it is written here fairly because a lot of it is fine.
A standard engagement builds campaigns by match type and theme. It writes responsive search ads, adds sitelinks and callouts, sets a daily budget and a target CPA or ROAS. It installs the Google Ads tag, or GTM, and counts form submissions and phone calls as conversions. It adds negative keywords from the search terms report. It sends a monthly report from the interface or a Looker Studio template. Someone looks at the account a couple of times a week.
Run well, that produces a working account. Plenty of businesses have grown on it.
Where it stops
The target is a number someone chose. Usually the client, usually from what they feel they can afford, occasionally from a spreadsheet nobody has opened since. Google treats it as an average to hit, and when the auction gets more expensive the only way to hold that average is to buy cheaper clicks. Cheaper clicks are cheaper because they convert worse.
Every conversion counts as one. A completed £300 job and a thirty second wrong number look identical to the bidding.
Tracking stops at the website. Calls made straight from the search results, the ones with no site visit, are the largest call source in most trades accounts and they have no quality layer at all.
Nothing goes back. The CRM knows which leads became customers. Google never finds out, so it keeps buying the same mix.
The weekly check is a person scrolling the interface. Anomalies are found when the client rings.
Standard, from us
If you want the standard version we can do it, and we will run it properly. We are unlikely to be the cheapest option for it, because the price is built for the advanced setup and standard work is just the first fortnight of that.