Hey guys,

Thank you for visiting my blog, which I hope you will find both informative and valuable! To give you some background about me, Alex Barlow. I created Abode Media having built a successful heating engineering company in Bournemouth called Abode Boilers, which up until recently i continue to operate.

I gradually grew Abode Boilers from a simple 'one man and a van' model to a profitable and efficient SME, which up until recently installed around 30 boilers each month. I achieved this though various marketing channels but one of our most reliable sources was Boiler Guide, who I must say have provided impeccable service since I started using them some 7 years ago. I knew as a business owner that I couldn’t rely on one marketing medium only and that other sources of opportunity would be required in order to grow and maintain stability if Boiler Guide were ever to cease trading. With this in mind, my journey into digital marketing began some 5 years ago in 2015. I was a complete novice having barely used a computer since the age of 17, but I took up this challenge and purchased my first MacBook Pro and went for it. I used software called Squarespace to designed my first website and set up 'Ad Campaigns' for emergency plumbing works to fill out my weekly schedule if I had no installations planned in the diary.

It was around this time that I also witnessed the rise of a well know company, the 'green one' that everyone seems to have worked for or knows someone who has, you know the company I mean! I became aware that the recruitment of certain key marketing staff enabled this business to generate leads like there was no tomorrow and grow at a crazy rate. There are also various other companies in the reactive sector that have risen, all from Google. Again you may know the ones with with the 50% profit per job?

So early on in my career as a business owner I quickly identified that Google is where my business needed to be at, and, if I could master Google, I knew my business would flourish. However, I soon learnt that there was a lot more to the Google Ads Interface than simply creating a campaign and launching yourself!

Adrian Stephenson (Done For You PPC) writes, “Google Ads is no exception to the maxim that ‘the devil’s in the detail’. I wish I’d realised that when I ran my first campaign back in 2008. Since those days, there have been massive changes in ‘Adwords’ (its former name), but the backbone has always remained rock solid, relevance and detail. Most people could set up and run a Google Ads account. However, running one profitably may be more challenging than Google would have you believe. The experience required to do so comes from thousands of hours spent managing clients’ accounts, together with first hand knowledge of running businesses.”

So it's clear that anyone could create a Google Ads Accounts but, and there was a big BUT, can anyone run one? The simple answer is 'YES THEY CAN' if they are given the correct information and have the time and persistence to succeed. I truly believe that anyone can effectively do anything if they put their mind to it, that's kinda how I see life!!

Over the coming days, weeks and maybe months (depending on where these blogs take us) Adrian and I are going to guide you with step by step manuals (like the manufacturers do on boilers but only better!) on how to:

1. Open a Google Ads Account
2. Set up your own bespoke campaign
3. Set up Keyword’s & Ad Groups
4. How to make sure you're keeping your content relevant and contextual to the consumer
5. How you can help increase your 'Quality Score' (this bit’s rather important).

All of this information will be free on our blog, accessible at any time. Rest assured that whilst my business does offer Digital Marketing Services, neither I or my team will approach you in an attempt to sell these services, I want to be very clear on that point before we began this journey together. The content that will be shared is simply what I do, everything I know, valuable tips and so called industry secrets. Everything I have learnt to date that has helped my business. And if we do ever manage an Ad Account on your behalf, this is what we will be doing to create success in your business, because it's a proven model that has worked for me.

These blogs are going to be focused around reactive call outs and I will be explaining in my following blogs the type of work we should be targeting and how much we should be charging etc. A good place for us to start is a company website and hopefully most of you will have websites already in place to send your traffic to (hint: you're going to need a website!!!!). We can then begin from there. Oh and one more thing, these blogs are organic and although I have a structure in mind on how to deliver these key points to you, nothing is set in stone.

I would very much welcome your thoughts, ideas and interactions during the next few months. I am confident that you will be able to take away at the very least one piece of advice or information that will be invaluable to you and your business once we come out the other end of these troubling times.

Have a great rest of your day and stay safe


Create a Google Ads account

Sign Up

  1. Go to:
  2. Click ‘Start now
  3. If you already have a Google account (eg for your Gmail) sign in with your email and password.
  4. If you don’t, just click ‘Create account’ and follow the instructions.

Expert Mode

5. Ignore the ‘What’s your main advertising goal?’ section and instead click ‘Switch to Expert Mode‘ at the bottom of the page.


6. From the options presented, choose Leads.


07. Now choose ‘Search’ from the screen that follows.

Website & Phone

08. From the next screen select the ‘Website visits’ and ‘Phone calls’ boxes and add your details, making sure you change the phone calls country to United Kingdom.

09. Ignore ‘Start tracking your leads as website conversions’ (we will come to this later) and click Continue to go to General Settings.

The Campaign

10. Campaign name: chose a suitable name for your first campaign depending on what you might want to compare once you’re up and running. For example ‘Dorset’. Then, your next campaign might be ‘Hampshire’, so that you will be able to compare leads for Dorset against those for Hampshire. Alternatively you could use manufacturers to name your campaigns.

11. Networks: click on the tick (to remove it) in the Display Network. Only the Search tick should remain.

12. Ignore ‘Show more settings’


13. Locations: select ‘Enter another location’. Type in the location and click ‘TARGET’ on your choice.

14. Location options: in the Target section, click the radio button next to ‘People in or regularly in your targeted locations’. Don’t change the Exclude setting.


14. Languages: make sure it is set to ‘English’.

15. Audiences: Ignore

Bids & Budget

16. Budget: Give it a nominal budget of £1.00 (we will come back to this later)

17. Bidding: click on ‘Or, select a bid strategy directly (not recommended)’. Then click the dropdown menu next to ‘Maximise clicks’, and select ‘Manual CPC‘. Don’t worry about the warning re ‘lower performance’

18. Ignore ‘Show more settings’

19. Ignore Ad extensions (we will come back to these)

20. Click ‘Save and Continue

Ad Groups

21. Set up an ad group: Change the Ad Group name to ‘Test’, add in a default bid of £0.05, type ‘test’ into the keyword box. Click Save and Continue.

Text Ads

22. New text ad:
Final URL:
Headline 1: TestHeadline 2: Test
Headline 3: Test
Path 1: Test
Path 2: Test
Description 1: Test
Description 2: Test

23. Click ‘Save and Continue‘, then ‘Save‘ at the warning that you can still add more to your ads


24. Set up Billing: Complete each section, making sure you agree to the terms and conditions, then click Submit.

Welcome to Google Ads

25. You will go through a welcome screen, click the prompts to continue and you will now be greeted with the Google Ads dashboard.