Who this is for
UK small and mid-sized businesses that want a Google Ads specialist rather than an agency: clinics and private healthcare, solicitors and accountants, trades and home services, IFAs and brokers within the FCA rules, training providers, B2B suppliers and online shops. Typically you are spending four figures a month in GBP, you have used an agency or a freelancer before, and you cannot say with confidence what a lead costs. Nepal-based businesses should start at the Google Ads services hub; Australian businesses have their own page.
Why work with a Nepal-based specialist
Three reasons, in the order clients usually care about them. First, one person does the work: the strategy, the build and the weekly optimization are all mine, with no handover to a junior after the pitch. Second, the fee reflects Kathmandu costs rather than London costs, which is why my rates sit 40 to 60% below what a UK agency charges for a senior specialist on the account, with the same tools and the same platforms. Third, the method does not change by country: tracking is built and test-fired before spend, campaigns are structured by intent, and the account is judged on cost per lead. What I bring to a UK account beyond that is seven years of cross-market work since 2018, including the Better Broking rebuild in Australia that cut cost per acquisition 35% in 60 days on a finance account with the same competitive pressure UK finance advertisers face. I have not yet published a named UK case study; the case studies page shows the work that exists.
What is different about UK accounts
- Financial and credit verification. Advertisers of financial services and consumer credit in the UK must complete Google’s verification, tied to the FCA register, before ads serve. I handle that with you before launch rather than discovering it in week one; the wider process is on account suspension and policy compliance.
- Consent and tracking. UK GDPR and the consent mode requirements mean tags must respect a working consent banner, and conversion modelling fills the gaps. Enhanced conversions matter more here than in Nepal because a large share of traffic is on Safari and iOS.
- British English and local formats. Ads and landing pages in British spelling, GBP pricing, UK phone formats and postcode-based service areas; Quality Score and users both notice when they are wrong.
- Regional targeting. London, the South East, the Midlands, the North and Scotland behave like separate markets on cost per click and competition, so campaigns are split and bid separately with presence targeting.
- Local Services Ads. Available in the UK for eligible trades and professional categories, and often worth running alongside Search; see Local Services Ads management.
- Expensive auctions. UK legal, insurance and home services CPCs are among the highest anywhere, so negatives, match types and Auction Insights are worked weekly, not monthly.
Working across time zones
Nepal is UTC+5:45, which puts Kathmandu 5 hours 45 minutes ahead of the UK in winter and 4 hours 45 minutes ahead during British Summer Time. My working day, roughly 9:00 to 18:00 in Kathmandu, covers your early morning through to early afternoon, so your whole morning is available for calls and same-day answers. Work done in my afternoon lands before your lunch. Day-to-day communication is asynchronous by email, Slack or WhatsApp, with a scheduled fortnightly or monthly call, and I take later Kathmandu slots when a UK afternoon meeting is unavoidable.
Compared with a UK agency
| Factor | Typical UK agency | Working with me | What to ask any provider |
|---|---|---|---|
| Who does the work | Account manager fronts it; execution by an account executive | One specialist does strategy, setup and the weekly work | Who will be logged into my account on a Tuesday? |
| Fee | London or regional agency rates, often with a minimum retainer | 40 to 60% lower for the same scope, because my costs are Kathmandu costs | What exactly does the retainer include? |
| Hours | Your working day | Your morning to early afternoon; account worked before you start | When can I get a same-day answer? |
| Tracking | Varies; often set up once and not re-tested | Built in GTM with consent mode, test-fired before spend, re-checked monthly | Show me a test conversion firing in my account. |
| Contract | Frequently 3, 6 or 12 months | Month to month | What happens to my account if I leave? |
| Ownership | Sometimes the agency’s account or manager account | Your Google Ads account, GA4 and GTM, in your name | Is the account in my name? |
| Currency | GBP plus VAT | GBP invoicing by bank transfer or Wise | Are there currency or card surcharges? |
How an engagement starts
- Free 30-minute discovery call on Zoom or Google Meet, in your morning.
- Free audit of your existing account, or a scoping plan for a new one, returned in writing within a week.
- Proposal with the fee in GBP, the recommended budget and the first month’s plan.
- Access to your existing account; tracking rebuilt, consent checked and verified.
- Restructure staged so performance does not drop while the new structure learns.
- Weekly optimization, monthly report and dashboard, calls on a schedule that suits you.
The weekly work is described under PPC management; the campaign types most UK clients use are Search Ads, Performance Max and remarketing, with Shopping Ads for online shops.
Pricing for UK clients
Management is a fixed monthly fee in GBP, separate from your ad spend, which you pay to Google directly from your own billing profile. The fee is quoted after the audit or scoping call and is on request; what moves it is scope, not spend, and the factors are listed on the Google Ads packages and pricing page. The wider arrangement for overseas clients, including invoicing and account ownership, is under working with international clients. The first step is a free Google Ads audit: send read-only access and I will return a written summary of tracking, structure and wasted spend before we discuss management.