Google Ads coaching, 1-to-1, for business owners who want to run their own account instead of renting an agency's. We build it together, live and in plain English, so you get a steady flow of leads at a cost you can actually see, and never have to hand your budget over blind again.
Google Ads coaching is 1-to-1 training where a specialist teaches you to set up and run your own Google Ads account, rather than running it for you. You learn keyword research, campaign structure, ad writing and conversion tracking on your real account, and finish able to manage and improve it yourself, without staying dependent on an agency.
Plenty of agencies do great work. But some run your Google Ads behind a closed door: you get a monthly report full of charts you can't really question, a bill you pay on time, and results that never quite match the promises.
Ask what's actually happening in the account and you get jargon, not answers. Meanwhile the budget keeps going out, and you've no real idea where.
The hard part isn't the money you've already spent. It's that you're still in the dark, still dependent on someone who won't show their working, and still no closer to understanding the one channel that could bring you the most customers.
It doesn't have to work like that.
On our first call I'll run a Glass Box check on your account: you share your screen, and we go through it together. Nine times out of ten, the money is leaking in the same predictable places:
Irrelevant search terms quietly draining the daily budget before your real customers ever see an ad.
A low Quality Score quietly inflates your costs, so you pay a premium on every click while your competitors pay less. Almost nobody is actively managing it.
The defaults aren't built for your wallet. A few wrong toggles can undo everything else you do.
Auto-applied “recommendations” you never approved, plus “best practice” advice that's built for Google's revenue, not yours. Left unchecked, it steers your account toward what suits Google.
When conversion tracking is missing or broken, every decision is a guess. You can't tell which campaigns are making money and which are just spending it.
You'll see exactly where it's happening in your own account, in plain English, no jargon and no pressure. You walk away from the call knowing what's wrong, and after coaching, you'll spot these yourself every time.
Some owners genuinely would rather hand it over, and that's a fine choice. If that's you, my management is built the same transparent way. But if you want to actually understand and control your own account, coaching is how you get there.
You keep your account, your data, and the final say. I coach you through the decisions, and you make them. No lock-in, no being held hostage by an agency that owns your campaigns.
I explain everything in plain English, at your pace, whether you're starting from scratch or you've been muddling through for years. You'll know why each change matters, not just that it was made.
No generic course, no one-size template. Every session works on your campaigns, your budget and your goals, so what you learn applies the moment you log back in.
We get on a screen-share, go through your account, and you leave with a prioritized list of where your budget is leaking. Yours to keep, either way.
Five 1-hour sessions, usually one a week (or two in your first week to build momentum). We build your account live, step by step, and you get clear homework after each one. Stuck between sessions? Just email me.
Profitably, transparently, and without depending on anyone, with me in your corner for as long as you want me there.
Over five one-to-one sessions, we build your Google Ads account together from scratch, live in your own dashboard. You finish with it set up properly, running, and bringing in leads, and with the skills to run and improve it yourself.
Here's how the build runs:
It's not just the ad account. I'll review your landing page and help you get standard conversion tracking set up, so you can finally see which clicks turn into customers. You also keep templates, checklists and a recording of every session.
Most agencies charge $1,000 to $2,000 a month, forever, for an account you never get to see. This is a one-off. You own it, you understand it, and you never hand it over again.
Not ready to book? Email me at ben@benallenppc.com with a question first.
After the build, plenty of people carry on with optional monthly coaching, two sessions a month at $400, to keep sharpening things. No lock-in, and we only talk about it if you want to.
“Ben's advice and knowledge has been invaluable. We found Google Ads too complicated and difficult to navigate. He really has a deep understanding of how it works, and he's also really personable and easy to work with. Would highly recommend.”
“Ben is the best Google Ads coach my agency has ever worked with. Our clients' ad accounts require high-level optimizations, and Ben's outside-the-box strategies have delivered. I highly recommend Ben to any freelancer or agency looking to maximize their client's ROAS.”
“Ben has been phenomenal to work with. His PPC knowledge and experience is extensive, but he also knows how to break things down into easy steps for beginners. With his help I've been able to quickly build campaigns that are converting for my company.”
I've worked in Google Ads since 2018, first agency-side, running campaigns for everyone from local service businesses to other agencies' clients. I learned the craft from Claire Jarrett, a Google Ads author and coach who has taught tens of thousands of people, and who also happens to be my mum. These days I coach business owners one-to-one.
I started coaching because I kept meeting people who'd been let down by agencies that treated their account like a black box. So I do the opposite, with what I call the Glass Box Method: I open everything up, explain the why, and hand you the skills to run it yourself.
Friendly and straight-talking, with no jargon and no upsell. Genuinely on your side, too. Ask anyone I've worked with.
Not at all. A lot of the people I coach have never touched the inside of an account, or have only ever watched an agency do it. I start wherever you are and build up at your pace.
It helps, because we can work on your real account, but it's not essential. If you're just getting started, I'll coach you through setting things up properly from day one.
We get on a video call, you share your screen, and we look at your live account together. I'll point out where money's being wasted and what I'd change. It's 30 minutes, it's free, and there's no obligation to book anything afterwards.
The build is a one-off $1,000 for five 1-hour sessions, your account built and live, a landing page review, conversion tracking, templates and recordings. Plenty of people carry on with optional monthly coaching afterwards, but that's entirely up to you.
By the end you're set up, live and running it yourself, which is the whole point. If you want to keep sharpening things, I offer optional monthly coaching, two sessions a month for $400, but loads of people do one build and fly solo from there. No lock-in either way.
I price in dollars, but for UK clients I charge a flat £0.75 per $1, so there are no surprise conversion fees. That puts the build at around £750, and the optional monthly coaching at around £300 a month.
No, that's the opposite of what coaching is for. The whole point is that you end up able to run it yourself, in control, without depending on anyone. (If you'd genuinely rather hand it over, I do offer management too. Just ask on the call.)
It's just my name for how I work. Where agencies keep your account a black box, I open it up and show you everything, so you understand and control it yourself. It starts on your first call with a Glass Box check, where we go through your live account together.
It depends what you want. If you'd rather not think about it, a good agency, or my own management, can run it for you. But coaching is the only option that leaves you understanding and owning your account for good, instead of back to square one the day you change providers. With me you own the skills and the account either way.
Yes. A landing page review and standard conversion tracking setup are both included in the build. The best ad account in the world won't save a page that doesn't convert, and your landing page is a big Quality Score factor too, so when it's the bottleneck we work on it and you leave with a clear list of changes to make yourself.
Book a free 30-minute call. We'll look at it together, and you'll leave knowing exactly where you stand, whether you coach with me or not.