The Glass Box Method

Run your own Google Ads. More customers, at a cost you control.

1-to-1 coaching for business owners who are done with opaque agencies. We build your account 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 to anyone again.

Book my free 30-minute call → 1-to-1 coaching, not a course · screen-share · no hard sell

Real client account · anonymised · Google Ads

Anonymised Google Ads dashboard showing conversions climbing while cost per lead falls over twelve months.

▲ +490 conversions ▼ −$433 cost / lead

40+

Students taught

$10M+

Ad spend managed

Years running Google Ads

Sound familiar?

If you've been burnt by an agency, you're not the only one.

You hired an agency to run your Google Ads. You got a monthly report full of charts you couldn't really question, a bill you paid on time, and results that never quite matched 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.

What's actually going wrong

When I look inside a struggling account, it's usually the same handful of things.

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:

Budget spent on searches that were never going to buy

Irrelevant search terms quietly draining the daily budget before your real customers ever see an ad.

Paying more per click than your competitors, for the exact same clicks

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.

Campaign settings working against you from day one

The defaults aren't built for your wallet. A few wrong toggles can undo everything else you do.

Google quietly running the show

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.

No clear view of which clicks actually become customers

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.

Why coaching, not another agency

You don't need someone to do it for you. You need to finally get it.

You stay in control

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.

You actually understand it

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.

It's built around your account

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.

How it works

Three simple steps to running your own ads.

Book a free 30-minute call

We get on a screen-share, go through your account, and you leave with a prioritised list of where your budget is leaking. Yours to keep, either way.

We build it together

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.

You run your own campaigns

Profitably, transparently, and without depending on anyone, with me in your corner for as long as you want me there.

What it costs

One build. You own it for good.

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:

Keyword research, done the right way
Campaign setup and settings, structured properly from day one
Writing ads that convert, using my five-pillar framework
Assets, then a full review of your account before it goes live
How to optimise it and keep it healthy on your own

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.

Start with the free call. If it's not the right fit, you'll still walk away knowing exactly what's wrong with your account, and that's yours to keep either way.

The Build

$1,000 one-off

Five 1-hour 1-to-1 sessions on your live account
Your account set up properly, live and bringing in leads
My five-pillar ad-copy framework
Landing page review and standard conversion tracking setup
Templates, checklists and a recording of every session
Email support throughout

Start with a free call →

A typical agency

$1,000–2,000per month — forever

✕Around $12,000–24,000 every single year
✕You never get to see inside the account
✕Locked into an ongoing contract
✕Stop paying and it all walks out the door

The Build · with me

$1,000one-off — and it's yours

✓A single payment, not a forever bill
✓You see and understand every part of it
✓No lock-in, no contract, ever
✓It's yours to keep and run

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.

In their words

What people say after working with me.

★★★★★

“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.”

Alison Vina

Director, Book of My Life

★★★★★

“Ben is the best Google Ads coach my agency has ever worked with. Our clients' ad accounts require high-level optimisations, and Ben's outside-the-box strategies have delivered. I highly recommend Ben to any freelancer or agency looking to maximise their client's ROAS.”

Austin Yack

Owner, Ascendyn Advertising

★★★★★

“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.”

Hannah Storman

Marketing Manager, Samscreen

Hi, I'm Ben

The coach who shows you everything.

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.

Questions

The things people usually ask.

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.

If you want to stop depending on anyone and actually understand your own marketing, yes. An agency runs it for you, so you're back to square one the day you leave them. Coaching means you own the skills and the account for good. If you'd genuinely rather hand it over, I do offer management too.

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 your free call

Ready to see what's really going on in your account?

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.

30 minutes, on a screen-share call

A real look at your live account

No obligation, no hard sell

Book a free 30-minute call →