Marcus Richards
We turn clicks into profits.
Google Ads is used by many, but few get the results they want and need.
Our speciality is turning around such projects.
We have a methodology that has worked across time, countries, and industries.
It uses Google Ads to deliver your business goals.
Tell us about yourself?
I’m an economist by education, so what you get out from Google Ads must be more than what you put in.
My first career was in IT project management, sorting out things that were late, over budget, and not delivering.
This morphed into online marketing in 2002. First websites. Then SEO. And now Google Ads.
This evolution has been because websites became commodity items, SEO became inappropriate for so many, and Google Ads finally became the route to market for most.
If you could go back in time a year or two, what piece of advice would you give yourself?
Don’t hide your light under a bushel.
I could have helped many more businesses transform their Google Ads, had I been less British.
There are too many ninjas, gurus, and self-proclaimed experts when it comes to Google Ads. Almost as many as there have been failed Google Ads projects!
I now share lots of advice online, and that has led to me being recognised as a mature, sensible, and realistic voice in an over-hyped sector. Plus, it gets results.
What problem does your business solve?
Google Ads not delivering the results that were promised, expected, and needed.
What is the inspiration behind your business?
An increasing number of referrals and recommendations to businesses that were trying to use Google Ads without success, made me realise that something was seriously wrong.
Our clients were enjoying ongoing success with Google Ads, so why not these other businesses?
The problem we address and solve, is why Google Ads isn’t delivering for a client.
These can be businesses of any size, in any sector, anywhere in the world. Our only limitation is that the adverts have to be in English.
What is your magic sauce?
It’s not just the shirt and tie!
We have developed our methodology over the years. Indeed, it is constantly being refined and updated.
This approach means that nothing is missed.
Existing clients benefit from new developments, as we retro-fit things to their account to take advantage of new developments.
Clients benefit from economies of scale, with everything being tried and tested across many situations.
And everything is focused on delivering a substantial, positive return on investment for each of our clients.
That is why we monitor and manage our clients’ Google Ads on a daily basis.
What is the plan for the next 5 years? What do you want to achieve?
We have embarked upon an aggressive growth plan because we can scale our methodology.
Our existing clients will benefit.
New clients will benefit.
But we want to maintain the exceptionally high client retention rate we enjoy (which is without contractual tie-ins).
What is the biggest challenge you’ve faced so far?
We have been extremely competent at everything we have been involved in during the 20+ years we have been in business.
This has meant that we are still being approached by people needing help with things that we no longer actively offer.
While it is nice to be nice, people have been extremely grateful, and it has generated revenue, this has been a distraction from our current main focus on Google Ads.
This is why we have, and continue to build, a network of trusted providers to whom we can direct those needing help with our non-core skills.
How do people get involved/buy into your vision?
If you use Google Ads, and are not getting the results you were promised, want, and need, we should speak.
Your first step should be to visit initiative2.com and compete some quick and easy questions that will identify your options.
