Searches for beekeeping jumped a year before searches for honey packaging. If you know what your customers will search for next, you can be ready first, and stop paying for clicks you don't need.
Alan Mitchell,
Google Ads Expert
It’s your money, so you should know who’s looking after it. Here’s who you’re working with, and why your Google Ads are in safe hands.
A free look at your account, with no strings attached. Get your free analysis within 3 working days.
Who’s Spending Your Money?
When you work with me, you get 20 years of Google Ads know-how on your account, from the person you talk to every time.
Alan Mitchell
Google Ads expert, Melbourne
If you’re going to hand someone your Google Ads budget, you should know who they are. My name is Alan Mitchell, and Google search ads have been my one job for 20 years, first in London and now in Melbourne.
When you work with me, you get every one of those years on your account. You won’t be handed to a junior, and you won’t have to explain your business twice, since the person you talk to is the person who does the work. You’ll always know where your money goes, and you’ll hear the bad news as well as the good.
In London, I worked on Google Ads for some of the world’s biggest brands, including Skype, Toys R Us and Alfa Romeo. Since then, I've managed over $80m of Google Ads spend, and today I work with small and medium businesses across Australia, from sole traders to firms of a couple of hundred people.
You’re the person I speak with, decisions take days rather than months, and more of your money goes into actual work instead of meetings about the work.
If you want an expert who’ll treat every dollar of your budget as carefully as you would, you’re in the right place.
What Can You Expect From Me?
Four simple beliefs shape how your money is looked after, and you’ll see them in everything I do for you.
No juniors
1. If you pay for an expert, you should get one.Every part of your account is built and run by the person you talk to. Nobody practises on your budget, and nobody new takes over halfway through. Every change is made by the same expert with 20 years experience.
Questions first
2. You can’t fix what you don’t understand.Before anything changes, you’ll be asked how your business really works: what you sell, who buys it and why they choose you over the business next door. One of my partners says that nobody asks questions like Alan does.
Clear reports
3. You should see exactly where your money goes.Each month you get a detailed report in plain English: where your money went, what it brought back, and what’s the overall trend. If anything raises a question, you can pick up the phone and ask the person who knows your business and campaigns inside-out.
Straight talk
4. You should always know what I think, and why.You’ll get new ideas, honest feedback and plain advice, even when it’s not what you expected to hear. If I spot something that could help your business, you’ll hear about it, and you’ll always know your campaigns are in good hands.
How Did I Get Here?
The short version of 20 years in Google Ads, so you know exactly who you’re working with.
- 2002
A degree in numbers
A BA (Hons) in Business Economics from the University of Sheffield, covering data analysis, marketing psychology and consumer behaviour.
- 2005
London: big brands and a nickname
Google Ads for brands such as Skype, Toys R Us and Alfa Romeo at a London search agency, plus a name for fixing any account. Colleagues started calling me the Mitchellator, and it stuck.
- 2008
From London to Australia
After a few years in London, the move to Australia, first to Brisbane and the Gold Coast, then on to Melbourne, which has been home ever since.
- 2009
Australian brands, through McCann
Consulting to McCann Worldgroup, running Google Ads for some of Australia’s largest brands.
- 2011
Calculate Marketing
Calculate Marketing starts, with the tagline “Logical PPC”. It still sums up how your account is run: every change starts with the numbers.
- 2013
A trip to Google
Winner of Google’s Engage All-Stars competition for Australia and New Zealand, with an invitation to Google’s head office in California.
- 2020
The people side
Ogilvy Consulting’s masterclass in behavioural economics, for writing ads that your customers want to act on.
- 2021
Building my own tools
Learning Python and C++ to build my own analytics tools, so your account gets the detail Google doesn’t show you.
- Today
Your account
A Google Partner working with small and medium businesses across Australia, perhaps including yours. When the laptop’s closed, you’ll find me playing soccer or spending time with my family.
Numbers or People?
You Need Both.
If you only look at the numbers, you’ll see where your money goes but not what makes people buy. If you only think about people, you’ll write good ads but pay for the wrong clicks.
The numbers
A degree in Business Economics, and tools I’ve built myself that sort through every search you’ve paid for, so your budget follows the searches that bring you sales.
The people
Twenty years of asking why people really buy, plus Ogilvy’s masterclass in behavioural economics, so your ads speak to what your customers want.
The IPA, the UK advertising industry’s professional body, has a name for people who think both ways: diagonal thinkers. When I took its test in 2009, I came out as one. For you, that means an account built on what the data shows and on what makes your customers say yes, so less of your budget goes on clicks that were never going to buy.
Business Economics
Google Partner
Engage All-Stars 2013
Diagonal Thinker (IPA)One Thing, Done Properly
Everything I know is about one thing: Google Ads. I don’t do websites, SEO, or social media, though I can point you to trusted people who do. What you get is 20 years of Google Ads knowledge to help you spend less.
1. Find the waste
- Searches that never turn into sales for you
- Whole themes of wasted searches, blocked at once
- Your budget spent at the wrong times, places or devices
- Performance Max and AI Max spending without limits
2. Build it right
- Account structures that can grow and change with your business
- Ads written for each of your search themes and locations
- Large accounts with dozens of locations, brands or budgets
- Tracking that counts your real sales, including those in your CRM
3. Find what’s next
- Search trends in your market, by category and location
- Searches you’re missing out on, to help grow your business
- Keeping up with Google’s changes, so you don’t have to
- Detailed plain-English reports you can read in a few minutes
20 Years of
Google Ads Research
Every account I run gets the benefit of 20 years of research: how to structure keywords, how to write ads, and how to use Google Ads data. Here’s some of what I’ve learnt, and how it can get you lower costs and higher sales.
- 18 March 2026
The Danger of Google Ads Smart Bidding
Who does smart bidding really work for? See how Google uses your bids and sales data to slowly raise your click costs over time, and three ways to take back control and keep more of your profit.
How Can I Help You?
Every business wastes time, money and effort on Google Ads. If you're a sole trader, small team, or established business wanting to grow, you too can spend less on Google Ads.
Sole traders and small teams
1. Spend Less of your day managing ads
You sell, you do the work and you keep the books, so your Google Ads get whatever time is left at the end of the day. That’s when money slips away: a setting you didn’t know was on, or a search you’d never pay for if you saw it. Hand it over, and you get your evenings back, while you still know what every dollar does.
Growing businesses on a budget
2. Spend Less on clicks that don’t pay
You want more customers, but you can’t afford to waste money finding them. For your growing business, budget goes on searches most likely to bring you sales. Then as each search proves itself, you can expand your reach, only paying for growth you can see.
-
Established businesses, 10–200 people
3. Spend Less on the middlemen
You might have a marketing manager, an agency, or both, and still not sure who’s working on your Google Ads. With me, you talk to the person doing the work, so nothing gets lost along the way. Your fee pays for time and focus on your account instead of meetings about it.
-
Multiple locations, complex needs
4. Spend Less on one size fits all
Google’s settings assume your business is simple. It isn’t, so each of your locations, brands or services gets its own ads and its own budget, built around how you really work. You can see numbers for each part of your business, and as you grow, your account grows with you.
Not sure which one you are? It doesn’t matter. Ask for your free check, and you’ll see where your money goes and where you could spend less on Google Ads.
Have I Worked in Your Industry?
Most likely. Over 20 years, I’ve run Google Ads for airlines and clinics, resorts and retailers, software firms and sole traders. Pick your industry, and you’ll see the problems businesses like yours run into most, and how you could spend less on Google Ads.
1. Health and medical clinics
Your patients search by problem, treatment and suburb, often all at once. Match your ads to all three, and you’ll spend less on clicks from people who were never going to book with you.
Learn more2. Travel and tourism
Your customers often search, click, read reviews and compare different options many times before they decide. Once you know which clicks lead to bookings, you can spend less on the ones that don’t.
Learn more3. Beauty and wellness
People often choose by gut feel and emotion, so the words in your ads are important. If your ads speak to your customers, the right people click and convert, and you spend less on the ones who’d never buy.
Learn more4. B2B and software
Your buyers can take weeks or months to decide, so a click today might not convert until next year. Follow each lead through your pipeline, and you’ll know which searches to keep and which to cut.
Learn more5. Retail and ecommerce
Your margins are often thin, so every wasted click comes off your profit. Find the searches that bring you profit, cut the rest, and you’ll spend less on each sale.
Learn more6. Manufacturing and industrial
Complex sales often go through an engineer, a buyer and a boss before anyone signs off. Speak to each of them, and you’ll spend less on clicks from people who can’t help then say yes.
Learn more7. Professional services
If what you sell is hard to see or touch, people find it hard to know what you do. Say clearly what you do, who it’s for, and how you help, and you’ll spend less on confused clicks from the wrong people.
Learn more8. Finance and insurance
Clicks in your industry cost a lot, so a few wasted ones can soon add up. If you cut the searches that never turn into customers, you’ll spend less and keep the ones that do.
Learn more9. Education
Your students can take months to decide, and most early searches won’t lead to an enrolment. If your budget follows as they close in on choosing, you’ll spend less on people only looking.
Learn more10. Building products
Your buyers might be builders, tradies, architects, or homeowners, and each of them searches differently. If your ads speak to the ones who buy from you, you’ll spend less on wasted clicks, get better enquiries, and make more sales.
Learn more11. Entertainment
People looking for things to do have plenty of choice, and often decide on the spot. If your ads give them a clear reason to pick you, you’ll spend less on clicks from people still making up their minds.
Learn more12. Trades and home services
Your customers want someone trusted, nearby, and soon. If your ads show with the right messaging in the right suburbs at the right time, you’ll spend less on wasted clicks and convert more sales.
Learn more
Would You Be in Good Company?
Wondering if you can trust me with your Google Ads budget? You’re right to ask. Here are some of the businesses that already have, from household names such as Melbourne Airport and Jim’s Mowing to small local firms. Each one wanted the same thing you do: to spend less and get more back.
What Do Other People Say?
You don’t have to take my word for it. Here’s what a few people who know my work had to say. If you’d like to hear first hand from one of my clients, ask for a reference today.
Leomayn
When Alan worked for me in London, we called him the Mitchellator. Give him any account and he’ll find the waste, fix the structure and get more out of every click. We even had a name for it: “Mitchell optimisation”. If you want someone who cares about your results as much as you do, Alan’s your man.
Leomayn
Tom Jones
Founder, Leomayn · leomayn.com
Alan has helped us take control of our Google Ads activity. We are covering all key bases with targeted campaigns, ads are showing to improve ROI with our cost-per-click now lower than ever, and we are also able to quickly tailor our ads to suit what’s happening in the business. He is also a great resource for keeping abreast of the latest in search. Very happy to recommend his services to anyone outside our industry.
David Hannay
Marketing Manager, Reid Cycles · reidcycles.com.au
See Where You Could Spend Less
Ask for your free Google Ads check. You’ll get an expert’s eyes on your account (mine, not a junior’s), and you’ll see, in plain English, where your money goes and where you could spend less. You’ll hear back within 3 working days.
Or get in touch whichever way suits you
If the check shows your account is in good shape, I’ll tell you so. You’ll still walk away with some great insights and know your money is well spent.
Spend Less on Google Ads
So why not let an expert you can trust look after your money? You could spend less on clicks, less on fees and less of your time, and you’ll always know there's an expert doing the work.
