DPOM Results | Google Ads Figures With the Working Shown

Our figures

The numbers, and how we got each one.

Every figure comes from our own records and from Google's, totalled across the clients we work for. Totals are rounded down, so each one is less than the real number, never more. Open "How we worked this out" under any figure to see exactly what it counts and what it leaves out.

The Google Ads we run

More than £2.2 million

Google Ads spend we managed for clients

How we worked this out
The cost Google Ads recorded in every client account we managed, November 2025 to August 2026, added up from the monthly figures our reporting system downloads from each client's Google Ads account. Accounts in pounds only: 6 accounts that spend in dollars or euros and 56 accounts whose currency Google no longer lets us read are left out of this total. DPOM's own advertising is not included. Rounded down.
More than 3.4 million

Paid clicks to clients' websites

How we worked this out
Clicks on clients' Google ads as Google counts them (Google removes the clicks it judges invalid before this figure), November 2025 to August 2026, from the monthly figures our reporting system downloads from each client's Google Ads account. Every currency included. Rounded down.
More than 180,000

Conversions recorded in clients' Google Ads accounts

How we worked this out
Conversions Google Ads recorded for clients, November 2025 to August 2026: the calls, forms, bookings and online sales each account is set up to count, as Google reports them, from the monthly figures our reporting system downloads from each client's Google Ads account. Each client's account decides what counts, so this is what their accounts recorded, not a figure we set. 5 accounts recording conversions on more than 40% of clicks are left out, because they count page actions such as adding to a basket as well. Rounded down.
How we worked this out

What James and our tools do

More than 150,000

Negative keywords James added to clients' campaigns, each confirmed by Google

How we worked this out
Negative keywords James added to clients' Google Ads campaigns since 12 May 2026, counted only when Google's own system confirmed each one was saved. A negative keyword stops an ad showing for a search that would not bring a customer. Each one comes from the account's own search data, and the account manager can override or undo any of them. Rounded down.
More than 7,600

Suspicious IP addresses excluded from clients' ads right now

How we worked this out
IP addresses Sentinel, our click fraud protection, has excluded and Google has confirmed are on every Search, Display and Shopping campaign of the client's account, counted on 19 October 2026 across clients with Sentinel switched on. Performance Max does not accept IP exclusions, so it is never counted. These are addresses kept away from the ads; we do not claim a money figure for them. Rounded down to the hundred.
More than 1,100

Calls answered by AI James, our AI receptionist

How we worked this out
Calls to our own line, 0115 647 0111, that AI James picked up and spoke on since 9 May 2026, from the call records our phone system keeps. Calls marked as spam are left out. Callers can ask him to put them through to a person at any time. Rounded down.
How we worked this out

Google Ads figures cover November 2025 to August 2026. Worked out again from our records on the 2nd of every month; last worked out 19 October 2026.

Why the working

Figures you can check, not claims you have to trust.

A big percentage with no dates is easy to write and hard to check. We would sooner show figures we can stand behind. Every Google Ads figure on this page comes from the same Google Ads figures our clients see in their own accounts and in Mission Control.

More detail

We round every total down. Money is only added up in one currency: accounts that spend in dollars or euros, and accounts we can no longer read, are left out of the pound total. DPOM's own advertising is never included. Where a client's account counts page actions such as adding to a basket as conversions, its conversions are left out of the total.

Our click fraud figure counts only IP addresses Google has confirmed are excluded on the client's campaigns. We do not put a money figure on them, and we never say a click was blocked when it had already happened.

Our own software

What is ours, and what is Google's.

Google Ads is Google's. James, Sentinel, Relay and Mission Control are ours. Where James needs to understand or write language, he uses a large language model from a specialist AI company; the rules, the limits, the checks and the records are our own.

More detail

Every change James makes in a Google Ads account is based on that account's own data, inside limits written for the account, and the account manager can override or undo any of it. Every negative keyword he adds is counted here only after Google's own system confirms it was saved. Every call AI James, our AI receptionist, answers is in our phone records, and a caller can ask to speak to a person at any time.

See AI at DPOM for exactly what James may do by himself, what waits for a person, and what never happens automatically.

Before you choose an agency

Questions to ask any agency about results. Here are our answers about DPOM.

Ask these of any agency you talk to, including us, and compare the answers.

Can I see the figures in my own Google Ads account, not just in your report?
YesYes. Your Google Ads account is yours and you can sign in to it any time. Mission Control shows the same figures, from the same source.
Can I see every change made in my account, and who made it?
YesYes. Google Ads keeps its own change history, showing every change and who made it. You can look at it in your account any time.
Do your published results say which dates they cover?
YesYes. Every figure on this page gives its dates and how it was worked out.
Do you round your figures up?
NoNo. We round every total down.
Do you put a money figure on click fraud you have stopped?
NoNo. We count the IP addresses Google has confirmed are excluded. A click that already happened was not blocked, and we do not claim money saved.
Do you guarantee results?
NoNo one honestly can. We tell you what we will do, show you what happened, and give you the figures to check it.

Results FAQs

Your questions about these figures.

The figures

Where do these figures come from?

The Google Ads figures come from the monthly figures our reporting system downloads from each client's Google Ads account. The software figures come from our own records: the negative keyword log, Sentinel's exclusion records checked against Google, and our phone system's call records.

How often are they updated?

Every month. The figures are worked out again from the records on the 2nd of each month, and the page shows the date they were last worked out.

Why are the totals rounded down?

So that every figure on the page is less than the real number, never more.

Why do some accounts not count towards the spend figure?

Money is only added up in pounds. Accounts that spend in dollars or euros, and accounts whose currency Google no longer lets us read, are left out of that total. Their clicks and conversions still count.

Are conversions the same as sales?

Not always. A conversion is whatever a client's Google Ads account is set up to count: calls, enquiry forms, bookings or online sales. Accounts that also count page actions, such as adding to a basket, are left out of the conversions total.

Do you publish results for individual clients?

Only with the client's written permission, with dates and with the figures from their own Google Ads account.

Get started

Want figures like these in your own account?

Tell us about your business and what you want more of. We will tell you honestly where we would start and what it would cost, and you will see the same figures we do in Mission Control.

Call our UK team0115 647 0111

Our results, with the working shown.