Member News

The Paston family were one of the most powerful and influential families in late medieval Norfolk. They rose to being wealthy landowners and courtiers. Read more 

Alan Boswell Group is pleased to announce that its Employee Benefits team have been honoured with the prestigious Dr Marius Barnard Recognition Award. This accolade was presented in recognition of the team’s commitment to making protection policies a cornerstone of their client offering, ensuring clients are well-supported in meeting their protection needs. Dee Myhill, Senior Employee Benefits Consultant, and Will Gaines, Protection Specialist, represented the Group at the Scottish Widows event in London, where they accepted the award. The award ceremony highlighted firms and individuals who demonstrate exceptional dedication to the industry, ensuring protection remains integral to their proposition. The award is named after Dr Marius Barnard, who pioneered the concept of critical illness insurance. His vision led to the introduction of the first critical illness policy on August 6, 1983, designed to provide financial support to patients diagnosed with severe illnesses, such as cancer and heart disease. Commenting on the achievement, Dee Myhill said, “We’re proud to receive this award, which is a testament to our team’s dedication to ensuring our clients have financial protection when they need it most.”

Eastern region accountancy and business advisory firm, Larking Gowen, has launched a new service to help clients capture and use sustainability data to benefit short and long-term goals. Eastern region accountancy and business advisory firm, Larking Gowen, has launched a new service to help clients capture and use sustainability data to benefit short and long-term goals.

The firm has entered a strategic partnership with neoeco, a software platform focusing on ESG (environmental, social and governance) reporting.

Larking Gowen Partner, Laurie Hill, says that businesses today not only have to have a sound ESG policy in place, they also have to demonstrate its implementation and effectiveness. The key to doing this is data.

“The need to demonstrate your ESG credentials is being driven by top-down regulation currently impacting larger businesses, and it’s beginning to be pushed down the supply chains. If you’re being asked to tender for a particular contract that requires demonstrable sustainability credentials, you’ve got the data to back up your ESG policy, and you can be ahead of the game,” he said.

Jake Bond, VP of Business Development at neoeco, explains: “We identified that a lot of the foundational data required for ESG reporting is held by accountants and finance teams. They play a key role in sustainability reporting by managing critical accounting data. With neoeco, you can easily capture supply chain primary data through our intuitive supply chain data capturing module, accounting data directly from the general ledger, and LCA (Life Cycle Assessment) product data.

“It’s an all-in-one, end-to-end solution that integrates seamlessly with your existing systems. Our AI-driven technology automatically aligns transactions with relevant sustainability factors using activity-based calculations,” he added.

Data can be collected from various sources, including accounting software, HR systems, ERP systems, and smart energy meters, then reconciled with sustainability points from national or international databases. This data not only generates reports but also aids in strategic planning and forecasting.

Adam Soall, Director of Norwich-based removal firm, Loads4Less, is Larking Gowen’s first client to be signed up to neoeco’s software package and the ESG advisory service. He is passionate about sustainability and is helping Larking Gowen and neoeco spread the word about the benefits of ESG data capture and reporting.

“Larking Gowen said they would be moving into the advisory market for ESG and asked if I would like to be their first client on the neoeco platform, which really aligns with where I’m going. I wanted to be a pioneer of this in the removal industry in Norfolk, and I’m working on a plan for net zero, reducing our carbon emissions where possible,” he said.

“neoeco offers a service where we can send a link to our suppliers, they fill in the data and it helps us decide who we are using. It also helps them to understand how to achieve sustainability. When it comes down to it, we are going to choose to work with businesses who operate with sustainability in mind, even if they are a little more expensive,” he said.

Laurie Hill said that the software and advisory support will bring benefits to companies of all sizes and within any sector.

“Larking Gowen’s role is to work with clients on their ESG strategy, whilst being able to provide access to an intuitive ESG reporting platform in neoeco, allowing us to assist to interpret the data, adapt financial modelling and provide advisory services to work with businesses to make positive change and futureproof.

“If a client wants to look at supply chain improvements, we can look at how this might affect their profit margin. If the new suppliers come with added cost, due to provision of more sustainable materials, for example, we can advise and assist with financial modelling that builds in gradual ‘sustainability’ price increases to protect against margin erosion.

“The other element is around forecasting. You can say within the software you want to be carbon neutral or reduce carbon by 25% in the next ten years, and with the right data, you can roughly forecast the cost of that,” he said.

Laurie added: “If you are making changes to your business from the sustainability perspective and you have the add-on of a software platform, this can help you make data driven decisions.

“There is also a consideration for business owners to apply a ‘sustainability’ uplift to pricing metrics because of green credentials, and potentially win business over firms that do not have the same data to hand.”

Adam recently recorded an episode of the podcast Larking Gowen Insights, where he chatted to Laurie Hill and neoeco about his journey in more detail, listen at larking-gowen.co.uk/LGI or wherever you get your podcasts.

Open Road West Norfolk celebrated the achievements of its outstanding young trainees at its annual awards evening, held on the 11^th September. The event, attended by the High Sheriff of Norfolk, David Flux, showcased the hard work and dedication of aspiring motor mechanics and builders, recognising their accomplishments in vocational training.

The evening brought together students, their families, supporters, staff, and trustees, creating a celebratory atmosphere as the trainees were honoured for overcoming challenges and excelling in their fields. Jo Pearson, Chair of the Open Road Trust Board, highlighted the significance of the event, saying, “The positive impact I see most at Open Road is on individual students. Celebrating their hard work and dedication is a wonderful thing to be a part of.

Open Road provides hands-on training in state-of-the-art automotive and construction workshops, offering a lifeline to young people who have struggled in mainstream education. The qualifications they receive pave the way for apprenticeships and stable employment. This year’s awards were a testament to the program’s success, with 63 presentations in total.

Fifteen students were awarded a BTEC Level 1 Award in Construction, 22 students received an IMI Level 1 Award in Transport Maintenance, and one student earned an IMI Level 1 Diploma in Transport Maintenance. These industry-recognised qualifications mark a significant milestone in each student’s journey toward a promising career.

Open Road has been offering construction qualifications since 2019, and the automotive industries workshop continues to be a key training ground for aspiring professionals. Martin Slater, Managing Director of Open Road, emphasised the importance of the event, stating, “The evening is all about celebrating our students, who have shown incredible determination to achieve their professional qualifications.”

Mr Slater added, “Open Road remains committed to working with young people. We have a range of programmes lined up for the new school year, and we are actively engaging new students. However, there are still places available in our motor vehicle and construction training programmes, and we encourage academies, parents, and young people to contact us to secure a placement.”

In partnership with the College of West Anglia, Open Road also provides English and maths tuition, ensuring that students develop their vocational skills and build the academic foundation needed for success in the workforce.

For more information or to inquire about available placements, please contact Open Road at 01553 776600 or via email at [email protected].

After months of hard work, Aston Shaw has finally revealed what they have been busy working on behind the scenes! You might have seen they have made a few changes, taking the time to refresh their brand and website to more accurately reflect their fresh approach and strength of their dynamic team. The refreshed brand stands for simplicity and accessibility in accounting. They pride themselves on breaking down the complexities of financial management, to deliver ‘Accountancy for Everyone’ —regardless of background or scale of accountancy needs. In everything they do, their goal is to support you, by giving you the peace of mind that comes with knowing your finances are in capable hands. They are not just accountants, but partners in your success, offering a fresh and welcoming perspective to your financial needs. They may have a new look, but our mission is still the same, to make your accounting, tax and financial management straightforward and easy. Allowing you to relax and get on with running your business and life. Let us know what you think by emailing [email protected]

(Credit: National Rail Awards)

At the annual awards event last Thursday night, Greater Anglia (GA) also won the Fleet Achievement of the Year award for its successful transition to a complete fleet of new trains (in one of the biggest fleet replacement projects delivered in the UK over the last 30 – 40 years, completed successfully despite added complications caused by the pandemic), while Cambridge won the Large Station of the Year award.

In addition, GA was highly commended in the Customer Service Excellence award for both its We’re All Ears customer feedback programme and for the customer-focused design and delivery of its Stadler-built intercity, Stansted Express, and regional train fleets. Meanwhile Bures and Norwich were finalists in the Small and Large Station of the Year awards, respectively.

Jamie Burles, Managing Director, Greater Anglia said:

“Everyone at Greater Anglia is very proud to have won the Passenger Operator of the Year award for the second time in three years. Right across our company, colleagues are passionate about doing their best for the customers and communities we serve. With excellent performance, a commitment to customer service, high quality new trains, and effective partnerships with other rail industry organisations and wider stakeholders, we’re fully focused on maintaining our high standards.

“It was also pleasing to see further recognition with our Fleet Achievement award, our Large Station award for Cambridge and commendations in Customer Excellence for our We’re All Ears customer feedback programme and, with Stadler, for the customer-focused features of our intercity, Stansted Express, and regional trains. They illustrate again our efforts and achievements in providing the best possible service for passengers across our network, day in, day out.

“We’re also grateful to key partners, such as Network Rail, the Department for Transport, Stadler, Alstom, community rail partnerships, station adopters, other rail industry organisations and regional stakeholders who all play a key role in helping us provide a high-quality service. We will continue to work to keep up our high standards and keep on improving – always focused on delivering the best train service we can for customers, communities, and wider stakeholders across our region.”

Judges’ citations for GA’s other award wins were as follows:

Fleet Achievement of the Year: “A ‘hands down winner’, owing to the strong focus on passenger benefits and close coordination between operations and engineering teams during the operator’s fleet replacement programme.”

Large Station of the Year – Cambridge: “This city station has improved even further since it last won the category back in 2017, adding a multi-storey cycle hub, more ticket gates and bigger ticket office. The judges felt it provided a modern welcome to the famous university city without compromising the historic atmosphere.”

The clock is ticking for local businesses to grab one of the final safari animal sculptures that are set to take over Norwich and Norfolk next summer! With limited opportunities available, time is running out for businesses and organisations to be part of the latest GoGo trail,  GoGoSafari – an inclusive public art sculpture trail that will see Norwich and Norfolk overtaken by rhinos, elephants, giraffes, gorillas and lions for ten weeks from June 2025. Delivered by local charity Break, in partnership with Wild in Art, Zoological Society of East Angila, Norwich BID and Chantry Place, the trail is a unique opportunity to be part of something spectacular with all funds raised going towards Break and their work supporting young people living in care. The trail follows on from the stomping success of GoGoDiscover in 2022 with T.rex and Steppe Mammoth sculptures, which saw estimated 350,000 people take on the trail. And over half of visitors said it encouraged them to stay longer in the city to shop, eat and take in other attractions such as the cinema with some discovering new places they’d never been to before. Pete Marron, Senior Partnerships and Projects Manager at Break, says: “We have so many great businesses already involved, but there is still room for more! It’s such a creative way for businesses to reach a wide and varied audience. We welcome any sized business and can offer bespoke and flexible packages. We work closely with all our sponsors to ensure that they achieve what they want from being involved in the trail. This could be to engage a new audience, boost their brand, assist with employee engagement, or build new relationships and we can help facilitate that.” Nearly forty businesses have already sponsored a sculpture including Alan Boswell Group, Birketts LLP, Castle Quarter, Royal Arcade, First Buses and Norwich City Football Club. Commenting on their involvement, Lee Boswell from Alan Boswell Group says: “We’re pleased to continue our support of Break through their GoGoSafari trail. Having sponsored previous trails, we recognise the value they bring to the city and the wider community, and, of course, in contributing to the vital charity work Break does in the region.” With only a handful of sculptures left to sponsor, now is the perfect time to take that journey and secure your spot! Each sculpture is decorated by professional artists, chosen by the sculpture sponsors at an exclusive Art Selection Event. Once the trail has finished, all animals will be going to auction to raise vital funds for Break and the work they do for young people living in and moving from care. Visit gogosafari.co.uk to learn more.

Haswell Training are passionate about supporting mental health and well-being in the workplace and have been working in the background to develop and deliver a service that is responsive to the needs of our clients.  Research has shown that employers see a return of £5.30 on average for every £1 invested in staff mental health.  But above all else, support for employees shows that they are valued and recognised (Deloitte, 2022). We are delighted to announce the official launch of the wellbeing element of Haswell Training Limited. Our Head of Well-being, Charmaine, is a qualified Occupational Therapist registered with the Health and Care Professions Council bringing 14 years’ experience to the team. She will be available to support the training needs of your team through the delivery of the following Qualsafe accredited (and Ofqual regulated) qualifications: Level 1 – Introduction to Mental Health in the Workplace (Half day) – regulated and nationally recognised qualification for people who wish to raise their awareness of mental health and improve their mindfulness in work and everyday life. Level 2 – Understanding Mental Health in the Workplace (1 day) – regulated and nationally recognised qualification that has been specifically designed to raise awareness of the signs and symptoms of common mental health conditions in the workplace and how best to offer support and guidance to colleagues.

• Level 3 – Mental Health First Aid in the Workplace (2 days) – regulated and nationally recognised qualification that has been specifically designed for those who would like to become a Mental Health First Aider in their workplace.

In addition to this, Charmaine will be available to work in partnership with you to create a bespoke package – responsive to the needs of your workforce.  This could include:

• Continuing Professional Development Sessions – upskill your workforce and help increase their confidence and confidence to identify, talk about and promote their own well-being and that of others. Sessions could include topics around – sleep, alcohol/drugs misuse, anxiety, depression, stress, etc.
• Mental health and well-being sessions – moving away from the education side to focus on team well-being and strategies to support this. Sessions based around the NHS 5 Ways to Well-being.  Perfect for a short session within the working day.
• Support and/or supervision for mental health/well-being champions in the workplace
• Drop ins – a dedicated time and place for people to feel listened to and supported and offering signposting to additional services.
• Consultancy – to support businesses to identify and address the bespoke well-being needs of their workforce and use this to underpin a responsive mental health policy.

For more information, please contact us on 01603 394352 or email us [email protected]

Tis the season to party! As we grow ever closer to the season of fun and festivities, don’t miss out and book your table early! We have the perfect setting from the big to the small parties including our private dining room that can accommodate up to 26 people. We are currently offering a 10% discount for bookings of 6 or more. For the Christmas period we will be open every day in December, and will be available for lunch as well as our regular dinner service, depending on the number of guests. Either dine from our a la carte menu or we can create a bespoke selection of dishes as per your budget. Let the countdown begin…! Best regards, The Tamarind Team www.tamarindblofield.co.uk

Step into a world of festive enchantment at The Priory 1101, where history and elegance combine to create the perfect setting for your private corporate Christmas party. Our dedicated event coordinator’s will ensure every detail is perfect, from gourmet catering to top tier entertainment, creating a magical evening where your team can celebrate the years achievements in style!

The sixth round of the Caterham Graduates Racing Series brought Alpha 7 to the picturesque Anglesey Circuit, where the team continued to shine across both the 135 and 150 classes. The weekend delivered a mix of weather and track conditions, testing the drivers’ adaptability and car setups.

Friday was warm, and the track conditions were tricky with limited grip, making the testing sessions challenging. Drivers found that running new tyres gave them an advantage, as managing overheating and tyre wear became critical. The team worked hard to fine-tune setups in preparation for the weekend’s races.

Jamie Ellwood entered the weekend with a chance to secure the 2024 CGRC 150 class championship—and he didn’t disappoint. He dominated the weekend with three pole positions, three fastest laps and three first-place finishes! Cementing his status as the new 2024 champion. His car, built over the winter by Alpha 7, performed flawlessly, and Jamie declared it the best Caterham he’s ever driven.

Race one saw Jamie pull away early, leaving a fierce battle between Will Stilwell and Max Haynes in his wake. Stilwell edged out Haynes in the final moments, but Jamie remained untouchable at the front. Jamie’s consistent pace throughout the weekend earned him another two victories in races two and three, bringing his season total to nine wins and seven fastest laps. A monumental achievement for both him and the Alpha 7 team.

Matthew Willoughby also had a solid weekend, securing a podium finish after battling consistently at the sharp end of the grid. Ian Anderson, had his best weekend of the season, making up four places in one race and finishing P9, followed by a P6 and another top-10 finish in the final race.

Ed Benton, racing in his second event, continued to impress by collecting two more signatures for his racing license. With only two more needed, he’s on the brink of removing his novice cross. Ed travelled to Anglesey for the first time, having only ever driven 270 laps in the simulator. Ed fought hard throughout the weekend, swapping positions with his rivals and setting a personal best lap time, a full second quicker than his qualifying pace. His rapid improvement is a testament to his growing confidence and skill.

Sunday morning greeted the 135 class with a damp circuit for their second race, creating an unpredictable mix of weather conditions throughout the day. Although the skies threatened rain, the track dried out, keeping everyone guessing until the last lap.

Sean Cronin made his debut for Alpha 7, with support from his daughter Niamh. He had an impressive weekend, gaining seven places in his first race and securing P7 in his last race, thanks to some thrilling overtakes. Meanwhile, Amanda Anderson battled back after a tough second race where she spun due to contact. Despite the setback, she finished the weekend strong with an 11th-place finish, engaging in some exciting on-track scraps.

Sean Crellin, back for his second event with Alpha 7, also performed well, overcoming worn tyres and securing some strong overtaking moves. His tenacity ensured a solid finish, capping off a weekend filled with action.

The Anglesey round marked a milestone for Alpha 7, with Jamie Ellwood’s championship win and stellar performances across the board. The team now sets its sights on Donington for the final round of the season, ready to push for more podiums and personal bests. Well done to everyone, and let’s bring the same energy and success to the next race!

For those inspired by our drivers’ achievements, Alpha 7 offers personalised driver development programmes to help you take the next step in your motorsport journey. Contact us to learn how we can help you hit the track and achieve your racing goals.

Google Ads (formerly known as Adwords) can increase your company’s online visibility, generate enquiries, and boost engagement. They’re also great for getting results fast if you are short on work. Choosing the right campaign based on your goals will make all the difference when it comes to seeing the results you need in the shortest amount of time. If you’re asking ‘What are google ads and how do they work’, the experts at Smash Marketing have made a guide to understand what each type of Google Ad can do to help you better understand which one is right for you. Overall, there are nine types of Google Ad Campaigns, each with its own unique set of features and benefits, but we will cover the main campaigns we recommend that you can easily set up and get started with on your own.   Search Campaign Imagine this: You run a local business providing essential services like emergency veterinary care. You’re ready to help pet owners in their time of need, but here’s the challenge—people don’t know about your clinic yet! So, how do you ensure that pet owners find you when they’re in a rush? That’s where Google’s Search Ads come into play. These ads are like digital lifesavers that appear in Google’s search results when someone is desperately looking for a specific service. Picture them as helpful little assistants directing pet owners to your clinic at just the right time. For example, when someone types “emergency vet near me” or “24-hour animal hospital,” the ads that appear at the top of the search results with the ‘Sponsored’ label are Search Ads. You’re essentially paying Google to make sure your clinic is one of the first options they see when they need urgent care for their pets. Now, to ensure your Search Ads are shown to the right people, you’ll need to think about the keywords they’re using when they search. If you’re an emergency vet, keywords like “24-hour vet clinic,” “emergency vet services,” or “urgent pet care” would be key. These keywords help link your services with pet owners who need immediate assistance. But, it’s not just about picking any keyword that comes to mind. Understanding the intent behind a search is crucial. Without that understanding, you might attract clicks from people looking for routine check-ups instead of those who need urgent care, which wastes your budget. Enter Google’s Keyword Planner—a brilliant tool to help you pick the right keywords. It shows you how many searches each term gets per month and even suggests additional keywords that might be relevant to your business. This way, you can easily see whether people are more likely to search for “emergency vet” or “24/7 pet hospital” and adjust your campaign to ensure you’re reaching those who are urgently looking for your services.   Is a Search Campaign Right For My Business? Search campaigns can be incredibly effective for many types of businesses, but is it the right fit for yours? Let’s break it down so you can decide! The success of a Search Campaign hinges on how well you can identify the right keywords. If you can easily come up with a list of terms that your potential customers might be searching for, you’re halfway there. Think about the specific words and phrases they’d type into Google to find a business like yours. Firstly, if you’re in an industry where customers are looking for immediate services, such as “24-hour vet near me” then Search Ads make sure you’re there at the top of the results when they’re ready. If your business relies on people searching for urgent or specific services, and you’re looking to increase visibility and attract highly targeted leads, a Search Campaign could be a great fit. It’s especially effective if you’re in a competitive industry where getting to the top of search results can make all the difference. The second and most important thing to remember is that Search Campaigns require a LOT of maintenance. Smash Marketing: “We conduct WEEKLY checks of all of our clients’ campaigns to ensure that they are bidding on terms that are relevant to what they’re offering. That means we help to ensure that their budget isn’t being wasted on clicks that don’t turn into actual paying customers.” “This important step is what we call ‘Search Term Checks’. Part of that process requires us going though all the terms that the ad has been displayed for, and we can tell Google whether or not we want to be shown for it again.” However, if your budget is limited or you prefer a more organic, long-term strategy, you might want to consider Search Engine Optimisation strategies to build credibility using keywords that your target audience may be typing into Google. Still need help to decide? Get in touch with the experts at Smash Marketing. They’ll walk you through the process and help you understand what strategy is right for your business.   Display Campaign When it comes to online advertising, a Display Campaign is like the big, bold billboard of the digital world. But just because it’s flashy doesn’t mean it’s the right fit for every business. So, how do you know if a Display Campaign is the way to go? Let’s talk about it. Unlike Search Ads, which target people actively looking for something, Display Ads are more about catching people’s attention as they browse the web. Think of it like this: you’re not just showing up when someone’s looking for you, you’re putting your brand in front of them, even if they weren’t thinking about you before. They’re perfect for introducing new products and services or just letting the world know your business exists. Display Ads are all about the visuals. If you’ve got a product or service that looks good on screen, a Display Campaign can really make it shine. Whether it’s a stunning product photo or an eye-catching graphic, Display Ads are your chance to make a visual impact. For example, if you run a boutique hotel, sell trendy clothing, or offer luxurious spa treatments, Display Ads can showcase the beauty and appeal of what you offer. But if your business is less about aesthetics—say, you’re a tax accountant—Display Ads might be a harder sell. Not impossible, but you’ll need to get creative with your visuals! One of the coolest things about Display Campaigns is retargeting. Ever noticed how after you visit a website, their ads seem to follow you around the internet? That’s retargeting in action! It’s a way to gently remind people who’ve shown interest in your business to come back and take another look. If you’ve got an e-commerce store, for example, retargeting can be a game-changer. Let’s say someone browses your site but leaves without buying—Display Ads can pop up on other sites they visit, encouraging them to return and complete their purchase. It’s like giving your potential customers a little nudge in the right direction.   Is a Display Campaign Right For My Business? Display Campaigns are ideal if you’re looking to build brand awareness, have visually appealing products or services, want to retarget potential customers, or have a clear and engaging message to share. They’re less about targeting specific searchers and more about spreading your message far and wide. But remember, it’s all about the visuals! If your business shines in pictures and you’re ready to reach people where they’re spending their time online, then a Display Campaign might just be your ticket to success. Display campaigns don’t require the same amount of maintenance as search campaigns since the ad isn’t really based on terms that people are typing into search, but more about showing up to someone who may have shown interest in a similar product or service in the past. Display Ads are a powerful tool for getting noticed and staying top-of-mind with your audience. But if your business isn’t particularly visual or your message requires more context, you might want to consider other types of campaigns.   Shopping Campaign If you’ve ever searched for a product on Google and seen a row of images at the top of the search results, each with a picture, price, and store name, you’ve encountered Shopping Ads. Shopping Ads are like the perfect shop window in the digital world—they showcase your products right where potential customers can see them, complete with images, prices, and even reviews. But how do you know if a Shopping Campaign is the right fit for your business? Let’s break it down The most important question to ask yourself is whether you sell physical products that people can buy online. Shopping Ads are designed specifically for e-commerce businesses. They allow you to showcase your products directly in Google’s search results, complete with a picture, price, and other details. If you run an online store selling anything from clothing to electronics to handmade crafts, Shopping Ads can be a game-changer. They make it easy for customers to find exactly what they’re looking for, and your product appears right there in front of them with all the key details. But if your business offers services, digital products, or experiences (like consultations or online courses), Shopping Ads might not be the best fit. They’re really built for showcasing physical items that people can buy and have delivered to their door.   Is a Shopping Campaign Right For My Business? To run Shopping Ads, you’ll need to have an e-commerce website where customers can browse your products and make purchases. Google pulls information from your website and your product feed in Google Merchant Center to create Shopping Ads, so having a well-organised online store is crucial. If you’re still in the process of setting up your online store or don’t have one at all, you might need to get that sorted before diving into Shopping Ads. However, if you don’t sell physical products, aren’t focused on direct sales, or don’t yet have an e-commerce site, you might want to explore other advertising options. Shopping Ads are a powerful tool, but only if they align with your business model and goals.   Local Service Ads If you’re a local business looking to attract customers from your area, you might have heard about Local Service Ads, or what most people refer to as a ‘Google Guarantee’. Local Service Ads are a special type of Google ad designed specifically for service-based businesses that operate within a certain area. These ads appear at the very top of Google’s search results, even above regular text ads and organic listings. When someone searches for a service you offer—like “plumber near me” or “electrician in Norwich”—your business could show up in these prime spots. What makes LSAs unique is that they’re highly focused on local customers who need services in their area right now. The ads show your business name, customer ratings, and contact information, making it easy for potential customers to reach out directly. One of the big advantages of LSAs is that you only pay for leads that are directly relevant to your business. These leads come in the form of phone calls or messages from potential customers who’ve seen your ad and are interested in your services. This means you’re not just paying for clicks or impressions—you’re paying for actual, qualified leads.   Is ‘Local Service’ right for my business? So, does your business need Local Service Ads? If you’re a plumber, electrician, locksmith, house cleaner, or any other type of service provider, LSAs could be a game-changer for you. They’re not meant for businesses selling products or for businesses that aren’t tied to a specific location. LSAs are all about connecting you with customers in your local area. If your business serves a specific city, town, or region, LSAs can help you reach people who are searching for services nearby. This hyper-local focus means you’re more likely to attract customers who are within your service area and ready to book.   What is a Performance Max Campaign? Performance Max is one of Google’s latest and most advanced advertising campaign types. If you’re looking to supercharge your digital marketing efforts, understanding what Performance Max is and how it works can help you make the most of your advertising budget. Performance Max is an all-in-one campaign type that allows advertisers to run ads across all of Google’s inventory from a single campaign. This includes Google Search, YouTube, Display Network, Discover, Gmail, and even Google Maps. Instead of creating separate campaigns for each platform, Performance Max lets you manage everything in one place. Key Benefits of Performance Max

• Full Coverage: Reach potential customers across all of Google’s networks without having to create multiple campaigns.
• Efficiency: Save time by managing all of your Google Ads from one place, while Google’s automation does the heavy lifting of optimisation.
• Better Results: Performance Max uses advanced machine learning to drive better performance by dynamically optimising bids, budgets, and ad placements.
• Goal Alignment: Campaigns are optimised specifically for the objectives you set, whether it’s sales, leads, or brand awareness.
• Data Insights: You get detailed insights into how your ads are performing across different platforms, helping you understand where your conversions are coming from.

  Is a Performance Max Campaign Right For My Business? Performance Max is particularly well-suited for businesses that want to:

• Maximise Reach: If you want to reach customers across all of Google’s properties without managing multiple campaigns, Performance Max is ideal.
• Leverage Automation: Businesses looking to tap into Google’s advanced automation and machine learning to optimise their ad performance will benefit greatly.
• Achieve Specific Goals: If you have clear objectives like driving sales, acquiring leads, or boosting online engagement, Performance Max is designed to help you meet those goals efficiently.

However, if your business requires very granular control over individual platforms or prefers a hands-on approach to each campaign element, you might find the high level of automation in Performance Max limiting. If you’re looking to simplify campaign management while maximising your reach and performance, it’s definitely worth considering. Whether you’re a small business or a large enterprise, Performance Max can help you achieve your marketing goals with minimal hassle and maximum impact. If you need any guidance on which type of Google ad is right for your business, then please don’t hesitate to reach out to Smash Marketing! With over 40+ years of experience, they have the know-how to help your business drive more traffic and generate more sales online.