The most common way search work wastes money in Leicester isn't bad execution. It's a year spent ranking for terms chosen because they had volume, by someone who never asked whether the people typing them were buying.
Two thousand searches a month with no purchase intent will fill your analytics and leave the phone silent. Forty searches from people holding a budget are worth more, and usually far cheaper to win.
So the first question isn't how we rank you. It's which twenty searches actually put work in your diary, which is a question about your customers rather than about Google.
