Peterborough Google Ads Management

Google Ads can be a powerful growth channel because it reaches people at the exact moment they are searching for a solution. The difference between an account that grows and an account that burns budget is management. A managed approach brings structure, measurement, and regular improvement so your spend produces outcomes you can actually track, such as calls, form enquiries, bookings, quote requests, and online sales.

Campaigns Built Around Real Demand

Professional management starts with understanding what growth means for you. For a Peterborough trades business it might be more phone calls within a service radius. For a clinic it could be appointment requests at specific times of day. For an ecommerce brand it is often profitable revenue at a sustainable cost per acquisition. Once the goal is clear, campaigns are planned around search intent, location signals, and the words customers use, not the terms you would choose internally.

In Peterborough, that usually means separating core services from research searches, and building local relevance into the account. For example, someone searching from Hampton may behave differently to someone searching near the city centre. Managed accounts use location targeting, local extensions, and landing pages that match what the searcher expects, so clicks are more likely to convert.

Efficiency Comes From Continual Refinement

Google Ads is not a set and forget platform. Search behaviour shifts, competitors change bids, and Google introduces new features. Active management keeps performance moving in the right direction through search term reviews, negative keyword additions, bid and budget adjustments, and ongoing testing of ad messages and assets.

This work reduces waste in two ways. First, it stops spend leaking onto irrelevant searches by tightening match types and expanding negatives. Second, it improves the quality of the traffic you do pay for by raising relevance and quality signals. Better relevance can mean a stronger click-through rate, a higher quality score, and a lower cost per click, which often leads to more conversions for the same budget.

Better Tracking Creates Better Decisions

Growth is only sustainable when you know what is working. Proper management makes sure conversion tracking is accurate, whether that is a call from a mobile click, a form submission, a purchase, or an offline sale later confirmed by your team. Once tracking is reliable, you can optimise towards the actions that matter instead of chasing vanity metrics like impressions.

With clear measurement in place, you also get practical insight into what customers want. You can see which services are searched most often, which messages drive the best response, and which landing pages remove friction. Those insights can feed into your wider marketing, your sales process, and even your service offering in Peterborough.

Scaling Without Losing Control

When an account is managed properly, scaling becomes a controlled process. Spend can be increased on proven campaigns and reduced where return is weak. New areas can be tested, such as expanding into nearby towns or introducing remarketing to bring back visitors who did not convert the first time. Because the account is structured and measured, growth is driven by data, not hunches.

Expert Google Ads management supports sustainable growth by improving targeting, protecting budget from waste, and using real performance data to increase conversions over time.

Our Google Ads management service is designed to cover the full lifecycle of paid search, from planning and setup through to ongoing optimisation and reporting. You get a structured approach that protects your budget, improves performance, and keeps everything aligned to the outcomes you care about. If you are based in Peterborough, that also means building campaigns that reflect local search intent and the areas you actually serve.

Account Review or Clean Setup

We start by understanding what you sell, who you want to attract, and how a conversion should be measured. If you already have an account, we audit it to identify issues such as messy structure, duplicated keywords, weak ad relevance, missing negatives, or tracking gaps. If you are starting fresh, we build a clean account from scratch with sensible naming, clear campaign separation, and settings that match your service area and opening hours.

Tracking is a priority at this stage. We make sure the right actions are measured, such as lead forms, calls, online purchases, or booking requests. Where appropriate, we also help connect tracking with Google Analytics 4 and tag management so data is consistent across platforms.

Keyword Research and Campaign Planning

Next comes research. We map keywords by intent and decide which ones should sit in their own ad groups or campaigns. This is where many DIY accounts go wrong by combining unrelated searches and forcing one ad to fit all. Our planning phase also includes reviewing competitor positioning, spotting opportunities they are missing, and deciding where your budget will create the fastest return.

For Peterborough businesses, planning often includes local modifiers, postcode area signals, and service radius logic. We also decide when to use Search, Performance Max, Shopping, Display, or remarketing, based on what will actually move the needle for you.

Ad Creation, Assets, and Landing Page Alignment

We write ads to match search intent, not just to describe your company. That includes multiple variations for testing, strong calls to action, and assets such as sitelinks, callouts, structured snippets, and location extensions where relevant. If you have multiple services, we keep messages specific so the searcher sees a clear match between their query and your offer.

We also look at where ads send traffic. Even a great campaign will struggle if the landing page is slow, unclear, or mismatched. We highlight landing page improvements that can increase conversion rate without increasing spend.

Ongoing Optimisation and Account Hygiene

After launch, we manage performance through regular analysis and changes. That includes search term reviews, negative keyword expansion, bid and budget adjustments, device and location refinements, and ongoing ad testing. We also watch for policy issues, disapprovals, and tracking breaks, so your account stays healthy.

Reporting and Communication

You receive reporting that focuses on outcomes: conversions, cost per conversion, lead quality signals, and return. We also explain what we changed and why, so you can see how the strategy is evolving. You keep full access to your Google Ads account at all times.

Our Google Ads management service covers strategy, setup, creative, tracking, optimisation, and reporting, giving you a single accountable partner for measurable performance.

There is no single perfect Google Ads budget because the right figure depends on what you sell, how competitive your market is, and what a conversion is worth to you. The goal is not to spend a large amount. The goal is to spend enough to generate reliable data, win meaningful visibility, and deliver a return that makes sense for your business. A sensible budget is one you can sustain while the account is being refined and then scale once performance is proven.

What Actually Influences Cost

Google Ads pricing is driven largely by cost per click, and that varies by industry and intent. Emergency services, legal queries, and specialist B2B terms often cost more than retail or lower competition services. Competition is not just national either. Even in Peterborough, you may be bidding against well funded companies targeting the same searches from across Cambridgeshire and beyond.

Your costs are also affected by quality signals. If ads are tightly aligned to keywords and landing pages answer the query well, you can often achieve lower costs than a competitor with a messy account. That is one reason management matters. Budget planning should consider average click costs, expected conversion rate, and the value of each lead or sale.

Work Backwards From Your Targets

A practical way to set a budget is to start with the outcomes you want and work backwards. If a typical enquiry is worth £500 in revenue and you are comfortable paying £50 for a qualified lead, you need a campaign that can deliver leads at or below that level. If your landing page converts at 5%, you may need around 20 clicks to generate one lead, which means your average cost per click would need to be about £2.50 to hit the target. The numbers will differ for every business, but this approach connects spend to lead volume and shows which levers matter most, such as click cost, conversion rate, and lead quality.

Allow Enough Volume To Learn

For new accounts, you also need enough volume to learn. If the budget is too low, campaigns may not collect data quickly, and results can look inconsistent because a few clicks either way make a big difference. A modest but steady monthly budget is often better than a short burst followed by silence, because it allows consistent testing and improvement across keywords, ads, audiences, and landing pages.

Local Lead Generation Versus Ecommerce

Lead generation for Peterborough services can often start with a focused budget if targeting is tight, the offer is clear, and conversion tracking is set up properly. Ecommerce usually needs more because you are competing across the UK and you may need budget across Shopping, Performance Max, remarketing, and brand protection. In both cases, the strongest approach is to prioritise the campaigns most likely to produce profitable conversions first, then expand into supporting activity once core performance is stable and tracking shows a consistent return.

How We Help You Set The Right Level

We use research to estimate demand, likely click costs, and what is realistic based on your website and sales process. From there, we recommend a starting budget that matches your goals, whether that is steady growth, fast scaling, or simply testing viability in Peterborough before you commit more spend. As results come in, we shift budget towards what performs and reduce spend where return is weak, so growth remains controlled.

We help you choose a Google Ads budget based on commercial targets and real performance drivers, so spend is realistic, sustainable, and focused on return.

Google Ads is one of the fastest ways to generate traffic because adverts can appear in search results as soon as campaigns are approved. However, seeing meaningful results such as consistent leads, sales, and a stable return usually takes more than simply going live. Good performance comes from structured setup, accurate tracking, and a period of learning and refinement. In most cases, you should expect early signals quickly and stronger outcomes as optimisation work compounds over the first few weeks.

What You Can Expect In The First Week

In the first few days, the priority is getting the foundations right. That includes account structure, keyword selection, ad assets, location settings for Peterborough if you are targeting locally, and correct conversion tracking. Once adverts are running, you may see impressions and clicks almost immediately. Early performance can vary because Google is collecting data and testing different combinations of ads, audiences, and placements.

At this stage, the goal is not perfection. The goal is to confirm that the right searches are triggering your adverts, budgets are controlled, and conversions are being recorded accurately. If tracking is wrong, it becomes impossible to make sensible decisions later, so we treat this as non negotiable.

The First 30 Days: Learning and Direction

The first month is usually about identifying patterns. We review search terms to remove irrelevant traffic, add negative keywords, and tighten match types. We also test ad messaging to improve click-through rate and relevance, and we refine bids and budgets so spend moves towards the best performing parts of the account.

If you are targeting Peterborough leads, we may also adjust location settings, radius targeting, and ad schedules based on when calls and enquiries are most likely to come in. For ecommerce, the first month is often focused on feed quality, product segmentation, and gathering enough conversion volume to make automated bidding more reliable.

Weeks 5 To 8: Improving Efficiency

Once enough data has been collected, optimisation becomes more decisive. Conversion rate can improve as landing pages are aligned to intent and ad groups become tighter. Cost per conversion often becomes more stable because waste is reduced and campaigns are structured around what actually converts.

This is also when scaling decisions become more confident. You can increase budgets on campaigns with a proven return, expand into additional keywords or services, and add supporting layers like remarketing without losing visibility of what is driving profit.

Longer Term Performance

Over the following months, performance typically improves as testing continues and the account learns. Competitor activity and seasonality will always play a part, but regular management helps you adapt quickly. The strongest results usually come from treating Google Ads as an ongoing programme that evolves with your market, not a one-off task.

Google Ads can deliver early wins quickly, but the best return usually appears after several weeks of structured optimisation, testing, and tracking-led decision making.

Yes - we run Google Ads for ecommerce businesses, from niche online shops to established retailers shipping across the UK. The goal is not simply to drive more visitors to your site. It is to increase profitable sales by showing the right products to the right shoppers at the right moment, then improving performance based on what actually sells.

Product Data and Merchant Centre Foundations

Shopping and Performance Max campaigns start with your product data. A feed that is incomplete, poorly categorised, or missing key attributes can limit visibility and waste budget. We help organise titles, descriptions, images, pricing, availability, and GTINs where relevant, then structure campaigns so you can see what is performing at product level. That makes it easier to scale winners and pause items that are expensive to sell.

Campaign Structure Built Around Profit

We build the account around commercial priorities. High-margin categories can be given more room to compete. Low-margin items can be handled more cautiously, or excluded entirely if the numbers do not work. Where it makes sense, we separate brand protection from new customer acquisition so your budget is not quietly spent on people who were already searching for you.

For many ecommerce brands, Performance Max works best when it is not treated as a black box. We set clear conversion goals, supply audience signals based on your customer types, and create a mix of assets that reflect your offer, margins, and seasonality. We also use listing groups and product segmentation to keep visibility on what is driving revenue, rather than allowing spend to drift towards the easiest clicks.

Promotions, Compliance, and Feed Hygiene

Promotions and merchandising are part of the process. If you run sales, offer free delivery thresholds, or have bestsellers that deserve extra exposure, we align campaigns to those moments. We can also help with Merchant Centre hygiene, such as feed diagnostics, policy issues, shipping settings, and product disapprovals, so ads do not drop without warning.

Remarketing That Recovers Lost Revenue

Remarketing is often where profitable growth is unlocked. People might browse on mobile, compare prices later on a laptop, then purchase after a reminder. We use dynamic remarketing to show shoppers the products they viewed, plus closely related items, and we tailor messaging around delivery, returns, and trust signals that reduce hesitation.

Tracking That Reflects Revenue, Not Just Orders

Measurement matters. Ecommerce accounts must track revenue, not just purchases. We ensure conversion tracking is set up properly, including transaction values and attribution that reflects your buying cycle. That data allows bidding strategies to optimise towards return on ad spend, rather than chasing volume that looks good but is not profitable. Where appropriate, we can also track email sign-ups and other micro-conversions that support repeat purchase.

Scaling From Peterborough to UK-Wide

We also watch the basics that influence conversion rate. If product pages load slowly, if mobile checkout is clunky, or if delivery costs appear late in the journey, paid traffic will struggle to convert. We flag improvements that can lift conversion rate without increasing ad spend, and we test messaging that sets expectations early so clicks are more likely to become orders.

If you are based in Peterborough, ecommerce can still benefit from local signals. Some retailers have a shopfront, a warehouse collection point, or a service area where faster delivery is possible. We can use location targeting where relevant, while still scaling nationally for the products that make commercial sense.

Our ecommerce Google Ads management is designed to increase profitable sales through better product visibility, stronger control over spend, and ongoing optimisation based on real revenue data.

Yes - we manage local Google Ads campaigns for Peterborough businesses that rely on calls, enquiries, bookings, and footfall. Local PPC works best when it is tightly focused on the areas you actually serve, the services you want to prioritise, and the times when customers are most likely to take action.

Tight Location Control

We start with the service map. Many businesses cover Peterborough plus nearby villages, industrial estates, or surrounding towns, while others only want leads from specific postcodes. We build location targeting that matches reality, using radius and postcode area logic where appropriate, and we monitor performance by location so budget is not wasted in places that rarely convert. This is especially important for urgent services where clicks can be expensive.

Local Intent Keywords and Ad Relevance

Keyword selection is different for local campaigns too. People searching locally often include terms like “near me”, “open now”, “same day”, or they search by service plus location. We build keyword lists around that intent, then organise ad groups so the advert and landing page match what the user typed. That improves relevance, click-through rate, and the likelihood of a conversion after the click.

Extensions, Scheduling, and Calls

Ads are written to remove friction. Local prospects want to know you cover their area, what you can do, and how quickly you can respond. We use assets such as call extensions, location extensions, and structured snippets to surface that information directly in the advert. If your team can handle calls at certain times, we align ad schedules so you are visible when you can actually answer, and we can steer budget towards your best-performing hours.

Landing Pages That Convert Local Traffic

Landing pages matter even more locally because users make decisions quickly. We recommend pages that are clear, fast, and specific to the service being advertised, with prominent calls to action and trust signals such as reviews, accreditations, and service guarantees. If you have multiple services, we avoid sending everyone to a generic page that forces users to hunt for the answer.

Ongoing Refinement and Lead Quality

We take wasted spend seriously. Local campaigns can leak budget through broad matches, irrelevant searches, and research-only queries. Regular search term reviews and negative keyword work reduce that leakage over time. We also refine device targeting if mobile clicks convert differently, and we adjust bidding to prioritise the traffic that produces genuine leads.

If you have a Google Business Profile, we can integrate it to improve local visibility and support Maps-related placements where relevant. We can also implement call tracking and offline conversion imports so Google optimises towards the leads your team actually closes, rather than the clicks that simply fill out a form. That extra layer of feedback often improves lead quality and helps budgets scale more predictably.

Our local Google Ads management keeps spend focused on the areas you serve, the searches that show intent, and the actions that turn into revenue in Peterborough.

Yes. Transparency is built into how we manage Google Ads, because you should always understand where your budget is going and what you are getting back. For Peterborough businesses, this matters because local demand can fluctuate and you need to know whether campaigns are driving real enquiries, not just clicks.

KPIs That Match Your Business

We start by agreeing the numbers that matter. That might be cost per lead, cost per sale, return on ad spend, volume of calls, or booked appointments. Once the goals are clear, we configure reporting to focus on those outcomes rather than surface metrics. Impressions and click-through rate can be useful, but they only matter when they connect to conversions.

Reliable Tracking Behind the Numbers

Reporting is only as good as the tracking behind it. That is why we prioritise accurate conversion tracking for forms, calls, purchases, and where relevant offline conversions confirmed by your team. If a campaign is producing enquiries that never become customers, we want to see that early and fix the cause, whether it is targeting, messaging, landing page alignment, or the offer.

Dashboards and Practical Commentary

Our reporting is designed to be understandable without you needing to translate it. We provide regular performance updates and can build a dashboard that shows the key KPIs at a glance. Alongside the numbers, we include commentary that explains what changed, why it was changed, and what we are testing next. That could include new negative keyword themes added to reduce waste, ad variations aimed at improving relevance, location adjustments to focus on Peterborough areas that convert best, or budget shifts towards the campaigns delivering the best cost per conversion.

Full Account Access

You retain access to your Google Ads account, which means you can check performance whenever you want. We do not hide behind a separate account or a limited view that only shows selective information. If you want to see how campaigns are structured, what keywords are being targeted, or which search terms triggered your ads, you can.

Communication and Next Steps

Communication matters alongside reporting. When results improve, we explain what drove the improvement. When performance dips due to competition, seasonality, landing page changes, or a tracking issue, we tell you what happened and what we are doing about it. We also keep reporting practical by focusing on the questions most businesses care about: how many leads did we generate, what did they cost, how is lead quality trending, and what actions are planned next.

With Doublespark, you get clear reporting, full account access, and straightforward explanations that link spend to real business outcomes.

Yes. We often take over Google Ads accounts that have been running for months or years without producing consistent leads or profitable sales. Underperformance usually has a small number of root causes, such as poor structure, weak targeting, missing tracking, or campaigns optimised for the wrong goal. The way to turn an account around is to diagnose those causes methodically, then rebuild and optimise with clean measurement.

Root-Cause Audit

We start with a full audit. That includes checking conversion tracking, looking at campaign settings, reviewing keyword intent and match types, analysing search terms, assessing ad relevance and assets, and identifying wasted spend. We also look at where clicks are being sent, because landing pages are often the hidden reason performance is weak. If the page is slow, unclear, or mismatched to the advert, even well-targeted traffic will not convert.

Prioritised Rebuild

Next comes prioritisation. Not everything should be changed at once. We identify what is harming performance most and fix those items first. Common examples include correcting location targeting so a Peterborough service business is not paying for clicks from outside its service area, tightening match types so spend is not absorbed by irrelevant research searches, and building a negative keyword approach that blocks low-intent queries.

Account structure is often where the biggest gains are found. If campaigns combine unrelated services, results become noisy and optimisation becomes guesswork. We restructure into tighter themes with ads and landing pages that match intent. That tends to improve quality score and click-through rate, which can reduce cost per click while improving conversion volume.

Tracking and Lead Quality

Tracking is treated as a foundation, not an add-on. If your account is optimising to a conversion action that does not reflect your real business value, Google will learn the wrong lessons. We confirm that calls, forms, purchases, and bookings are being recorded accurately, and where appropriate we add offline conversion tracking so bidding strategies are guided by the leads you actually close. This helps improve lead quality, not just quantity.

Testing and Budget Allocation

We then work through controlled testing. Ad copy and assets are updated to reflect the strongest selling points and remove friction. Bidding strategies are chosen based on data volume and goals, and budgets are allocated to the campaigns most likely to deliver return. Search term analysis continues throughout, because underperforming accounts usually leak spend through irrelevant queries that were never reviewed.

Long-Term Stability

If the issue is demand rather than setup, we will be honest about that too. Some products or services have low search volume, and the solution may be expanding into related keywords, adjusting the offer, or using remarketing to capture more value from existing traffic. Once the account is stabilised, the focus shifts to sustainable improvement: reducing cost per conversion, improving conversion rate, and scaling budgets only when return supports it.

We improve underperforming Google Ads accounts through a thorough audit, a structured rebuild, and ongoing optimisation grounded in accurate conversion tracking.

Choosing a Google Ads partner is not just about finding someone who can log into an account and adjust bids. The right agency should understand how paid search fits into your wider commercial goals, measure performance properly, and improve results consistently over time. What makes Doublespark different is the way we combine long-term platform experience with a clear, accountable process that keeps campaigns aligned to outcomes.

Experience That Stays Relevant

We have been running PPC campaigns since 2005. That matters because Google Ads has changed repeatedly, and experience helps you avoid trends that look promising but do not hold up in real accounts. We focus on the fundamentals that consistently drive return: clean structure, strong relevance, accurate tracking, and disciplined optimisation. Those basics are what keep costs under control and conversions moving in the right direction.

Strategy Built Around Your Numbers

We avoid one-size-fits-all management. Every business has different margins, sales cycles, and capacity. A Peterborough service company may need fewer leads, but better quality leads that match specific job types and locations. An ecommerce brand may need profitable revenue at scale, with product-level control. A B2B company may need fewer enquiries, but ones that match a strict qualification profile. We build strategies around those realities, not around a fixed template.

Peterborough-Aware Targeting

Local understanding matters. For Peterborough campaigns, we take service areas seriously. We look at where your customers are coming from, how far they will travel, and which parts of the city and surrounding areas produce the strongest lead quality. That informs location targeting, ad scheduling, and landing page content, so you are not paying for clicks that your team cannot convert into revenue.

Transparent Management

You keep access to your account, you receive reporting that connects spend to results, and you can see what is being changed and why. We do not provide vague updates. If performance improves, we explain the drivers. If something is underperforming, we explain the likely cause and the plan to address it. We are also happy to talk through the account in plain language, so you are not left decoding platform jargon.

In-House Capability

We bring in-house capability across copywriting, creative, and analytics. That matters because Google Ads performance is influenced by ad messaging, assets, landing page alignment, and tracking setup. When those elements are handled together, campaigns can improve faster and stay consistent. It also means you are not waiting on a chain of third parties to implement changes.

A Predictable Channel You Can Scale

Our focus is on building a channel you can rely on. That means protecting budget from waste, prioritising conversion quality, and scaling only when the numbers support it. Whether you are targeting Peterborough customers locally or selling across the UK, our approach is designed to create predictable performance you can plan around.

Doublespark stands out through experience, transparency, and bespoke strategy, delivering Google Ads management that is built around your business goals and sustained performance.

Lead volume is easy to chase in Google Ads, but it is rarely the right goal. The real measure of success is lead quality: enquiries that match what you sell, fit your service area, and have a realistic chance of turning into revenue. For Peterborough businesses, this is especially important because local campaigns can attract a lot of irrelevant searches if targeting is too broad. Our approach is designed to reduce noise and increase the percentage of enquiries that your team actually wants to follow up.

Start With Clear Qualification Rules

Before we optimise anything, we define what a good lead looks like. That includes the services you want, the locations you cover, the budget ranges you work within, and any deal-breakers that cause poor-fit enquiries. A Peterborough trades business might want jobs within a specific radius and avoid small one-off work. A B2B company might need leads from certain industries or company sizes. An ecommerce brand might prioritise new customers over repeat buyers when scaling. These qualification rules guide how campaigns are structured and what searches we choose to pay for.

Tighter Keyword and Search Term Control

Quality is usually won or lost at the keyword level. We build keyword lists around intent, separating high-intent searches from research and comparison queries. Match types are chosen deliberately, and search terms are reviewed regularly to identify irrelevant themes. Negative keywords are then added to stop spend leaking into low-quality searches. Over time, this reduces wasted clicks and increases the share of budget going towards people who are closer to converting.

For local Peterborough campaigns, we also pay close attention to location settings. If location targeting is too loose, you can end up paying for clicks from outside your service area or from users who are not genuinely local. Tightening this can have a big impact on lead quality, especially for services where distance matters.

Ads That Filter, Not Just Sell

Good ad copy does more than encourage clicks. It also filters out the wrong people. We use messaging to set expectations clearly, such as the type of service offered, relevant accreditations, minimum order values where appropriate, or the areas you cover in Peterborough. This reduces low-fit clicks that were never likely to convert into profitable customers.

We also use ad assets to add detail without clutter. Sitelinks can steer users towards the most relevant service page. Callouts can highlight key qualifications. Structured snippets can clarify what you do and do not offer. These small signals often improve both click quality and conversion rate.

Landing Pages and Conversion Paths

Lead quality is affected by what happens after the click. If a landing page is vague, people fill in forms to ask basic questions that should have been answered upfront. We favour landing pages that are specific, clear, and aligned to the advert, with strong calls to action and clear context about what you offer. For service businesses, we often recommend including details that help qualify enquiries, such as service areas, typical response times, and what information you need from the customer to quote accurately.

Conversion Tracking That Rewards the Right Outcomes

If Google is told that every form submission is equal, automated bidding will seek the easiest conversions, not the best ones. Where appropriate, we improve measurement by tracking different conversion types, using call tracking for phone enquiries, and importing offline outcomes when your team confirms what became a sale. This feedback loop helps Google optimise towards leads that are more likely to turn into revenue.

Ongoing Refinement Based on Lead Feedback

Lead quality improves fastest when we combine account data with real feedback from your team. If you tell us a certain search theme generates poor-fit enquiries, we can block it. If a particular campaign brings the best customers, we can prioritise it. Over time, the account becomes more precise, and performance becomes more predictable because spend is directed towards the searches and audiences that consistently produce the right type of lead.

We protect lead quality by tightening targeting, filtering irrelevant searches, improving messaging and landing pages, and using conversion tracking that rewards the outcomes your business actually values.