Gould joined West Ham United in November 1973 for an £80,000 fee, and picked up a winners' medal in the 1975 FA Cup Final as a non-playing substitute. He re-joined Wolves for £30,000 in December 1975 and helped them to win the Second Division title in 1976-77. He moved on to Bristol Rovers for £10,000 in October 1977, assuming the role of player-coach. Between January and April 1978 Gould coached the Norwegian side Aalesunds FK, and joined Hereford United as player-coach for £10,000 in September of the same year.