Tracking first
We verify what is being counted as a conversion before we spend anything, because the algorithm optimises toward whatever you tell it to.
Marketing service
Google Ads Management
Search, Shopping and Performance Max, managed against profit.
Google Ads accounts run against cost per acquisition and return on ad spend rather than clicks. Search, Shopping, Performance Max and remarketing, with the search term report actually read.
- -34% Typical cost per acquisition after restructure
- Weekly Search term and negative keyword reviews
- 4.1x Median return on ad spend across accounts
Overview
Intent is the most valuable thing you can buy
Somebody typing "emergency plumber near me" is worth more than a thousand impressions on a feed. Google Ads is expensive because that intent is expensive, which means the difference between a well run account and a badly run one shows up directly in profit.
Most underperforming accounts share the same three problems: broad match without negatives, conversion tracking that counts the wrong thing, and Performance Max left to run without any structure around it. All three are fixable.
Tracking before spending
If the conversion action is a page view rather than a qualified lead, the algorithm optimises toward the wrong outcome and gets very good at producing it. We fix tracking before touching budgets.
Structure, then automation
Smart bidding works well when it is fed clean data and constrained sensibly. We set the structure, the negatives and the asset groups, then let the automation do what it is good at.
Scope
What lands in your account
Everything below is included at the stated price. Anything outside it gets quoted before work starts, never after.
- Full account audit with findings written down
- Conversion tracking rebuilt and verified
- Keyword and competitor research
- Campaign structure and asset groups
- Ad copy written and tested
- Negative keyword lists maintained weekly
- Shopping feed optimisation
- Landing page recommendations
- Weekly optimisation and search term review
- Monthly report and strategy call
Why it works
The parts that make the difference
Search terms read weekly
Negative lists are maintained continuously. This is the least glamorous and most profitable habit in paid search.
Performance Max, controlled
Asset group structure, brand exclusions and feed rules so PMax does not just harvest traffic you already had.
Profit, not ROAS theatre
We report against margin where you can share it, so the target is a number your accountant recognises.
Process
How a google ads management project runs
You get a named contact, a shared board and a weekly update. No agency black box.
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Step 1
Audit and tracking
Account audit, conversion tracking rebuild and a baseline everyone agrees on.
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Step 2
Restructure
Campaign structure, keyword research, negatives and new ad copy.
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Step 3
Launch and learn
Campaigns go live, budgets ramp gradually while smart bidding gathers data.
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Step 4
Optimise weekly
Search terms, bids, budgets, ad testing and landing page feedback on a weekly cycle.
Questions
Google Ads Management questions
Straight answers, no sales language.
Ask something elseWe recommend a minimum of 500 per month per platform so campaigns can gather enough data to optimise. Below that, organic and email usually return more.
Always. The account stays in your name with us added as a manager. If we part ways, you keep the account, the history and the data.
Smart bidding needs two to four weeks of conversion data to stabilise. Expect meaningful trend data at week six and reliable numbers at month three.
Yes, with structure around it. Asset groups by product margin, brand traffic excluded where appropriate, and feed rules that stop it cannibalising your existing search campaigns.