Google Ads

Google Ads managed well is a precision tool — the right search terms, the right bid strategy, and accurate conversion tracking pointing the algorithm at outcomes that matter to your business. Managed poorly, it’s an efficient way to spend money without knowing whether it’s working. The difference usually comes down to account structure and measurement, not budget size.

Who this is for

Business owners spending $3,000 or more per month on Google Ads who can’t confidently say whether it’s working — because the reporting doesn’t connect spend to revenue — are running on guesswork. The spend continues because leads are coming in, but there’s no way to know whether the account is performing well or just performing adequately while leaving significant opportunity untouched.

Marketing managers who’ve inherited an account full of broad-match keywords, single ad groups, and Performance Max campaigns set up without audience signals or proper asset testing are dealing with an architecture problem. Google’s automated recommendations push accounts toward structures that maximise spend, not performance. Fixing this requires deliberate restructuring, not incremental tweaks.

E-commerce brands running Google Shopping without a feed management strategy consistently lose ground to competitors with better structured product data. Shopping performance is mostly determined before anyone sees an ad — by the quality, completeness, and relevance of your product feed. This is fixable, and the gains are usually significant.

What's included

• Account Audit & Strategy — Analysis of existing account structure, keyword targeting, ad copy, landing page alignment, conversion tracking, and attribution model before recommending changes. For new accounts, strategy is built from competitive research and your margin structure.
• Campaign Build & Restructure — Search, Shopping, and Performance Max campaigns built with proper segmentation: separate ad groups by intent, correct match-type distribution, and conversion-aligned bidding strategies.
• Conversion Tracking & GA4 Integration — Accurate conversion tracking is non-negotiable. We audit and fix conversion actions in Google Ads, verify GA4 integration via GTM, and confirm attribution so you know which campaigns are driving leads and sales — not just clicks.
• Performance Max Management — PMax requires asset group structure built around distinct audience signals. We manage it with proper audience lists, exclusions, and regular asset performance review.
• Ad Copy & Landing Page Alignment — Ad copy tested across multiple variants per ad group, with message match between search term, ad headline, and landing page. Poor message match is one of the most common causes of high CPC and low Quality Scores.
• Monthly Reporting & Optimisation — Spend, clicks, impressions, CTR, CPC, conversions, conversion value, ROAS, and CPA — all tied back to your business targets, with a monthly call to review and confirm priorities.

Our approach

Campaigns optimised against bad conversion data get worse over time, not better. The first thing we do is verify that every conversion action is firing correctly, attributed properly, and flowing into GA4. If tracking is broken, we fix it first — even if that delays launch.

For existing accounts, we audit structure, keyword targeting, search term reports, audience lists, and bid strategies before making changes. For new accounts, we build based on your product or service structure and margin data. Either way, the architecture is deliberate — not an artefact of Google’s setup wizard.

New campaigns start with controlled budgets and manual or Enhanced CPC bidding until there’s enough conversion data for smart bidding to function correctly. Switching to Target CPA or Target ROAS without sufficient conversion volume is a common reason Performance Max campaigns underperform out of the gate.

Weekly optimisation covers search term reports, negative keyword additions, bid adjustments, Quality Score improvements, and ad variant performance. Google’s automated systems require active supervision to stay on strategy — set-and-forget is not a management approach.

Monthly reporting ties campaign performance to business outcomes. We review ROAS and CPA against your targets, identify what’s working, and adjust campaign budgets and structures accordingly. Attribution model reviews happen quarterly to ensure the data being optimised against reflects reality.

What this looks like in practice

A typical account takeover involves a business spending around $5,000 a month that can demonstrate leads are coming in but can’t attribute them to specific campaigns. The audit usually reveals: conversion tracking firing on page views rather than form submissions, a Performance Max campaign spending 60% of budget on brand terms, and search campaigns using broad match across ad groups with no negative keyword lists. Within 60 days of fixing these issues, the account is generating the same or more leads at materially lower cost-per-acquisition — with the data to prove it.

Common questions

How much should I be spending on Google Ads?

The right budget depends on your target CPA, the search volume available in your market, and your margin. As a rough guide, most service businesses need a minimum of $1,500-$2,000 per month in ad spend to generate enough data for smart bidding to function. We model this in the strategy phase using actual CPC data.

What's the difference between Search and Performance Max?

Search campaigns give you control over keyword targeting and placement. Performance Max is a fully automated campaign type that places ads across all Google channels. PMax can perform well but requires proper setup — audience signals, asset variety, and clear exclusions. Without these, it often spends heavily on brand terms and low-intent placements.

Can you take over an existing account?

Yes. We request read access first, audit the account, and present findings before making any changes. If the account is structurally sound, we continue building on it. If it needs a rebuild, we tell you clearly and explain why.

Do you manage Shopping campaigns?

Yes. For e-commerce clients, we manage Standard Shopping and Performance Max Shopping campaigns alongside feed management. A well-structured product feed is the foundation of strong Shopping performance — we audit and optimise titles, descriptions, and categorisation as part of onboarding.

What access do you need?

Standard manager access via Google Ads Manager Account (MCC), plus read access to GA4 and GTM. We don’t require admin access to your Google Analytics property — read-only is sufficient for reporting purposes.

How quickly will we see results?

Traffic typically starts within 24-48 hours of campaign launch. Conversion volume builds over the first 30-60 days as Google’s algorithms learn. Smart bidding generally reaches its stride once a campaign has 30-50 conversions per month — before that threshold, manual supervision matters more than automation.

Ready to talk?

A free account audit shows you where spend is wasting and where the real opportunity sits. It takes a few days and you’ll have a clear picture of what the account is doing and what it should be doing.