Clear, owned outputs.
- An account audit or new account build
- Keyword and negative keyword lists
- Conversion tracking plan and verification
- Ad copy and asset variants
- Weekly optimization log and monthly report
Google Ads reaches people at the moment they search for what you sell. That intent is valuable, but only if the account is structured around it: the right queries, the right landing pages, accurate conversion data and bid strategies that reflect what a customer is worth to you.
The problems Google Ads solves.
Search, Performance Max, Shopping and remarketing campaigns built around buyer intent.
Broad matching shows your ads for searches that will never convert.
Performance Max spends budget with little visibility into where it goes.
Conversion actions include low-value events, so smart bidding learns the wrong thing.
Ads point to the home page instead of pages built for the search.
What Google Ads covers.
Account structure
Campaigns and ad groups organized by intent, product and margin.
Keyword and query management
Match types, negatives and search term reviews.
Performance Max and Shopping
Feeds, asset groups and signals set up for control and insight.
Bid strategy
Smart bidding targets based on lead or customer value.
Conversion tracking
Enhanced conversions, offline imports and value-based goals.
Ad and asset testing
Responsive search ads, extensions and creative assets tested systematically.
What we review in a Google Ads account.
Most underperforming accounts aren't short of budget; they're short of structure and signal. These are the first things we look at.
| What we check | Why it matters |
|---|---|
| Conversion tracking | Which actions count as conversions, whether values are passed, and whether offline sales are imported. Bidding can only optimise for what it can see. |
| Account structure | Campaigns split by intent and margin, not by habit, so budgets and bids can be controlled where it matters. |
| Search terms | The queries actually triggering ads, negative keyword lists and match-type use, especially with broad match and Performance Max. |
| Bidding strategy | Target CPA or ROAS set from real economics, with enough conversion volume for smart bidding to learn. |
| Ads and assets | Responsive search ads with distinct headlines, sitelinks and assets tested against each other. |
| Landing pages | Message match between query, ad and page, plus page speed and form friction. |
Why it's worth it.
Spend on real intent
Budget goes to searches that lead to customers.
Better automated bidding
Accurate conversion data helps Google's bidding work for you.
Transparency
You can see which searches, products and ads drive results.
When Google Ads is the right move.
- A service business generating leads from search.
- An online store running Shopping or Performance Max campaigns.
- An account with rising costs and unclear performance.
Technologies & platforms
- Google Ads
- Google Merchant Center
- Google Tag Manager
- Google Analytics 4
- Google Ads Editor
- Looker Studio
How Google Ads work runs.
- 01
Audit or set up
Account structure, tracking, audiences and past performance reviewed or built properly.
- 02
Plan
Objectives, budgets, bidding approach, audiences and creative plan agreed.
- 03
Launch
Campaigns go live with checks on tracking, pacing and policy compliance.
- 04
Optimize
Bids, budgets, queries, audiences and creative adjusted on a regular rhythm.
- 05
Report and scale
Results reviewed against targets; winning campaigns get more budget.
Google Ads questions.
Should we use Performance Max?
It can work well for e-commerce and lead generation with good conversion data and assets, but it offers less control. We test it alongside search campaigns and keep brand and high-intent terms visible.
How often do you optimize the account?
Search terms, budgets and bids are reviewed weekly as a minimum, with deeper structural reviews monthly. High-spend accounts get more frequent attention.
Can you import offline sales into Google Ads?
Yes, where your CRM records them. Importing qualified leads or closed sales lets bidding optimize for real outcomes instead of form fills.
Talk to us about google ads.
Send us your current google ads plan, or the problem you want it to fix. We'll reply with what we would do first and why.