Marketing
Google Ads
We fix the tracking, cut the waste and rebuild the landing pages ourselves, so your budget goes to buyers who are ready to act.
- You own the account
- Landing pages included
- Every change logged
- Plain-language reports
Our playbook
How we run your Google Ads, step by step.
No black box. This is what happens inside your account, and why.
Tracking before spend
Bidding is only as smart as the data it learns from, so we fix measurement first.
- Conversion actions audited: one primary goal, no double counting
- GA4 linked and enhanced conversions switched on
- Server-side tagging where browser tracking loses data
- Offline conversions imported from your CRM, so bidding learns from real sales
A structure you can read
Campaigns split by intent and margin, so budget goes where it earns the most.
- Brand and non-brand in separate campaigns
- Ad groups built around tight themes, not keyword dumps
- Clear naming, so anyone can see what each campaign does
- Budgets set from your target cost per lead or return
Keywords and search terms
Intent drives everything. We bid on the searches that buy and block the rest.
- Exact and phrase match first; broad match only once data supports it
- Search terms reviewed every week
- Shared negative lists for jobs, free, DIY and other non-buyers
- Competitor terms tested separately, with their own budget
Ads and pages that match
The click is only half the job. The page has to keep the promise the ad made.
- Responsive search ads with key headlines pinned
- Sitelinks, callouts, images and call assets on every campaign
- A landing page for each main ad group, built by our developers
- A/B tests on headlines, offers and forms
Bidding and automation
Smart bidding gets control once it has enough conversions to learn from.
- New accounts start on capped, conservative bidding
- Target CPA or target ROAS once conversion volume allows
- Performance Max added with brand exclusions and a clean feed
- Shopping titles and attributes optimized in Merchant Center
A steady weekly rhythm
Small, regular changes beat big monthly overhauls.
- Weekly: search terms, negatives, bids and budget pacing
- Every two weeks: ad and landing page tests reviewed
- Monthly: plain-language report, live dashboard and a call
- Every change logged in the account, so you can see what we did
Our approach
Control first. Automation second.
Google pushes broad match, big daily budgets and Performance Max for everything. Left alone, that spends fast and learns slowly.
We start with tight Search campaigns on exact and phrase match, clean conversion data and pages that match each ad. Once the account knows what a good customer looks like, we hand more control to automation.
Your budget goes to searches with intent, and smart bidding learns from real sales instead of noise.
The problem
Where Google Ads budgets leak.
Loose match, no negatives
Ads showing for searches that will never turn into a sale.
Broken conversion tracking
Smart bidding chasing page views or double-counted form fills.
Ads sent to the homepage
A specific search lands on a general page, and the visitor leaves.
Performance Max eating brand
Branded searches you would win anyway, counted as new sales.
Slow mobile pages
Every second of load time loses clicks you already paid for.
Nobody reading search terms
Months of irrelevant queries that nobody reviewed or excluded.
Working together
Exactly what you get, before you sign.
- Account and tracking audit with a prioritized fix list
- GA4, enhanced conversions and offline conversion imports
- Search campaigns with a brand and non-brand split
- Shopping and Merchant Center feed work
- Performance Max with brand exclusions
- YouTube and remarketing where they fit
- Weekly search-term review and negative keywords
- Landing pages built and A/B tested by our developers
- Monthly plain-language report and live dashboard
Audit
We review the account, tracking and landing pages and show you where money leaks.
Fix
Tracking and landing pages get fixed first, by our own team, so bidding learns from good data.
Build
A clean structure, new ads and tight negatives go live.
Optimize
Weekly search-term and bid work, with monthly reporting on cost per lead and revenue.
A good fit if
- People already search for what you sell
- You can trace a lead or sale back to the click
- You want results while SEO is still building
Not the right fit if
- Nobody searches for your product yet (try Meta Ads)
- Your website cannot take a landing page change
- You need a guaranteed cost per lead
Google Ads questions
Ad spend is paid directly to Google and is separate from our fee. It depends on click costs in your market, which we estimate before starting.
A fixed monthly management fee, sized to your spend and agreed before we start. Ad spend stays separate and goes straight to Google. It is all in your written quote.
Clicks start on day one. The first weeks usually go to fixing tracking, search terms and pages. Stable trends need enough conversions to read.
Yes. We audit first, keep what works and rebuild what does not.
You do. We work inside your account, and the history and data stay with you.
Usually some landing pages, yes. Our developers handle it, so you do not need to brief anyone.
No. Nobody controls the auction or your market. We commit to the work, clear reporting and honest forecasts.
Often, when people already search for your service. If your budget is too small to learn from, we will tell you on the call.
From the blog
Google Ads guides.
Marketing
How to set up Google Ads: a beginner's guide for small businesses
A plain-English walkthrough of setting up Google Ads, from creating the account and tracking conversions to launching your first Search campaign.
10 min read
Marketing
Negative keywords in Google Ads: how to stop wasting budget
Negative keywords stop your ads showing for searches that will never convert. Here is how to find them, add them and keep your list under control.
8 min read
Ready to capture the demand?
Book a call and we'll look at your account, or start with a free audit.
Free call. No obligation.