Google Ads Management
Ads run by the people who build the page they point at.
Search, Shopping, Performance Max and remarketing, managed against revenue rather than clicks. When a campaign needs a dedicated landing page, a developer on your own account builds it that week instead of quoting for it.
Free account audit
A specialist reviews your account and sends a written document covering wasted spend, structural problems and what we would change first.
What we find
Four reasons Google Ads accounts quietly waste money.
Every one of these shows up in the free audit, usually more than one at a time.
Brand traffic counted as a win
People already searching your name get claimed as campaign conversions. Strip those out and the real numbers look very different.
Conversion tracking is broken
Roughly seven in ten accounts we audit have duplicate, missing or misattributed conversions. Every optimisation on top of that is a guess.
Performance Max eating everything
Left unstructured it absorbs brand and shopping traffic you were already winning, then takes credit for it.
Ads pointing at the homepage
Traffic bought for a specific search lands on a generic page. The click was fine, the page threw it away.
Our Methodology
Six phases. Predictable execution.
A structured approach to taking over an account, fixing the leaks, and scaling what works. We don't guess, we test.
Audit & Discovery
We review your historical data, identify wasted spend, and learn your actual margins to set realistic CPA or ROAS targets.
Week 1
Tracking & Foundation
Fixing broken conversion tracking, setting up server-side tagging, and ensuring data accuracy before spending a single dollar.
Week 1 to 2
Restructure & Build
Segmenting campaigns by intent and margin. We rewrite ad copy, restructure ad groups, and launch new dedicated landing pages.
Week 2 to 4
Launch & Pacing
Going live with the new structure. We manage budgets closely and monitor search terms daily to aggressively cut out negative keywords.
Week 4 to 6
Testing & Scaling
Rolling out new creative variants, testing bid strategies against manual limits, and gradually increasing spend on winning campaigns.
Week 6 to 8
Ongoing Optimization
Routine maintenance, competitor auction monitoring, quarterly strategy resets, and scaling into new channels like YouTube or Demand Gen.
Ongoing
Campaign types
Six campaign types we run, and when each is right.
Search
Text ads against people actively searching. Still the highest intent traffic on the internet and where most accounts should start.
- - Account and campaign restructure
- - Keyword, match type and negative strategy
- - Ad copy testing at scale
- - Bid strategy and budget pacing
Best for lead generation and high intent demand
Shopping
Product listings driven by your feed. Most Shopping performance comes from feed quality, which is where the work actually goes.
- - Merchant Center setup and diagnostics
- - Feed optimisation and custom labels
- - Campaign segmentation by margin
- - Promotions and local inventory
Best for ecommerce with a real catalogue
Performance Max
Google's automated multi channel campaign. Powerful once structured so it stops absorbing traffic you were winning for free.
- - Brand exclusions configured properly
- - Asset group structure by theme
- - Feed and audience signal control
- - Channel level reporting via scripts
Best once conversion volume supports automation
Demand Gen and YouTube
Reaching people before they search, on YouTube, Discover and Gmail. Slower to prove out, worth it once search demand is capped.
- - Creative strategy and briefs
- - Audience building from first party data
- - View through measurement setup
- - Incrementality testing where budget allows
Best when you have exhausted existing search demand
Remarketing and retention
Bringing back people who came close. Cheap relative to acquisition, and usually the first thing missing from a neglected account.
- - Audience segmentation by behaviour
- - Dynamic remarketing for ecommerce
- - Customer match from your CRM
- - Frequency and exclusion control
Best for anyone with existing traffic volume
Maps and local campaigns
Promoted pins and store goal campaigns for businesses where a physical visit is the conversion. Covered in full further down this page.
- - Business Profile linked and optimised
- - Location assets across campaigns
- - Performance Max for store goals
- - Store visit and direction tracking
Best for retail, clinics, showrooms and restaurants
Different product
Local service business? There is a channel that sits above all of this.
Local Services Ads appear at the very top of Google Search, above every campaign type on this page, and you pay per lead rather than per click. They carry the Google Verified badge, but only eligible categories can use them. It is a separate platform with its own verification process, so we cover it on its own page.
Google Maps
Getting your business onto the map itself.
Maps visibility is not a campaign type you switch on. It runs through a verified Google Business Profile linked to your Google Ads account, with location assets and store goal campaigns layered on top. Worth doing when a physical visit is the outcome you actually want.
Foundation
Verified Business Profile, linked
Nothing on Maps works without a verified Google Business Profile connected to your Google Ads account. Categories, service areas, hours and photos all feed what the map shows.
Mechanism
Location assets in campaigns
Enabling location assets lets your Search and Performance Max campaigns surface your business on the map and in local results, rather than only as a text ad.
Mechanism
Promoted pins
Your branded pin appears on the map for nearby searchers, with a business page attached. Useful where footfall or a physical visit is the conversion.
Mechanism
Performance Max for store goals
The current route for driving physical visits. Google places your business in front of nearby customers with visit intent across Maps, Search and its other surfaces.
Measurement
Store visit and direction tracking
Calls, direction requests and store visits tracked as conversions where volume allows, so Maps activity is measured rather than assumed.
Underneath it all
Organic local SEO
Paid visibility on Maps sits on top of profile quality, reviews and proximity. We run the organic side alongside rather than paying to mask a weak profile.
Maps advertising suits retail, clinics, showrooms, restaurants and anywhere a physical visit is the outcome. For urgent service calls, Local Services Ads usually produce cheaper leads. Many clients run both.
Free audit
Not sure how much of your spend is actually working?
Most accounts we review are wasting somewhere between fifteen and forty percent of budget on brand traffic, broken tracking and search terms nobody would have bid on deliberately. We will tell you which, in writing, with the numbers attached.
What we do monthly
Eight things included in every account.
Search term review
Weekly, with negatives added. This is the unglamorous work that stops half of all wasted spend.
Conversion tracking maintained
Checked monthly and after every site change. Tracking that breaks silently is the most expensive failure in paid media.
Bid strategy and budget pacing
Tested rather than set once. Budgets paced so you are not dark for the last week of the month.
Ad copy and creative testing
New variants monthly with enough volume behind them to call a winner honestly.
Landing pages built for you
Developer hours included. A campaign that needs a dedicated page gets one, usually within the same sprint.
Competitor and auction monitoring
Impression share tracked against named competitors so you know when someone new enters your auction.
Live dashboard
Looker Studio pulling Google Ads and GA4 into one view you can open any time, not just at month end.
Monthly review call
Forty five minutes on what moved, what did not, and what we are changing next month about it.
Pricing
Management fees, separate from your media.
Media is billed directly to your own card on your own ad accounts. We never mark it up, resell it or take platform commission.
Starter
Single channel accounts, usually Search only, for businesses starting properly.
- Search campaigns managed
- Weekly search term review
- Conversion tracking maintained
- Monthly ad copy testing
- 4 developer hours monthly
- Dashboard and monthly review call
Growth
Multi campaign accounts running Search, Shopping and Performance Max together.
- Shopping, Performance Max and remarketing
- Merchant Center and feed management
- Landing page build and CRO testing
- Server side conversion tracking
- 12 developer hours monthly
- Quarterly strategy reset
Multi location
Franchises, clinic groups and businesses running several markets at once.
- Geographic campaign separation
- Maps and store visit campaigns
- Location level reporting and budgets
- Multi market feed management
- 30 developer hours monthly
- Fortnightly review calls
Three month minimum, then rolling with thirty days notice. Ad accounts stay under your billing from day one and you keep them if you leave. Local Services Ads are priced separately on their own page.
FAQ
Common questions.
Stop funding traffic that never converts.
Book a call with our ads director to discuss your Google Ads account. We'll run a free audit and tell you exactly where you're wasting money.