Paid Advertising / Google Ads
Google Ads Management
Google Ads that capture demand instead of creating it.
The problem
Google Search can capture demand when a person searches for a relevant product or service. The opportunity depends on intent, competition, ad visibility, landing-page relevance, and measurement.
We review the account or planned setup against the business objective. The review may cover keyword scope, match types, landing pages, conversion tracking, and the distinction between research and buying queries.
Our approach.
Intent mapping comes before keyword volume
Most keyword research starts with search volume. Ours starts with intent. For every candidate keyword we ask: is the person typing this ready to buy, comparing options, or just researching? A keyword with 200 monthly searches and buying intent is worth more than one with 5,000 searches and curiosity intent — because you pay per click either way, and only one of them converts.
The research output is a keyword map: every target keyword assigned to a campaign, an ad group, a match type, and a landing page. Alongside it sits the negative keyword list, built before launch, which is where most of the wasted spend in an account is prevented. Job seekers, students, DIY researchers, and bargain hunters are excluded on day one, not discovered in month three.
The account structure philosophy
Account structure affects how clearly campaign signals can be interpreted. We group closely related themes, separate brand and non-brand activity, and consolidate conversion data where that supports the campaign objective.
If an existing account needs restructuring, changes are staged with attention to its available history and current performance rather than applied all at once.
What the weekly optimisation cycle covers
The agreed optimisation cycle can include search-term review, bid and budget adjustments based on recent data, ad-copy test evaluation against pre-agreed decision rules, and an impression-share review to assess where auctions are being lost and whether they are relevant.
The cadence is confirmed as part of the engagement scope and adjusted to the account's activity and available data.
What the reporting pack contains
The reporting pack covers spend, conversions, cost per conversion, and — where suitable revenue tracking exists — ROAS, with trends shown over time. Campaign and search-term breakdowns help distinguish stronger signals from irrelevant traffic. It also records exclusions, active tests, and proposed next actions.
Dashboard or reporting access is confirmed according to the engagement scope and the systems available.
Deliverables.
Keyword strategy
Keyword research focused on commercial and transactional intent. We map keywords to buyer stages and exclude terms that attract unqualified traffic before it reaches your account.
Campaign and ad group architecture
A clean structure that gives Google the signals it needs to optimise correctly. One theme per ad group. Tight keyword-to-ad relevance. Quality Score matters.
Ad copy and extensions
A/B tested headline and description variants. All relevant extensions configured: sitelinks, callouts, structured snippets, call extensions, and location.
Landing page brief
We review your landing pages and provide a brief for changes that may improve relevance and conversion rate. Landing-page quality is one factor that can affect Google Ads performance.
Conversion tracking
Google Ads conversion tracking and Google Analytics 4 reviewed and configured where included. Attribution detail depends on the available consent, platform, site, CRM, and sales data.
Shopping campaigns (e-commerce)
For e-commerce clients, we manage Google Shopping and Performance Max campaigns alongside Search. Product feed optimisation included.
What happens when.
Phase — Audit & Build
- Existing account audit (if applicable)
- Keyword research and negative keyword list
- Campaign and ad group structure
- Ad copy variants (A/B sets)
- Conversion tracking verification
- Campaign launch after agreed checks and approvals
Phase — Optimise
- Search term analysis and negative keyword additions
- Bid adjustments by device, time, and audience
- A/B test ad copy analysis
- Quality Score monitoring
- Landing page conversion rate review
Phase — Scale
- Expand top-performing campaigns
- Smart Bidding strategy transition (where data supports it)
- Display or YouTube remarketing setup
- Performance review and next-phase plan
Pricing
Every engagement is scoped to the account. What you pay depends on the number of markets, products and campaigns in play, and on how much needs rebuilding before we start. You get a number on the first call, in writing, before you commit to anything.
Get a scoped quoteGoogle Ads questions answered.
It depends on your business type. B2B and service businesses benefit most from Search. E-commerce benefits from Shopping (and Performance Max). Many e-commerce clients run both. We advise on the right mix in the initial strategy session.
CPL varies significantly by industry, keyword competitiveness, landing page conversion rate, sales process, and measurement. We can discuss an evidence-based planning range for your specific keywords during the initial audit.
We consider Smart Bidding when the account has enough reliable conversion data and the strategy fits the campaign objective. We transition when the evidence supports it, not by default.
Yes. We can manage Shopping campaigns for catalogues of different sizes. Feed management and product segmentation are included where agreed in scope.
Reporting format and cadence are agreed in scope. Depending on the account and systems available, reporting may include spend, conversions, CPA, ROAS, trend context, and recommended next actions.
No minimum contract. Ongoing work is scoped around the account needs, priorities, and review cadence agreed with you.
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