Paid Advertising / Google Ads
Google Ads Management
Google Ads that capture demand instead of creating it.
The problem
Google Search is the highest-intent advertising channel that exists. Someone types "digital marketing agency near me" — they are looking for what you sell. The only question is whether your ad appears, and whether your landing page converts them when it does.
Most Google Ads accounts we inherit are structured for the wrong objective: they are optimised for clicks, not conversions. The keyword list is too broad, capturing research queries rather than buying queries. The match types are wrong. The landing page is the homepage. And the conversion tracking is not verified.
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
Google's algorithm optimises well when the account gives it clean signals, and badly when it does not. Our structures follow three rules. One theme per ad group, so the ad copy can mirror the search term exactly — which raises Quality Score and lowers your cost per click. Separation of brand and non-brand spend, so cheap clicks on your own name never flatter the performance of expensive prospecting keywords. And consolidated conversion data, so campaigns exit the learning phase quickly instead of starving each other of signals.
When we inherit an account, we rebuild towards this structure gradually — preserving the conversion history Google's bidding relies on, rather than torching it with a dramatic restructure.
What the weekly optimisation cycle covers
Every week, the account gets a defined optimisation pass: search term review (what real queries triggered your ads, and which ones should be excluded), bid and budget adjustments based on the trailing data, ad copy test evaluation against pre-agreed decision rules, and a check on impression share to see where you are losing auctions and whether those auctions are worth winning.
The discipline matters more than any individual tactic. An account touched weekly with a checklist beats an account touched monthly with inspiration.
What the reporting pack contains
The monthly report covers spend, conversions, cost per conversion, and — where revenue tracking exists — ROAS, all trended against previous months. It breaks performance down by campaign and keyword so you can see exactly which terms are producing enquiries and which are producing noise. It includes the search terms we excluded and why, the tests running and their status, and a written plan for the next month.
You also get access to a live dashboard, because a report you can only see once a month invites the suspicion that something is being hidden the rest of the time.
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 any changes required to improve conversion rate. Poor landing pages are the most common cause of a low Google Ads ROAS.
Conversion tracking
Google Ads conversion tracking and Google Analytics 4 configured correctly and verified. Every lead and sale tracked back to the campaign, ad group, and keyword that generated it.
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.
Month 1 — 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
- Campaigns live by end of month
Month 2 — 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
Month 3 — Scale
- Expand top-performing campaigns
- Smart Bidding strategy transition (where data supports it)
- Display or YouTube remarketing setup
- Performance review and month 4 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, and landing page conversion rate. We can estimate a range for your specific keywords in the initial audit. Our B2B client average CPL is USD 140 across all active accounts.
Once an account has enough conversion data (typically 30+ conversions/month), Smart Bidding outperforms manual bidding. We transition when the data supports it, not by default.
Yes. We manage shopping campaigns for catalogues up to 50,000 SKUs. Feed management and product segmentation strategy are included.
Weekly: a one-page performance summary by email. Monthly: a full review including spend, conversions, CPA, ROAS, and recommendations for the next month. You also have access to a live dashboard at any time.
No minimum contract. We work month-to-month after an initial 90-day period. The first 90 days are where the majority of the structural work happens — a shorter engagement does not give the account enough time to show its potential.
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