Google Ads
Google is intent-driven, which makes it the most measurable channel for most businesses, and the easiest to waste money on. Search terms reports usually reveal the leak within a week.
- Engagement
- Monthly management fee, tiered by media spend.
- Reported on
- Cost per acquisitionConversion rateImpression shareSearch term waste
Scope
What this service covers.
Every item below is delivered by us, not outsourced to an unnamed subcontractor. Scope is agreed in writing before work starts.
- Account audit and wasted spend recovery
- Keyword research mapped to intent and service value
- Search campaign build with tight ad groups
- Shopping and Performance Max feed optimisation
- Negative keyword lists and brand protection
- Ad copy testing with structured extensions
- Conversion tracking through GA4 and server-side events
- Budget pacing and bid strategy management
In detail
Google Ads, in practice.
What the work involves, who it suits and what changes once it is running.
Who this is for
Businesses with high-intent search demand and no reliable way to measure it, accounts inherited from a previous agency, and companies whose cost per acquisition has crept up without an obvious cause. Search rewards precision more than creativity.
Where the money usually goes
Broad match queries that were never in scope, brand terms bidding against your own organic result, and duplicate conversions inflating performance until the algorithm chases the wrong traffic. A search terms export regularly shows 20 to 40 percent of spend landing on queries the business would never choose.
We rebuild around intent tiers: separate campaigns for buying, comparing and researching, with negative lists maintained monthly rather than once.
What changes in the first 90 days
Weeks one to three: audit, tracking verification and structure rebuild. Weeks four to eight: copy testing, bid strategy and landing page alignment. Weeks nine to twelve: budget reallocation toward the campaigns that actually produce pipeline, reported as cost per acquisition rather than cost per click.
Specialisms
Go deeper on one piece.
Google Search Ads
Text campaigns built around buying intent, not broad keywords.
DetailsShopping Campaigns
Product feeds tuned so the right items show for the right queries.
DetailsPerformance Max
Automated campaigns kept honest with exclusions and feeds.
DetailsDisplay and Video Remarketing
Re-engagement across Display, YouTube and Gmail.
DetailsPPC Audit
A written diagnosis of where the account is losing money.
DetailsHow we run it
The operating sequence.
The same four stages every engagement moves through, with a decision point between each.
Audit
Search terms, match types, negative coverage and conversion accuracy. Most accounts recover 20 to 40 percent of spend here.
Structure
Rebuild campaigns around intent tiers so broad and exact traffic never compete for the same budget.
Landing alignment
Match ad copy to page content and offer, because a strong ad pointed at a weak page simply raises the cost of a click.
Optimise
Weekly search term review, bid adjustments and creative rotation, with changes logged.
Deliverables
What you actually receive.
- Rebuilt account structure
- Negative keyword list maintained monthly
- Conversion tracking verification
- Monthly report with cost per acquisition and wasted spend recovered
Reporting
Numbers we are judged on.
Reporting is written, not just a dashboard link. Each month we state what changed, what it cost and what we are doing next.
- Cost per acquisition
- Conversion rate
- Impression share
- Search term waste
Questions
Before you commit.
- Is Performance Max always better than Search?
- No. Performance Max works well with clean conversion data and a strong feed, but it can absorb budget into low-intent placements. We usually run it alongside Search with exclusions.
- Can you fix an account someone else built?
- Yes. Audits are a standard starting point, and we document what changes and why before touching live campaigns.
- Who owns the account?
- You do. Everything is built inside your own Google Ads and Analytics accounts, with our team added as a manager.
Works well with
All marketing servicesMeta Ads
Facebook and Instagram campaigns built around qualified enquiries, not impressions.
View serviceSearch Engine Optimisation
Technical foundations, content structure and authority building that compound.
View serviceLocal SEO and Google Business Profile
Rank in the map pack for every location you actually serve.
View serviceNext step
Tell us what you are trying to fix.
A short conversation is usually enough to know whether we are the right fit. If we are not, we will say so.