Measurement Comes First
Before we touch a bid we make sure the account is measuring the right thing. In most accounts we audit, conversions are counted where they should not be: a page view instead of a purchase, a form load instead of a submission, the same lead counted three times, or offline sales never fed back at all.
When the number is wrong, Google’s automation optimises confidently in the wrong direction and spends more doing it. So we set up proper conversion tracking, server-side where it helps, deduplicate events, assign real values to different conversion types, and feed back offline outcomes where the sale closes on the phone.
Only then is it worth talking about bids, budgets and creative.
What We Manage
- Search campaigns with intent-segmented ad groups
- Shopping and Performance Max with a clean, optimised feed
- Display and YouTube campaigns for demand generation
- Remarketing and customer-match audiences
- Local campaigns and Google Business Profile ads
- Landing page review and conversion-rate testing
- Negative keyword management and search-term hygiene
- Bid strategy selection and budget allocation across campaigns
- Competitor and auction-insight monitoring
- Monthly reporting against cost per acquisition and return on ad spend
Where the Money Usually Leaks
Broad match without a disciplined negative list is the most common one: you end up paying for searches from people who will never buy. Second is a single campaign mixing brand and generic terms, which hides the fact that your brand traffic is subsidising the numbers. Third is sending every ad to the homepage instead of a page about the thing that was searched for.
We work through search-term reports weekly rather than monthly, separate brand performance so you can see the truth, and match each ad group to a landing page that answers the exact query. These three changes alone often reduce cost per acquisition before any budget increase.
Working With Google’s Automation, Not Against It
Smart bidding and Performance Max are effective when they are given accurate conversion data, sensible constraints and good creative. They are expensive when handed a messy account and left alone, because they will optimise enthusiastically toward whatever you told them to value.
Our approach is to control the inputs: clean conversion definitions with realistic values, careful audience signals, strong asset groups, exclusions that keep the algorithm out of irrelevant inventory, and separation so that automated campaigns cannot simply harvest your existing brand demand and claim credit for it.
Reporting and Accountability
Every month you get spend, conversions, cost per acquisition, return on ad spend where revenue is trackable, what we changed, what it did, and what we are testing next. Where a month goes backwards we explain why rather than highlighting a metric that happened to rise.
The account stays in your ownership throughout. If you stop working with us you keep the account, its history and its learning, which is not the case with agencies that run clients inside their own manager account.