Google Ads management
Google Ads management built around intent.
We build and run Google Ads accounts that buy the searches most likely to become customers, measure what those clicks actually produce, and keep moving budget toward what works.
The thinking
Why it works this way
Search is the closest thing in paid media to a customer raising their hand. The job is to buy that intent precisely: the right queries, sent to a page that answers them, measured against conversions that matter to the business rather than to the platform.
Most Google accounts don't fail because of one bad setting. They drift. Broad match wanders into irrelevant queries, Performance Max absorbs branded searches and takes the credit, conversion actions count things that aren't sales, and the landing page says something slightly different from the ad. We fix the system rather than the symptom.
What we do
What's included.
The work itself, in plain terms. Every engagement is scoped to what your accounts actually need.
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Account structure
Campaigns organized by intent and economics, not habit. Brand, high-intent non-brand, category and competitor terms are separated so each gets the budget and bid strategy its margins can support.
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Query quality
We read search terms reports, maintain negative keyword lists and decide where broad match earns its place. Queries that spend without converting don't get to keep spending.
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Conversion tracking
Google tag and conversion setup, enhanced conversions, and offline or CRM imports when the sale happens after the click. Conversion values reflect what a customer is actually worth, not a placeholder.
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Campaign types that fit
Search for captured intent, Shopping and Performance Max for product catalogs, YouTube and Demand Gen where video helps create demand. Each is used for a reason, with guardrails so automated campaigns don't quietly cannibalize the rest.
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Landing-page alignment
Ad groups point to pages that answer the query. When the right page doesn't exist, we brief it or build it.
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Budget and bidding
Budget moves between campaigns based on what the next dollar returns, not an even split. Smart bidding gets clean signals and realistic targets before it's asked to scale.
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Ongoing testing
Ads, assets, landing pages, bid strategies and match types are tested deliberately, each with a written hypothesis and a recorded decision.
Inside the account
What it looks like in practice.
The structure, tests and decisions behind a well-run account. The numbered notes explain why each line is built the way it is.
| Campaign | Budget / day | Impr. | CTR | Cost | Conv. | CPA | ROAS | Status |
|---|---|---|---|---|---|---|---|---|
| 1SRCH | Brand | Exact Search · Target impr. share | $3,500 | 1.38M | 23.0% | $96.4K | 9,820 | $9.82 | 12.22× | Capped |
| 2SRCH | Non-brand | High intent Search · Target CPA | $22.0K | 6.91M | 7.0% | $611.8K | 13.6K | $44.85 | 2.78× | Scaling |
| 3SRCH | Non-brand | Category | Broad Search · Target CPA | $10.0K | 9.24M | 3.8% | $288.3K | 5,060 | $56.98 | 2.09× | Active |
| SRCH | Competitor | Exact Search · Max. clicks (capped CPC) | $2,500 | 1.12M | 3.7% | $64.2K | 820 | $78.29 | 1.44× | Limited |
| 4SHOP | Hero SKUs | Margin tier A Shopping · Target ROAS 340% | $12.0K | 14.8M | 2.7% | $341.0K | 8,910 | $38.27 | 3.48× | Scaling |
| 5PMAX | Feed only | Brand excluded Performance Max · Target ROAS 260% | $9,500 | 22.6M | 1.3% | $274.1K | 5,380 | $50.95 | 2.49× | Testing |
| 6DGEN | Prospecting | Video Demand Gen · Max. conversions | $4,000 | 31.4M | 0.4% | $118.2K | 1,060 | $111.51 | 1.02× | Active |
| Total · 7 campaigns | $63.5K | 87.5M | 2.3% | $1.79M | 44.7K | $40.14 | 3.10× | 1,490/day |
Ad groups · SRCH | Non-brand | High intent
| Ad group | Keywords | CTR | Conv. | CPA | Status |
|---|---|---|---|---|---|
| AG | [Category] for [use case] | 38 exact · 12 phrase | 7.9% | 4,420 | $38.73 | Scaling |
| AG | Best [category] | 24 exact · 9 phrase | 7.2% | 3,310 | $46.19 | Active |
| AG | [Product] vs [alternative] | 31 exact | 8.1% | 2,130 | $41.60 | Active |
| AG | [Problem] solution | 19 phrase | 5.8% | 2,060 | $53.16 | Testing |
| AG | [Category] price | 14 exact · 6 phrase | 6.1% | 1,720 | $52.09 | Active |
Search terms · this week's review
- Negative“free [category]”No free offer
- Negative“[category] near me”Online only
- Monitor“[product] coupon code”Low intent, brand-adjacent
- Promote“best [category] for [use case] 2026”Converts at 2.1× the ad-group average; added as exact
- Promote“[competitor] alternative”Moved to the competitor campaign
Responsive search ad test · AG | [Category] for [use case]
- CTR
- 8.3%
- Conv. rate
- 2.60%
- Conv.
- 2,060
- CTR
- 7.5%
- Conv. rate
- 3.29%
- Conv.
- 2,360
B wins on conversions despite a lower CTR. B rolls out; A's best benefit line joins B's headline pool for the next round.
- Brand is split out and capped. Branded clicks are cheap and convert well, so blending them in makes non-brand look better than it is.
- High intent is organized by search theme, not by product SKU. Each ad group points at a page that answers the query.
- Broad match only runs where conversion volume can steer it, with search terms reviewed weekly and negatives added.
- Shopping is split by margin tier, so the bid target reflects profit, not just revenue.
- Performance Max runs feed-only with brand excluded and is reported on its own, so it can't take credit for brand demand.
- Video prospecting is judged on blended lift and branded-search growth, not on platform-reported conversions alone.
Illustrative account · names generalized · not a specific client's results
How we think about it
Principles
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Intent before volume
A smaller account that buys the right queries usually beats a bigger one that buys everything. We scale once the core is efficient.
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Brand is reported separately
Branded clicks are cheap and convert well, which flatters blended numbers. Separating brand from non-brand shows what is genuinely new demand.
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Automation needs good inputs
Smart bidding and Performance Max optimize toward whatever you tell them is a conversion. The early effort goes into getting that signal right.
What you get
Deliverables
- Account audit with prioritized fixes
- Conversion tracking plan and implementation
- Restructured or newly built campaigns
- Search-term review and negative keyword routine
- Landing-page recommendations or builds
- Reporting tied to business outcomes
- Test plans with documented results
FAQ
Google Ads questions.
Should we use Performance Max?
Sometimes. It can work well for e-commerce catalogs with a strong product feed and clean conversion data. It can also absorb branded and remarketing traffic and report it as new demand. When we use it, we add brand exclusions, build sensible asset groups and report it separately so its real contribution is visible.
How long does it take for Google Ads results to become reliable?
It depends on conversion volume. Smart bidding needs a steady flow of conversions to learn, and a new or restructured account needs time to collect them. Before launch we tell you what volume your budget can realistically produce and what we can learn from it.
Do you take over existing accounts or start fresh?
Usually we keep the existing account, because its history is valuable, and restructure inside it. We only rebuild from scratch when the tracking or structure is too compromised to trust.
Other services
Let's look at your Google Ads account.
Share your goals, your channels and roughly what you spend. We'll reply with an honest view of where we'd start, or tell you if we're not the right fit.