Search · Performance Max · Demand Gen · Shopping · YouTube
Turn paid search demand into qualified leads and profitable sales. We manage campaign structure, search terms, bidding signals, creative assets, landing pages and CRM feedback so Google optimises toward the outcomes your business actually values.
No guaranteed-result claims. You get documented work, transparent reporting and a client-owned account.
Three quick answers so the teardown looks at the right things.
Takes under a minute. No obligation, and no automated audit PDF.
What you will actually see
Cost per qualified lead, tracked revenue, campaign mix and the search-term clean-up behind it — in one view your finance team can read. Layout shown is illustrative.
The short answer
A Google Ads agency plans, builds and manages paid campaigns while protecting budget, measurement quality and commercial intent. We combine query control, campaign architecture, primary conversion goals, enhanced conversion data, landing-page alignment and sales feedback so automated bidding learns from meaningful outcomes rather than easy clicks.
Budget leaks
Hover a card to see the fix. Automation scales the wrong outcome as efficiently as the right one — these four leaks account for most of the wasted spend we find in audits.
Broad match and automated expansion find valuable demand — and also research, job-seeking, support and unrelated meanings.
Weekly search-term and search-category review, structured negative lists and match-type strategy per campaign role.
Blended results can include brand, remarketing and demand that already existed, making the account look stronger than the business result.
Channel contribution reporting, brand controls, exclusions, URL rules and product segmentation so incremental value is visible.
Duplicate or low-value primary actions teach bidding to chase easy events instead of qualified customers.
One clear primary action per campaign role, secondary actions kept observational, qualified stages or revenue imported where supported.
Revenue alone can hide weak unit economics across products, services and geographies.
Margin, returns, lead acceptance, lifetime value and payback factored into campaign, product and budget decisions where data allows.
Campaign system
The account is designed as a portfolio, not a pile of campaigns competing for the same users and claiming the same conversions. Each type gets one job, one goal and its own exclusion plan.
Account architecture: every campaign has one job
CRM stages and revenue returned to Google so bidding learns from real customers
Enhanced conversions for leads · Data Manager · offline import (where supported)
Keyword and query-led campaigns structured by intent, geography, offer, match strategy and commercial value.
Job · Capture active demandCross-channel automation managed through clean goals, channel reporting, brand controls, search themes, assets and audience signals.
Job · Automate with guardrailsVisual demand creation and remarketing across YouTube, Shorts, Discover and Gmail with channel controls and suitable creative.
Job · Create new demandStandard Shopping or Performance Max connected to Merchant Center, feed quality, product economics and availability.
Job · Sell the right productsVideo and Demand Gen activity matched to the creative, audience and landing-page journey the offer requires.
Job · Move attention to actionAudience strategies organised by consent, lifecycle stage, customer status, suppression and frequency — not blanket retargeting.
Job · Use first-party dataTracking
Bidding depends on the conversion actions and first-party data it receives. We separate primary bidding outcomes from secondary observations, validate enhanced conversions and return qualified stages or revenue where supported.
Primary actions direct bidding and appear in the Conversions column; secondary actions stay observational. We document which business action drives each campaign.
Hashed first-party data and CRM stages returned through tags, Data Manager or offline import so bidding sees the customers that actually closed.
One source of truth per action, duplicate tags removed, and platform numbers reconciled against analytics and CRM before anything is judged.
Message match, speed, form behaviour and call tracking checked on the pages the clicks land on — the half of the funnel the account cannot fix alone.
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Delivery roadmap
Measurement is protected before anything is scaled. Exact timing depends on access, creative production, conversion volume, sales-cycle length and approval speed.
Measurement
Platform metrics explain delivery; business metrics decide whether the channel deserves more budget. Reporting is built around your analytics, ecommerce, call and CRM data.
Qualified clicks, high-intent query coverage, impression opportunity and lost demand where useful.
Where to expandCost per qualified lead, opportunity, customer or purchase — not only cost per form submission.
Budget allocationConversion value, revenue, contribution margin, return on ad spend and payback where reliable data exists.
Channel investmentSearch terms and categories, negatives, brand mix, location quality, network mix and landing-page relevance.
Weekly optimisationPrimary goals, enhanced conversion diagnostics, learning status, budget constraints and marginal performance.
Bidding changesLead acceptance, opportunity creation, closed revenue and why paid leads fail to become customers.
Targeting and offerEngagement model
Your quote reflects campaign types, markets, tracking work, product feeds, landing pages, creative production, reporting and monthly optimisation. Google media is paid directly by you.
Proposals state the management fee, setup charges, minimum term, notice period, media budget, third-party costs and client responsibilities.
One-time review of tracking, queries, campaign structure, budgets, landing pages and the opportunities we would act on first.
New account architecture or a controlled restructure with measurement, migration planning and launch.
Continuous search-term, bidding, budget, creative, landing-page and reporting work against agreed commercial targets.
Goal, channel, asset, audience, brand, feed and URL controls scoped to the exact role each campaign plays.
Product-feed, Shopping and margin requirements scoped through our ecommerce advertising service.
Fit and expectations
A good fit needs real demand, an offer that converts, enough budget to learn and a way to tell a qualified customer from a cheap conversion.
Proof, not adjectives
Each approved case shows the original account problem, the concrete work completed, the timeframe, the data source and a commercially meaningful result. Drop your approved screenshots into the slots below.
The original query, conversion, campaign or landing-page problem shown in an approved or anonymised account view.
The structural, tracking, bidding, creative, feed or landing-page changes made — method, not just a result.
Qualified acquisition cost, opportunity creation, revenue, margin or new-customer growth with period and limitations stated.
Part of the wider PPC programme
Budget planning, audience overlap and creative reuse across channels are handled by PPC Management. These are the sibling services we coordinate with most often.
One budget, one measurement standard and one plan across paid search, paid social, shopping and video — with Google Ads as the demand-capture engine inside it.
Benchmarks & platforms
Useful benchmarks come from your market, conversion cycle, offer, margin and account history. The notes here reflect official platform guidance.
All advertising accounts stay under client ownership. There is no proprietary layer between your team and the account.
Often 7–14 days after major changes; some accounts need up to three weeks or one to two conversion cycles.
Used for bidding when their goal is selected; secondary actions are normally observational only.
Channel performance reporting can show contribution across Google inventory.
Google Ads can accept first-party data through tags, Data Manager and supported connections.
FAQ
Scope, ownership, tracking, pricing, timelines — and what no agency can responsibly guarantee.
Ask about your accountIt plans campaign structure, manages queries and bidding, configures conversion tracking, tests ads and landing pages, controls budgets and reports on commercial outcomes. It should also explain how automation is being guided and constrained.
Yes — with clean goals, brand controls, exclusions, URL rules, search themes, asset quality and channel reporting, so it complements Search rather than absorbing demand that already existed.
Usually. Query control, offer clarity, form design, qualified-stage tracking and CRM feedback are what move lead quality; volume alone is not the target.
In most accounts, yes. Separating brand makes incremental performance visible instead of letting cheap brand conversions flatter the whole account.
Enough for the account to learn: a market's click cost, conversion rate and sales cycle set the floor. We model this before recommending a budget.
Structural work usually lands in weeks 2–3, with bidding stability following one to two conversion cycles later. Learning periods are respected rather than fought.
Yes. The account, billing, conversion data and change history stay yours, and they stay yours if you leave.
Search-term and negative work, bidding and budget management, campaign structure, creative and asset testing, landing-page feedback, tracking hygiene and reporting.
Where the CRM supports it — enhanced conversions for leads, Data Manager or offline import, so bidding learns from accepted leads and revenue rather than form fills.
We review message match, speed, forms and call tracking, and work with your team or ours on the changes. Page work is scoped through conversion rate optimisation.
It depends on account complexity and cover. A freelancer can be excellent for a single-market Search account; multi-market, feed-driven or heavily automated accounts usually need more than one specialism.
First step
Share your website, the campaigns running today and your priority market. We will tell you what the account is really being asked to do, what it is wasting, and whether a rebuild or ongoing management fits better.
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