Service
Google Ads
Google is where people go once they have decided they need something. That makes it the most direct channel available, and the easiest one to waste money on if the account is left on defaults.
What it is
Google Ads, defined plainly.
Google Ads covers paid placements on Search, Shopping, Display, YouTube and Performance Max. Its strength is demand capture: reaching people at the moment they are actively looking, with commercial intent already present.
The trade-off is cost. Clicks are more expensive than on social, and the platform will happily spend your budget on loosely related searches unless the account is built and maintained to prevent it.
The problem
The problem this solves
Accounts set up through Google’s guided flow tend to share the same faults: broad match without negative keyword control, Performance Max running unsupervised, conversion actions counting page views instead of enquiries, and location targeting set to "presence or interest" so half the budget reaches the wrong country.
The result is an account that reports a healthy number of conversions while the phone stays quiet. Fixing the measurement is usually the first job, because everything else depends on it being right.
What we do
The actual work, itemised.
Everything below is included in a google ads engagement. If something here is not relevant to your business, we say so and take it out rather than billing for it.
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Search intent and keyword work
Terms grouped by what the searcher actually wants — research, comparison or immediate action, with match types and negatives chosen to match, and a negative list maintained weekly from the search terms report.
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Campaign architecture
Search, Performance Max, Display and YouTube given clear separate roles so they are not competing against each other for the same traffic.
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Ad copy and assets
Responsive search ads written against real search intent, with headlines and descriptions tested rather than filled in to reach the asset count.
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Landing page alignment
We check that the page matches the promise in the ad. Where it does not, we say what needs to change — or build it (see Website Creation).
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Conversion tracking
Conversion actions defined around real business events — form submissions, calls, bookings — imported cleanly through Google Tag Manager, with enhanced conversions where appropriate.
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Bidding and budget management
Bid strategy selected for the data the account actually has, not the one that sounds most advanced, and revisited as volume grows.
Who it suits
A good fit if you are…
- Service businesses where customers search when they need you — repairs, trades, clinics, legal, automotive
- E-commerce with a defined catalogue and margin structure
- Real estate and property businesses targeting specific locations
- B2B and professional services with a considered purchase cycle
- Any business already receiving enquiries from Google organically and wanting more control over volume
Process
How the engagement runs.
- 01
Audit
Search terms, conversion actions, wasted spend and account structure reviewed. We show you where the money is currently going.
- 02
Plan
Keyword and campaign map, budget split by campaign type, and the conversion actions that will define success.
- 03
Build
Tracking first and verified with test conversions, then campaigns, ad groups, assets and negative lists.
- 04
Launch
Phased start, with search term review in the first days to catch irrelevant traffic early.
- 05
Optimise
Weekly negatives, bid and budget adjustment, ad testing, and regular review of what Performance Max is actually buying.
- 06
Report
Monthly reporting on cost per conversion, wasted spend removed, and the changes made.
Outcomes
What we measure, and what we will not promise.
Results depend on competition, search volume in your area and what you are able to bid. What we can influence, and what we report on:
- Cost per qualified enquiry, and how it moves month to month
- Share of budget going to relevant search terms versus wasted traffic
- Impression share and where you are losing it — budget or rank
- Conversion tracking that matches the enquiries you actually receive
- A written record of what changed in the account and why
Next step
Not sure where your Google budget is going?
We will run through the account with you and show you the search terms you are paying for.
Prefer email? r.marrian27@gmail.com
Often combined with
- 01 Meta Ads Facebook and Instagram campaigns built around leads, bookings and sales, not reach for its own sake.
- 05 Analytics & Reporting Tracking that reflects reality, and reporting that tells you what to do next.
- 09 Website Creation Fast, well-structured websites built to convert traffic, and to be measured properly once it arrives.