Search
Built on commercial-intent terms with exact and phrase structure, plus a negative list maintained weekly.
PAID SEARCH
Google Ads management, bid to your numbers
Google decides your bids now. Our job is to control everything it uses to make that decision — the data, the structure, and the signal you feed it.
6.8×
Average ROAS
−42%
Average CPA
$120M+
Spend managed
81%
Avg impression share
DIAGNOSIS
Where Google Ads accounts actually leak money
These are the four findings that come up most often in our Google Ads audits. If two of them apply to you, there is money on the table.
01
Broad match with no negatives
Smart Bidding will happily spend on "free", "jobs" and "cheap" variants of your keyword. Most accounts we audit have never had a systematic negative list.
02
Conversions counted twice
GA4 imports plus a Google Ads tag firing on the same event. The account looks profitable, the bank account disagrees.
03
Performance Max as a black box
Left with one asset group and no exclusions, PMax spends your search budget on cheap display placements.
04
Shopping bid by revenue
Every product bid the same regardless of margin, so your worst-margin lines get the most budget.
CAMPAIGN TYPES
Every Google inventory, structured separately
Shopping
Feed cleaned and deduplicated, products segmented by margin band, bids set on contribution not revenue.
Performance Max
Multiple asset groups by product tier, brand exclusions applied, search-term insights reviewed weekly.
YouTube
Demand generation with view-through windows set deliberately rather than left at default.
Demand Gen
Discovery and Gmail placements for mid-funnel, kept separate so they cannot inflate search reporting.
Display
Prospecting and retargeting with placement exclusions and a maintained app-category blocklist.
Local
Store visit and call-only campaigns with radius bids set from real conversion distance.
Remarketing
Segmented by depth of engagement and recency, never one blanket 540-day list.
METHOD
How we run a Google account
Search-term mining
Weekly. Every term over threshold spend gets a decision: keep, negative, or promote to its own ad group.
Margin-aware bidding
Target CPA or ROAS set per product tier from your actual contribution margin, not blended revenue.
Server-side conversions
Enhanced conversions and offline import where the sale completes off-site, so bidding optimises on real outcomes.
Structured ad testing
RSA assets tested in batches with pinned control headlines, so results mean something.
REPORTING
The four numbers we report on
Visible in your dashboard continuously, not summarised once a month.
CPA
Against your target, by campaign
ROAS
By product tier, not blended
Impression share
Lost to budget vs lost to rank
Wasted spend
Terms cut this month, in currency
MARKETS
Google Ads by market
Priced, billed and reported in local currency.
ALSO AVAILABLE
The rest of the stack
Meta Ads
Facebook and Instagram campaigns with creative production, clean Pixel and CAPI, and reporting you can audit.
Bing Ads
Lower CPCs, an older and wealthier audience, and LinkedIn profile targeting no other search engine offers.
Amazon Ads
Sponsored Products, Brands and Display, structured by harvest tier and bid against true contribution.
TikTok Ads
Native-first video and Spark Ads for brands reaching a younger buyer, with the production to sustain it.
LinkedIn Ads
The most expensive clicks in advertising, targeted tightly enough to be worth it.
Google Ads questions
Do you use Performance Max?
Where it earns its place, with multiple asset groups, brand exclusions and weekly search-term review. Not as a single catch-all campaign, which is how it usually gets used and why it usually disappoints.
Will you rebuild our existing account?
Usually yes, but alongside what is running rather than instead of it. We keep the working campaigns live while the new structure is built and proven, then move traffic across.
How do you handle broad match?
Used deliberately, with a maintained negative list and a weekly search-term review. Broad match without that discipline is the fastest way to waste a budget.
What if our conversion tracking is wrong?
That is the most common finding in our audits, and we fix it before touching bids. Optimising against bad data just gets you to the wrong place faster.
Free Google Ads audit
A read-only review delivered as a recorded walkthrough within 24 hours. Yours to keep either way.
Get your free audit