Spend rising, results flat
Budget grows but incremental revenue does not, and nobody can prove where the ceiling is.
Paid search
Google Ads managed against profit, not impressions
Search, Shopping, Performance Max, Demand Gen and YouTube — built on clean conversion data, negative keyword discipline and creative that actually gets tested.
Engagement snapshot
- Best for
- Businesses with proven demand
- Setup
- 2–3 weeks
- Optimisation
- Weekly, documented
- Managed against
- CPL, CAC, ROAS
Overview
Automation rewards clean inputs and punishes lazy ones
Google's bidding does more of the work than it used to, which has made the quality of what you feed it the deciding factor. Conversion values that are wrong, a product feed with truncated titles, or one campaign asked to do prospecting and brand defence at once — these are the problems that show up as poor performance and get misdiagnosed as a bidding issue.
We rebuild the account around what the business actually wants to buy: qualified leads or profitable orders. That means conversion tracking with real values, offline conversion imports where sales close on the phone, and campaign separation that keeps brand traffic from flattering the numbers.
After that, the work is unglamorous and continuous — search term review, negative lists, asset testing, bid strategy adjustments and landing page fixes.
What you get
- Acquisition measured separately — brand and non-brand reported apart so you see true new-customer cost.
- Wasted spend removed — systematic search term and placement exclusions every week.
- Better feed performance — Shopping and PMax improve as soon as the product data does.
- Cleaner data for bidding — correct values and offline imports let smart bidding target what you sell.
- Full account ownership — the account stays yours, with all history intact.
Problems we solve
The situations that usually bring clients here
Brand traffic inflating results
Brand searches sit inside the same campaign as prospecting, so blended ROAS looks healthy while acquisition is losing money.
Irrelevant search terms
Broad match without negative discipline pays for queries nobody would ever want.
Broken conversion tracking
Duplicate tags, missing values or consent-mode gaps mean the algorithm optimises towards noise.
Our process
Research → Strategy → Implementation → Optimisation → Reporting → Growth
Six stages, run in order, with a clear owner and a defined output at each one.
Research
Account audit, search term mining, competitor auction insights, margin and lifetime value inputs.
Strategy
Campaign architecture, budget split by intent tier, bid strategy selection and target setting.
Implementation
Conversion tracking rebuild, campaign and asset build, feed optimisation, landing page alignment.
Optimisation
Weekly search term review, negatives, asset rotation, bid targets and budget reallocation.
Reporting
Spend, CPL/CAC, ROAS and revenue by campaign type, with a written read on what changed.
Growth
Scale proven segments, expand geography and test new formats with defined stop-loss rules.
Services included
What the engagement covers
Search campaigns
Intent-tiered structure, keyword and negative management, ad copy testing and extension coverage.
Shopping & feed
Merchant Center health, feed title and attribute optimisation, and campaign segmentation by margin.
Performance Max
Asset groups by product theme, audience signals, brand exclusions and search term visibility.
YouTube & Demand Gen
Video sequences for consideration, with view-through measurement kept honest.
Conversion tracking
GA4 and Ads tagging, enhanced conversions, and offline import for phone or CRM-closed sales.
Budget planning
Forecasting by campaign type so finance knows what an incremental lakh of spend should return.
Tools & platforms
The stack we work in
We use the platforms your team already knows, configured properly, with access shared from day one.
Google Ads
Google Merchant Center
Google Analytics 4
Google Tag Manager
Looker Studio
Google Ads Editor
Keyword Planner
Consent Mode v2
CallRail-style call tracking
Sample case study
Separating brand from acquisition
- Objective
- Find out whether paid search was actually acquiring customers or re-buying existing ones.
- Strategy
- Split brand into its own campaign, rebuilt PMax asset groups by margin tier, fixed feed titles and added enhanced conversions with real order values.
3.4XNon-brand ROAS
-27%CAC
+41%Orders
-18%Wasted spend
Illustrative sample based on typical project patterns, not a named client account.
FAQs
Google Ads questions, answered
Enough to gather roughly 30 conversions a month in the campaigns you want optimised — below that, smart bidding cannot learn and results stay volatile. Working backwards from your category's cost per click gives the real number for your case.
We offer both flat monthly fees and percentage-of-spend, and we will tell you which is cheaper for you. Percentage models can create an incentive to spend more, so for larger accounts we usually recommend a flat fee.
Often yes for e-commerce, with brand terms excluded and clean product data. For lead generation it needs careful conversion definitions, or it will happily optimise towards low-quality form fills.
You do. We work inside your Google Ads account through manager access, so the history, learning and assets stay with you if the engagement ends.
Structural fixes often show inside two to three weeks. Bid strategies need a learning period of one to two weeks after major changes, so we sequence changes rather than rebuilding everything at once.
Yes, and we will tell you honestly if the landing page — not the campaign — is the reason performance is capped. In most stalled accounts, it is.
Yes. For lead generation we score lead quality with your sales team and import outcomes back into Ads, so bidding optimises for leads that actually close.
Related services
Often combined with
Performance Marketing
Paid acquisition run against CAC and ROAS targets rather than impression counts.
Explore serviceSEO Services
Technical, content and authority work that builds durable organic visibility.
Explore serviceConversion Rate Optimisation
Research and testing that lifts revenue from the traffic you already have.
Explore serviceReady to grow your business?
Tell us your goal and we will map the fastest realistic route to it — channels, budget split, timelines and the numbers we will hold ourselves to.