Google Ads Management
Google Ads is the fastest way to reach customers at the very moment they search for what you offer — and, when set up badly, the fastest way to burn budget. We build your campaigns on sound measurement, review everything from search terms to bids every week, and make decisions on leads and revenue, not click volume.
Search, Performance Max, Shopping and YouTube campaigns built on solid measurement, with budgets managed for leads and revenue rather than clicks.
The secret of a well-run Google Ads account lies in measurement, long before ad copy. Without knowing which search, campaign and ad actually brings in customers, every optimisation is guesswork. So every engagement starts by verifying conversion tracking, the Google Analytics 4 link and consent-compliant measurement.
We then structure the account around your business: product or service lines, regions, branded and non-branded searches are managed separately, and budget is moved to where it's profitable. We feed Google's AI-driven campaign types — Performance Max and AI Max — with the right signals, but we never hand control over to automation entirely.
We don't judge results on the platform's own reporting alone. Wherever possible, we send qualified leads and closed sales from your CRM back into Google Ads, so the system learns to find people who resemble your actual customers rather than anyone who fills in a form. For service and B2B businesses in particular, this transforms lead quality.
The ad account is always opened in your name, your budget is paid directly to Google, and if we ever part ways, all the historical data stays with you. Each month we report in plain language on where the money went, what worked and the plan for the month ahead.
Sound familiar? You are in the right place.
Our Google Ads service is designed to solve the problems businesses run into most often.
Budget leaks into irrelevant searches
Left unchecked, broad match and automated campaigns show your ads on searches that have nothing to do with your business. Without regular search-term reviews, a significant share of spend disappears unnoticed.
Conversion tracking is incomplete or wrong
If calls, WhatsApp taps or form submissions aren't measured correctly, the system optimises for the wrong thing. Clicks go up; real demand doesn't.
Someone else owns the account and the data
An account opened under an agency's name means losing years of data and learning when the relationship ends — and starting again from scratch.
Automated campaigns become a black box
Without the right signals and guardrails, Performance Max and similar campaigns can push budget into low-value placements or cannibalise your brand searches. You can't manage spend you can't see.
What's included?
The items below can be combined or booked separately, depending on what you need. Your proposal lists exactly which ones are included.
Account audit
We review your account's structure, tracking, search terms, bid strategies and spend distribution, and report where budget is being wasted and where the growth opportunities lie.
Measurement and conversion tracking
We set up conversions — forms, calls, WhatsApp, purchases — correctly with Google Tag Manager and GA4. Enhanced conversions and Consent Mode v2 strengthen measurement within legal limits, even when visitors decline cookies.
Account structure and keywords
Campaigns are split by service, product, region and intent. Keyword and negative keyword lists are shaped around the searches that genuinely bring in customers.
Ad copy and assets
We write headlines, descriptions, sitelinks, images and callouts to match search intent, test different messages systematically and scale the winners.
Bid strategies
We use Smart Bidding strategies such as target CPA or target ROAS once there is enough data and the goals are right, and regularly reallocate budget to the campaigns that deliver profit.
Audiences and first-party data
We use audiences built from site visitors, customer lists and CRM data in line with consent rules. You can also exclude existing customers and focus spend on new-customer acquisition.
Landing page recommendations
We check whether the page delivers on what the ad promised, pinpoint what's holding conversions back and provide concrete recommendations for the page and form — or redesign it with you.
Merchant Center and product feeds
For e-commerce, we make your product feed error-free and competitive. Titles, categories and attributes directly determine the quality of Shopping and Performance Max ads.
Reporting and transparency
Spend, leads, sales and cost per acquisition are shown on a live dashboard. Each month we share what we did, what it achieved and what comes next in a clear report.
Campaign types we manage
Search campaigns
Reach people searching Google for your service or product with text ads. The strongest starting point for businesses that generate enquiries, bookings or quote requests.
Search with AI Max
Introduced by Google in 2025, AI Max lets Search campaigns reach relevant queries beyond your keyword list. Combined with good conversion data and negative keyword management, it can open up new sources of demand.
Performance Max
One campaign serving across Search, YouTube, Display, Discover, Gmail and Maps. Built with the right asset groups, audience signals, brand exclusions and negative keywords, it is an efficient growth tool.
Shopping ads
Product image, price and store name shown directly in search results for e-commerce sites. Google Merchant Center set-up and feed optimisation are the foundation.
YouTube video ads
Targeted video campaigns for awareness, consideration and remarketing, from short vertical videos to longer formats.
Demand Gen campaigns
Visual ads across YouTube, Discover and Gmail that create new demand among people not yet searching for you. They call for a creative approach similar to paid social.
Display and remarketing
Re-engage visitors who left without converting, across millions of sites and apps, with frequency caps and exclusions so reminders stay helpful rather than intrusive.
App campaigns
Install and in-app action campaigns across Google's networks for your mobile app, including set-up of in-app event measurement.
What monthly management includes
Google Ads or Meta (Instagram & Facebook) ads?
To help you decide, we compared the options as objectively as we can. We agree on the right path for your project during the discovery call.
| Criterion | Google Ads | Meta ads |
|---|---|---|
| User intent | Actively searching | Browsing, not yet searching |
| Strongest at | Capturing existing demand | Creating new demand |
| Ad formats | Text, product and video | Image, short video and collections |
| Targeting logic | Search query and intent | Interests, behaviour and lookalike audiences |
| Best suited to | Services, urgent needs, B2B, e-commerce | Visual products, awareness, launches |
| Used together | Captures in search the interest Meta creates | Re-engages people researching on Google |
How we work, step by step
Every stage ends with a tangible deliverable, and we only move on once you have approved it. Timelines are confirmed in your proposal.
See our full processAudit and goals
We review your existing account, or the market if starting fresh, and turn business goals into measurable targets.
- Account and spend audit
- Competitor and search volume analysis
- Target CPA or ROAS definition
- Budget allocation proposal
Measurement set-up
We implement and test conversion tracking, the GA4 link and consent-compliant measurement.
- Tag Manager and conversion tags
- Enhanced conversions and Consent Mode v2
- Offline conversion import from your CRM (where suitable)
Account structure and campaigns
We build campaigns, keywords, ads and audiences around how your business works.
- Campaign and ad group structure
- Keyword and negative keyword lists
- Ad copy and assets
Learning phase
We let campaigns gather data while watching closely for irrelevant spend.
- Daily spend and search term checks
- First rounds of negative keywords
- Early budget rebalancing
Ongoing optimisation
We refine bids, budgets, ads and targeting every week based on the data.
- Search term and negative keyword updates
- Ad and asset tests
- Bid strategy adjustments
Reporting and scaling
We evaluate results against business goals and scale the profitable campaigns.
- Monthly report and review call
- Tests of new campaign types and markets
- Budget plan for the following month
A scope that scales with your needs.
These packages are a starting point; we refine the scope together during discovery. Pricing depends on the scope you choose and is set out in a tailored proposal.
Search-led
For service businesses, local firms and B2B companies.
- Search campaigns
- Conversion tracking and GA4 set-up
- Weekly search term and bid optimisation
- Ad copy testing
- Monthly report
- Landing page recommendations
Performance
For e-commerce sites and brands with several product or service lines.
- Search, Performance Max and Shopping
- Merchant Center and feed optimisation
- Remarketing programmes
- Enhanced conversions and value-based bidding
- Live performance dashboard
- Fortnightly review
Full funnel
For brands with larger budgets, multiple markets or channels.
- Search, PMax, YouTube and Demand Gen
- Qualified lead and sales import from your CRM
- Attribution and channel contribution analysis
- Creative and landing page testing
- Multilingual, multi-country campaigns
- Weekly call
What do we measure?
We judge success by metrics we agree on at the start, not by gut feeling. They form the basis of our reports and every improvement decision.
Cost per acquisition
Average spend per lead or sale, tracked at campaign and keyword level.
Return on ad spend (ROAS)
Revenue generated for every unit spent on ads — the core metric in e-commerce.
Conversion rate
The share of clicks that become leads or sales, revealing how well ads and landing pages fit together.
Qualified lead rate
How many leads are genuine sales opportunities, measured with CRM data where possible.
Search impression share
How often your ads appear for target searches, and the opportunities lost to budget or rank.
Click-through rate
How often your ads are clicked when shown, indicating how well messaging matches intent.
New customer rate
The share of conversions from people who haven't bought before — the real measure of growth.
Campaign contribution
Revenue and leads by campaign and channel — the basis for budget decisions.
What you receive
- Account audit report and opportunity list
- Verified conversion tracking and GA4 link
- Consent Mode v2 and enhanced conversions set-up
- Campaign, keyword and audience structure
- Ad copy and asset sets
- Merchant Center and product feed (e-commerce)
- Negative keyword lists
- Live performance dashboard
- Monthly report and review call
- Landing page improvement recommendations
Who is this service for?
- Service businesses generating enquiries and bookings
- E-commerce sites looking to grow sales
- B2B companies with long sales cycles
- Brands that want to test a new product or service quickly
- Advertisers not getting results from their current account
- Exporters building demand in international markets
Questions about Google Ads
For questions specific to your project, speak to one of our project consultants.
Get a quoteThe budget is your decision and is paid directly to Google. We recommend a starting level based on click costs in your sector and your goals — enough for campaigns to gather meaningful data. Rather than spreading a small budget across many campaigns, we prefer to start with a few well-structured ones.
Search campaigns start generating clicks and enquiries from day one. But the system's learning period, and our work weeding out irrelevant spend, usually takes two to six weeks; a stable, efficient picture typically emerges in the second or third month.
Yours. Your organisation owns the account and we work with manager access. Payments go directly to Google, and if our engagement ends, the account, its history and every campaign stay with you.
In most accounts, both together perform best. Search campaigns give you control over high-intent queries; Performance Max, with a good feed and signals, brings growth from new channels. We monitor brand searches and spend distribution closely so they don't cannibalise each other.
Yes. Calls from ads and from your site, WhatsApp taps and form submissions are measured as separate conversions. If you use a CRM, we can also send back which leads became sales, so the system targets people who resemble your real customers.
When visitors decline consent, tags must not process personal data. Consent Mode v2 and enhanced conversions let us respect those choices while reducing measurement gaps through modelling within legal limits. If you advertise to users in the EEA or UK, Consent Mode v2 is required for personalised advertising.
Google's policies generally allow competitor brand names as keywords, but the use of trademarks in ad text can be restricted and misleading claims cause problems. We recommend keeping such campaigns careful and limited; protecting your own brand searches is usually the higher priority.
Yes, but Google's advertising policies and local regulation add extra rules in these sectors, and some require certification or verification. We prepare ads and landing pages to comply, reducing the risk of disapproval from the start.
Spend, leads, sales, cost per acquisition, performance by campaign, work completed and the plan for next month. You can access the live dashboard at any time, and we review results against your business goals together on a monthly call.
However strong the ad, a weak page drags conversion down. We provide recommendations for your existing pages and, where needed, build fast, measurable campaign landing pages together with our web team.
Healthcare & Clinics
Hotels & Hospitality
E-commerce & Retail
Construction & Real Estate
Manufacturing & Industry
Education
Startups
Automotive & Car Dealerships
Auto Service & Spare Parts
Car Rental
Yacht & Boat Charter
Metal, Scrap & Recycling
Mining & Natural Stone
Energy & Renewables
Furniture & Interiors
Textiles & Fashion
Jewellery
Veterinary & Pet Care
Events, Weddings & Venues
Cleaning, Renovation & Home Services
Technology & SaaSBetter together
SEO — Search Engine Optimisation
End-to-end SEO, from technical foundations and content strategy to local, international and AI search, built for organic growth that lasts.
Meta & Social Media Advertising
Targeted, measurable ads on Instagram, Facebook, LinkedIn and TikTok.
Social Media Management & Content
Editorial calendar, design, video and community management.