Paying for the wrong searches
Broad match keywords without negatives can pull in job seekers, DIY researchers and people looking for something else entirely.
GOOGLE ADS
Google Ads That Reach People While They're Searching
We build and manage Search, Performance Max, Shopping and YouTube campaigns that put your business in front of people actively looking for what you offer.
Google Ads
OVERVIEW
What Google Ads Management Involves
Google Ads is where intent lives. When someone types "emergency plumber near me" or "accounting software for small business", they're telling you exactly what they want. Good search campaigns show up for those searches and stay away from the ones that will never turn into customers.
We handle the full account: keyword research, campaign structure, ad copy, extensions, bidding strategy and the steady work of adding negative keywords so you stop paying for irrelevant clicks. For online stores, we also set up Shopping and Performance Max campaigns from your product feed.
Everything is tied back to conversions you care about, such as calls, form submissions or purchases, so Google's bidding has the right signal to work with.
COMMON PROBLEMS
Problems This Helps Solve
Smart bidding without good data
Automated bid strategies only work if conversions are tracked correctly. Bad data leads to bad bidding.
Performance Max as a black box
PMax campaigns can spend heavily on low quality placements when asset groups and signals aren't set up with care.
Ads sending traffic to the homepage
Clicks land on a general page instead of one that matches the search, and the visitor leaves.
WHAT'S INCLUDED
What You Get
Keyword research
Search terms grouped by intent, with estimates of competition and cost, plus a starting negative keyword list.
Account structure
Campaigns and ad groups organised so budgets, bids and ads can be controlled at the right level.
Ad copy and assets
Responsive search ads, sitelinks, callouts, call assets and images written to match each group of searches.
Shopping and PMax
Merchant Center feed checks, product grouping and Performance Max asset groups for ecommerce accounts.
Search term management
Regular review of actual search queries, adding negatives and promoting terms that convert.
Conversion setup
Google Ads conversion actions, GA4 goals and enhanced conversions configured through Tag Manager.
HOW IT WORKS
How It Works in Practice
We usually begin with tightly themed Search campaigns on high intent keywords, using manual or conservative bidding until enough conversions build up. Once there's reliable data, we move to strategies like Maximise Conversions or Target CPA where they make sense.
Each week we go through the search terms report, adjust bids by device, location and time of day, and test new ad variations. If you sell online, we also keep an eye on feed issues and disapproved products in Merchant Center.
Benefits
- Catch demand that already exists
You reach people at the moment they're looking, which usually means shorter paths to a sale.
- Less wasted spend
Ongoing negative keyword work keeps your budget on searches that can actually turn into customers.
- Better signals for bidding
Clean conversion data helps Google's automated bidding find more of the right clicks.
- Clear keyword level insight
You'll know which search terms bring leads and sales, which is useful well beyond advertising.
OUR PROCESS
How We Approach Google Ads
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01
Account and keyword audit
We review existing campaigns, search terms and conversion settings, or research keywords from scratch for a new account.
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02
Tracking and feed setup
Conversion actions, GA4 links and, for stores, Merchant Center feeds are set up and tested.
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03
Campaign build
Search, Shopping or PMax campaigns are built with matched ads, assets and landing pages.
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04
Search term refinement
Early weeks focus on cutting irrelevant queries and finding the keywords that convert.
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05
Bidding and scaling
Once data is steady, we adjust bid strategies and increase budget on the campaigns pulling their weight.
Tools and technology
Chosen to fit the project. We'll use your existing tools where they do the job.
- Google Ads
- Google Ads Editor
- Google Merchant Center
- Google Analytics 4
- Google Tag Manager
- Looker Studio
Where it can help
- Home services like plumbing, electrical and cleaning
- Clinics and healthcare practices booking appointments
- Online stores with a product catalogue
- Software companies targeting comparison and solution searches
- Professional services such as legal, accounting and consulting
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Learn moreFAQS
Questions About Google Ads
What's the minimum budget for Google Ads?
There's no fixed minimum, but click costs vary a lot by industry and location. We look at keyword costs in your market and suggest a budget that can realistically produce enough clicks and conversions to learn from.
Do you pay Google on my behalf?
No. Your card or billing account is attached to your own Google Ads account, and Google charges you directly. Our fee is separate.
Should I use Performance Max?
It can work well for ecommerce and accounts with solid conversion data. For lead generation with limited data, we often start with Search and add PMax later if it fits.
Can you take over my existing account?
Yes. We'll audit it first, keep what's working and fix what isn't, rather than deleting the history the account has built.
Will you guarantee first position?
No. Ad position depends on bids, ad quality and competitors, and chasing top position at any cost often wastes money. We focus on profitable clicks instead.
GET STARTED
Get a Google Ads review
Share access to your account or tell us about your business, and we'll show you where the budget is going and what we'd change.