Google Ads Management for Search, Shopping and Performance Max

Google Ads is the channel where people arrive already looking for what you sell. We run it as a measured channel: campaigns built from real search terms, conversion tracking that connects a click to a form fill and a sale, and monthly reporting on cost per lead and cost per sale. Month to month, no lock-in, and every account starts with an audit of what is already there.

Start with the Google Ads audit

Most Google accounts are not broken. They are unmeasured.

The campaign structure in most accounts is survivable. What is missing is the line between a click, a form fill and a sale, which is why the account cannot be optimised honestly.

  • Budget leaks to broad, low intent searches because match types drift and the negative keyword list has not grown in months.
  • Smart bidding optimises toward conversions that are tracked badly, or not at all, so the algorithm learns from the wrong signals.
  • The feed behind Shopping and Performance Max has weak titles and missing attributes, so products show for the wrong searches or not at all.
  • Ads promise one thing and the landing page says another, so good clicks bounce.
  • Reports show clicks and impressions, but nobody can answer the only question that matters: what did a new customer cost?
Abstract glass bars rising like a performance report for a Google Ads account

Who this service is for

Two kinds of business get the most from Google Ads, and they need different work.

Online stores

Shopping and Performance Max run on feed quality. We manage titles, categories, attributes and images in Merchant Center, structure campaigns by product group and margin, and judge performance on revenue and return on ad spend rather than click volume.

Service businesses

Clinics, dentists, home services, remodelers, real estate and professional services. We build Search campaigns around the services and areas that are actually profitable, with call and form tracking in place, and we judge keywords by the leads they produce.

Accounts already running

If you already spend with Google and suspect waste, the audit shows where it is. If you are starting fresh, we build in the right order: tracking, structure, then budget.

What is included

Everything below is part of management. Nothing here is billed as an extra.

1. Account audit

Account history, campaign structure, search terms, wasted spend and tracking setup, reviewed before anything changes. You get a written report with the problems in priority order.

2. Conversion tracking done properly

Purchases with revenue values, form submissions, calls and booked appointments, set up across Google Ads and GA4, with server side tagging where your site allows it.

3. Search campaigns built from real search terms

Campaigns structured around intent, keywords managed by match type on purpose, and the search terms report reviewed every week.

4. Ad copy and assets

Responsive search ads written around the services and products in each ad group, plus sitelinks, callouts, structured snippets and image assets maintained as the account grows.

5. Shopping and Performance Max

Feed first, then campaigns by product group and goal, with audience signals and asset groups built deliberately and brand searches protected in their own Search campaign.

6. Remarketing

Display and YouTube remarketing for product viewers, checkout abandoners and key service page visitors, with frequency kept sensible.

7. Landing page review

Every major campaign’s landing page checked against the promise in the ad: headline match, mobile speed, form length, call visibility and trust signals, with specific fixes in priority order.

8. Budget pacing and bidding

Budgets paced across the month rather than spent in the first ten days, bidding chosen for your tracking maturity and volume, reviewed weekly against cost per lead and cost per sale.

9. Plain reporting

Monthly reporting in plain numbers: spend, leads or sales, cost per lead or sale, return on ad spend where revenue is tracked, what changed and what is being tested next.

How an engagement runs

Four stages, each with something you can check.

Stage 1, Audit

Account history, wasted spend, tracking gaps and competitor activity. The written report arrives before any management begins.

Stage 2, Build

Campaign structure, ad copy, conversion tracking and the first negative keyword list, built inside your own Google Ads account.

Stage 3, Run

Weekly search term mining, budget shifts, feed and asset improvements, and pause decisions based on cost per lead and cost per sale.

Stage 4, Report

A monthly report in plain numbers, plus what is being tested next.

What you get that others charge extra for

Four things that are part of the service here and a line item elsewhere.

No markup on your ad spend

You pay Google directly from your own account. Our fee is a flat monthly rate, not a percentage of your media budget. Above $15,000 a month in spend we agree a spend based fee in writing, and the rate falls as spend grows.

The account stays yours

We work inside your Google Ads account and your Merchant Center. If you leave, the campaigns, history and data leave with you.

30 days notice

Management is month to month by default. No 12 month commitment and no exit fee.

Start with a fixed price

The Google Ads audit is $495 and is credited against your first month if you continue to management. Setup is $750, paid once, before monthly management begins.

Monthly management

Ongoing management is month to month, priced on the plan you choose, with ad spend paid directly to Google. Pay monthly, or prepay six months for 15% off and twelve months for 25% off.

Frequently asked questions

The questions we are asked before every engagement.

Search or Performance Max, which do I need?

Usually both, doing different jobs. Search captures people typing exactly what you sell and gives the most control. Performance Max extends reach across Google properties and works well for stores with a strong feed. The audit shows which mix fits your account, margins and data.

How much budget do I need to start?

Enough for the campaigns to gather conversion data every week. For most local and mid sized accounts that is a modest daily test budget run consistently, not a large budget spent in bursts. We give you a realistic figure in the audit.

How soon will I see results?

Tracking and structure fixes usually show waste savings in the first month. Bidding needs a learning period after major changes, so we change in a planned order and judge on full weeks of data, not single days.

Do you work on our website as well?

We review landing pages and give specific, prioritised changes. If your site needs development work we specify exactly what to change, so your developer or ours can do it without guesswork.

Who owns the account and the data?

You do. Your Google Ads account, Merchant Center, analytics and conversion history stay with your business.

Can you take over an account another agency built?

Yes. That is what the audit is for. We review what exists, keep what works, and show you in writing what we would change and why, before management begins.

Start with the audit

One account, one written report, and the first three changes we would make. Credited against month one if you continue.

Book your Google Ads audit