Google Ads management
Stage: Be bookedGoogle Ads management
Search, Performance Max, Shopping and YouTube campaigns built around buyer intent, with conversion tracking you can trust and reporting on revenue.
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Campaigns · last 12 weeks
Cost per qualified lead$34
High-intent search46%
Meta prospecting26%Retargeting14%Broad and wasted14%Qualified leads a month162Wasted spend14%Return on ad spend3.8x
Illustration. Share of monthly spend by campaign type.Trusted by partner brands
Why it matters now
Google decides more, so give it better data
Performance Max and smart bidding make most targeting decisions for you. Accounts win when they feed Google clean conversion data, strong creative and clear structure.
Then
KeywordsManual bidsSearch onlyClicks
Advertisers chose every keyword and bid by hand.Now
SignalsSmart biddingSearch, Shopping, YouTubeQualified leads
Google chooses where to show your ads. Your job is to tell it what a good customer looks like.What’s included
Everything Google needs from you
Six parts of every Google Ads program.
How we do it
Five steps, one owner
Part of your first 90 days. Every step has a date, an owner and something you can see.
Week 1Account and tracking auditReview structure, spend, search terms and conversion tracking, and agree targets.You get an audit with quick wins
Week 1 to 2Fix measurementSet up or repair conversion tracking, offline conversions and CRM links.You get numbers you can trust
Week 2 to 4Rebuild campaignsRebuild what is wasting budget and launch the new structure.You get a cleaner account
Week 3 to 12Creative, feed and landing page testsTest creative, audiences and landing pages, and move budget to what wins.You get tested winners
Every weekOptimize and reportAdjust bids, budgets and tests, and report cost per lead and revenue.You get a Monday report
Where Google Ads budgets go
Structure decides who gets your money
Without clear structure, broad campaigns spend on easy, low-value clicks. We separate high-intent searches, brand and prospecting so each gets the right budget.
45%30%10%15%
High-intent searchPeople ready to buy or enquirePerformance Max and ShoppingSignals and feedsBrandProtect your nameYouTube and Demand GenBuild future demand
Typical budget split after a Google Ads rebuild. Illustrative.How we measure it
Every week, tied to revenue
Spend, leads, pipeline and revenue by campaign, from Google Ads, Google Analytics and your CRM, in one weekly report, next to your organic search results in Surface.
Weeklybudget and bid reviews1report with paid and organicCRMleads tracked to revenue
- Cost per lead and cost per qualified lead
- Return on ad spend and revenue
- Conversion rate by landing page
- Spend by campaign against target
Your options
Four ways to run Google Ads
Run it in-house, use a freelancer, hire a channel specialist, or run it with your search partner.
One team, no handoffs
Google Advertising works best with the rest of search
The same team runs every service that feeds AI answers, so nothing waits on another vendor.
Questions
What people ask about Google Advertising
What does Google Ads management include?
Conversion setup, Search, Performance Max, Shopping, YouTube and Demand Gen campaigns, landing pages and weekly optimization.
Do you use Performance Max?
Yes, where it fits, with clear asset groups, audience signals and exclusions so it does not cannibalize brand or search.
How do you track leads that close offline?
We import CRM outcomes into Google Ads, so bidding follows qualified leads and revenue, not form fills.
Do you guarantee a cost per lead?
No one can guarantee platform results. We agree targets, report against them every week and act fast when they slip.
Who owns the account?
You do. We work inside your account, and all data and history stay with you.
What is the minimum engagement?
We work in 90-day blocks with a 6-month minimum.
The full guide · 8 min readGoogle Ads strategy: how to run campaigns that actually convert
How to structure Google Ads in the smart bidding era and feed it the data it needs.
- 01Conversion data first
- 02Search and Performance Max
- 03Creative and landing pages
- 04Reporting on revenue
Get more from Google Ads
Talk to a partner about an audit of your account and tracking.