Google Ads management that respects your unit economics.
Google Ads is where most of our clients' revenue is won or lost, and where most agencies hide behind platform-reported numbers. We run Google accounts against your actual economics — with conversion signals engineered to be trustworthy before a single bid strategy is asked to optimise towards them.
What we manage
Search
Intent-led search structures with query sculpting, brand/non-brand separation, and match-type strategy that reflects how Smart Bidding actually consumes queries today — not 2018-era SKAG dogma.
Performance Max
Asset group architecture by product line or margin tier, feed optimisation, brand exclusions, and channel-level reporting via scripts so PMax stops being a black box.
Demand Gen & YouTube
Mid-funnel demand capture with creative built for the format, audience signals seeded from first-party data, and view-through treated with appropriate scepticism.
Shopping
Feed hygiene, title and attribute optimisation, campaign priority structures, and margin-weighted bidding for e-commerce catalogues.
Smart Bidding design
tCPA, tROAS, and Maximise Conversion Value strategy selection tied to your payback model — including target-setting by geography tier and seasonality adjustments around promotions and demand spikes.
Monitoring & scripts
Script-based anomaly monitoring for spend, conversion lag, and disapprovals — so a broken feed or a tracking outage is caught in hours, not at the month-end report.
Smart Bidding is only as smart as its signal.
Every automated bid strategy in Google Ads is a machine-learning system trained on your conversion data. Feed it duplicated, delayed, or missing conversions and it will confidently optimise towards the wrong customers. So before we scale anything, we rebuild the conversion action architecture: primary versus secondary actions, counting rules, attribution settings, and click-to-conversion lag windows that match your actual sales cycle.
For subscription and lead-based businesses we implement offline conversion imports and webhook-based purchase tracking with order-ID deduplication, so a retried payment webhook never becomes a second "conversion". Enhanced Conversions passes hashed first-party data to recover matches lost to browser privacy changes, and Consent Mode v2 is configured so EU traffic is modelled correctly rather than silently dropped.
The result is a signal the bidding system — and your finance team — can both trust. In our experience this step alone explains most "Google Ads suddenly stopped working" stories: the account didn't break, its measurement did.
Who it's for
Google Ads suits businesses whose customers actively search for a solution: subscription and e-commerce brands with proven demand, consumer SaaS, and services with clear commercial intent. It is the first platform we recommend when demand already exists and the question is capturing it efficiently.
It is a poor fit for products that need demand created from nothing — there, we would point you at Meta or TikTok first and bring Google in for brand capture. We will tell you which case you are in during the audit.
Frequently asked questions
Do you take over existing accounts or rebuild from scratch?
We take over existing accounts wherever possible — history is an asset for Smart Bidding. Rebuilds happen only when the structure is unsalvageable (for example, conversion actions that were never trustworthy). Either way, changes are sequenced so bid strategies are never destabilised by a big-bang restructure.
What budgets do you work with?
Our management model makes sense from roughly mid-five-figure monthly spend upwards, where structural and measurement work compounds. Below that, a consulting engagement — audit plus enablement of your in-house team — is usually better value, and we will say so.
How long until results?
Measurement fixes land in the first two to four weeks. Bid strategies then need a learning period against the corrected signal — typically two to six weeks depending on conversion volume. We set expectations against your data during onboarding rather than promising a universal timeline.
Do you use Performance Max, and can it be controlled?
Yes, and partially. PMax rewards good feeds, clean conversion values, and disciplined asset group structure; we add script-based channel reporting and brand exclusions to keep it honest. Where control matters more than reach — strict CPA lead gen, for instance — we keep spend weighted towards Search.
Who owns the account and the data?
You do — always. Accounts live under your billing and ownership; we work through manager-account access. If we part ways, everything we built stays with you, including tracking infrastructure and documentation.