Digital Marketing
Google Ads Management
Google Search captures buyers at the exact moment they are looking for a solution, making it one of the most direct paid channels available. This service covers building and running Google Ads accounts that convert that intent efficiently.
Google Ads management covers building, running, and optimizing advertising campaigns specifically on Google's platform - primarily Search campaigns, which show text ads for specific search queries, and Performance Max, Google's automated cross-inventory campaign type that can serve ads across Search, Display, YouTube, and Gmail from a single campaign. This is a narrower, platform-specific service compared to cross-channel PPC management, which coordinates paid media across Google alongside Meta, LinkedIn, and other platforms.
Effective Google Ads management depends on tight alignment between search intent, ad copy, and landing page content, since a mismatch between what someone searched for and what they land on wastes budget regardless of how well the campaign is technically built. Account structure, keyword and negative-keyword management, and conversion tracking accuracy are the foundational disciplines that determine whether spend converts efficiently.
Buyer fit
Is this the right service for you?
This service fits businesses whose buyers actively search Google for the type of solution being offered.
Good fit when
- Businesses with clear, searchable buyer intent - services or products people actively look for by name or need.
- Companies that want a Google-specific specialist rather than broader cross-channel management.
- Existing Google Ads accounts that are underperforming, poorly structured, or lack proper conversion tracking.
- Businesses wanting to test Performance Max alongside traditional Search campaigns for broader reach.
Less suitable when
- Businesses whose buyers primarily discover them through social platforms rather than direct search - see PPC management for a broader cross-channel approach.
- Very low-margin products where paid search cost per click may not be sustainable without careful testing.
- Businesses with no functioning landing page to send traffic to yet.
Scope
What's included
Google Ads engagements typically include account structure, campaign management, and ongoing optimization.
Account structure and setup
Campaigns and ad groups organized around clear intent themes rather than one broad, unfocused campaign.
Search campaign management
Keyword research, ad copywriting, and bid management for Google Search campaigns.
Performance Max campaigns
Setup and asset management for Google's automated cross-inventory campaign type where appropriate.
Remarketing
Campaigns targeting people who previously visited your site or engaged with your content.
Conversion tracking
Accurate tracking of the specific actions that count as a conversion for your business.
Negative keyword and budget management
Ongoing refinement to reduce wasted spend and reallocate budget toward what converts.
Not included in this service
- • Ad spend itself, paid directly to Google by the client and kept separate from management fees.
- • Landing page design and build, coordinated with but delivered under website or UI/UX services unless bundled.
- • Guaranteed cost-per-click or cost-per-conversion figures, which vary with market competition and auction dynamics.
Process
How the work happens
Google Ads accounts are managed on a continuous optimization cycle once initial setup is complete.
- 1
Account audit or setup
Review an existing account or build a new one with proper structure and tracking from the start.
- 2
Keyword and campaign planning
Research search intent and build campaigns around clear, distinct themes.
- 3
Launch
Go live with tracking verified and an initial testing plan in place.
- 4
Optimization
Regularly review search terms, bids, and budget allocation to improve efficiency.
- 5
Reporting
Report on cost per conversion and overall account performance on an agreed cadence.
Decision support
Google Ads or cross-channel PPC?
This is mainly a question of where your buyers spend attention.
| Situation | Recommended path | Why |
|---|---|---|
| Buyers actively search Google for your solution | Google Ads (this page) | Efficient at capturing active intent |
| Buyers also need to be reached on social platforms | Cross-channel PPC | Coordinates Google with Meta, LinkedIn, etc. |
Measurement
How results are checked
Google Ads performance is judged against defined conversion goals, not clicks or impressions alone.
- Cost per conversion is tracked by campaign and reviewed against your target economics.
- Conversion tracking accuracy is verified before scaling spend on any campaign.
- Search term reports are reviewed regularly to refine targeting and reduce wasted spend.
- Performance Max asset performance is reviewed since Google provides more limited visibility than Search campaigns.
Engagement factors
What affects scope and pricing
Scope and management fees depend mainly on account complexity and spend level.
- Monthly ad spend, which affects the volume of data and optimization work required.
- Number of distinct campaigns and product or service lines being advertised.
- Whether the account exists already or needs to be built from scratch.
- Whether landing pages need optimization alongside campaign management.
FAQ
Common questions about google ads
What is Performance Max and should we use it?
It is Google's automated campaign type that serves ads across multiple Google properties from one campaign; it can extend reach efficiently but works best alongside, not as a full replacement for, well-structured Search campaigns.
How much should we spend on Google Ads?
Budget depends on your market's competitiveness, average order or deal value, and how quickly you want to see meaningful results; a realistic starting budget is discussed during account planning.
Do you manage our budget or just campaign strategy?
Ad spend is paid directly to Google by the client; we manage how that budget is allocated and optimized within the account.
How do you make sure clicks turn into real leads or sales?
This depends on accurate conversion tracking and close alignment between ad intent and landing page content, both of which are addressed directly as part of account management.
Can you fix an underperforming existing account?
Yes, an account audit is the standard first step, identifying structural or tracking issues before deciding on a new strategy.
Ready to talk about google ads?
Share a bit about your situation and goals — we'll follow up to confirm scope and next steps.