Google Ads
Google Ads, with brand and generic kept honest
Blended Google numbers hide almost everything. We split the account by intent, so you can see what brand search is actually costing you and what net-new demand really returns.
Where it fits
Why this channel is won or lost
Google rewards accounts that give it clean inputs: correct conversion values, sensible campaign boundaries, and negatives that stop the auction bleeding into terms that will never convert. Performance Max makes that discipline more important, not less, because the boundaries you set are most of the control you have left.
We separate brand from generic, keep Shopping and PMax from cannibalising each other, and report on the campaigns that create demand distinctly from the ones that harvest it.
What we run
- Search. Intent-tiered campaigns, exact and phrase discipline, search term reviews every week.
- Shopping and PMax. Feed optimisation, asset group segmentation, brand exclusions and channel-level reporting.
- YouTube. Demand generation with view-through measured against a holdout, not credited by default.
- Bidding strategy. Value-based bidding once the conversion data supports it — and manual guardrails until it does.
- Landing pages. Message match, page speed and form friction reviewed against the ad copy that drives the click.
- Negative strategy. A managed negative library across the account so you stop paying for the same bad terms twice.
The work
How we run the account
- 01
Audit
Search terms, conversion actions, attribution settings and wasted spend, quantified across the last 12 months.
- 02
Restructure
Brand isolated, generic tiered by intent, PMax boundaries set so it cannot eat your Shopping performance.
- 03
Instrument
Conversion values corrected in GA4 and Google Ads, with offline import for lead-gen accounts.
- 04
Scale
Budgets follow the campaigns producing incremental revenue. Brand spend is capped and reported separately.
Deliverables
What you actually get
All of it stays yours, in your accounts, if the engagement ends.
Restructured account
Documented campaign map with intent tiers and clear budget rules.
Search term programme
Weekly review with additions to a shared negative library.
Feed health report
Product-level diagnostics for Shopping and PMax coverage.
Incrementality view
Brand versus non-brand reporting so growth is not double counted.
Questions
Google Ads, answered plainly
The three things prospective clients ask us most about this channel.
Usually yes, but with boundaries: brand excluded, a clean feed, and separate reporting. PMax works well when it is fed good data and fenced off from campaigns that would have converted anyway.
We measure it separately and cap it. If a competitor is bidding on your name, defending is rational — but it should never be counted as growth.
Yes. For lead gen we push offline conversion imports so Google optimises toward qualified leads and closed revenue rather than raw form fills.
Related
Channels that usually run alongside
Meta Ads
Facebook and Instagram buying built for consolidated learning and stable CPA at scale.
ExploreTikTok Ads
Native-first buying with a creative engine built for a platform that burns through assets.
ExploreTaboola & Native
Native discovery buying with aggressive publisher hygiene and landing pages that carry the weight.
ExploreTell us what the number needs to be
Send us the target and the constraints. We will tell you honestly whether we can hit it, and what it would take.