04 · Google Ads Management
Pay for leads, not for clicks that go nowhere.
We set up and manage Google Ads campaigns that are measured on inquiries and sales, with the tracking in place before a single dollar is spent.
Google Ads can bring in customers the same day you switch it on. It can also spend a lot of money on searches that were never going to turn into business. The difference usually comes down to three things: whether conversions are tracked properly, how tightly the campaigns are structured, and whether someone is reviewing the search terms every week.
We start with tracking, because an account that can’t see which clicks became leads is guessing. We set up conversion tracking through Google Tag Manager and GA4 for form submissions, calls and purchases, check that it fires correctly, and connect it to Google Ads so the campaigns can learn from real results. If tracking already exists, we audit it first. It’s often broken or counting the wrong things.
Then we build the account around how your customers search. Search campaigns are grouped by service with tightly themed ad groups and ads that match the intent. Performance Max, Display and remarketing are added where they make sense for your goals, not because they’re the default. Negative keywords keep out irrelevant searches from the start.
Ongoing management is the unglamorous part that makes the money: reviewing search terms, adding negatives, testing ads, adjusting bids and budgets, and improving the landing pages ads send people to. Reporting focuses on leads, cost per lead and what they’re worth to you. Your ad spend is paid directly to Google on your own account; our management fee is separate.
What’s included
What management includes
- 01
Account setup and structure
New accounts built properly, or existing accounts restructured, with campaigns organized by service, location and intent.
- 02
Search campaigns
Keyword research, match types, tightly themed ad groups and responsive search ads written for what people are actually searching.
- 03
Performance Max
Google’s automated campaign type, set up with good assets, audience signals and sensible guardrails when it suits the account.
- 04
Display and remarketing
Visual ads across Google’s network and campaigns that reach people who visited your site but didn’t get in touch yet.
- 05
Conversion tracking with GA4 and GTM
Forms, calls and purchases tracked through Tag Manager and GA4, imported into Google Ads and tested end to end.
- 06
Search terms and negative keywords
Regular reviews of the real searches triggering your ads, cutting out the irrelevant ones that waste budget.
- 07
Landing pages
Landing page design and improvements so the click actually turns into an inquiry, built by the same studio that runs the ads.
- 08
Reporting on leads
Monthly reports on conversions, cost per lead and spend, with notes on what changed and why.
Spec sheet
The tracking setup behind every campaign
Before any money is spent, these pieces are in place and tested. Without them, an ad account is flying blind.
- Google Tag Manager
- A container on your site that manages all tracking tags in one place, so changes don’t need a developer every time.
- GA4
- Google Analytics 4 records what visitors do on your site and which channel brought them there.
- Conversion actions
- The things that count as a result: a form submitted, a call from an ad, a booking, a purchase. Defined clearly so nothing is double-counted.
- Call tracking
- Calls from ads and from your website counted as conversions, with a minimum call length so misdials don’t inflate the numbers.
- Enhanced conversions
- Securely matches conversions back to ad clicks more accurately, using hashed customer details from your forms.
- Consent mode
- Respects visitors’ cookie choices while still giving Google modelled data to optimize with.
- Test conversions
- Every action triggered and confirmed in Tag Manager preview and Google Ads before launch.
Why it matters
Paying for clicks that turn into customers
- Know what each lead costs
- Proper tracking means you can see exactly what you’re paying per inquiry, and decide with real numbers.
- Less wasted spend
- Tight structure and constant negative keyword work keep budget on searches that can actually become customers.
- Ads and landing pages from one team
- The person running your campaigns can also fix the page they send traffic to. No finger-pointing between agencies.
- Your account, your data
- Campaigns run in an account you own, with spend billed to your card by Google. If we part ways, everything stays with you.
How it works
Launching and running the account
Step 1: Audit or plan
For existing accounts, a full review of structure, tracking and spend. For new ones, research into keywords, competitors and budget.
Step 2: Tracking first
Conversion tracking set up or repaired in GA4 and Tag Manager and tested before campaigns launch.
Step 3: Build
Campaign structure, keywords, negatives, ads, extensions and audiences built and reviewed with you.
Step 4: Launch and learn
Close monitoring in the early weeks: search terms, budgets and early conversion data, with quick adjustments.
Step 5: Manage and report
Ongoing optimization of keywords, ads, bids and landing pages, with monthly reporting focused on leads.
FAQ
Google Ads: common questions
How much should I spend on Google Ads?
It depends on how competitive your searches are, how much a click costs in your industry and how many leads you need. We’ll look at estimated costs for your keywords and suggest a starting budget that’s enough to gather useful data. Ad spend is paid directly to Google and is separate from our management fee.
How is the management fee different from ad spend?
Ad spend is what Google charges for your clicks, billed straight to your card on your own account. The management fee pays for our time: strategy, setup, tracking, optimization and reporting. Starting fees are shown below. Keeping them separate means you always see exactly what Google is charging.
Should I use Performance Max?
Sometimes. Performance Max can work well, particularly for e-commerce and accounts with good conversion data, but it gives you less control over where ads appear and which searches you pay for. For many lead-generation businesses, well-built Search campaigns are the stronger foundation, with Performance Max added once tracking and data are solid.
Can you take over my existing account?
Yes. We start with an audit of the structure, settings, tracking and recent search terms, then share what we’d change. It’s common to find broken conversion tracking or budget going to irrelevant searches. We keep your account history rather than starting a new one.
How soon will I see results?
Ads can start bringing in traffic and inquiries soon after launch. It usually takes some time and data for campaigns to settle and for us to learn which keywords, ads and audiences perform best. We can’t promise a specific number of leads, but we report clearly on what’s happening from the first month.
Do you work with Google Ads and Meta Ads together?
Yes. Search captures people already looking for what you do; Facebook and Instagram ads reach people who aren’t searching yet. Running both through one studio means consistent messaging, shared tracking and a single view of where leads come from.
Let’s make your ad budget answer to leads.
Tell us what you’re working on. You’ll hear back from Andrew directly, usually with a few questions and a clear next step.
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