Google Ads management You pay for every click. You should know what each one bought.

Search ads management means building and running text ads that appear when people search for what you sell, and controlling which searches trigger them. It includes keyword structure, match types, negative keywords, ad copy, brand and non-brand separation, bidding and budgets.

What you get

• Account and campaign structure built around how buyers search, not around your internal product list
• Keyword research grouped by intent: problem, product type, comparison and brand
• Brand and non-brand campaigns kept separate, so cheap brand clicks do not hide the real cost of winning new customers
• Match type choices and a maintained negative keyword list, so ads stop showing for searches you do not want
• Responsive search ad copy written to the search and the offer, with extensions such as sitelinks and call options

Best for

Companies with demand that people already search · Accounts spending without clear results · Businesses with long sales cycles

Performance Max is a goal-based campaign type that Google says lets you reach its ad inventory across channels from one campaign. Shopping shows your products, with image and price, from a product feed.

What you get

• Product feed review in Merchant Center: titles, categories, images, prices and disapproved items
• Campaign structure that separates products by margin or role, so budget goes where it should
• Asset groups built around a theme or audience, with text, images, logos and video as available
• Audience signals that give the system a starting point about your best customers
• Brand exclusions and controls so the campaign does not just collect people who would have bought anyway

Best for

Ecommerce companies with a product catalogue · Lead generators trying Performance Max · Accounts where Performance Max results are unclear

Conversion tracking should count what your business actually values, such as qualified enquiries, bookings or sales, not just clicks or page views. A sound set-up links Google Ads to Google Analytics 4, records real enquiry events, imports offline outcomes from your CRM where possible, and respects visitor consent.

What you get

• A measurement plan: which actions count, which are secondary, and which are only for information
• Conversion actions set up in Google Ads and tagged correctly on forms, calls, bookings and purchases
• Google Analytics 4 linked to Google Ads, so you can compare platform numbers with your own analytics
• Offline conversion import, so outcomes recorded in your CRM, such as qualified or won, can feed back to Google Ads
• Consent mode and consent banner behaviour checked, so measurement stays within your privacy obligations

Best for

Companies judging spend on clicks or form fills · Businesses with a CRM · Companies with consent banners

A Google Ads audit reviews how an account spends money and where that spend is wasted. It covers search terms, match types, negative keywords, budgets, bidding strategy, ad relevance and Quality Score signals, location and device settings, and tracking.

What you get

• A search terms review, showing which queries spent money and which turned into enquiries
• Match type and negative keyword review, with the exclusions to add
• Budget and bidding strategy review against your goals and conversion volume
• Ad relevance, ad strength and landing page match checked
• Quality Score components reviewed as diagnostic signals, not as a goal

Best for

Companies inheriting an account · Accounts with rising costs · Teams choosing a provider