Google Ads
Google Ads management built around the searches that buy
Google Ads management means choosing which searches you pay for, writing the ads that win them, setting bids that reflect what each customer is worth, and cutting the spend that brings nothing back. We manage Search, Performance Max, Display and YouTube campaigns for Bristol and UK businesses, starting from an audit of what your account is doing today.
In short
- Search, Performance Max, Display and YouTube
- Weekly search term reviews
- Bidding set to your real cost per result
Not sure where to start? We review your account, tracking and landing pages first, in writing.
Where most Google Ads accounts lose money
These are the most common reasons a Google Ads account loses money, and none of them is visible on the overview page.
Search terms nobody checks
Broad match and close variants let ads show for searches you would never choose. Without weekly reviews and a negative keyword list, a share of the budget goes to the wrong people.
Conversions that are not conversions
Page views, button clicks or duplicate form fills counted as leads. Automated bidding then optimises for the wrong thing, very efficiently.
One campaign doing five jobs
Brand searches, competitor terms and research queries sharing one budget and one target, so the cheap brand clicks hide the expensive ones.
Default settings left on
Display Network expansion on a search campaign, location set to people interested in a place rather than people in it, and auto-applied recommendations changing the account without anyone deciding.
The campaign types we use
Search campaigns are the core for most businesses: text ads shown to people typing a query. Performance Max uses one campaign to reach Search, Shopping, YouTube, Display, Gmail and Maps, driven by automation and your assets, and is the standard route for online shops; Google's own description of it is linked below. Display and YouTube are for reaching people before they search, and for remarketing to people who have already visited.
We use automation where it has enough data to work and keep control where it does not. A new account with ten conversions a month does not give Smart Bidding enough to learn from, so it starts on tighter, manual structures. As conversion volume grows, bidding moves to target CPA or target ROAS, with the targets set from your margins rather than Google's suggestions.
Quality Score, and why landing pages matter
Google scores each keyword from 1 to 10 on three components: expected click-through rate, ad relevance and landing page experience. A low score means paying more for the same position. The cheapest way to improve it is usually not the ad but the page behind it: a page that matches the search, loads quickly on a phone and makes the next step obvious. That is why our landing page work sits beside the campaigns rather than after them.
What the first month looks like
- Read-only access to the account, GA4 and your site, and a written audit of what we find.
- Tracking fixed: real conversions only, values where you have them, enhanced conversions where they help.
- Restructure where needed, with the old campaigns paused rather than deleted so the history is kept.
- Negative keyword lists built from the account's own search term data.
- From week three: weekly reviews, ad tests and the first monthly report.
Related
Where this connects
Google Shopping and Performance Max
Product feeds, Merchant Center and Shopping campaigns that report profit, not clicks.
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Landing pages and CRO
The page the ad lands on, rebuilt and tested until more visitors become leads.
PPC calculator
Budget, cost per click and conversion rate in; clicks, leads, revenue and CPA out.
Questions people ask us
Do you need access to my existing Google Ads account?
For the audit, read-only access is enough. For management we need standard access through a manager account link. You stay the owner and can remove us at any time.
Should I use Performance Max?
If you sell products online with a good Merchant Center feed, usually yes, alongside a search campaign for your best terms. For lead generation it depends on conversion volume and how well the conversions are defined; without clean tracking it tends to find cheap, low-quality leads.
Can you work with an account another agency set up?
Yes. We audit it first, keep what is working, and pause rather than delete anything we replace, so the account history is not lost.
How much should I spend on Google Ads?
Enough to get a readable number of clicks on your main terms each month. Keyword Planner's cost per click for your searches multiplied by the clicks you need gives a starting budget; our PPC calculator does the arithmetic.
Is Google Ads worth it for a small business?
Often, when people already search for what you sell and a customer is worth several times the cost of the clicks it takes to win one. It is less likely to work for products nobody searches for, or when the website cannot turn a visit into an enquiry.
Stop guessing. Start scaling.
Find out where your paid advertising is losing money and where the next profitable campaign is hiding. The audit is free and you keep it whatever you decide.