Google Ads Management

Most of the money lost in Google Ads goes not to weak ad copy but to bad measurement and a messy account structure. When I take over an account the first thing I look at is not cost per click but whether conversions are being counted correctly — because every optimisation made on wrong data pushes the account further in the wrong direction.

Who it is for

Brands that have an account but cannot see clearly what they are paying for. The typical picture: conversion counts in the report look fine, but nothing matching shows up in sales. Or spend rises and revenue does not. Both are problems of measurement and structure, not of the account being "unlucky".

I also work with businesses starting from zero; there the job begins with setup, and the first goal is not a sales spike but producing trustworthy data in the first thirty days.

What I do

Measurement first. Google Tag Manager, GA4 events, conversion actions, Enhanced Conversions, and for e-commerce the Merchant Center feed with currency and tax settings. Double-counted or missing conversions get cleaned up and the primary conversion becomes unambiguous.

Account structure. Brand versus non-brand separation, overlap between campaign types (especially Search cannibalised by Performance Max), ad group theme integrity, geographic and language targeting, network settings. The result is a map of where the budget actually goes.

Search-term hygiene. Terms that spend without converting are listed with their cost, a negative-list hierarchy is built, and genuine opportunities found in the search-terms report are promoted into campaigns. In most accounts this is where recoverable budget first appears.

Bidding strategy. I check whether the account's weekly conversion volume can actually carry a target CPA or ROAS. If it cannot, volume gets built before smart bidding is set. Impression share losses are separated into budget-driven and rank-driven.

Creative and extensions. RSA headline diversity, removing excessive pinning, sitelink/callout/structured snippet/image extensions, PMax asset groups and video coverage — checked against the landing page the message leads to.

Reporting. Not screenshots, but a report you can decide from: what we stopped, what we scaled, what we are testing, what comes next.

What I do not do

I do not auto-apply everything in Google's "apply recommendations" panel — some of it serves the account, some of it does not. I turn auto-apply off and evaluate recommendations one by one. I do not promise guaranteed rankings or guaranteed revenue; in performance marketing anyone promising that is either not measuring or not being straight with you.

What determines scope

There is no fixed price list, because no two accounts are alike. Scope is set by the number of accounts and markets, the size of the product or service catalogue, the current state of measurement (building from scratch versus repairing what exists), the range of campaign types, and reporting cadence. A multi-market e-commerce account and a single-city service business are not the same job.

Twenty minutes of conversation usually settles this; I then share the scope in writing.