Most Google Ads accounts get set up once and left to drift. We rebuild the structure, fix the tracking and manage it properly, so the budget goes where it actually converts.
Whether you're the only person watching the ad spend, or a founder who's been quietly propping up a campaign nobody's had time to manage properly, the question's the same. Where's the budget actually going, and what's it bringing back?
We manage the account day to day: campaign structure, conversion tracking, bid strategy, the lot. Then we report back in plain English in a monthly report, not a dashboard link you're left to decode on your own. As a digital marketing agency rather than an ads-only shop, we can fold Meta ads and the rest of your paid media into the same conversation, with cross-channel attribution that shows the whole picture, not just what Google Ads claims credit for. That's what PPC marketing should feel like: one view, not five separate exports.
Our approach to successful projects
Before we touch a single bid, we want to understand what you're actually trying to achieve: the leads worth having, the sales that matter, the season your business lives and dies by. We look at what's been spent already, what conversion actions have (or haven't) been tracked, and what your customers actually do once they click. For a Google account that's been running unmanaged for a while, this is often the first time anyone's asked what the spend was for in the first place, rather than just what it cost. Getting the campaign goals pinned down properly at this stage means nothing downstream gets built on a guess.
We go through the existing account structure line by line: campaigns, ad groups, keywords, negative keywords, Quality Score, and where the budget's quietly leaking. Most accounts we inherit have wasted spend hiding in plain sight, broad match terms nobody's reviewed in months, conversion tracking that's misfiring or missing entirely, display placements nobody chose deliberately. We also look at who else is bidding in your market, so the strategy we build next is grounded in what's actually happening, not guesswork. That includes running search query audits, what Google itself calls the Search Terms Report, to catch queries that shouldn't be triggering your ads in the first place, and checking where click-through rates suggest the ad copy isn't matching what people actually typed. Google's ad auction rewards relevance as much as raw bid amount, so fixing this usually lowers cost as much as it improves performance.
This is where we rebuild what needs rebuilding: campaign structure, ad copy, audience targeting, and conversion tracking that actually fires correctly across every path to a sale or enquiry. If display Ads make sense for your budget and audience, we build those out too, rather than assuming Google Search is the only channel worth running. Nothing goes live until we can prove, in the account itself, that a conversion will be counted properly when it happens. Whether that means Responsive Search Ads or Dynamic Search Ads depends on how structured your product or service list already is, and the ad copywriting behind either gets the same scrutiny, not treated as a formality once the settings are sorted. Targeting by geographic location matters here too, where that's relevant to your business, rather than running national campaigns for a service you only offer in one city.
You'll get reporting that means something, not a screenshot of metrics with no context. We walk you through what's actually happening in the account and why, in language you'd use yourself, so you can hold your own in a board meeting or a budget conversation without needing us to translate it first. If a campaign's underperforming, you'll hear that plainly, along with what we're doing about it. That reporting gets checked against Google Analytics 4 as well as the ads account itself, sometimes through a live Looker Studio dashboard or whatever attribution platform you already trust, so the marketing metrics you take into a board meeting have proper revenue attribution behind them, not just a raw click count.
Google Ads accounts need ongoing attention, not a one-off setup and a hope for the best. We keep testing, adjusting bids and budgets, and refining targeting as your account gathers real data. You'll always know what changed and why. If something isn't working, we'll say so and change course, rather than letting a campaign run on autopilot because nobody's watching it closely enough. That includes choosing the right automated bidding strategy for the goal in front of us: Target CPA if a cost ceiling matters most, Target ROAS if margin's the priority, Maximize Conversions if volume's what you need, using Smart Bidding rather than defaulting to one setting for every account. As Google's AI-driven automation takes on more of these day-to-day decisions, our job shifts to keeping it pointed at the right target, with budget pacing rules in place so a month's spend doesn't disappear in the first ten days.
Before we spend a penny of your budget, we go through the account you've already got (or build one from scratch if you're starting fresh). That means checking campaign structure, keyword match types, negative keywords, ad extensions and Quality Score, and flagging anything that's quietly wasting spend. If you've inherited an account from a previous agency or an in-house effort that's drifted, this is where we work out what's worth keeping and what needs rebuilding.
You'll get a plain-English readout of what we found, not a list of jargon, before anything changes. That includes reviewing negative keyword lists so they're kept current rather than set once and forgotten, checking naming conventions make sense to anyone who opens the account later, and running everything through our own Google Manager Account so nothing gets lost if a login changes hands. We also look at how the auction process is treating your ads, since Google weighs relevance alongside bid amount, not bid amount alone.
Campaigns get built around your actual goals, not a generic template. That means the right split between Search, Display and Shopping where it applies, sensible budget allocation across campaigns, and an account structure that makes sense to anyone who looks at it later, including you. We build for the customer journey you actually have, not the one a template assumes you have.
For retailers, that often means Shopping Ads pulling real weight alongside Search Ads, backed by a properly maintained Google Merchant Center feed rather than treated as a settings tick-box. Whatever the mix of Search campaigns, Display Ads or other ad campaigns, keyword research starts with Google Keyword Planner and gets refined against your own account's history, not guesswork.
Different bid strategies suit different campaigns, so it's ongoing campaign management from there, not a one-off project we hand over and walk away from.
This is the part most accounts get wrong, and it's the part that matters most. We set up conversion tracking properly across every route to a sale or enquiry: form fills, calls, bookings, purchases, whatever counts as a result for your business.
Without this working correctly, every other decision in the account is a guess dressed up as data. We test it thoroughly before we trust a single number it produces. That includes Enhanced Conversions, so ad conversions stay accurately tracked even as browsers restrict third-party cookies, and checking the numbers line up with Google Analytics on your website's side, not just inside the ads account.
Once tracking's solid, watching conversion rate move over time tells you far more than raw traffic ever will.
Where it fits your goals and budget, we run display campaigns alongside search: building brand awareness, retargeting people who've already shown interest, and reaching audiences who aren't actively searching yet but match your ideal customer profile. We treat display as a deliberate part of the plan, not a default box ticked because Google suggests it.
That can mean building remarketing lists and running dedicated remarketing campaigns for people who've already shown interest, or Customer Match campaigns built from your own customer data where it makes sense. Campaigns run across the Google Display Network specifically, not just wherever Google happens to place them by default.
You'll get regular reporting that tells you what happened and why, tied to the outcomes you actually care about rather than vanity metrics like impressions or clicks alone. We keep testing ad copy, adjusting bids, and refining targeting as the account gathers more data, and we'll tell you plainly when something's not working rather than letting it run quietly in the background.
That includes A/B testing ad copy and headlines (sometimes just called ad testing), and tracking click-through rate alongside cost per click, since a cheap click that never converts isn't actually cheap. We keep an eye on Quality Scores too, since they influence both. You'll get proper ROI analysis against real performance metrics, with reporting options ranging from a live dashboard to a straightforward monthly report, whichever suits how hands-on you want to be.
Before we spend a penny of your budget, we go through the account you've already got (or build one from scratch if you're starting fresh). That means checking campaign structure, keyword match types, negative keywords, ad extensions and Quality Score, and flagging anything that's quietly wasting spend. If you've inherited an account from a previous agency or an in-house effort that's drifted, this is where we work out what's worth keeping and what needs rebuilding.
You'll get a plain-English readout of what we found, not a list of jargon, before anything changes. That includes reviewing negative keyword lists so they're kept current rather than set once and forgotten, checking naming conventions make sense to anyone who opens the account later, and running everything through our own Google Manager Account so nothing gets lost if a login changes hands. We also look at how the auction process is treating your ads, since Google weighs relevance alongside bid amount, not bid amount alone.
Campaigns get built around your actual goals, not a generic template. That means the right split between Search, Display and Shopping where it applies, sensible budget allocation across campaigns, and an account structure that makes sense to anyone who looks at it later, including you. We build for the customer journey you actually have, not the one a template assumes you have.
For retailers, that often means Shopping Ads pulling real weight alongside Search Ads, backed by a properly maintained Google Merchant Center feed rather than treated as a settings tick-box. Whatever the mix of Search campaigns, Display Ads or other ad campaigns, keyword research starts with Google Keyword Planner and gets refined against your own account's history, not guesswork.
Different bid strategies suit different campaigns, so it's ongoing campaign management from there, not a one-off project we hand over and walk away from.
This is the part most accounts get wrong, and it's the part that matters most. We set up conversion tracking properly across every route to a sale or enquiry: form fills, calls, bookings, purchases, whatever counts as a result for your business.
Without this working correctly, every other decision in the account is a guess dressed up as data. We test it thoroughly before we trust a single number it produces. That includes Enhanced Conversions, so ad conversions stay accurately tracked even as browsers restrict third-party cookies, and checking the numbers line up with Google Analytics on your website's side, not just inside the ads account.
Once tracking's solid, watching conversion rate move over time tells you far more than raw traffic ever will.
Where it fits your goals and budget, we run display campaigns alongside search: building brand awareness, retargeting people who've already shown interest, and reaching audiences who aren't actively searching yet but match your ideal customer profile. We treat display as a deliberate part of the plan, not a default box ticked because Google suggests it.
That can mean building remarketing lists and running dedicated remarketing campaigns for people who've already shown interest, or Customer Match campaigns built from your own customer data where it makes sense. Campaigns run across the Google Display Network specifically, not just wherever Google happens to place them by default.
You'll get regular reporting that tells you what happened and why, tied to the outcomes you actually care about rather than vanity metrics like impressions or clicks alone. We keep testing ad copy, adjusting bids, and refining targeting as the account gathers more data, and we'll tell you plainly when something's not working rather than letting it run quietly in the background.
That includes A/B testing ad copy and headlines (sometimes just called ad testing), and tracking click-through rate alongside cost per click, since a cheap click that never converts isn't actually cheap. We keep an eye on Quality Scores too, since they influence both. You'll get proper ROI analysis against real performance metrics, with reporting options ranging from a live dashboard to a straightforward monthly report, whichever suits how hands-on you want to be.
Steph Swift, Marketing Manager at Gecko
When a long-running account arrives with months of unreviewed spend and no reliable conversion data, the first job isn't a new campaign, it's making the existing one honest. Rebuilding tracking, cutting wasted keyword spend and restructuring campaigns around what actually converts typically surfaces savings and better results within the first full reporting cycle, before any extra budget gets added.
Metric: 85% reduction in cost per conversion within 90 days
It covers the account end to end: strategy, campaign structure, keyword research, ad copy, conversion tracking, bid management, and ongoing reporting. As your Google Ads account manager, we handle the day-to-day running of the account, not just the initial setup, so nothing drifts once the campaigns go live. Still think of it as Google AdWords? That's fine, most people still do, we'll pick it up wherever it's at.
Plenty of agencies will log in, tweak a few bids and send a monthly report full of numbers with no context. We do the running of the account, but we also explain what's happening and why, in plain English, so you're never dependent on us to understand your own results. Strategy without proper campaign execution behind it is just a nice deck, so we treat both as equally important, not one following as an afterthought of the other.
We work with a range of budgets. What matters more than the size of the spend is whether the account is set up to make good use of it: proper tracking, sensible targeting and a structure that doesn't waste money on the wrong searches. Smaller accounts often see conversion rates improve fastest, simply because there's more obvious waste to cut first.
It's the system that tells you which clicks actually turned into a sale, a booking or an enquiry. Without it working correctly, every decision about where to spend is a guess. We treat getting this right as the foundation of the whole account, not an afterthought.
Yes. Running ads well and improving what happens after the click are closely linked. We'll flag issues on your landing pages or forms that are quietly costing you conversions, and work with you on fixing them, not just the ad spend that drives traffic to them.
Both. As a display ad agency alongside our search work, we build display campaigns where they genuinely support your goals, whether that's retargeting people who've already visited your site or building awareness with a wider audience. We won't push display if search is where your budget's better spent.
You'll get regular reporting tied to real outcomes, leads, sales, bookings, whatever counts as a result for your business, not just clicks and impressions. We show you what's working, what isn't, and what we're changing next, in a monthly report rather than a spreadsheet you're left to interpret alone.
That's more common than you'd think. Usually it comes down to being sold a service without proper transparency, jargon instead of plain answers, or an account left to run itself once the contract's signed. We manage the account as if we sit inside your team, not as an outside supplier reporting upward.
Get in touch and we'll start with an honest look at your existing account, or your goals if you're starting from scratch. From there we'll talk through what proper Google Ads management would look like for your budget and business.
