Media & Performance
Google Ads
We rebuild your Google Ads account around buying intent and the outcomes you value, so automated bidding works from a signal you can trust.
The problem
You keep spending more on Google Ads, and nobody can say which searches turn into customers.
Smart Bidding chases whatever you tell it counts. If a form fill counts, so does the spam entry and the student asking for a price list. The dashboard improves while sales asks where the good leads went.
Brand traffic hides the rest. Performance Max and broad match capture people already searching for your name, flattering the average and obscuring whether you reach new demand.
Most apparent bidding problems are data and structure problems, and swapping strategies only restarts the learning period.
You may recognize this
- The same irrelevant queries keep appearing in your search terms report.
- You can't say how much Performance Max revenue comes from branded searches.
- Google Ads conversions don't reconcile with qualified leads in your CRM.
- Bid targets change so often that campaigns rarely settle.
How we work
Audit the conversion layer
We review conversion actions, enhanced conversions and consent mode, then plan how CRM stages reach the account when sales close offline.
Map queries by intent
Search terms get sorted into brand, category, competitor and junk. That map sets match types, negative lists and campaign boundaries.
Give Performance Max guardrails
Asset groups follow product families, with search themes, audience signals and brand exclusions. Channel reporting shows overlap with Search.
Bid on value, test the big moves
Target CPA or target ROAS comes in once volume supports it, with value rules reflecting margin. Big changes run as experiments or geo tests.
What we deliver
- Account and conversion tracking audit
- Intent-based query map and negative keyword lists
- Campaign and asset group architecture
- Responsive search ad copy and asset sets
- Offline conversion import specification
How we measure
- Cost per sales-accepted lead: catches falling quality behind rising conversions.
- Non-brand conversion share: shows whether the account reaches new demand.
- Impression share lost to budget and rank: tells you what caps scale.
- Conversion value after margin: a strong ROAS can still lose money.
An industrial equipment supplier
Illustrative scenario: A supplier selling to factories runs mostly on Performance Max. Search terms show money leaking into spare parts queries and job seekers. The team splits brand from non-brand, builds negative lists, and moves high-intent searches into a dedicated Search campaign.
Common questions
Should we use Performance Max or Search campaigns?
Usually both, with different jobs. High-intent queries you want to control stay in Search, and Performance Max fits where feed quality and conversion volume support it.
How much budget do we need?
Enough for the bid strategy to collect conversions at your target cost. We estimate that from account history and Keyword Planner, and narrow the scope if it runs too high.
Do we need a brand campaign if we already rank first?
That depends on who bids on your name and how the results page looks. The cleanest answer comes from pausing brand ads in selected regions and comparing total sales.
Before we work together, let's think together.
Requests are answered by the founder.