Why Google Ads?
Google Ads is the most direct advertising instrument there is: you appear at exactly the moment someone is actively searching for what you offer. No wastage as with display advertising, no long lead time as with SEO.
The problem: most accounts are managed badly. Keywords that are far too broad, no negative keyword management, conversion tracking that isn't right, Performance Max burning through budget unchecked. Google isn't blameless in this — the platform earns from clicks, not from your conversions.
Good Google Ads work is mostly subtraction work: eliminating wastage, shutting out irrelevant search queries, steering budget towards what actually converts. And measuring all of it verifiably — with a tracking setup that delivers what it promises.
What you get.
Tracking that's correct
Without correct conversion tracking, Google Ads doesn't know what works — and optimises into the void. We set up GA4, Google Ads conversion tags and Tag Manager properly before the first campaign goes live.
Keyword research with judgement
Not the biggest volume, but the right intent. And just as important: negative keywords that keep wastage and wrong clicks out from the start.
Using Performance Max critically
PMax can make sense — or burn budget when it runs unchecked. We only use it where it fits, with clear asset groups and brand safety exclusions.
Improving Quality Score
A higher Quality Score means a lower CPC at the same position. We optimise ad copy, landing page relevance and load times — not just bids.
Reports you understand
No dashboard overload. You get a monthly report with the figures that count: conversions, CPA, ROAS, budget utilisation — and what we're changing next.
Your brand stays clean
Placement exclusions, keyword exclusions, content filters. Your ads appear where they fit — not next to content that could damage your reputation.
How it works.
Account audit
We look at what you have: campaign structure, keywords, bids, ad copy, tracking setup, quality scores. You get a written assessment with concrete problem areas.
Conversion tracking setup
GA4, Google Ads tag, Tag Manager — set up correctly, checked, tested live. Not a step further until the tracking runs cleanly.
Keyword research
Identify relevant search terms, sort them into match types, build negative lists. The goal is precision, not reach at any price.
Campaign build
Campaign structure, ad groups, ad copy, extensions, bidding strategy. Everything documented, everything justified — you can follow every step.
Quality Score optimisation
Ad relevance, landing page relevance, expected CTR. We optimise all three factors, because lower CPCs make more of your budget.
Weekly tuning and monthly report
Weekly review of search queries, negatives, bid adjustments. Monthly report with progress and plan. No set-and-forget.