Google Ads
Google Search and Performance Max campaigns built against your own conversion data, quoted per account because scope varies by category and existing account history.
Scope is agreed per engagement once we understand what you need.
How it works
1. Account audit
Existing account history, if any, reviewed for wasted spend and structural issues.
2. Keyword and search term mapping
Search terms mapped to buyer intent, separating branded, category and competitor traffic.
3. Campaign structure
Search and Performance Max campaigns structured around mapped intent, not one catch-all campaign.
4. Launch
Campaigns go live with conversion tracking wired to your CRM or sheet.
5. Optimization
Bids and budget reallocated toward the search terms and campaigns converting at the lowest cost.
What's included
- Account audit for existing accounts
- Search term and intent mapping
- Search and Performance Max campaign structure
- Conversion tracking wired to your CRM or sheet
- Ongoing bid and budget optimisation
Questions
How much should we budget for Google Ads?
It depends on your category's cost per click and how much of your traffic is already coming from branded search, so this is quoted per account rather than sold as a flat package. Before recommending a budget, we run an account audit for anything with history, or a search-term mapping exercise for a fresh account, to separate branded, category and competitor intent, since those three carry very different costs and conversion rates. A category with strong existing organic visibility and an SEO retainer running alongside it often needs a smaller paid budget than a category starting from zero, because search and paid can share the load. We set a budget against your own conversion data once it exists, and against category benchmarks before that, rather than quoting a number before we understand your search landscape.
What's included in a Google Ads engagement?
It starts with an account audit if you already run ads, or search-term mapping against buyer intent if you do not, so campaigns are structured around branded, category and competitor searches rather than one catch-all campaign competing with itself. We build Search and Performance Max campaigns depending on which format suits your funnel, wire conversion tracking back to your CRM or sheet so every lead is attributable, then optimise bids and budget toward whichever campaign and search term is converting at the lowest cost. It is billed as a custom quote because account history, category competitiveness and existing tracking infrastructure all change the actual scope of work, and a fresh account with no conversion data needs a different starting approach than an account with a year of history to learn from.
Search or Performance Max, which is right for us?
It depends on how much conversion data your account already has and how well-defined your buyer intent is. Search campaigns give more direct control over which queries trigger your ads, which suits a business with clear, well-understood search terms and a smaller number of high-value conversions to track. Performance Max leans on Google's own automation across more inventory, which tends to work better once an account has enough conversion history for the algorithm to optimise against, and less well for a brand-new account with nothing to learn from yet. In practice we often recommend starting with Search to build clean conversion data, then layering in Performance Max once that data exists. We make that call during account audit and search-term mapping, against your actual account state, not as a default recommendation applied to every client.