The problem
Most Google Ads accounts leak budget through loose structure: keywords spanning intents, queries never reviewed, and bidding optimised toward clicks instead of customers.
What we do
01 — Search structure
Tightly themed campaigns by intent and value, so bids and budgets follow commercial priority.
02 — Shopping and feed
Feed-led shopping campaigns with title, image and margin discipline for ecommerce catalogues.
03 — Query discipline
Regular search-term reviews that add converting queries and exclude the waste.
04 — Bidding and budgets
Smart bidding fed with clean conversion data, with guardrails so automation serves targets.
How it connects
Google Ads works hardest inside Performance Marketing: tracked properly, attributed honestly and landed on pages built to convert.
Results
An ecommerce rebuild around measured Google spend sustains a 6.0x ROAS. See selected work.
FAQs
What budget do we need?
Enough for each theme to exit learning with significance. We size testing budgets from your acquisition costs, never from guesswork.
Do we need a product feed?
For shopping campaigns, yes — and feed quality is usually the fastest win available.
How fast will we see change?
Structural cleanup improves efficiency within weeks; compounding gains build as search-term and bidding learnings accumulate.
Related services
Do we keep brand and non-brand separate?
Yes. Separation protects prospecting budgets from being absorbed by brand demand, and each structure gets its own targets. We review the split whenever search behaviour shifts.
How do you handle Performance Max?
As one prospecting pool with strict asset groups, audience signals and brand exclusions, measured incrementally. It never runs as an unsupervised black box on our watch.
What about Microsoft Ads as well?
We usually mirror proven Google structures into Microsoft Ads where B2B or older demographics justify it. Expect single-digit share of spend with efficient CPAs.
Who writes the ad copy?
We do, from your positioning and tested angles. You approve tone and claims, we handle variants, headlines and systematic testing.
How do you prevent click waste?
Negative keyword discipline, search term reviews, location and device scrutiny, and invalid-click monitoring. Waste removal is a standing weekly task, not a one-off audit.