I manage Google Ads accounts end to end, search, shopping and display, structured around actual buying intent so spend goes toward clicks that are likely to convert, not just clicks.
Campaigns structured around actual buying intent, not just broad keyword themes.
Ad groups and bidding built to protect budget for the clicks most likely to convert.
Search term and spend reviews built into the process, not left until month-end.
Most underperforming Google Ads accounts aren't a targeting problem, they're a structure and tracking problem.
The Common Problem
My Approach
Two accounts with identical budgets can produce very different results depending purely on how they're structured and tracked.
Budget concentrated on searches that indicate someone is actually ready to act.
Decisions based on tracking that reflects what's really happening, not inflated or broken numbers.
Ongoing negative keyword management that keeps irrelevant clicks from draining the budget.
Reporting that shows cost per lead or sale, not just clicks and impressions.
What's actually covered in a Google Ads management engagement.
Campaigns and ad groups organised around search intent, with proper match type and bidding strategy.
Verified tracking for the specific actions that matter to your business before spend is scaled.
Ongoing keyword refinement and negative keyword additions based on real search term reports.
Ad copy testing and asset/extension management to improve click-through and Quality Score.
What you get from a Google Ads management engagement.
| Deliverable Item | Technical Description | Format & Output |
|---|---|---|
|
Account Audit Report
|
Full review of structure, tracking, keywords and spend efficiency
|
Interactive Report |
|
Conversion Tracking Setup
|
Verified tracking connected to real business outcomes
|
Live Configuration |
|
Campaign Structure Rebuild
|
Reorganised campaigns and ad groups aligned to search intent
|
Live Deployment |
|
Weekly Optimisation Log
|
Record of bid, keyword and budget changes made each week
|
Live Report |
|
Monthly Performance Report
|
Plain-language summary of spend, conversions and cost per result
|
PDF / Live Report |
What typically changes once account structure and tracking are actually fixed.
The core areas checked in every account review.
Answer The Public
Chatbot
Google Ads
Google Analytics
Google Business
HubSpot
MapRank
Semrush
Site Search
WordPress
Ahrefs
Copyleaks
MS Clarity
Jasper
HotJar
Writesonic
Zapier
Screaming Frog
ChatGPT Prompt Engg
MailChimp
Canva
Clearscope
A consistent cycle of review and refinement, not a set-and-forget campaign.
Expertise across industry-standard SEO tools, crawl analyzers, and search performance platforms.
There's no hard minimum, but management fees need to make sense relative to your budget. This is discussed honestly upfront based on your goals and industry.
Either. An audit determines whether the existing structure is worth building on or better rebuilt from scratch, and that recommendation is given honestly rather than defaulting to a rebuild.
Yes, where they make sense for your business. Not every account needs every campaign type, and adding formats that don't fit just spreads budget thinner.
Around cost per lead or cost per sale, not clicks or impressions. The specific target metric is agreed on before the account launches or is handed over.
Either a flat monthly management fee or a percentage of ad spend, agreed based on account complexity and how many campaign types are in scope.
A rebuild or fresh account typically launches within 1 to 2 weeks of onboarding, once tracking is verified and campaign structure is finalised.
A monthly performance report in plain language covering spend, conversions and cost per result, plus a weekly optimisation log of the changes being made.
Often yes, since search ads capture people already looking for what you offer. The account is built with realistic expectations for a new advertiser rather than an aggressive scaling plan from day one.
Yes, including geo-targeting by region or city, language considerations, and campaign structures suited to local buying behaviour alongside any international targeting you need.
Policy issues are reviewed as part of the initial audit, and campaigns are rebuilt to comply with Google's advertising policies before spend is scaled again.
