SYS-03 · Growth systems · Run
Google Ads management for search, Shopping and Performance Max
Google reaches people already looking for what you sell. That makes it the highest-intent channel available, and the easiest one to waste money on when the structure and the negatives are left alone.
The problem
High intent, spent on the wrong intent.
Google Ads fails quietly. The campaign runs, clicks arrive, the monthly invoice clears, and a third of the spend has gone to searches that were never going to buy — job seekers, students, people looking for free versions, competitors checking prices.
Broad match and automated campaign types have made this worse, not better. Performance Max in particular will spend efficiently against whatever conversion signal you give it, which is a problem when the conversion event was set up wrong and every form submission counts equally.
The second failure is the destination. Search intent is specific, and sending a person who searched for one thing to a homepage covering nine things loses most of what the click was worth.
What we do
Structure, signal, and the page behind the click.
Account and campaign structure
Search, Shopping, Performance Max and remarketing organised by intent and margin rather than by whatever was set up first.
Keyword and negative discipline
Search term reports reviewed on a schedule, with negatives added continuously. This is unglamorous and it is where most of the savings are.
Conversion tracking that means something
Distinct conversion actions with different values, so the system optimises toward revenue rather than toward form fills.
Shopping and product feed setup
Feed quality, titles, attributes and disapprovals — the parts of Shopping that decide whether products show at all.
Performance Max asset groups
Audience signals, asset variety and exclusions, plus the reporting workarounds PMax does not give you by default.
Landing pages per intent
A page that matches the search, built to load fast. We build these, so the campaign is not limited by what the site happens to have.
Bidding and budget management
Strategy chosen for the data volume available, not for whatever is newest. Manual where the volume is thin.
Reporting with attribution stated
Window, source and attribution model on every figure, and a plain account of what changed and why.
How we work
How the account gets brought under control.
Audit
Search terms, structure, conversion setup and wasted spend. The search term report usually tells the whole story in the first hour.
Restructure
Campaigns rebuilt around intent, conversion actions corrected, negatives applied, feed problems fixed before more budget goes through.
Test
New campaign types and landing pages introduced deliberately, one variable at a time, so results can be attributed to a cause.
Operate
Continuous search term review, bid and budget management, creative and page iteration, monthly reporting.
What it connects to
Search is one input among several.
The click is worth what happens after it. These are the systems that decide that.
SEO
Paid and organic reading the same query data, instead of two teams guessing separately.
Learn moreSYS-01Website development
Landing pages built for intent and speed, which is most of Quality Score.
Learn moreSYS-01Ecommerce development
Product feeds, stock accuracy and checkout — what Shopping campaigns actually depend on.
Learn moreEvidence
Sourced figures only.
Google Ads results are reported with the conversion action named, the window stated and the attribution model applied. We will not present a cost-per-acquisition figure without saying which conversion action it counted, because that single detail changes the number by multiples.
Result — [ insert verified result ]
Questions
Common questions.
Should we run Google Ads or Meta Ads first?
It depends on whether demand for your category already exists as a search. If people are actively searching for what you sell — legal services, plumbing, specific products — Google usually comes first because you are meeting intent rather than creating it.
If the purchase is discovery-led, like a holiday package or a clothing drop, Meta usually comes first. Most businesses eventually run both, with different jobs.
Is Performance Max worth running?
Often, but not as a first campaign and not without proper conversion values. PMax optimises hard toward the signal you give it, so if every conversion is worth the same in your account, it will find the cheapest ones rather than the best ones. Fix the signal, then run it.
Do you handle Google Merchant Center and the product feed?
Yes. Feed quality, product titles, attributes and disapproval fixes are part of Shopping work, not a separate project. A feed with poor titles limits how often products can show at all.
Can you take over an existing account?
Yes, and you keep it. We work under manager access on your account so history, conversion data and audiences remain yours.
How long before results improve?
Structural fixes — negatives, tracking, feed errors — usually show within two to four weeks. Bidding strategies need enough conversion volume to learn, so anything involving automated bidding needs longer. We will tell you which category your account is in after the audit.
What are your fees?
[CONTENT TO VERIFY — confirm fee structure and minimum term before publishing.]
Want to see where the spend is going?
The search term report answers that faster than any proposal. Give us access and we will read it.