Google Ads
Google Ads, judged on revenue, not on Google's own reporting.
We run Search, Shopping, Performance Max, Demand Gen and App campaigns, plus Microsoft Ads when the numbers support it. And we'll tell you when paid search isn't worth it, because sometimes it isn't.
How we run Google Ads
Find out if you're losing to rank or to budget
Google tells you why your ads aren't showing: lost impression share to budget, or to rank. If it's rank, a bigger budget mostly buys more expensive clicks. We check that before recommending a dollar more, because the fix is usually better ads, better landing pages or new keyword themes, not more money.
Grow sideways before you grow up
When competitors outspend you on the big terms, you won't outbid them on their own turf. The cheaper growth is sideways: long-tail, use-case searches with thinner competition and clearer intent, chosen from what your data says actually converts and retains.
Don't let Performance Max grade its own homework
Performance Max finds volume you'd never find by hand, and it takes credit generously, branded searches included. We run it with brand exclusions and negative keywords, check it against a standalone Shopping or Search campaign, and judge it on blended numbers. For Ceremony Matcha, a new Shopping campaign returned 1,600% ROAS.
Be deliberate about branded search
Paying for your own name can be wasted money or the best campaign in the account. For PASCO, it meant paying for clicks it already won organically. For Ground News, the branded campaign's landing page converted far better than the homepage, so cutting it would have cost sales. We test it instead of assuming.
Bid on the events that pay
Smart bidding learns from whatever you feed it. We set primary conversions to the actions that matter, upload offline conversions from your CRM when sales close later, and treat target CPA as a ceiling, not a forecast.
Microsoft Ads when it pays
Bing reaches searchers Google doesn't, often at a lower cost per click. Google campaigns import in about a week, so once Google is healthy, we test it.
Proof
- Ground NewsSearch, Performance Max and App campaigns scaled together, with dedicated search landing pages
- Ceremony Matcha1,600% ROAS on a new Shopping campaign
- PASCO ScientificStopped paying for branded clicks, then ran Performance Max and Search for the online store at about 16x ROAS
- SmarterSelectSix months of CRM data showed paid search closing at 16% against 34% for direct traffic, so we recommended stopping
- MOOG AudioA music retailer's Shopping campaigns held at a 12.9x blended ROAS, and the incrementality test that should settle it
When Google is the right channel, and when it isn't
Right for
Google captures demand. It's the right channel when people already search for what you sell, and when paid search can beat your organic results on something: different keywords, a better landing page, or a market where you don't rank.
Wrong for
It's the wrong channel when nobody searches for your category yet, or when all your paid search does is catch people already typing your name. Then you're renting your own traffic, and a channel that creates demand, like Meta or TikTok, is the better place to start.
What it costs
$5,000 to $25,000 a month, plus a one-time $5,000 setup. One fee covers every channel we run.
One time. Every channel, tracking, funnel and creative, with a ranked action list.
No retainer. A senior second opinion for your team, buyer or agency.
Full details, a fee calculator and terms are on the pricing page.
Questions
Do you manage Performance Max?
Yes, with brand exclusions, negative keywords and a standalone campaign to check it against. We also use it as an exploration tool, to find search terms worth their own campaign.
Do you run Google App campaigns?
Yes. For Ground News, we ran App campaigns alongside Search and Performance Max, all working together.
Should I bid on my own brand name?
Sometimes. If you rank first organically and no competitor bids on your name, you may be paying for clicks you'd get free. If competitors bid on you, or your branded landing page converts much better than your homepage, it can be worth it. Test it.
Do you also run Microsoft Ads?
Yes. Once Google is healthy, importing to Microsoft Ads is a quick test, and one fee covers every channel we manage for you.
Further reading: Google Ads Audit Checklist: Find and Fix Wasted Spend · How to Choose a Google Ads Agency: Questions to Ask · How Long Do Paid Ads Take to Work?. Other channels: Meta Ads · TikTok Ads · Reddit Ads. Also: all paid media · app install ads · ad account audit. Comparing options? Agency vs. in-house vs. freelancer.
Want to see what this looks like for your account?
Book a free 30-minute consultation and we'll tell you what we'd change first. Want to know what it costs before we talk? Our pricing is public.
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