Six parts of one Google Ads account.

Capture the demand that already exists

Search is the least forgiving part of Google Ads: every irrelevant query you pay for is money leaving the building. With broad match and Smart Bidding doing more of the work, the discipline has shifted from bid management to controlling what you are matched against in the first place.

• Campaign architecture built around service lines and margin, not alphabetical keyword groups.
• Weekly search term review with documented negative additions, so you can see exactly what we cut and why.
• Responsive search ad testing with pinned messaging where it matters and asset-level reporting.
• Bidding governance — target changes made on evidence, in planned increments, never mid-learning.

Automation is a colleague, not an oracle

Performance Max works genuinely well when it is given clean conversion data, a sensible structure and a target that reflects the value of a real lead. Left to its own devices it will find the cheapest conversions available — which, for most lead-generation businesses, means people who already knew your name.

So the first thing we do is take brand searches away from it. The reported numbers usually get worse and the business results get better. We would rather show you an honest three than a flattering nine.

• Brand exclusions applied properly, so incrementality is visible rather than assumed.
• Asset groups per service line with distinct creative and audience signals, not one catch-all group.
• Placement and content exclusions maintained monthly, including mobile app inventory.

Your best leads are invisible by default

In lead generation, the enquiries worth the most usually arrive as phone calls, and they are the ones Google Ads never sees. The account optimises toward whatever it can measure, so it quietly favours the campaigns producing low-value form fills over the ones making the phone ring.

We fix that in two directions: calls tracked down to the keyword, and lead outcomes pushed back into Google Ads from your CRM so bidding learns from qualified opportunities and won business.

• Dynamic number insertion attributing calls to campaign, ad group and keyword.
• Call quality scoring so a two-minute wrong number is not counted as a lead.
• Offline conversion imports with values from your CRM, refreshed daily.
• Enhanced Conversions for leads configured consent-safely.

If we can't measure it, we won't claim it

Nine out of ten underperforming accounts we inherit are measured badly rather than managed badly. The same enquiry counted three times, a thank-you page firing on reload, consent handling silently dropping half the data. Smart Bidding then optimises confidently toward the wrong thing.

• Conversion audit — every action reviewed for duplication, primary/secondary status and counting rules.
• GA4 and server-side tagging implemented properly, with a documented data layer.
• Consent Mode v2 and UK GDPR-compliant data flows built in from the start.
• Reporting in Looker Studio, reconciled to your CRM rather than to the Google Ads interface.