Google Ads
Every Google surface, managed as one account
Google Ads
Search, Shopping, Performance Max and YouTube, managed against contribution.
- Account architecture document
- Optimised product feed and feed rules
- Performance Max governance setup
- Experiment plan and results
- Monthly contribution reporting
What usually goes wrong
Performance Max makes it easy to spend and hard to see where the money went. Left alone it will happily absorb your brand traffic and report it as new demand. The work is to give it the right inputs, fence off what should not be automated, and hold it to a standard you can verify.
Who this is for — and who it is not
We would rather tell you now than three months into an engagement.
A good fit if
- Advertisers already spending meaningfully across more than one Google campaign type
- E-commerce businesses with a product feed worth optimising
- Teams frustrated by Performance Max reporting they cannot interrogate
Probably not right if
- Businesses that have not yet proved demand exists for the offer
- Accounts unwilling to separate brand from non-brand for measurement
What this work is meant to produce
Commercial outcomes, stated without a ranking guarantee — because nobody can honestly offer one.
Clear channel roles
Each campaign type doing a defined job instead of quietly cannibalising the others.
Feed quality that pays for itself
Titles, attributes and structure that shape which auctions you enter and at what price.
Interrogable Performance Max
Brand exclusions, asset-group discipline and scripts that surface the search terms it will not show you.
Incrementality you can defend
Holdout and geo tests where the budget justifies them, so growth claims survive scrutiny.
What is included
- 01
Full account architecture
Campaign types, budgets and the boundaries between them.
- 02
Product feed optimisation
Titles, attributes, custom labels and feed rules for Shopping and Performance Max.
- 03
Creative and asset production briefs
What each asset group needs and why.
- 04
Audience and first-party data strategy
Customer Match and consent-aware signals where lawful.
- 05
Incrementality testing
Geo and holdout experiments on the campaigns that matter most.
- 06
Script-based monitoring
Automated alerts for spend anomalies, disapprovals and feed breakage.
How we run it
Map the account to the funnel
Decide what each campaign type is for before touching a budget.
Fix the inputs
Feed, conversions and audiences, in that order.
Fence the automation
Brand exclusions and negative lists so automated campaigns cannot take easy credit.
Test properly
Experiments with a control, not before-and-after screenshots.
Scale what survives
Move budget towards what proved incremental.
Google Ads questions
Is Performance Max worth running?
Often yes, but only with brand traffic excluded, a clean feed and asset groups that are actually distinct. Without those it tends to report your existing demand back to you as growth.
How do you prove paid search is incremental?
Geo holdouts where the budget supports it, and campaign-level experiments where it does not. We would rather show you a smaller, verified number than a larger, unverifiable one.
Can you guarantee results?
No, and you should be wary of anyone who does. Auction platforms and search engines are third-party systems nobody controls. What we commit to is a documented plan, a baseline set before work starts, honest measurement, and a quarterly review where we look squarely at whether it is working.
Services that pair with this
- PPCSmarter campaign management that lowers costs and lifts revenue.
- Paid socialCreative-led social campaigns measured against pipeline, not impressions.
- Display & programmaticReach the right audience without paying for the wrong inventory.
- TikTok AdsNative, creator-led advertising that works with the platform rather than against it.
Talk to a google ads specialist
A thirty-minute call with the people who would do the work. No pitch deck.