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Google Ads Management
Google Ads management that lowers your cost per sale
Search, Shopping and Performance Max managed to capture the people already looking to buy what you sell. Most accounts I open are burning 20% to 40% of budget on search terms nobody has reviewed in months. That is usually the fastest money on the table. Book a free review and I will show you yours.
What is included
The work that goes in every month
Unglamorous, repetitive, and the reason accounts either compound or plateau.
Search term discipline
Reports read line by line, not skimmed. Negative lists maintained as a working document rather than set once in month one and forgotten.
Margin-based bidding
Targets set against what a sale actually earns you after cost of goods, not a blended number that flatters your best product and hides your worst.
Shopping feed work
Titles, product types, GTINs and images fixed, because in Shopping the feed is the campaign. Bad titles cannot be bid around.
Performance Max, contained
Used where it earns its place, always alongside a proper Search campaign so I can see what it is genuinely adding rather than what it is claiming.
Brand protection
Your own name defended from resellers and competitors, and separated in reporting so branded traffic never gets counted as new demand.
Landing page honesty
If the page the click lands on does not answer the search, no bid strategy will fix it. I will tell you when the problem is the page, not the ad.
Choosing between them
Google captures demand. Meta creates it.
This is the single most useful distinction in paid advertising, and getting it wrong is why some businesses conclude that ads do not work for them.
Google — Capture
Demand that already exists
Someone is already looking for what you sell. Your job is to be there, be relevant and be worth the click. Payback is usually faster because you are not persuading anyone that they have a problem.
- Works from day one if search volume exists
- Ceiling is fixed by how many people are searching
- Best for urgent needs, replacements and known categories
- Loses money fastest when match types are loose
Start here if: people already search for your product or service by name.
Meta — Create
Demand that does not exist yet
Nobody was looking for you. The creative has to make them want it, which takes longer and costs more up front, but the ceiling is far higher because you are not limited to existing search volume.
- Slower to prove, larger long-term potential
- Creative quality decides almost everything
- Best for new categories, impulse products and strong offers
- Loses money fastest when creative goes stale
Start here if: your product is new, visual, or solves a problem people have not named yet.
Most businesses I work with end up running both. Search protects the money already on the table, Meta widens the top of the funnel. Running them together also means each channel stops being blamed for the other one's numbers. See how both channels run together by market and sector.
The honest part
Sometimes Google is the wrong answer
If nobody is searching for what you sell, Google Ads will not manufacture demand for you. You will end up bidding on broad category terms against businesses with more margin, paying for clicks from people who were idly curious, and concluding that paid ads do not work.
The tell is usually in the search volume. If the commercial terms in your category get a few hundred searches a month in your market, Search can be a lovely efficient little channel, but it is not going to be a growth engine on its own. That is a Meta problem, or a product problem, and I would rather say so.
Where Google usually pays best
- Urgent services people search for at the moment of need
- Established product categories with real search volume
- High-value B2B where one deal covers months of clicks
- Any business whose customers know exactly what to type
And where it usually does not: brand-new categories, impulse products, and anything that needs to be seen to be wanted.
Let us read your search terms together
Twenty minutes in your account is usually enough to find the queries quietly eating your budget every single week.
Book a free strategy call →FAQ
Google Ads questions worth answering
If people are already searching for what you sell, Google is usually the faster route to revenue because you are collecting demand that already exists. If nobody knows your product category, Meta has to create the demand first, which is slower but has a higher ceiling. Most accounts I run end up doing both, with Search protecting the money already on the table.
Sometimes, and never as the whole account. PMax works well when the feed is clean and there is enough conversion data behind it, and it works terribly when it is left to cannibalise your brand traffic and report the result as a win. If it goes in, it goes in alongside a proper Search campaign so I can see what it is really contributing.
Search term reports read properly, not skimmed. Negative lists maintained as a working document rather than set once and forgotten. Match types chosen deliberately. Bidding set against your actual product margin rather than a blended target. It is unglamorous work, and skipping it is why most accounts plateau.
You need enough that clicks turn into a usable number of conversions each month. Search is unforgiving with small budgets because you pay per click whether the intent was commercial or idle. On a tight budget the sane move is a narrow keyword set on your highest-margin product, expanding only once it pays.
Next
Where to go from here
Meta Ads management
The demand-creation side. Higher ceiling, slower to prove, and entirely dependent on creative.
Read more →Conversion tracking setup
Smart Bidding is only as good as the conversions you feed it. This is where that gets fixed.
Read more →Ad account audit
Find out what the account is really doing before committing to anything ongoing.
Read more →Ready to stop guessing what your ads are doing?
One call. Your numbers. A straight answer about what to fix first.