Overview
Search advertising reaches people who are already looking for what you sell, which makes it the highest-intent channel available and usually the fastest to prove. It is also the easiest place to waste money quietly, because Google's defaults are designed to increase spend, and broad match with automated bidding on a poorly tracked account will find you traffic that never converts.
We manage PPC for profit, not for impression share. Sometimes that means recommending you spend less.
The account audit
Every engagement starts here, and it usually finds the same things: search terms nobody has reviewed in months, conversion actions counting the wrong events, competitor and brand spend that has never been justified, and campaigns still running on settings that were defaults from setup.
- Search term report reviewed in full, with wasted spend quantified.
- Conversion tracking verified end to end — a shocking number of accounts optimise to a conversion action that fires on the wrong page.
- Account structure, bidding strategy, geographic and device performance, and ad schedule reviewed against actual results.
- Quality Score components examined, because a low score is a tax on every click.
You get the findings in writing with the wasted spend put in rupees, whether or not you go on to work with us.
Campaign types, used for what they are good at
- Search for high-intent keywords, tightly themed ad groups, and ad copy that matches the query rather than a generic brand message.
- Shopping and Performance Max for e-commerce, where the product feed does most of the work. Feed quality — titles, attributes, images, GTINs — determines results more than bid strategy does.
- Remarketing across Search and Display, segmented by what the visitor actually did.
- Demand Gen and YouTube where there is a genuine case for demand creation, not by default.
On Performance Max specifically: it is a black box by design, so we build it with asset group discipline, brand exclusions, and account-level negatives, and we use the reporting that is available rather than accepting "it's working" as a conclusion.
Negative keywords and match discipline
This is the unglamorous work that separates a profitable account from an expensive one. Search terms are reviewed on a set cadence, negatives are added at the right level, shared negative lists keep campaigns from cannibalising each other, and match types are chosen deliberately rather than left on broad because it is easier.
Tracking and measurement
- GA4 and Google Ads conversion tracking configured and validated, with enhanced conversions where consent allows.
- Server-side tagging where browser tracking is losing meaningful data.
- Offline conversion import for lead-generation businesses, so bidding optimises to qualified leads and closed deals rather than raw form fills. This is usually the single biggest improvement available to a B2B account.
- Call tracking where the phone is a real channel.
Landing pages and Quality Score
Quality Score is Google's opinion of relevance, and it directly changes what you pay per click. Improving it means aligning keyword, ad copy and landing page, and making the page fast on mobile. We will point at the page when the page is the problem.
Reporting
A monthly report in plain language: what was spent, what it produced, what changed and what happens next. Cost per acquisition and return on ad spend against your targets, with the search terms and campaigns driving both. No vanity metrics, and no hiding a poor month behind impressions.
What you get
- A written audit with wasted spend quantified.
- Verified conversion tracking before any budget increase.
- Restructured campaigns with ongoing search term and negative keyword management.
- Monthly reporting against CPA and ROAS targets, in plain language.
- Full ownership of your own ad account and data.
Most underperforming Google Ads accounts do not need more budget. They need someone to read the search terms report.