Most underperforming accounts are not a bidding problem
When we take over Google Ads management for a struggling account, the cause is rarely the bid strategy. It is a conversion action counting page views. It is twelve years of search terms nobody has excluded. It is four campaigns competing for the same keyword. It is a landing page that loads in six seconds on mobile.
So we start with the plumbing. Every conversion action gets mapped, tested and documented. Every campaign gets a structure that makes budget allocation visible rather than accidental. Only then does bid and creative optimisation start meaning anything.
From there it is unglamorous, repeated work: search-term pruning, asset rotation, audience refinement, and landing page tests run one variable at a time.
Everything the account needs, in one scope
Ad management alone rarely moves the number. These pieces ship together because they only work together.
Account architecture
Campaign, ad group and keyword structure built so that budget, match type and intent line up — and so a report tells you something actionable rather than an average of averages.
Keyword & audience research
Commercial-intent keyword sets with negatives built in from day one, plus audience layers for remarketing, customer match and similar segments.
Ad copy & creative
Responsive search ads with pinned structure where it matters, extensions filled out properly, and static or video creative produced per placement.
Conversion tracking
Tag Manager containers, GA4 events, platform tags and offline conversion imports — each verified end to end before spend begins.
Landing pages
Pages built to match the ad message, load fast on mobile, and carry the disclosures the platform expects to see.
Bid & budget management
Smart bidding configured against real conversion values, with manual guardrails and scheduled budget shifts across the account.
Search-term hygiene
A weekly pass through the search terms report adding negatives and promoting what converts. Unfashionable and the highest-ROI hour in the week.
Competitor monitoring
Auction insights, ad copy tracking and impression share analysis so a competitor budget change does not quietly become your CPA problem.
Reporting
A live dashboard plus a monthly written summary that opens with cost per acquisition and what we changed to move it.
Platforms covered by this service
From access granted to steady state
Roughly a ninety-day arc. Longer sales cycles stretch phase three; nothing skips phase one.
Audit
We read the account, the search terms and the tracking. You get a written findings document before any money moves.
Rebuild
Structure, tracking, copy, creative and landing pages get built or repaired. Nothing launches on a broken signal.
Learn
Controlled spend through the algorithm learning phase, with weekly pruning and a single primary metric to judge against.
Scale
Budget, geography and platform expansion in measured steps once CPA holds steady across two full reporting cycles.
What a working account looks like
The goal is not a prettier dashboard. It is an account where you can answer, without hedging, what a customer costs you and which channel produced them.
- A CPA you trust because you know exactly what triggers the conversion event.
- Wasted spend visible and shrinking as the negative keyword list matures.
- Channel comparisons that hold up — the same conversion definition applied across every platform.
- A structure you could hand to anyone, documented rather than living in one person head.
- Room to scale, because you know which campaigns respond to more budget and which do not.
About this service
Which platforms should we start with?
Usually the one where your buyers already show intent — for most B2B and considered purchases that is Google Search, then Microsoft Ads as a cheap parallel. Social and community platforms come next once you know what a converting message sounds like. The audit will make a specific recommendation rather than a generic one.
Do you charge a percentage of ad spend?
No. Percentage-of-spend pricing rewards us for spending more of your money, which is a poor incentive. We quote a flat monthly fee based on scope, and it does not rise automatically when your budget does.
Can you take over an existing account without losing history?
Yes. We work inside your existing account precisely so that conversion history, audience lists and algorithm learning stay intact. Rebuilding from a blank account throws away data you paid for, and we only recommend it when a structure is genuinely unsalvageable.
What about account suspensions and policy issues?
We build accounts to pass review — proper disclosures, transparent landing pages, no direct-linking to partner URLs, one account per business. If you are already suspended, we can review against the cited policy and prepare an appeal. We do not help work around enforcement actions.
Send us the account
A Google Ads audit — or a PPC audit across whichever platforms you run — starts with read-only access to your ad account and analytics. Two working days later you will have a written picture of where the budget is going.