Marketing
Google Ads Management
Google Ads campaigns engineered for ROI, not just clicks.
We audited a Google Ads account spending $9,000/month for a professional services firm. The search terms report told the whole story: 34% of clicks came from queries containing 'jobs,' 'careers,' 'salary,' and 'how to become a' -- people looking for employment, not services. Another 12% came from queries in cities where the firm had no presence. The broad match keywords the previous agency set up were bleeding $4,140/month into clicks that would never, under any circumstances, become a client. This is not unusual. It is the norm. Google's default settings are designed to maximize Google's revenue, not yours. Broad match keywords cast the widest net. Smart Bidding optimizes for whatever Google defines as a conversion (which might be a page view, not a form fill, if nobody configured it properly). Performance Max campaigns blend search, display, YouTube, and Gmail into a black box where you cannot see which placements actually drive results. These defaults are not inherently bad, but they require aggressive management, constant negative keyword maintenance, and conversion tracking that goes beyond form submissions to actual revenue. We build Google Ads accounts that fight Google's revenue-maximizing defaults on your behalf. Every keyword starts as exact or phrase match until data proves broad match can be profitable. Every search query is reviewed weekly and irrelevant terms are added to negative keyword lists. Conversion tracking is configured with proper value assignment -- a lead is not a conversion; a qualified opportunity is, and a closed deal is worth more. We import CRM data back into Google Ads via offline conversion tracking so the algorithm learns what a good lead looks like, not just what a form fill looks like. The result: campaigns that spend your budget on the searches most likely to produce revenue, with transparent reporting that shows cost per lead, cost per opportunity, and cost per closed deal -- not impressions and click-through rates. If you are spending more than $3,000/month on Google Ads without offline conversion tracking and CRM integration, you are almost certainly wasting 20-40% of your budget. The question is not whether the waste exists. It is how much, and how fast we can redirect it to keywords that actually close.
How this capability is applied
Full Attribution Tracking
We configure Google Ads enhanced conversions, GA4 event tracking, and offline conversion imports from your CRM (HubSpot, Salesforce, or Pipedrive) so you can see exactly which keywords and ads produce qualified leads and closed deals -- not just form fills. This data feeds back into Google's bidding algorithm, teaching it to optimize for revenue quality instead of conversion volume.
Intent-Based Targeting
We categorize keywords by purchase intent: informational ('what is' queries), comparison ('vs' and 'best' queries), and transactional ('hire,' 'cost,' 'near me'). Budget is weighted heavily toward transactional keywords where users are ready to act. Informational keywords only run if the funnel and retargeting are set up to capture and nurture those earlier-stage visitors.
Continuous Optimization
Weekly search query mining to expand negative keyword lists. Bid adjustments by device, time of day, geography, and audience segment based on conversion data. Ad copy testing with 3-4 variants per ad group. Monthly campaign restructuring to consolidate spend into top performers and sunset underperforming segments. This is not set-and-forget management -- it is active, hands-on optimization every week.
Transparent Reporting
Real-time Looker Studio dashboard showing spend, impressions, clicks, conversions, cost per lead, cost per qualified lead, and cost per closed deal -- broken down by campaign, ad group, and keyword. No vanity metrics. No hiding behind impressions. You see exactly what your money bought and we proactively flag when performance deviates from targets.
Client results
How we work
01
Account Audit & Setup
For existing accounts: we export 12 months of search term data, identify wasted spend categories, audit conversion tracking for accuracy, and verify that Google Ads and GA4 are properly linked. For new accounts: we set up conversion tracking, enhanced conversions, CRM integration for offline imports, and the attribution model before spending a dollar.
02
Campaign Architecture
We build campaign structure around your services or products, with ad groups organized by intent level and keyword theme. Each ad group targets a tight cluster of keywords with dedicated ad copy that matches the search query. Landing pages are matched to each ad group's intent. We set bidding strategies based on your data volume -- manual CPC for new campaigns, target CPA or target ROAS once we have 30+ conversions per month to train the algorithm.
03
Launch & Monitor
Campaigns launch with conservative daily budgets that scale up as we validate performance. First 14 days: daily search query review and negative keyword additions, hourly bid monitoring, ad copy performance tracking, and landing page conversion rate analysis. We adjust in real time, not at the end of the month when the budget is already spent.
04
Optimize & Scale
Weekly: search query mining, bid adjustments, ad copy rotation. Monthly: budget reallocation from underperforming to overperforming campaigns, keyword expansion based on converting search terms, audience refinement. Quarterly: full account restructuring, competitive analysis via Auction Insights, and CRM-informed optimization to shift bidding toward the keyword and audience profiles that produce your highest-value deals.
Deliverables
Every web design engagement delivers a complete, production-ready website built to modern standards. You receive all source files, documentation, and training needed to manage your site independently. Our deliverables include design assets, developed templates, integrated functionality, quality assurance documentation, and ongoing support—everything required for a successful launch, smooth handoff, and confident ongoing operation.
Campaign strategy
Conversion tracking setup
Ad copywriting
Landing page recommendations
Weekly optimization
Monthly reporting
Common questions
Your competitors already invested in this.
Your website is your most important business asset. Every day with a site that underperforms is a day of lost opportunities. Let us show you what is possible when web design is approached as a revenue strategy rather than a creative exercise.
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