Ads that spend on searches worth having, and measurement that proves it
Running your paid search so the budget goes to searches that turn into work, and not to the ones that only look busy — on top of conversion tracking that actually records a lead, and records it once.
Ask for an account reviewNo change reaches your ad account without your approval
Every change we propose to your Google Ads account is drafted first and shown to you as a before and after in your own terms, rather than as a setting name you would have to go and look up. You approve it, and then it executes. A proposed change that you have not approved sits there and does nothing.
Campaign daily budget 8.22 dollars to 26.32 dollars.
Those are one advertiser's own campaign figures shown as an illustration of the format, not a rate for our work.
This is a deliberate design decision rather than a process we describe and skip. It applies to ad changes: campaign budgets, statuses, bids, keywords, and conversion uploads. It is the only place we hold a write key to anything of yours.
Google Ads management
Most wasted spend hides in the search terms report, so that is where we start. The monthly number we hold ourselves to is cost per lead, not cost per click.
Our ads work today is proven on one client account, not a portfolio. We would rather say that than round it up.
- Campaign build and restructure — campaigns, ad groups, keywords, and match types organized around the services you actually want more of.
- Search term review — which is where most wasted spend hides. Every search that triggered your ads gets checked against what it cost and what it produced.
- Negative keyword work — so searches that will never become a customer stop costing you money.
- Bid and budget work — including geographic adjustments where one part of your service area converts better or cheaper than another.
- Ad copy writing and testing — with the results read against leads rather than against clicks.
- Landing page review — because the best campaign in the world cannot fix a page that does not ask for the call.
- Paid search overlap — meaning who is bidding against you and on what.
Conversion tracking and measurement
This is its own service because it is the single most common thing we find broken, and everything else depends on it. A campaign cannot be tuned toward leads that are not being counted.
Worth saying out loud
We will tell you when a number is soft. Google counts some very light interactions as conversions, for example somebody tapping "directions" on your profile. Those are not leads and we do not report them as leads.
- A full audit of what is currently being tracked — what is being missed, and what is being counted twice.
- Google Analytics 4 event and conversion configuration — set up in your property so the events you care about exist before anyone reports on them.
- Setting up call tracking — we configure it in your account so calls from your ads and calls from your website are told apart rather than lumped together. It is setup we perform, not something already switched on for you.
- Form and booking tracking — configured so a submitted form is recorded once, in one place.
- Google Ads conversion import — so bidding optimizes toward real leads rather than clicks.
- A plain statement of what each number in your report does and does not include — written once, in your report, in words.
Reporting
Knowing what we did, what happened, and whether the two are connected.
Most agency reports are a screenshot of a dashboard. Ours states the question each section is there to settle, shows the number, and says plainly when something was not measured — which is a different answer from being measured at zero.
If we did something and it did not work, that is in the report too. That is the whole point of writing down the expectation in advance.
- A monthly report — covering the things that move month to month: traffic, search visibility, ad performance, leads, and the work we carried out.
- A quarterly look at the slower numbers — competitive position, site health, reputation, link profile, and seasonal demand, which do not move on a monthly clock.
- Every action we take logged with the date — what we expected it to change, and the specific measurement we will check it against.
- A follow-up on those measurements once enough time has passed — reported whichever way it went, including when it went the wrong way.
What this pairs with
Paid search buys attention while local SEO earns it, and the two share a competitor picture: we track who is bidding against you alongside who is outranking you. If the landing page is the weak link, that is web design.
Questions about ads and measurement
Want to know where the budget is going?
We will look at your account and tell you what is working, what is not being counted, and what we would change first.
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