Google Ads · Search, Shopping, PMax
Google Ads managed for profit, not just traffic.
Search, Shopping, Performance Max and remarketing, rebuilt around the conversion that actually matters to your business — and measured against it every week.
- 01
The conversion is wrong
Page views and form opens counted as conversions. Smart Bidding then optimises hard toward an event that has no commercial value.
- 02
Structure built for reports
Campaigns split by channel rather than by intent, so budget cannot flow to the searches that actually close.
- 03
Brand traffic inflates everything
Branded searches sit inside the same campaigns as cold demand, and the blended numbers look far better than the acquisition really is.
- 04
Nobody owns the decisions
Changes happen because the platform suggested them, not because someone decided they were worth testing.
What we do
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Search campaigns
Intent-first structure, match-type discipline and a negative strategy maintained weekly rather than at launch and never again.
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Performance Max
Split by margin and product role, with brand exclusions, proper asset groups and signals that stop PMax harvesting traffic you already owned.
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Shopping and feeds
Feed hygiene, custom labels for margin and stock, and a bidding structure that reflects what each product is worth to you.
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Remarketing and audiences
Audience lists built from the behaviour that predicts purchase, not from every visitor who ever landed on the site.
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Conversion tracking
Server-side where it matters, deduplicated, with offline conversion import when the real sale happens in a CRM rather than a cart.
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Reporting you can act on
One sheet per account showing cost per qualified outcome, what changed this week, and what we are testing next.
What usually needs fixing first
Almost every account we take over has the same shape: a reasonable budget, a platform that is technically functioning, and no defensible link between the two. The campaigns run. The reports arrive. Nobody can say which searches produced revenue last month.
The fix is rarely more budget. It is almost always a clearer signal.
The conversion model comes before the campaigns
Before touching structure, we agree on three things in writing: which action counts as a conversion, what that action is worth to you, and how we will know it happened. That sounds obvious. It is also the step that is missing in most accounts we audit.
Once the model exists, everything downstream has a reference point. Bid strategies have something real to optimise toward. Budget decisions stop being arguments about opinion. A campaign that looks expensive on cost-per-click can be defended on cost-per-qualified-lead — or shut down on the same basis.
Rebuild in stages, never all at once
A full-account rebuild in a single weekend feels decisive and makes the following month impossible to read. We stage the work instead: new structure runs beside the old, budget shifts as results come in, and anything that underperforms can be reversed without taking the account down with it.
That discipline costs a few weeks. It buys the ability to say which change caused which outcome, which is the entire point.
What you get every week
A short written note: what we changed, why, what it did, and what we are testing next. Not a dashboard screenshot. If a week produced nothing worth reporting, the note says that too.
Selected results
- A written audit of the existing account, yours to keep whether or not we work together
- A documented conversion model with an agreed value per action
- Rebuilt campaign structure, delivered in stages so each change can be attributed
- Tracking implementation and QA, including consent-mode handling
- Weekly optimisation against the agreed metric, with a short written rationale
- A monthly review call and a one-page summary for stakeholders
Questions
How long before we see a difference?
Tracking and structural fixes usually show within two to three weeks. Bidding changes need a full learning period, so judge them at six weeks rather than six days.
Do we need to pause the account during the rebuild?
No. We rebuild in stages alongside the existing campaigns, shift budget as the new structure proves out, and retire the old campaigns last.
Who owns the account?
You do. We work inside your Google Ads account under your billing, and you keep full access and history if we stop working together.
What is the minimum ad spend you work with?
Below roughly €2,000 a month, management fees eat too much of the budget to be worth it. Under that, we would rather do a one-off audit and hand it back to you.
Do you work in Arabic and Polish markets?
Yes. We run accounts in English, Arabic and Polish, including keyword research and ad copy written natively rather than translated.
How we work
Want to know whether your Google Ads budget is working?
Search, Shopping, Performance Max and remarketing, rebuilt around the conversion that actually matters to your business — and measured against it every week.