GOOGLE ADS BUILT AROUND WHAT YOUR BUSINESS NEEDS.
Google Ads can capture high-intent demand, grow ecommerce revenue and generate valuable leads. It can also spend heavily without moving the business forward. I manage accounts around the job the channel actually needs to do.
What Google Ads management includes
The exact mix depends on the account, but management can cover Search, Shopping, Performance Max, YouTube and remarketing. I first understand how the business makes money, then build the account around the products, services and conversion actions that genuinely matter.
- Account and campaign structure
- Keyword, query and audience strategy
- Shopping feed and product-group management
- Performance Max review and control
- Bidding, budgets and testing priorities
- Conversion tracking and reporting checks
- Landing-page and CRO observations
Ecommerce and lead generation need different thinking
An ecommerce account needs product-level decisions, margin awareness, feed quality and a clear understanding of new versus returning demand. A lead-generation account needs conversion quality, sales feedback and visibility beyond a cheap form submission.
For service businesses, that means separating enquiry volume from the calls and forms that actually become viable sales opportunities. Search intent, geography, call handling and offline outcomes can matter as much as the headline cost per lead.
I do not force the same structure onto both. The campaign setup, reporting and optimisation should match how the business works and how customers buy.
How I think about Performance Max
Performance Max can be extremely effective. It can also absorb branded demand, hide weak product performance and make it difficult to understand where growth is really coming from. I use it when it has a clear job and the data is strong enough to support it, not simply because Google recommends it.
What working together looks like
I start by understanding the account and the business behind it. That includes margins, sales targets, lead quality, seasonality, existing tracking and what has already been tested. From there, I prioritise the changes that are most likely to improve performance rather than rebuilding everything simply to make the account look different.
Communication is direct. You will know what changed, why it changed, what the numbers mean and what still needs to be proven.
Frequently asked questions
Do you take over existing Google Ads accounts?
Yes. Most work starts with an existing account. I review the history before deciding whether it needs refinement, restructuring or a more substantial rebuild.
Do you work with small budgets?
The right answer depends on search demand, margins and what the business needs to learn. I will say honestly when the budget is unlikely to produce a meaningful test.
Do you create landing pages or creative?
I do not position myself as a designer. I can identify conversion issues, brief creative and work alongside your team or existing partners.
Can you manage Shopping feeds?
Yes. Feed quality, product segmentation and the relationship between Merchant Center and campaign structure are central to ecommerce performance.
READ THE RELATED GOOGLE ADS GUIDES.
Detailed guides for business owners who want to understand the numbers and trade-offs before making a decision.