Google Ads management that earns more than it spends.
Your campaigns are running. Your pipeline should be too. Most of the time, the problem isn't the platform - it's the setup.
The dashboard looks fine.
The pipeline doesn't.
The most common issue in underperforming accounts isn't budget - it's that smart bidding is learning from the wrong signals. Campaigns are actively collecting conversion data, but the events being tracked don't match anything that actually generates revenue. The algorithm optimises confidently while the optimization score stays green.
The second problem is structural. Campaigns designed for one version of Google Ads are running in a very different one - AI Max expanding reach beyond what was ever intended, PMax absorbing high-intent queries that Search campaigns should own, broad match pulling in searches that used to need exact. The structure hasn't kept pace with how the platform actually works today.
The third is a measurement gap most lead generation accounts ignore. Tracking stops at the form submission, which means smart bidding optimises toward leads - not customers. There's no signal about which leads actually close, so the algorithm keeps scaling toward volume rather than value.
Campaign management, end to end.
From conversion tracking to daily optimisation, with full visibility into every decision made.
Tightly structured Search campaigns with Quality Score treated as a cost lever. AI Max managed deliberately - its keywordless matching and Final URL expansion are powerful but need brand controls, URL exclusions, and negative keyword lists to prevent budget going to the wrong queries and pages. AI-assisted performance analysis across search term data, device splits, and audience segments to surface what's actually driving results versus what's generating noise.
Asset groups segmented by audience signal strength. Campaign-level negative keywords applied to exclude irrelevant queries. Search themes used to guide the algorithm toward intent that matters. Channel performance reporting reviewed to understand where spend is going - YouTube, Search, Display, Shopping - and whether that split makes sense. First-party audience exclusions to separate prospecting from retention. Brand exclusions configured to prevent Search text ads competing with dedicated Search campaigns on branded terms.
Full tracking audit before any campaign work. Every conversion action verified against actual business events - form completions, calls over 60 seconds, purchases. Enhanced Conversions configured to pass hashed first-party data back to Google, improving smart bidding match rate in a cookieless environment. GTM container reviewed. GA4 and Google Ads linked with attribution model confirmed.
Segmented lists based on engagement depth - pricing page visitors get different messaging to homepage bouncers. Customer Match for suppression of existing customers and lookalike expansion. PMax first-party exclusions used to keep acquisition campaigns prospecting rather than re-engaging people who already converted.
Most lead gen accounts stop tracking at the form fill. Offline conversion import closes the loop - when a lead closes in your CRM, that signal goes back to Google Ads via GCLID matching or Enhanced Conversions for Leads. Smart bidding then optimises toward customers who actually convert, not just leads who enquire. The most consistently skipped setup step, and often the highest-impact one.
Full account review - campaign structure, keyword intent, search term analysis, conversion tracking validity, AI Max and PMax configurations, wasted spend by campaign, landing page alignment. Delivered in 5 business days with a Loom walkthrough.
The $99 counts toward your first month when we work together. Get an auditAudit first. Always.
I won't propose a management scope until I've seen what's actually in the account.
Full account review - tracking validity, campaign structure, search terms, AI Max and PMax configurations, audience signals, wasted spend. Delivered in 5 business days with a Loom walkthrough. Credited toward management.
Conversion tracking rebuilt or verified before anything else. If smart bidding is learning from bad data, fixing the data comes first. Enhanced Conversions configured. Offline conversion import set up for lead generation accounts. Everything else depends on this being correct.
Frequency follows what the data is telling me - not a fixed schedule. Some accounts need attention daily. Others need it monthly. Every change is logged with the reasoning behind it, so you always know what happened and why.
Weekly virtual calls to walk through performance, decisions made, and what's coming next. Prompt updates between calls whenever something significant changes - you're never waiting on a schedule to find out what's happening in your account.
Work that moved the numbers.
Real campaigns, real results. Not everything can be shared, but nothing here is made up.
Google Ads management for a US-based business lending client. High-intent Search campaigns targeting commercial borrowers across multiple loan products. Financial services ad policies navigated without compromising reach. Optimised toward qualified lead quality, not raw volume - CPL held consistent at scale across a significant monthly budget.
Built from scratch with no prior ad history. Search + PMax with store visit optimisation, treatment-specific keyword targeting, call tracking via GTM and Google Business Profile integration. Consistent daily walk-ins from the first month.
Right fit - and wrong fit.
Not every account is ready for management. Here's when it makes sense - and when it doesn't.
Not sure if it's a fit? Read more about how I work →
Things people ask before starting.
Every engagement starts with a paid audit. I go through the full account - tracking, campaign structure, search terms, AI Max and PMax configurations, audience signals - and tell you exactly what needs fixing before proposing any management scope. You can implement the findings yourself or continue with me.
Async-first - Slack or email for day-to-day, weekly calls for strategy reviews. Available for calls that overlap US morning hours (EST and PST). Most of the work happens in the account, not on calls.
Standard-level Google Ads access (no billing access required), GA4 read access, GTM editor access for tracking work. For the audit only, read access to all three is enough.
Primarily in two places: audit analysis - cross-referencing findings across account layers simultaneously (search terms, devices, audiences, conversion events) rather than one at a time - and monthly reporting, where patterns across campaigns are surfaced clearly rather than buried in tables. The output is faster analysis and fewer things missed, not automation running unchecked.
Get in touch.
Let's see if it's a fit.
Tell me what you're working with. I'll come back to you with an honest take on whether it makes sense to continue.
Got it - I'll be in touch shortly.
Usually within one business day. Follow along on LinkedIn in the meantime.