Paid Media
Google Ads that capture demand instead of wasting it.
Google is where people go when they already know they have a problem and are actively looking for a solution. The businesses winning on Google are the ones whose ads show up at that exact moment, for the exact right query, with the exact right message, and whose landing pages convert the click into a conversation. Most Google Ads accounts are structured backwards from this. We fix the structure.
The Google Ads problems we fix on every audit.
Google Ads mistakes are expensive because every wasted click costs money. Here is what we consistently find.
Broad match keywords are burning budget on irrelevant queries.
Broad match in Google Ads 2024 is not the broad match of 2018. It now matches to queries based on "intent", which in practice means your ₹500 CPC keyword about "enterprise software" is matching "free software download." Without rigorous negative keyword management and match type discipline, broad match is a budget drain with impressive impression numbers.
Smart Bidding is optimising for the wrong conversion event.
Target CPA is set to ₹800 based on cost-per-form-fill. The form fills include quote requests, career inquiries, and people who filled the wrong form. The algorithm is optimising for all of them equally. When the conversion event being optimised does not correlate with actual revenue, Smart Bidding is a sophisticated system pointing at the wrong target.
Brand terms are not being defended.
Competitors are bidding on your brand name. Users searching for you by name are clicking a competitor's ad first. Your brand search impression share is below 80%. This is recoverable with a brand defence campaign, a high-ROI campaign that almost every account is missing.
Quality Scores are below 7 across the account.
Low Quality Scores mean you are paying more per click than competitors with better-structured ads. Quality Score is determined by expected CTR, ad relevance, and landing page experience. Accounts with poor ad group structure, where many keywords share a single generic ad, chronically underperform on Quality Score.
Performance Max is a black box with no asset group segmentation.
Performance Max campaigns that lump all products, audiences, and messages into a single asset group are unmanageable. You cannot see which products are converting, which audiences are performing, or which creative is being served. Properly segmented PMax, with audience signals, separate asset groups per product category, and negative keyword lists, performs fundamentally differently.
No offline conversion import, the algorithm optimises for clicks, not customers.
For B2B and service businesses, the conversion event that matters is a qualified appointment or a closed deal, not a form fill. Without importing offline CRM data back to Google Ads, Smart Bidding chases form fills from people who will never buy. Offline conversion import takes 2 weeks to implement and permanently changes what the algorithm optimises for.
How we manage Google Ads.
Clean conversion data, correct campaign structure, and Smart Bidding pointed at revenue, not activity.
Find what is wasting budget before touching campaigns
- Search term report analysis, every query the account has paid for reviewed for relevance
- Conversion setup audit, what events are being tracked and whether they correlate with revenue
- Quality Score audit, ad groups with low QS identified and restructure plan documented
- Budget allocation review, spend by campaign vs. conversion contribution
- Negative keyword gap, queries that should be blocked but are not
- Competitor auction analysis, who is on your brand terms and what impression share you are losing
Fix what Smart Bidding learns from
- Google Tag Manager audit, conversion tags firing correctly and without duplication
- GA4 conversion import, GA4 goals imported as Google Ads conversion actions
- Offline conversion import, CRM deal data pushed to Google Ads for B2B/service businesses
- Enhanced conversions, hashed first-party data sent with conversion events to improve match rate
- Conversion value rules, different conversion values assigned by product, geography, or audience segment
- Attribution model, data-driven attribution enabled across the account
Structure that converts at the right CPA
- Search campaign architecture, tightly themed ad groups, 3–5 keywords per group, RSA per group
- Keyword strategy, exact and phrase match foundation with strategic broad match + close negatives
- Negative keyword library, master negative list built from search term audit and applied account-wide
- Brand defence campaign, brand keyword campaign with own brand as exact match, competitor terms as separate campaign
- Performance Max, segmented by product category with audience signals and asset groups per segment
- Shopping campaigns, product feed audit, title optimisation, and bid segmentation by margin
- Smart Bidding calibration, Target CPA or Target ROAS set from historical data, not guessed
Weekly decisions, monthly strategy
- Weekly search term review, new negatives added, new keyword opportunities identified
- Bid and budget optimisation, campaign-level budget shifts based on CPA and impression share data
- Quality Score improvement, ad copy iteration and landing page feedback to lift below-7 QS groups
- Monthly performance review, full account analysis with recommendations for next 30 days
- Looker dashboard, CPA, ROAS, impression share, and Quality Score weekly automated report
What Google Ads management includes.
Conversion Setup
- GTM conversion audit
- GA4 import
- Offline conversion import
- Enhanced conversions
- Conversion value rules
- Data-driven attribution
Campaigns
- Search campaign architecture
- Brand defence campaign
- Performance Max (segmented)
- Shopping with feed optimisation
- Remarketing campaigns
- Competitor campaigns
Keyword Management
- Keyword strategy
- Match type framework
- Negative keyword library
- Weekly search term review
- Quality Score monitoring
- Auction insights tracking
Reporting
- Weekly Looker dashboard
- CPA by campaign and keyword
- Impression share report
- Quality Score trends
- Monthly account review
- Quarterly strategy audit
This is right for you if:
- Businesses spending ₹3L+ per month on Google Ads with rising CPA and no clear explanation why
- E-commerce brands with Google Shopping campaigns that have not been structured or bid-segmented
- B2B and service companies where the CRM conversion data has never been imported to Google Ads
- Companies running Performance Max as a single asset group and wondering why it is unmanageable
- Businesses whose brand terms are being won by competitors on impression share
Not the right fit if:
- Businesses spending below ₹1L/month, Google Ads management fees require sufficient spend volume to justify
- Companies where the sales cycle is entirely referral-based with no search intent, Google Ads requires existing search demand
Frequently asked questions.
Should we use broad match, phrase match, or exact match?
All three, in the right structure. Exact match for your highest-converting, highest-intent keywords where you want precise control. Phrase match for variations of your core intent queries. Broad match, selectively, in campaigns with strong CAPI or offline conversion signals where you want the algorithm to find new query patterns. Broad match without a solid negative keyword library and conversion signal is a budget drain.
Is Performance Max worth running?
PMax is worth running when it is properly segmented. A single PMax campaign for all products with one asset group is unmanageable, you cannot optimise what you cannot see. Segmented PMax, separate asset groups per product category, audience signals from CRM data, and negative keyword lists applied at account level, performs significantly better and gives you the visibility to improve it.
What is a realistic timeline to see CPA improvement?
Smart Bidding needs 2–4 weeks to re-learn after campaign restructure. The account typically shows improved CPA within 3–6 weeks of a proper restructure. For accounts where offline conversion import is new, the improvement is often dramatic, because the algorithm switches from optimising for form fills to optimising for qualified leads.
How do you defend brand terms against competitors?
A dedicated brand defence campaign bidding on exact-match brand terms with a high CPC cap. This campaign typically achieves 95%+ impression share and the highest CTR in the account because the searcher is looking for you specifically. The CPC is usually low because your Quality Score for your own brand name is very high. Competitor brand bidding is handled in a separate campaign with different messaging.
Ready to stop wasting budget on the wrong queries?
Book a 30-minute account audit call. We will go through your current setup and give you the three highest-impact changes before you commit to an engagement.
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