Google Ads Management
Google Ads that optimise for revenue, not clicks.
Search, Performance Max, and Shopping campaigns rebuilt around transaction value and LTV signals, not CPC and CTR.
Most Google Ads accounts are optimising for the wrong thing: lead volume, traffic, or a target CPA that was set arbitrarily rather than derived from LTV data. I rebuild Google campaigns to optimise for the metric that actually matters to the business: revenue-per-acquisition, contribution margin, or payback period, using offline conversion import and value-based bidding to give the algorithm what it needs to find the right buyers.
Why most Google Ads accounts optimise for the wrong conversion event
Google Smart Bidding requires conversion data to allocate budget effectively. The algorithm needs to know not just that a conversion happened, but what it was worth in revenue terms, so it can find buyers who generate more business value rather than simply buyers who are cheap to acquire. Most Google Ads accounts are tracking form fill submissions as the primary conversion event, which trains the algorithm to find people who fill forms rather than people who become paying customers. The gap between form fills and revenue is substantial in most B2B and high-consideration purchase categories. The fix is offline conversion import: a system that takes transaction data from the CRM, matches each record to its originating Google click using the Google Click ID, and imports the revenue value back into the platform. When the algorithm is trained on actual revenue rather than lead volume, the campaign optimisation direction changes in a way that improves business outcomes rather than platform metrics.
Performance Max: the configuration that determines whether it works
Performance Max is Google advertising inventory spanning Search, Display, YouTube, Gmail, and Maps within a single campaign. It is the most comprehensive campaign format Google offers and one of the most frequently misconfigured. Performance Max requires audience signals to operate effectively: first-party data from the CRM in the form of customer match lists, and similar audiences built from converted buyers rather than broad website visitor segments. Without these inputs, the algorithm has no signal to distinguish high-intent buyers from general website browsers and spreads budget across the full inventory without direction, producing a mixed performance picture that is difficult to diagnose. The accounts where Performance Max delivers strong results are the ones that feed it quality inputs: CRM data for audience seeding, offline conversion data for value-based optimisation, and asset groups built for specific audience segments with creative that matches the audience intent rather than generic creative uploaded to satisfy the minimum asset requirement.
Keyword strategy built from search term data rather than planning tools
The Google Keyword Planner is useful for initial volume estimation and keyword discovery. It is a poor foundation for keyword strategy in an account that has any search history. Actual keyword architecture decisions should be built from search term reports: the specific search queries that have generated impressions, clicks, and conversions in the account over time. Search term data reveals the language buyers use when they are actively searching for a solution, which is often different from the language the business uses to describe its own product or service. Search terms also reveal queries that are consuming budget without producing conversions, which should be added as negative keywords immediately. The restructure process starts with a search term analysis covering the previous 6 to 12 months, identifies the intent segments the business should be present for at each stage of the buying journey, builds a keyword architecture around those segments, and validates match type selection to ensure budget is concentrated on the searches that correlate with actual conversion and revenue.
Full audit covering campaign structure, keyword strategy, match types, Quality Scores, landing page alignment, and conversion tracking accuracy.
GA4 and GTM-based conversion setup with offline conversion import from CRM, so Google optimises for closed deals, not just form fills.
Keyword architecture, ad group structure, and campaign hierarchy rebuilt around intent segmentation and value-based bidding signals.
Target ROAS or target CPA bidding calibrated with real LTV data, not platform-suggested targets.
PMax campaigns configured with asset groups, audience signals from CRM, and offline conversion data for value-optimised delivery.
Channel and campaign budget recommendations based on contribution margin per acquisition, adjusted monthly as data accumulates.
- 01Conversion audit: verify that conversion events are firing correctly and represent real business value before touching campaign structure.
- 02Offline conversion import: connect CRM transaction data to Google Ads so the algorithm can optimise for revenue, not just leads.
- 03Keyword strategy: rebuild from search term reports and search intent analysis, not keyword planner recommendations.
- 04Campaign restructure: rebuild in sprints, starting with highest-spend campaigns to capture efficiency gains quickly.
- 05Smart Bidding ramp: set conservative targets, allow 6–8 weeks learning period, then tighten targets as data volume allows.
Ready to get started?
Book a 30-min call