Google Ads Management

Every week our AI advertising agent analyzes your Google Ads account and prepares the changes, and our PPC specialist checks each one and puts it live. You get the work of a specialist and an agent for one fixed fee, without hiring, training or supervising anyone. We have run digital marketing for businesses since 2012. Once a month you get a report — spend, qualified leads, sales and cost per sale — built from your own conversion data.

We optimize for ROAS, not clicks

Analytics can follow a visitor from the first click to the purchase and on to their next purchase, but only when conversion tracking is set up end to end, and in most accounts it isn't. So we set it up first, connect it to your sales, and use it to maximize ROAS: revenue per dollar of ad spend.

Take a hypothetical business with three ad channels and walk them along this path. Judge the channels at different steps and you get different winners:

• by the cheapest impression (CPM), channel 1 looks best;
• by the cheapest click (CPC), channel 2 wins — and most agencies stop here, because past the click they would have to answer for how the site converts;
• by the cheapest order (CPA), the metric lead-generation and pay-per-result offers are sold on, it is still channel 2;
• once payments, returns and repeat purchases are counted, channel 3 brings the most revenue per dollar.

The metric you optimize for decides which channel wins.

In most accounts a small share of campaigns and keywords brings most of the sales. We find that share and move the budget towards it.

We measure ROAS by campaign and ad, and by keyword where there is enough data, using revenue from your orders and your CRM.

Selling again to the customers you have

You already paid once to win a customer, and selling to them again usually costs less than finding a new one. So we count repeat purchases (lifetime value), not only the first order.

Ad types sit on one axis, from broad reach to a person who already knows you. YouTube and Display reach many people cheaply but cold; remarketing to past visitors and buyers reaches few, and they are the warmest. In Google Ads we work along the whole axis: YouTube and Display for reach, Search and Shopping for demand, and remarketing and Customer Match lists (built from your customer base where Google's policies allow it) for people who already know you. We agree at the start which of these your business needs.

Protection from click fraud

Google filters invalid clicks out of your reports and your bill, and credits you when it finds them after you have been charged. On top of that, in the weekly review our PPC specialist looks for placements, locations and hours that bring clicks and never leads, and excludes them. When clicks look suspicious, we send the data to Google support.

Smart Bidding or manual control

Google's automated bidding works well once an account gets conversions steadily. A good PPC specialist turns it on there, bidding for conversions or for conversion value, and that frees their time for the work that needs judgment. In a new account, or one with few conversions, manual bids give more control.

One platform rule shapes the plan: Google can spend up to twice your average daily budget on a busy day, and no more than 30.4 times it in a month. So we plan spend by the month, not the day. Once your CRM passes revenue back, bidding can aim at ROAS.

How the AI advertising agent works →