Google Ads Management
Google Ads That Track Revenue, Not Just Clicks
As a Google Certified Partner with 28+ years in advertising, I manage Search and Shopping campaigns with one focus: return on ad spend. Every campaign tracks calls, forms, and texts as conversions. Every month we review lead quality and revenue together.
No account managers. No middlemen. You work directly with the person running your campaigns.
What We Manage
Google Ads services built around tracking what matters to your business.
Search Campaigns
Keyword-targeted ads that appear when potential customers actively search for your services. Intent-driven traffic that converts.
Shopping Campaigns
Product-based ads for eCommerce with feed optimization, ROAS-based bidding, and revenue tracking tied to actual sales.
Call Tracking
Every call tracked as a conversion with dynamic number insertion, call duration, and optional recording for quality review.
Form Tracking
Form submissions captured and attributed to the specific campaign, ad group, and keyword that drove them.
SMS/Text Tracking
Text message leads tracked alongside calls and forms for complete attribution across all contact methods.
Revenue Reporting
Monthly reviews connecting ad performance to actual revenue. Not just conversions in isolation.
Campaign Types
Different campaign types for different business goals. We recommend based on your situation, not a one-size-fits-all approach.
Search Campaigns
Show ads to people actively searching for your services. Best for capturing high-intent traffic ready to buy or inquire.
Best for:
Shopping Campaigns
Product ads that appear in Google Shopping results and search. Best for e-commerce with product feeds.
Best for:
Performance Max
AI-driven campaigns that run across Google properties. Best when you have conversion data and want to scale.
Best for:
Remarketing
Re-engage visitors who did not convert. Show relevant ads to people who have visited your site.
Best for:
What You Get
Google Ads management that focuses on revenue, with direct communication and transparent reporting. No surprises.
- Campaign strategy based on your revenue goals and profit margins
- Keyword research focused on buyer intent, not just volume
- Ad copy testing to find messaging that converts
- Call, form, and text conversion tracking from day one
- Bid management tied to ROAS targets, not just CPA
- Negative keyword management to eliminate waste
- Monthly performance reviews with revenue analysis
- Direct communication via text or scheduled calls
ROAS-First Philosophy
Every campaign decision starts with this question: will it improve return on ad spend? We do not chase vanity metrics. We do not optimize for impressions. We optimize for revenue.
The Feedback Loop
You tell us which leads closed and what they were worth. We optimize campaigns based on that data. Without this feedback, we can only optimize for conversions. With it, we optimize for revenue. The difference is significant.
Common Google Ads Mistakes
Problems we see in accounts we audit and how we address them.
The Problem
Optimizing for clicks instead of conversions
Our Approach
Every optimization decision based on lead quality and ROAS, not click metrics
The Problem
No call tracking or form attribution
Our Approach
Full conversion tracking setup before campaigns launch
The Problem
Broad match without negative keywords
Our Approach
Search term reviews and aggressive negative keyword management
The Problem
Same landing page for all campaigns
Our Approach
Message match between ads and landing pages for better Quality Score and conversion
The Problem
Set-and-forget management
Our Approach
Active optimization based on revenue feedback, not just platform metrics
Bidding Strategy: Matching the Method to the Moment
Smart bidding is not always the right choice. The strategy depends on how much conversion data you have and what you are optimizing for.
Target ROAS
You have enough conversion data (50+ per month) and know your target return
Needs conversion data to work. Launching with this strategy starves campaigns of traffic.
Target CPA
You know your max cost per lead and have consistent conversion volume
CPA targets should be set with lead quality in mind, not just volume.
Maximize Conversions
New campaigns building conversion history. Budget is the constraint.
Can drive low-quality conversions. Monitor lead quality closely.
Manual CPC
New accounts without data, or highly controlled bid scenarios
Time-intensive. Use smart bidding once you have enough conversion data.
Account Structure Principles
How an account is structured determines how well it can be optimized. Messy structure means muddied data, poor quality scores, and wasted spend.
- One theme per ad group — tightly related keywords only
- Separate campaigns for different services or products
- Budget control at the campaign level for allocation flexibility
- Negative keywords at account, campaign, and ad group levels
- Match type strategy that balances reach with precision
- Ad schedule adjustments based on conversion time data
Quality Score: Why It Matters
Quality Score affects both your ad position and how much you pay per click. A higher Quality Score means better placement at lower cost. Here is what drives it:
Expected Click-Through Rate
How likely your ad is to get clicked when shown. Improved by relevant, compelling ad copy.
Ad Relevance
How closely your ad matches the intent of the search query. Improved by tight keyword grouping.
Landing Page Experience
How useful and relevant your landing page is to someone who clicks. Improved by message match and fast load times.
The Management Process
Audit & Strategy
We start by auditing your existing campaigns (if any), understanding your business model, and defining what success looks like. For new accounts, we research keywords, competitors, and set up proper tracking before launching anything. This includes reviewing your current conversion setup, identifying tracking gaps, and building a keyword strategy around buyer intent rather than volume.
Tracking Setup
Conversion tracking is set up before campaigns launch. Calls, forms, and texts are tracked and attributed. We verify everything is working correctly before spending ad budget. This includes dynamic call tracking numbers, form submission events, Google Tag Manager configuration, and GA4 goals that align with your actual business outcomes.
Campaign Launch
Campaigns go live with conservative initial settings. We monitor closely during the first weeks, making adjustments based on early data while establishing baseline performance metrics. Ad copy variants go live from day one to begin testing messaging. Search term reports are reviewed frequently to add negatives before waste accumulates.
Monthly Revenue Review
Every month we review performance together. You share which leads closed and what they were worth. We analyze which campaigns, keywords, and ads drive revenue versus which drive tire-kickers. This revenue feedback loop is the key difference between managing toward conversions and managing toward actual business growth.
Scale & Iterate
As we identify what works, we scale profitable campaigns and cut what does not. The goal is continuous improvement in ROAS, not just maintaining the status quo. Bidding strategies graduate to smart bidding once conversion volume supports it, unlocking Google's machine learning for further optimization.
Industries We Work With
Different industries have different conversion patterns, lead quality challenges, and ROAS benchmarks. We bring industry-specific context to every account.
Frequently Asked Questions
There is no minimum ad spend required. Your budget depends on your industry, competition, and goals. We start by understanding your revenue targets and customer lifetime value, then recommend a budget that gives campaigns enough data to optimize effectively. Most service businesses see meaningful results with $2,000-5,000/month in ad spend, but we work with both smaller and larger budgets.
Ready to Talk Google Ads?
Text me to discuss your campaigns and ROAS goals. No pressure, just a conversation about what makes sense for your business.