Your account spent every dollar of last month’s budget. Google was pleased. You’re on this page, which suggests you were not.
Let’s find where it went.
With Your Account.
Five things that are true about most Google Ads accounts we audit.
Check yours against the list. If any of these match, your account is losing money you can recover.
Your search terms report has surprises.
You’re paying for queries you’d never bid on. Wrong intent, wrong product, wrong audience.
Open the report. Sort by spend. Anything that doesn’t belong is leaking. Most accounts have a dozen at least. We’ve seen ₹300 clicks from people who typed the word ‘free.’
Your negative keyword list is short or stale.
Negatives are how you tell Google what not to spend on.
If yours has fewer than thirty entries, or hasn’t been updated in three months, you’re paying full price for traffic you’d reject if you saw it coming.
Your conversions aren’t conversions.
A conversion should be a sale, a qualified lead, or something tied to revenue.
If your account counts page-views, time-on-site, or generic button-clicks as conversions, your bid strategy is optimising toward the wrong thing. Every click after that point is partially wasted.
Your bid strategy doesn’t match your goal.
Maximise Clicks gets you clicks. Target ROAS gets you ROAS.
Most accounts are running one when they wanted the other and have been for months. Bid strategy is a setting, not a wish.
Your Quality Scores are quietly bad.
Google charges more per click when your ads, keywords, and landing pages don’t align.
A Quality Score of 5 instead of 8 can mean you’re paying twice as much for the same position. Most accounts have a stack of keywords sitting at 4 that nobody’s looked at since launch.
Each one of these is fixable. None of them need Google to change anything. The audit shows you exactly which ones apply to your account.
In Detail.
Eight things every month. Plus the work that happens every day.
Search Term Audit and Negative Expansion.
We pull twelve months of search query data and run n-gram analysis on it. Then we build account-level negative keyword lists from what we find. Most accounts we take over have spend leaking on 15 to 30 percent of their queries. We stop that in the first few weeks.
Structural Rebuild.
Tight themed ad groups. Match-type discipline. Search and Performance Max isolated so they’re not bidding against each other. SKAGs where they earn their keep. STAGs where they don’t. We fix the structure before we change anything else.
Conversion Architecture.
Enhanced Conversions live and verified. Offline Conversion Import tied to your CRM so Google sees what actually closed. Value rules applied where margins differ. We do not run campaigns against tracking that doesn’t reflect reality.
Bid Strategy Reset.
Target CPA or Target ROAS depending on what your business actually needs. Portfolio bid strategies where they help. Manual CPC where automation lacks data to decide. We test the right strategy first. Then we commit.
Audience Signals and Customer Match.
First-party data feeding the algorithm. Customer Match lists live in Search and Performance Max. The same customer data powering your Meta campaigns feeds Search. Lookalike-equivalent audiences built on actual buyers, not page-viewers or people who bounced in three seconds. The algorithm learns from the right people. Not from everyone who ever visited the site.
Ad Copy and Asset Rotation.
RSAs with proper pinning where intent demands consistency. Asset performance monitored at the headline and description level. Underperforming assets killed monthly. New ones tested in their place. There is always a challenger running.
Performance Max Controls.
Audience signals defined, not left to Google’s defaults. Asset groups structured by margin or product line. Brand exclusions in place. Channel-level reporting wired up so you see what PMax is actually doing.
Landing Page Review.
Your ads send traffic somewhere. Where they land decides whether the click was worth paying for. We review every destination and tell you what’s losing the conversion. If the fix is at the site build level, we say so. Honest either way.
+ The Daily Work Someone on our team opens your account every working day. Auction Insights tracked weekly. Search Lost Impression Share by Rank and by Budget reviewed monthly. When CPCs spike or a new competitor enters the auction, you know inside 24 hours. Not at the end-of-month report.
Properly Run.
We run Google Ads. The whole thing. Not just the strategy-only version where we hand you a plan and wish you luck. The actual work.
The core.
Someone types what you sell. Your ad shows up. Highest-intent advertising that exists. Most accounts live here.
If you sell products, you should be on Shopping.
Most Shopping campaigns are set up once and left to degrade. We structure them properly and bid against margin, not volume.
Google’s newest and most opaque campaign type.
Powerful when you control the inputs. Expensive when you don’t. We control the inputs. Deliberately.
The people who clicked and didn’t buy.
They’re not gone. They’re on YouTube, Discover, Gmail. Meanwhile, organic search captures the ones searching again. We bring the rest back through remarketing when they’re ready.
Awareness-level. Not for every business.
Where it fits, we use it. Where it doesn’t, we say so and save you the budget.
One more thingIf a campaign type doesn’t fit your business, we don’t run it. Saving you the spend is part of the work.
Eight weeks. Four stages. You see each one happen inside your account, not inside a report.
We log into your account. We pull twelve months of data. We tell you, in writing, what’s working, what’s wasting money, and what’s been quietly broken for a year. You get this whether you hire us or not.
Structure rewritten. New ad copy live. Bid strategies switched. Conversion tracking validated. Negatives loaded. Audience signals defined. You see the new account the day it goes live.
The new structure starts producing data. We test new headlines against the originals. We expand the keywords that converted. We kill the ones that didn’t. CPCs start dropping. Cost per lead follows.
This is where the work starts paying for itself. Quality Scores rise. Bid landscapes shift in your favour. Audiences begin performing. You spend less, get more, every week that passes.
Eight weeks isn’t long. It’s also long enough that nobody can fake it. Numbers move or they don’t. Yours will surely move.
We Have The Receipts.
Real businesses. Real numbers. Before. After. How long it took.
3.2x ROAS in 60 days.
Stuck account. Two agencies before us. We rebuilt the structure, fixed the tracking, swapped the bid strategy. Numbers moved in week four.
CPA down 44% in 45 days.
Cost per acquisition cut by nearly half. Same monthly budget. Lead volume held. The sales team noticed before the dashboard did.
Impression Share 18% to 67%.
Lost IS by Rank tanked. Lost IS by Budget cleared up. The brand became the obvious option in its auction inside a quarter.
Numbers vary by industry, account size, and how broken it was when we found it. The pattern doesn’t vary much.
Because some of this needs saying out loud.
Google’s defaults are built to increase your spend, not your returns. Someone needs to push back on them. Most agencies don’t. We do.
We won’t bid on competitors’ brand terms.
Unless we genuinely think it’ll pay back, and even then we’ll tell you the risks first. Most of the time it’s just paying Google to start a fight.
We won’t run Performance Max as a default.
It’s a black box. Sometimes it works, sometimes it eats budget you can’t trace. We’ll only use it when the rest of the account is solid enough to feed it.
We won’t optimise for clicks, impressions, or CTR.
Those aren’t the goal. We optimise for the number on your bank statement. If you want a clicks-focused agency, there are dozens. Hire one of them.
We won’t lock you into a twelve-month contract.
Month-to-month, both ways. If the work doesn’t pay for itself by month three, you shouldn’t be paying us, and we both know it.
We won’t charge a percentage of your ad spend.
That model rewards us for spending more of your money. We charge a fixed fee. Our incentive and yours stay on the same side of the table.
If you’ve made it this far, the page did its job. The agency can do the rest.
Twenty minutes on a call. We go through your account. Live. Together.
You’ll know in ten whether the work is worth doing. So will we.
Or if you didn’t ask them, you were about to.
How long until I see results?
Two weeks for the obvious wins. Sixty days for the structural change to show up in your numbers. Six months for the compound to be the kind of thing you brag about. Anyone promising faster is lying.
What does this cost?
Depends on the account, the spend, and the work needed. We quote a fixed monthly fee after the audit. No percentage of spend. No retainers that scale just because your budget did. The fee is the fee.
What if my current agency is fine?
Don’t switch. Seriously. We’ve told three prospects this year to stay where they were because the work was good. If yours is, great. If you’re reading this page, you probably suspect it isn’t.
Existing campaigns or start from scratch?
Whichever is honestly better. If the structure is salvageable, we work with it and keep the historical data. If it isn’t, we rebuild. We tell you which in the audit, with reasons.
Is there a minimum ad spend?
Yes. Below a certain monthly spend the math doesn’t work for either of us. We’ll tell you in the first call whether your account is at a scale where we can move the needle.
Who actually runs my account?
The person you meet in the call. Not a junior. Not an account manager passing briefs to someone else. The people who scoped the work do the work. You can call them.