Stop Wasting Ad Spend on Clicks That Were Never Going to Convert
We build Google Ads accounts that spend on buyers ready to convert, not on guesswork.
Google Ads management is structuring and running Search, Shopping, and Display campaigns around real search intent and conversion data, so budget goes toward keywords and audiences that are actually proven to convert.
What is Google Ads?
Google Ads management is structuring and running Search, Shopping, and Display campaigns around real search intent and conversion data, so budget goes toward keywords and audiences that are actually proven to convert. It works when account structure mirrors how people actually search - problem-aware, comparison, and category terms handled differently - and when automation is introduced only once there's conversion history to train it on.
Skipping the structure work is expensive in a quiet way - broad match turned on too early, Smart Bidding handed control before there's data to learn from, and a Shopping feed dumped into one campaign regardless of margin all leak budget into search terms nobody would approve if they reviewed the list.
It's different from PPC management more broadly, which spans every paid platform under one owner, and from SEO, which earns traffic rather than buying it. Google Ads is the paid-search layer specifically.
Common problems we solve
Broad match turned on too early
Budget spends on unrelated search terms before there is conversion data to guide it.
Smart Bidding with nothing to learn from
Automation is handed control before the account has real conversion history.
Shopping feed treated as one catalogue
Every product gets the same bid strategy regardless of margin or demand.
Search terms never reviewed
Irrelevant traffic gets discovered in the monthly report instead of caught weekly.
Ad and landing page mismatch
A well-targeted click fails to convert because the page breaks the promise the ad made.
Everything covered in this service
Search Campaigns
Problem-aware, comparison, and category keyword structuring with exact and phrase match first.
Google Shopping
Feed structuring by margin and demand tier with product group segmentation.
Display & Remarketing
Warm-audience retargeting with placement exclusions to protect quality.
Bid Strategy
Manual or exact/phrase-match first to build conversion history before Smart Bidding takes over.
Landing Page Alignment
Ad-to-page promise matching, flagging conversion friction outside the media plan.
Our optimization framework
Audit
We review existing structure, or build fresh, mapping keywords to how buyers actually search rather than to a generic list.
Setup
Exact and phrase match go live first, with negative keyword lists built aggressively from the outset.
Structure
Products are grouped by margin and demand tier rather than treated as one undifferentiated catalogue.
Align
Each campaign is checked against the page it sends traffic to, so the click and the page make the same promise.
Build
We hold off on automated bidding until there is enough real conversion data for it to learn from.
Optimise
Search terms, bids, and budget allocation are reviewed weekly, not left to run unattended between reports.
What actually changes
| Before | After |
|---|---|
| One ad group covering unrelated search terms | Keywords mapped to specific search intent |
| Smart Bidding turned on immediately, with nothing to learn from | Smart Bidding turned on after conversion history exists |
| Irrelevant traffic discovered only in the monthly report | Negative keyword list maintained weekly |
| Shopping feed treated as one flat catalogue | Products segmented by margin and demand tier |
What we report on
Cost per lead trend
Tracked against your baseline from month one, not projected before we start.
Search term relevance
Measured by the share of spend on terms that actually match buyer intent.
Conversion tracking accuracy
Tied back to the GA4 events we set up, not a platform-reported vanity metric.
Budget allocation by product tier
Reported by margin and demand segment, not blended into one Shopping average.
Tools & platforms
Industries we optimize for
Built for teams like yours
Why choose EASI7
We fix tracking before we touch results
Every engagement starts with the same audit we'd run on our own accounts, so the numbers you're optimizing against are actually true.
One accountable team, not siloed vendors
The same team that does this also owns the rest of your stack - no handoff, no blame-shifting between vendors.
Built for how AI search actually works
Everything we build is structured to be extractable by AI answer engines, not just ranked in a list of blue links.
Reporting tied to your own dashboard
Every number we report ties back to GA4/GTM events you can see directly - not a screenshot from a tool you can't independently verify.
Related Paid Marketing services
Meta campaign buying, built for ROAS not reach
Facebook and Instagram ad buying focused on bidding strategy, budget pacing, and creative testing velocity.
The highest-CPC platform, spent with precision
LinkedIn campaign management for B2B - targeting precise enough to justify the cost per click.
One Accountable Team for Every Paid Platform You Run
One team owns your Google, Meta, and LinkedIn accounts end to end, so budget goes where it's actually working.
Display AdvertisingAwareness spend that still gets measured properly
Google Display Network and programmatic campaigns for upper-funnel reach, tracked against downstream conversion.
Bring back the visitors who almost converted
Retargeting campaigns segmented by intent signal, not one generic "everyone who visited" audience.
How to engage us for this
Project-based
A defined outcome with a start and end date - an audit, a migration, a campaign build, a tracking overhaul. Fixed scope, fixed price, agreed upfront.
Ongoing retainer
Continuous management and optimization once the initial build is live - campaigns, SEO, reporting, and iteration run every month under one accountable team.
Advisory
Strategy and oversight without full delivery - we review what's already running, unblock decisions, and point an in-house or existing team in the right direction.
Common questions
There's no fixed timeline - it depends on conversion volume, not calendar time. We wait until the account has enough real conversion data for the algorithm to learn from, which is often longer than platforms recommend by default.
No - CPL depends on your offer, landing page conversion rate, and market competition, not just media management. What we control is account structure, targeting precision, and bid discipline, and we'll tell you honestly when something outside the media plan is setting the ceiling.
Yes - Shopping is structured by margin and demand tier rather than run as an undifferentiated product feed, since treating every SKU the same usually wastes budget on low-margin items.
Campaigns handed to Smart Bidding before there's enough conversion data for it to learn from. We move to manual or exact/phrase-match control first, build a real conversion history, and only then hand over control.
We check alignment between the ad and the page it sends traffic to, and flag it clearly if a mismatch is likely hurting conversion. Building or redesigning the page itself is typically a separate scope.
Weekly, at minimum - search terms, negative keywords, and budget pacing move faster than a monthly cycle can catch, especially in the first few months of a new campaign.
Already running Google Ads but not sure the structure is right?
We'll review your account before recommending a bigger budget - most CPL problems are structural, not a spend problem.
Ready to get started?
We usually reply within 24 hours.
Google Ads, in detail
Scope, area by area
| Area | What we deliver |
|---|---|
| Search | Keyword architecture, ad copy, and match-type strategy by intent |
| Shopping | Feed structure and bid tiers organised by margin and demand |
| Display & Remarketing | Retargeting sequences for warm audiences |
| Reporting | Weekly performance review with search-term and spend breakdown |
How this compares
| Structured Account | Broad-Match Guesswork |
|---|---|
| Keywords mapped to specific search intent | One ad group covering unrelated search terms |
| Smart Bidding turned on after conversion history exists | Smart Bidding turned on immediately, with nothing to learn from |
| Negative keyword list maintained weekly | Irrelevant traffic discovered only in the monthly report |
Broad match and Smart Bidding aren't wrong tools - they're just frequently switched on before the account has earned the right to use them.