Search, Shopping, and Display, run deliberately
Google Ads campaigns built on high-intent keywords, tight account structure, and bidding strategies backed by real conversion data.
Where this usually breaks down
Most Google Ads accounts lose money in the same few places: broad match turned on before there's enough conversion data to support it, Smart Bidding handed control before it has anything real to learn from, and a Shopping feed dumped into one campaign regardless of margin or demand. Budget disappears into search terms nobody would have approved if they'd actually reviewed the list.
The account rarely fails because the product is uncompetitive. It fails because nobody owns the weekly discipline - reviewing search terms, tightening negative keywords, and checking that the landing page still matches what the ad promised three iterations ago.
What this service actually solves
Google Ads works when account structure mirrors how people actually search - problem-aware, comparison, and category terms handled differently, not folded into one generic ad group - and when automation is introduced only once there's conversion history to train it on. That's a management discipline, not a one-time setup.
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.
How we run it
We start with exact and phrase match, not broad, and build a real conversion history before handing anything to Smart Bidding. Search terms get reviewed weekly and negative keyword lists grow aggressively from day one, not as an afterthought once budget has already leaked. Shopping feeds are structured by margin and demand tier rather than uploaded as one flat catalogue, and every campaign gets checked against the landing page it actually sends traffic to, because a mismatched promise is often the real reason a well-targeted click doesn't convert.
Capabilities & deliverables
Search Campaigns
- Problem-aware, comparison, and category keyword structuring
- Exact and phrase match first
- Ad copy testing by search intent
Google Shopping
- Feed structuring by margin and demand tier
- Product group segmentation
- Shopping-specific bid strategy
Display & Remarketing
- Warm-audience retargeting
- Placement exclusions to protect quality
Bid Strategy
- Manual or exact/phrase-match first to build conversion history
- Smart Bidding introduced once volume supports it
Landing Page Alignment
- Ad-to-page promise matching
- Flagging conversion friction outside the media plan
What's in 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 an engagement runs
Account & Keyword Audit
We review existing structure, or build fresh, mapping keywords to how buyers actually search rather than to a generic list.
Match Type & Negative Keyword Setup
Exact and phrase match go live first, with negative keyword lists built aggressively from the outset.
Shopping Feed Structuring
Products are grouped by margin and demand tier rather than treated as one undifferentiated catalogue.
Landing Page Alignment Check
Each campaign is checked against the page it sends traffic to, so the click and the page make the same promise.
Conversion History Build
We hold off on automated bidding until there is enough real conversion data for it to learn from.
Weekly Optimisation
Search terms, bids, and budget allocation are reviewed weekly, not left to run unattended between reports.
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.
What this changes for the business
- Budget stops leaking into search terms that were never going to convert
- Shopping spend concentrates on the products with the margin and demand to justify it
- Bidding automation gets trained on real conversion data instead of guessing from day one
- Ad promise and landing page experience stay consistent as campaigns evolve
Who needs this
Accounts already running but underperforming
If CPL has crept up and nobody can point to why, the account usually needs a structural audit before a budget increase.
Businesses launching their first Google Ads account
Getting match type and account structure right from the start avoids months of expensive broad-match cleanup later.
Related work
We're still building out published proof for this specific service — ask us directly and we'll walk through relevant examples.
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.
Talk to us →