Google Ads Services

The gap between a Google Ads account that performs and one that just spends is rarely a strategy. It's execution. Tracking is missing, so Smart Bidding optimizes based on poor signals. PMax runs on defaults with no asset groups or audience signals worth mentioning. Search campaigns pile up junk queries because nobody mines them. And the reporting clients see doesn't tie back to revenue, so renewals get harder every quarter.

We work on Google Ads accounts at every stage. Audits to find what's broken. One-time builds for new launches or rebuilds. Ongoing management for agencies that need a Google Ads operator without hiring one. And the tracking infrastructure underneath all of it, because every campaign decision depends on whether the conversion data is real.

Account Audit

Before making any changes or taking over an account, we audit it. Conversion tracking accuracy, account structure, bidding strategy fit, audience setup, search term hygiene, negative keywords, asset quality, PMax configuration, budget pacing, and reporting all get checked.

The same patterns show up almost every time. Conversions fire twice per purchase. Enhanced conversions are not turned on even though the CRM has the data. PMax campaigns with one asset group and no audience signals. Brand and non-brand are mixed in the same campaign, so reporting blends them. Search campaigns with hundreds of irrelevant queries that never made it onto a negative list.

You get a written audit with specific findings, ranked by what's costing the account the most, and recommendations your team can act on directly.

Tracking Infrastructure

This is the foundation. Bidding, audiences, and reporting all depend on Google Ads getting accurate conversion signals. When tracking is wrong, everything downstream is wrong with it.

Server-side tracking through Stape.io or a custom GTM server container is usually the first piece. iOS 14+, Safari ITP, and ad blockers strip out a real chunk of client-side conversions. Server-side recovers that data and gives you control over what leaves the page and how it gets processed before it does.

Enhanced conversions matter for both web and lead gen accounts. The web version hashes first-party data from the conversion page and sends it with the conversion to improve match rates. Enhanced conversions for leads close the loop on offline sales by sending hashed contact info from the form so Google can attribute the close back to the original click. Both became more important after Google folded enhanced conversions into the main conversion action interface.

Offline conversions go through the Google Ads API or scheduled CSV uploads from the CRM. For longer sales cycles where the deal closes weeks after the click, offline import is what lets Smart Bidding optimize against revenue instead of form submissions.

Call tracking through CallRail, WhatConverts, or Google's own call extensions covers service businesses where the phone is the main conversion path. Wired up correctly, calls become bidding signals like any other conversion.

We set this up the first time and verify it with test conversions before the account starts spending against the new data.

One-Time Campaign Builds

For new product launches, new market entries, or full account rebuilds, we build from scratch. Account structure that separates brand, non-brand, competitor, and PMax. Conversion actions configured with the right primary and secondary conversions for the bidding strategy. Audiences built from first-party data, customer match, and engaged visitors. PMax asset groups with proper signal layering. Account-level negative lists. Bid strategy chosen based on data availability, not defaults.

You get a documented account with everything labeled and ready for your team to manage. If your team would rather not, we can move into ongoing management from there.

Ongoing Campaign Management

For agencies that need a Google Ads specialist without hiring one full-time, we manage accounts on retainer. Weekly bid and budget adjustments. Search term mining and negative keyword updates. Asset and creative refreshes. Audience expansion and exclusions. PMax asset group iteration. Landing page feedback. Monthly reviews tied to the ROAS or CPA targets the client actually cares about.

Management isn't checking an account once a month. It's a continuous adjustment based on what the data shows, with documented reasoning for every meaningful change so you know what's happening and why.

A/B Testing

Google Ads has built-in experiments for ad copy, landing pages, bid strategies, and audience targeting. Most accounts never use them. We run structured tests with clear hypotheses, sample sizes, and documented results that compound over time.

Common tests include responsive search ad variants, landing page comparisons, Smart Bidding against manual or alternate automated strategies, PMax audience signal tests, and ad extension combinations. Each one has a control, a sample size, and a stop condition. Wins get rolled out. Losses get documented so the same idea doesn't get re-tested in three months.

PMax and AI Max

PMax is the default for most e-commerce accounts now, and AI Max for Search is rolling out across Search campaigns. Both lean hard on Google's automation, which works when you feed it good signals and fails when you feed it defaults.

For PMax, we build asset groups by theme, set audience signals from first-party data, exclude brand traffic when it makes sense, and use search themes to guide spend. For AI Max for Search, we opt in or out by campaign based on the data and goals, configure asset feeds, and watch for query expansion that doesn't fit the account.

This is also where audits most often turn into quick wins. PMax accounts running on defaults almost always have double-digit ROAS room once asset groups and signals get rebuilt.

Reporting and ROAS Visibility

Campaign work without reporting that ties to revenue is half-done. We build Looker Studio dashboards that pull from Google Ads, GA4, and the CRM so you can show clients what their spend produced, not just what it cost. ROAS, CPA, blended channel performance, lead-to-close rates, and pacing against budget. The same dashboards work for internal management and client reporting.

If you're using SmartMetrics, the reporting plugs into the client portal so clients see live performance instead of waiting for monthly PDFs.

White-Label Option

Agencies running ads as part of a broader retainer can hire us to handle Google Ads as a white-label service. The work happens under your brand, communication runs through your team, and we operate as your specialist without the client knowing we're a separate vendor. This fits agencies that want to offer Google Ads without building in-house capacity to deliver it well.

Where to start

Most engagements start with an audit because it's the cheapest way to find out what's actually wrong. From there, the work usually moves into tracking fixes, a campaign rebuild, or ongoing management, depending on what the audit turns up. Send us account access, and you'll have a written read within a week.