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Every part of Google Ads, owned by one team

Most campaigns fail outside the campaign: a slow page, a conversion that fires twice, a feed with rejected products, a report nobody understands. We take responsibility for the whole chain so there is nobody else to blame and nothing falls between vendors.

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Websites and landing pages Account setup Strategy and launch Ads and creative Ongoing management Tracking and analytics Reporting Weekly meetings and roadmap Blog and content Conversion rate optimization

Website development and landing pages

Google scores every ad partly on landing page experience, and Smart Bidding can only buy conversions a page is capable of producing. So the page comes first. We build complete small-business websites and dedicated landing pages for paid traffic, on a lightweight stack that loads fast on a phone over a mediocre connection.

Each landing page follows the search it serves. A page for "water heater replacement" talks about water heaters, shows the service area, states pricing logic or a guarantee, and puts a tap-to-call button and a short form above the fold. An e-commerce category page built for Shopping traffic keeps filters simple, shows shipping and return terms early and never buries the add-to-cart button. We write the copy, source or produce imagery you have rights to, and set up the forms, thank-you pages and phone links that conversion tracking depends on.

Existing site in decent shape? We keep it and build landing pages alongside it, or fix the speed, mobile layout and form problems that hurt Quality Score and conversion rate. You own the domain, the hosting account and the code from day one.

What you receive

Mobile-first design, measured against Core Web Vitals before launch
One clear conversion action per page, with tracked forms and call buttons
Copy written to match the keywords and ad groups that send traffic
Thank-you pages and event hooks ready for conversion tracking
Accessibility basics: contrast, labels, keyboard navigation
Hosting, domain and code in your name with documented access

Accounts and registrations we handle

Google Ads account with billing, payments profile and advertiser verification
Google Business Profile verification and category setup
Merchant Center account, business information, shipping and tax, feed submission and product approval
Local Services Ads profile, license, insurance and background check submission for eligible trades
GA4 property and Google Tag Manager container, linked to Google Ads
Google Search Console, YouTube channel linked for video campaigns
User roles and two-step verification for your team, manager account link for ours

Account setup and registrations

Setting up Google Ads properly involves more accounts than most owners expect, and the order matters. Advertiser verification can take days and holds up spend if it starts late. Merchant Center rejects feeds for missing GTINs, mismatched prices or an unreachable return policy page. Local Services Ads needs licenses and insurance documents uploaded and reviewed before a single lead arrives. We have been through each of these many times and we start them in the first week so nothing blocks the launch.

Everything is created with your business email, your payment method and your legal name. We never run client campaigns inside our own accounts, and we never use "agency-owned" accounts that leave you stranded if the relationship ends. When an account already exists, we audit access, billing, conversion settings and policy history before touching campaigns, and we clean up unused users and old tags.

For businesses that previously had an account suspended, we review the policy reason honestly and tell you whether an appeal is realistic before you spend money on new pages.

Campaign strategy and launch

Strategy means deciding, in writing, what you will buy from Google and how you will know it worked. We start with keyword research built from your sales conversations, your competitors' ads and the search terms Google already shows for your category. From that list we separate the queries with buying intent from research queries, and we group them into campaigns by goal and geography so budgets can be controlled where it counts.

Search comes first for nearly every client, because it produces the cleanest conversion data. We use exact and phrase match on the terms that matter most, and broad match only where there is enough conversion history for Smart Bidding to steer it. Bidding starts with maximize conversions or maximize conversion value, then moves to a target CPA or target ROAS once the account has enough conversions per month to hold a target without starving. Negative keyword lists for competitors, jobs, free, DIY and irrelevant locations are attached before launch, not after the first wasted week.

When Search is stable we add the next layer: Shopping and Performance Max for retail, Performance Max with brand exclusions for lead generation, Demand Gen and YouTube for reach once we know which audiences convert, and Local Services Ads for eligible home and professional services. Each addition has a reason, a budget and a success metric agreed on the weekly call before it spends.

The launch plan includes

Keyword research with intent tiers and estimated cost ranges
Campaign and ad group structure with match type plan per theme
Geography, schedule, device and audience settings with rationale
Bidding strategy and the conversion volume needed to move to targets
Negative keyword lists, brand exclusions and placement exclusions
Budget split by campaign and the order in which new campaign types will be added

Creative we produce

Responsive search ads: up to 15 headlines and 4 descriptions, pinned where the message must appear, reviewed for ad strength
Sitelinks, callouts, structured snippets, call, location, price and promotion assets
Image and video assets in every required ratio for Performance Max asset groups and Demand Gen
Short product videos and YouTube bumper or in-stream edits from your footage or product photography
Product feed titles, descriptions, product types and custom labels for Shopping
Business name and logo assets, and policy-safe copy for regulated categories

Ads and creative, native to Google

Google Ads creative is text first and format heavy. A responsive search ad needs headlines that make sense in any combination, with the ones that carry the offer or the brand pinned to fixed positions so the message never breaks. We write them per ad group, not per account, and we check ad strength as a diagnostic rather than a goal: an "Excellent" rating with generic headlines loses to a "Good" one that names the service, the city and the proof point.

Performance Max and Demand Gen live or die on image and video assets. Google assembles your assets into placements across Search, Shopping, YouTube, Discover, Gmail, Maps and the Display Network, so we supply every ratio, keep text legible on small screens and build asset groups around one product line or audience each. Asset performance labels then tell us what to replace, and we replace it on a schedule instead of letting "Low" assets run for months.

For Shopping, the creative is the feed. Product titles that lead with what people search for, accurate product types, GTINs, availability and price, plus custom labels so campaigns can separate best sellers from clearance. We maintain the feed as products and prices change.

Ongoing management and optimization

Google changes its platform constantly and the auction changes daily. Management is the weekly discipline of looking at what actually happened and adjusting, with every change recorded in the account's change history and in our log, so you can see who did what and why.

Each week we read the search terms report and add negatives at the ad group, campaign or shared list level. We review Performance Max search themes and the search terms insights that come with them, and apply brand exclusions and campaign-level negatives so Performance Max does not cannibalize your brand Search traffic. We check bid strategy status, learning periods and whether target CPA or target ROAS is constraining volume, and we move targets gradually rather than in jumps that reset learning. We look at auction insights to see which competitors are gaining impression share and whether we are losing to budget or to rank. We review asset performance labels, pause losers, launch new variants and run campaign experiments when a change is too big to test blind.

We also do the unglamorous parts: budget pacing against the month, device and location bid adjustments where they still apply, audience segments in observation mode so bidding has more signal, placement exclusions on Display and video inventory, and the quiet removal of recommendations that would auto-apply changes you did not agree to.

The weekly management checklist

Search terms review and negative keyword list maintenance
Smart Bidding targets, learning status and budget pacing
Performance Max search themes, brand exclusions and asset group reporting
Auction insights, impression share and lost share by budget or rank
Ad and asset performance, experiments and winner rollouts
Feed diagnostics and disapprovals in Merchant Center
Auto-apply recommendations switched off and reviewed by hand

Tracking stack we implement

Google tag or Tag Manager container with a documented tagging plan
Primary and secondary conversion actions with sensible counting and attribution settings
Enhanced conversions for web and for leads, with match rate monitoring
Consent mode v2 configured with your consent banner where regulations require it
GA4 linked to Google Ads, with key events imported where they add value
Call tracking with Google forwarding numbers and website call conversions
Offline conversion import from your CRM so bidding learns from qualified leads and closed revenue

Tracking and analytics

Smart Bidding is only as smart as the conversions it sees. If your account counts a thank-you page refresh twice, treats a newsletter signup like a purchase, or never learns that half the form fills were spam, bidding will cheerfully optimize toward the wrong thing. We design the conversion setup before campaigns launch and we audit it every week.

For lead generation we track form submissions, calls from ads and calls from the website, and we import qualified lead and closed deal stages from your CRM through offline conversion import or enhanced conversions for leads, so the account bids toward pipeline instead of raw form fills. For e-commerce we track purchases with order value, exclude internal traffic and test the whole path from product page to receipt with real orders. Enhanced conversions improve measurement where cookies are blocked, and consent mode v2 keeps measurement working with the consent banner your legal team requires.

GA4 is linked and configured so you can see the full journey, including organic and direct visits, and so audiences built in GA4 can be used for bidding signals. Everything sits in your properties. We hand you the tagging plan as a document, not a mystery.

Reporting dashboards with plain-language commentary

A dashboard with forty charts and no sentences is not a report. Ours has three parts. A live dashboard, built on your Google Ads and GA4 data, that shows spend, conversions, cost per conversion, conversion value and ROAS by campaign and by week, with the comparison periods already selected. A weekly note that says, in a few paragraphs, what moved, what we changed and what we expect next. And a monthly report that steps back to trends, auction insights, search demand and the roadmap.

We report the metrics that match your goal. A roofing company sees booked estimates and cost per estimate; an online store sees revenue, ROAS and new customer share; a SaaS company sees qualified demos and pipeline value imported from the CRM. Impressions and clicks are there if you want them, but they never headline the page.

When numbers look too good or too bad, we check tracking before we celebrate or panic, and we say so in the commentary. Honest reporting includes "we do not know yet" when the data is still thin.

Reporting you can expect

Live dashboard with campaign, device, location and time views
Weekly written summary of results, changes and next steps
Monthly report with trends, auction insights and the roadmap
Metrics aligned to your business goal, not vanity numbers
Tracking caveats stated plainly whenever they apply

Standing agenda for the weekly call

Results since last week against the monthly plan
Changes made and the reason for each
Lead quality and sales feedback from your team
Tests running and decisions needed from you
Website, feed, offer or seasonal changes coming up
Next week's priorities, written down and shared after the call

A weekly meeting with every client, and a monthly roadmap

Every client, at every budget level, gets a standing weekly meeting with the specialists who manage the account. Thirty to forty-five minutes, same slot each week, with an agenda sent in advance and notes sent afterward. This is where we learn which leads turned into customers, which products are out of stock, and what your sales team heard on the phone this week. Those details change bids and budgets more than any dashboard does.

Once a month the call expands into a planning session. We review the month, agree on what to scale, what to cut and what to test, and we write the next thirty days into a roadmap you can hold us to: campaigns to launch, pages to build, content to publish, tracking to fix. The roadmap is a living document in your shared folder, updated when priorities shift.

If you prefer fewer meetings, we still hold the slot and send the written summary. Most clients keep the call. It is the cheapest way to prevent the misunderstandings that make agency relationships fail.

Blog and content generation for your site

Content supports paid search in two concrete ways. Pages that answer specific questions give Search campaigns more relevant landing pages, which raises ad relevance and landing page experience, two of the three components of Quality Score. And over time those pages earn organic visits for the same queries you pay for, which lowers your blended cost per lead.

We plan content from the search terms your campaigns already see. If people searching "furnace making loud noise" convert into repair calls, that query deserves a page. We write service pages, location pages, comparison articles and guides in your voice, review them with you, publish them on your site and connect them to the campaigns where they help. Each piece has a goal, a target query cluster and a measurement, never "a blog post a week" for its own sake.

For e-commerce we extend this to buying guides and category copy that help Shopping and Performance Max understand what the page sells. For B2B we produce the comparison and pricing explainer pages that intent-heavy Search traffic actually wants to read.

Content deliverables

Monthly content plan derived from search terms and keyword data
Service, location and category pages that double as ad landing pages
Articles and guides written, edited and published for you
On-page basics: titles, descriptions, headings, internal links, structured data
Performance review of published pages in the monthly report

What we test most often

Headline and offer clarity above the fold
Form length, field order and multi-step forms for lead gen
Call button placement and click-to-call on mobile
Proof elements: reviews, guarantees, licensing, delivery terms
Page speed, image weight and layout shift
Product page details, shipping and return messaging for e-commerce

Conversion rate optimization

When cost per click rises, the cheapest way to lower cost per lead is to convert more of the clicks you already buy. Conversion rate optimization is a monthly discipline for us, not a one-off project. Each month we pick the page or step with the most paid traffic and the biggest drop-off, form a hypothesis, build a variant and measure it through the same conversion actions the campaigns use.

We use GA4 funnel exploration and landing page reports to find where visitors leave, we look at form abandonment and call behavior by device, and we read the search terms that lead to bounces to see where the page fails to match the promise of the ad. Tests run long enough to reach a decision and are documented with the result, win or lose. Winners are rolled out across similar pages. Losers teach us what not to repeat.

Because the same team runs the campaigns, a better page immediately feeds Smart Bidding more conversions at the same budget, and target CPA can be tightened the following week. That loop is the main reason to keep pages and campaigns under one roof.

Want all of this, or just the parts you are missing?

Some clients need everything from the domain up. Others have a good site and need the account rebuilt. Tell us where you are and we will propose the scope that fits, with the first 90 days laid out.

Get a proposal