Google Ads
Turn clicks into conversions with precision targeting.
What are Google Ads?
Google Ads is a pay-per-click (PPC) advertising platform that allows businesses to display their ads to users actively searching for products or services. It offers more control over targeting, enabling you to reach your audience by keywords, location, demographics, and more.
Why are Google Ads Important?
For Your Organisation
Google Ads connects your business with customers who are ready to take action. By targeting users actively searching for what you offer, we can drive highly qualified traffic to your site - leading to more conversions and higher revenue, all while maintaining control over your budget and spending.
For Your Customers
Your customers expect to find relevant, timely solutions to their needs when they search online. Google Ads ensures your business is visible at the moment they need it most. Whether it’s a product they’re ready to buy or a service they’re researching, we create ads that guide them directly to the right place.
A tested process
1. Audit
Sometimes you will already have a clear problem identified, and we can work from there. But most the time we’ll need to perform an audit first to gather all the issues within the topic.
2. Resources & Planning
From the audit we’ll prioritise based on resources both side, who is involved, the impact of the issue and how much time we have. This stage is important for managing expectations.
3. Delivery
I can run delivery too - either working as a project manager within your team or I’m also happy to get stuck into the work myself. Whatever is best for your business is ultimately what we will go with.
The Tools & Resources I Use for Google Ads
What Does a Google Ads Audit Contain?
My Google Ads audit evaluates the performance and efficiency of your campaigns, identifying areas for improvement to maximize your return on investment.
I review your account structure to ensure campaigns are organized and aligned with your business goals. This includes assessing campaign types, ad groups, and keyword segmentation.
I analyze keyword targeting to identify high-performing keywords, wasted spend, and opportunities for expansion. Negative keyword lists are reviewed and optimized to avoid irrelevant traffic.
I evaluate ad copy to ensure headlines and descriptions are compelling, relevant, and aligned with search intent. Strong ad copy increases click-through rates and improves ad performance.
I assess landing page relevance and quality, ensuring a seamless user experience that aligns with the ad’s message. A well-optimized landing page significantly boosts conversion rates.
I examine bidding strategies to ensure they align with your goals, whether that’s maximizing clicks, targeting cost-per-conversion, or achieving a specific ROAS (Return on Ad Spend).
I review Quality Scores to identify factors affecting performance, such as ad relevance, landing page experience, and expected click-through rate.
I analyze ad extensions, such as sitelinks, callouts, and structured snippets, to ensure you’re taking full advantage of available features that enhance visibility and engagement.
I track audience targeting and remarketing strategies, identifying opportunities to better segment and reach users across their journey.
How I work with Google Ads
Google Ads is both a one-off project and an ongoing campaign component. I start with an in-depth audit to optimize your current campaigns or set up new ones from scratch. Once the foundation is strong, I monitor performance, refine targeting, and test new strategies on an ongoing basis to maximize results. This approach ensures immediate improvements and long-term success, helping your business grow sustainably.
Measuring Google Ads Performance
Paying customers
Purpose: Drive conversions
Metric: Conversion rate tracked in Google Ads
Goal: Increase the percentage of users completing desired actions
Impact: Higher conversions mean more leads and revenue
Ad Performance
Purpose: Improve ad relevance
Metric: Quality Score from Google Ads
Goal: Achieve higher Quality Scores across campaigns
Impact: Better ad relevance lowers costs and improves performance
Return on ads spend
Purpose: Optimize spending efficiency
Metric: Cost per conversion (CPC or CPA)
Goal: Reduce costs while maintaining or increasing conversions
Impact: Greater efficiency maximizes your return on ad spend
Traffic to your site
Purpose: Increase traffic to the site
Metric: Click-through rate (CTR)
Goal: Improve CTR through better targeting and ad copy
Impact: More traffic creates more opportunities for conversions
