Google Is Not Your Friend
We see these failures every single week. Most accounts have more than one.
Google's "recommendations" are draining you.
Auto-applied broad match. Sneaky Display Network opt-ins. Budget increases that benefit Google, not you.
Every change is designed to increase Google's revenue. Not yours.
Most advertisers don't even know these were applied.
Broad match is training Google wrong.
Without proper negatives, broad match shows your ads for searches that have nothing to do with buying intent.
You're funding Google's AI training, not your sales pipeline.
Every irrelevant click teaches the algorithm the wrong lessons.
Display Network is secretly on.
Check your campaign settings right now. Display Network is probably enabled.
That's 30%+ of your budget showing banner ads on random apps instead of catching high-intent searchers.
Google turns this on by default. Most advertisers never notice.
Quality Score is tanking your CPCs.
Low relevance scores mean you pay more for worse positions.
Google rewards tight alignment between keywords, ads, and landing pages—and punishes lazy setups.
Your competitors with better Quality Scores pay less for better placements.
If even one of these is happening, you're overpaying.
If more than one is happening, Google is compounding your losses every day.
What "Management" Actually Means
The daily work that protects your budget from Google's defaults
Daily Recommendation Rejection
We manually review and reject Google's auto-apply "recommendations" before they drain your budget.
Weekly Search Term Audits
Kill wasted spend by identifying and negating irrelevant search queries every single week.
Network Settings Control
We disable Display Network defaults and ensure your budget goes to high-intent searchers only.
Profit-Based Bidding
Bid strategies optimized for your actual profit margins, not vanity metrics like clicks or impressions.
Quality Score Optimization
Better ad relevance and landing pages mean lower CPCs and better placements than competitors.
Full Transparency
You see exactly what we see. No hidden fees, no mysterious optimizations—complete visibility.
This work is repetitive and unglamorous—which is exactly why most agencies skip it.
We do it because this is where your profit is actually protected.
The Systems That Actually Work
If you're looking for shortcuts, we're not your agency. This is methodical, proven infrastructure.
If you need daily reassurance or care more about pretty dashboards than profit, this won't be a good fit.
Auto-Apply Rejection
We check and reject Google's "helpful" recommendations daily. Every change is intentional, every setting is deliberate.
Intent-Based Architecture
No broad match fishing expeditions. We build campaigns around actual buyer intent with negative keyword fortresses.
Network Control
Search Network only unless Display makes strategic sense. No Search Partners bleeding budget. Every placement is intentional.
Profit-First Bidding
We don't maximize clicks—we maximize profit. Target CPA and Target ROAS with guardrails, manual interventions when needed.
Let's Talk About Your Google Ads
Get a free account audit and honest assessment of your campaigns.
Revenue Growth • 12 Months • 40% Lower CPA
"They showed us what Google was doing to our account—auto-applied changes we never approved, Display Network spending 40% of our budget. They fixed it all."
Questions You Should Be Asking
Why do you say Google's recommendations are bad?
Google's recommendations are optimized for Google's revenue, not your profit. Auto-applying broad match expands your reach (and spend) to irrelevant queries. Enabling Display Network spreads your budget thin. Raising budgets obviously benefits Google. We're not anti-automation—we're anti-automation-that-serves-Google-not-you.
What about Performance Max? Everyone says to use it.
Performance Max can work—but only with proper structure. Most agencies just throw assets in and let Google figure it out. We build intentional asset groups, feed structures, and audience signals. Sometimes Search campaigns still outperform PMax. We use what works, not what's trendy.
How long until we see results?
Tracking fixes: immediate. Wasted spend elimination: week one. Sustainable performance improvement: 4-6 weeks. We won't promise overnight miracles, but we'll show you measurable progress weekly.
What's your minimum budget?
$5,000/month in ad spend. Google Ads needs volume to optimize. Below that, the data is too thin and our management fee doesn't make financial sense for you.
Why shouldn't we just manage this in-house?
You could. But Google changes constantly—auto-apply features, algorithm updates, new campaign types. Staying current is a full-time job. We manage millions in spend across dozens of accounts. We see patterns you won't. For most businesses under $100K/month, we're the better math.
The Complete Guide to Google Ads Management Services
Choosing the right Google Ads management agency can mean the difference between profitable growth and wasted ad spend. This comprehensive guide covers everything you need to know about professional PPC management, from understanding what separates expert Google Ads management from amateur campaigns to recognizing when your account needs professional intervention.
What Is Google Ads Management and Why Does It Matter?
Google Ads management encompasses the complete oversight, optimization, and strategic development of paid search campaigns on Google's advertising platform. Unlike set-and-forget approaches, professional PPC management services involve daily monitoring, continuous optimization, and strategic adjustments based on performance data.
The Google Ads platform has evolved significantly since its launch as Google AdWords in 2000. Today, it includes Search campaigns, Shopping campaigns, Display Network advertising, YouTube video ads, Discovery campaigns, and the newer Performance Max campaign type. Each requires specific expertise to manage effectively.
For businesses spending $5,000 or more per month on Google advertising, professional management typically pays for itself through improved efficiency, reduced wasted spend, and higher conversion rates. Our clients typically see a 40% reduction in cost-per-acquisition within the first 90 days of management.
Google Ads Campaign Types: Search, Shopping, Display, and Performance Max
Google Search Ads Management
Search advertising remains the cornerstone of most Google Ads strategies. When someone searches for "best accounting software" or "emergency plumber near me," they're expressing active intent. Capturing this intent through well-structured search campaigns delivers the highest-quality traffic available in digital advertising.
Effective Google Search Ads management requires expertise in keyword research, match type strategy, negative keyword development, ad copy optimization, and landing page alignment. The average account we audit has 20-40% of budget going to irrelevant searches due to poor negative keyword management.
Google Shopping Ads for E-Commerce
For e-commerce businesses, Google Shopping campaigns often deliver the best return on ad spend. Shopping ads display product images, prices, and reviews directly in search results, pre-qualifying buyers before they click. This visual format typically achieves 30% higher conversion rates than text ads for product searches.
Professional Shopping campaign management involves feed optimization, product segmentation, bid strategy development, and continuous performance monitoring. We've helped e-commerce clients achieve ROAS of 400-800% through strategic Shopping campaign structures.
Performance Max Campaign Management
Performance Max campaigns represent Google's AI-driven approach to advertising, running across Search, Shopping, Display, YouTube, Gmail, and Maps from a single campaign. While Google positions PMax as a simple solution, effective management requires sophisticated asset group structuring, audience signal development, and careful budget allocation.
Many advertisers struggle with Performance Max because they accept Google's defaults. Our approach involves building intentional asset groups, excluding branded traffic when necessary, and maintaining manual campaign overlays for critical keywords. Learn more about our approach in our article on Smart Bidding mistakes that cost advertisers thousands.
How to Choose a Google Ads Management Agency
Selecting the right Google Ads agency requires understanding what separates competent management from mediocre service. Here are the key factors to evaluate:
Account Ownership and Transparency
A reputable PPC agency will always work within ad accounts that you own and control. If an agency insists on running campaigns in their own accounts, walk away. This practice, while common among less scrupulous agencies, prevents you from accessing your own data and holds your campaigns hostage.
We maintain complete transparency with every client. You receive full access to your Google Ads account, can see exactly what we're doing, and retain everything if you ever decide to leave. Your campaigns, your data, your audiences—always.
Google Partner Status and Certifications
While Google Partner certification indicates baseline competency, it doesn't guarantee quality management. The certification primarily measures whether an agency follows Google's best practices—which are often optimized for Google's revenue rather than advertiser profitability.
Look beyond badges. Ask potential agencies about their approach to Google's auto-apply recommendations, their negative keyword processes, and how they handle the Display Network. Their answers reveal more than certifications.
Google Ads Management Pricing: What to Expect
Google Ads management fees typically follow one of three models: percentage of ad spend, flat monthly retainer, or performance-based pricing. Each has advantages and drawbacks depending on your situation.
Percentage of Ad Spend Model
Most agencies charge 10-20% of monthly ad spend for management. This model aligns agency compensation with account growth but can create perverse incentives to increase spend regardless of efficiency. A $50,000 monthly budget at 15% would incur $7,500 in management fees.
Flat Monthly Retainer
Flat-fee arrangements provide budget predictability and remove incentives to inflate ad spend. However, they may not scale well as account complexity increases. Typical retainers range from $1,500-$5,000+ monthly depending on account size and scope.
We customize pricing based on your specific situation, account complexity, and goals. Contact us to discuss which arrangement makes sense for your business.
Signs Your Google Ads Account Needs Professional Management
Many businesses attempt to manage Google Ads in-house before recognizing they need professional help. Here are common indicators that it's time to hire a Google Ads specialist:
- Rising cost-per-click without improved results: CPCs increasing while conversion rates stay flat indicates optimization opportunities being missed.
- Optimization Score below 80%: While not all recommendations should be accepted, consistently low scores suggest neglected fundamentals.
- Limited time for weekly optimization: Google Ads requires consistent attention. Monthly check-ins aren't sufficient for competitive industries.
- Confusion about campaign structure: If you're unsure why campaigns are organized a certain way, restructuring likely needed.
- No negative keyword strategy: Accounts without robust negative keyword lists waste 20-40% of budget on irrelevant searches.
- Auto-apply recommendations enabled: Letting Google make changes automatically typically hurts performance over time.
Google Ads Management for Different Industries
Different industries require specialized PPC strategies. What works for e-commerce differs significantly from lead generation for professional services. Our experience spans multiple verticals:
E-Commerce Google Ads Management
E-commerce accounts benefit from Shopping campaign expertise, feed optimization, and dynamic remarketing. We integrate with Shopify, WooCommerce, and Magento to ensure accurate conversion tracking and product data synchronization. Our e-commerce clients typically achieve 4-8x ROAS after optimization.
Lead Generation Google Ads
For service businesses and B2B companies, lead quality matters more than volume. We implement call tracking, form tracking, and CRM integrations to optimize for leads that actually convert to customers—not just form submissions. Learn more about our lead generation services.
Local Service Ads Management
Google Local Service Ads offer pay-per-lead pricing for qualifying businesses. We help home service companies, healthcare providers, and legal practices maximize visibility in local search results while maintaining lead quality standards.
Our Google Ads Management Process
Our Google Ads management methodology has been refined over years of managing millions in ad spend. Here's what to expect when working with us:
Week 1: Account Audit and Strategy
We begin with a comprehensive audit of your existing campaigns, tracking setup, and competitive landscape. This includes search term analysis, Quality Score assessment, conversion tracking verification, and audience review. You'll receive a detailed report of findings and prioritized recommendations.
Week 2-4: Implementation and Restructuring
Based on audit findings, we implement structural changes, fix tracking issues, and establish proper campaign architecture. This phase often involves significant negative keyword expansion, ad copy testing, and landing page recommendations.
Ongoing: Continuous Optimization
Daily monitoring, weekly optimizations, and monthly strategy reviews ensure your campaigns continuously improve. We provide transparent reporting showing exactly what we've done, what's working, and what we're testing next.
Google Ads vs Facebook Ads: Which Is Right for Your Business?
Many businesses wonder whether to invest in Google Ads or Facebook Ads. The answer depends on your business model, audience, and goals:
- Choose Google Ads if: You sell products or services people actively search for, need to capture existing demand, or operate in B2B markets where purchase intent is high.
- Choose Facebook Ads if: You need to create demand, target specific demographics or interests, or sell visually compelling products that benefit from discovery.
- Use both if: You have sufficient budget to test multiple channels and want to capture intent while building awareness.
We manage both platforms and can help you determine the optimal allocation. Learn more about our Facebook Ads management services or explore how they compare with Bing Ads for lower-cost alternatives.
Advanced Google Ads Strategies
Smart Bidding Optimization
Google's Smart Bidding strategies—Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value—use machine learning to optimize bids in real-time. However, these strategies require proper setup to work effectively. Many advertisers enable Smart Bidding without sufficient conversion data, realistic targets, or proper tracking.
We ensure your campaigns have adequate conversion volume (minimum 30-50 conversions per month per campaign), properly configured conversion actions, and appropriate target settings before transitioning to automated bidding.
Remarketing and Audience Strategies
Google Ads remarketing allows you to re-engage users who have previously interacted with your website or ads. Effective remarketing goes beyond simply showing ads to all past visitors—it involves segmenting audiences by behavior, creating tailored messaging, and excluding converted users.
We implement Customer Match audiences using your email lists, Similar Audiences to find new prospects resembling your best customers, and In-Market Audiences to reach users actively researching products in your category.
Common Google Ads Mistakes We Fix
After auditing hundreds of Google Ads accounts, we consistently find these problems:
- Broad match keywords without negatives: Broad match can work but requires extensive negative keyword lists to prevent waste.
- Display Network enabled in Search campaigns: This default setting diverts budget to lower-intent placements.
- Missing conversion tracking: Without accurate tracking, optimization is impossible.
- Poor ad group structure: Grouping unrelated keywords reduces Quality Scores and relevance.
- No ad testing: Running single ads prevents identification of winning messaging.
- Accepting all Google recommendations: Many recommendations benefit Google more than advertisers.
Getting Started with Professional Google Ads Management
If you're spending $5,000 or more monthly on Google Ads and not seeing the results you expect, professional management can transform your campaigns. Our approach focuses on profitable growth rather than vanity metrics, transparency rather than mystery, and sustainable scaling rather than quick fixes.
Schedule a consultation to discuss your campaigns. We'll provide an honest assessment of your current performance and specific recommendations for improvement—whether you work with us or not.