Google Ads Built for
Leads and Revenue — Not Just Clicks.
Anyone can spend money on Google Ads. The difference between campaigns that drain budget and campaigns that generate ROI comes down to structure, targeting, and what happens after the click. We build Google Ads campaigns that work from keyword to conversion.
The 6 Google Ads Mistakes That Drain Your Budget
Most businesses running Google Ads are losing 30–50% of their budget to preventable mistakes. Here’s what we fix first.
01
Broad Match Keywords
Google’s default setting shows your ads for loosely related searches. A plumber bidding on “pipe” gets shown for “smoking pipe” and “organ pipe.” Negative keywords and tight match types are essential — and almost always missing.
02
Sending Traffic to the Homepage
Your homepage is designed for everyone. A paid click has a specific intent — and a generic landing page with 10 different options kills conversions. Every campaign needs a dedicated page built around its offer.
03
No Conversion Tracking
Without tracking, Google’s algorithm optimizes for clicks — not leads. It will happily spend your entire budget generating traffic that never converts while reporting “good” performance on click metrics.
04
Smart Campaigns Left on Default
Google’s automated campaign types hand control to an algorithm with one goal: spending your budget. Smart campaigns without human oversight consistently underperform manually managed accounts.
05
One Ad Group for Everything
Cramming all keywords into one ad group means generic ad copy that doesn’t match specific searches. Tightly themed ad groups with intent-specific copy dramatically improve Quality Score and lower cost-per-click.
06
Set-It-and-Forget-It Management
Google Ads requires weekly — not monthly — attention. Search term reports reveal new negative keywords, bid adjustments compound over time, and ad variants need testing. Campaigns left untouched deteriorate consistently.
The Right Google Ads Format for Your Goal
Google offers multiple campaign types — each suited to a different objective, audience, and business model. We match the right format to your goals rather than defaulting to whatever’s easiest to set up.
Search Campaigns
Text ads that appear when someone actively searches for your service. The highest-intent campaign type — you’re reaching people in the moment they’re looking for exactly what you offer.
- Keyword research and match type strategy
- Tightly themed ad groups by service and intent
- Responsive search ads with tested headline variants
- Sitelink, callout, call, and structured snippet extensions
- Aggressive negative keyword management
Display Campaigns
Visual banner ads across Google’s network of 2M+ websites. Best used for retargeting visitors who didn’t convert, building brand awareness in your market, or supporting search campaigns with upper-funnel exposure.
- Audience targeting by intent, interest, and demographics
- Retargeting audiences from website visitors and past customers
- Responsive display ads with multiple creative variants
- Placement exclusions to avoid low-quality inventory
- Frequency capping to avoid ad fatigue
Shopping & Performance Max
Product-level ads that display your inventory directly in Google search results with image, price, and store name. Performance Max extends this across all Google channels using machine learning to find the highest-converting placements.
- Google Merchant Center setup and feed optimization
- Product title, description, and image optimization
- Smart shopping and standard shopping structure
- Performance Max campaign setup and asset management
- ROAS-focused bid strategy and budget management
YouTube & Video Campaigns
In-stream and discovery ads on YouTube and across Google’s video partners. Effective for brand building, product demonstrations, and reaching audiences at the awareness and consideration stages of the buying journey.
- In-stream skippable and non-skippable ad formats
- YouTube audience targeting by interest and behavior
- Video remarketing to past site visitors
- Companion banner and call-to-action overlay setup
- View-through conversion tracking
Everything in a Firestarter Google Ads Engagement
No tiered packages with features held back. Every Google Ads client gets the full scope of what’s needed to run a properly managed campaign.
- Initial account audit and competitive analysis
- Keyword research and intent mapping
- Campaign and ad group architecture
- Ad copy writing and responsive search ad setup
- All ad extensions configured (sitelinks, callouts, calls)
- Conversion tracking setup (forms, calls, purchases)
- Google Analytics 4 and Tag Manager integration
- Negative keyword list build and ongoing management
- Weekly search term report review and optimization
- Monthly bid strategy and budget review
- A/B ad copy testing and performance analysis
- Monthly reporting: spend, conversions, CPL, ROAS
From Audit to Optimized Campaign
We don’t launch until everything is built correctly. Here’s how a Google Ads engagement starts and scales.
Account Audit & Strategy
We audit your existing account (or assess the competitive landscape from scratch), identify what’s working, what’s wasting budget, and build a campaign strategy aligned to your target CPA and conversion goals.
Build & Pre-Launch Review
Campaign structure, tightly themed ad groups, keyword lists with match type strategy, negative keyword foundation, ad copy for each group, all extensions configured, and conversion tracking verified — before a single dollar is spent.
Launch & Data Collection
Campaigns go live. We monitor search terms daily in the first two weeks, adding negatives aggressively to protect budget while conversion data begins accumulating for algorithm training.
Ongoing Optimization
Weekly search term reviews, monthly bid and budget adjustments, continuous ad copy testing, Quality Score improvement, and a monthly report covering spend, conversions, cost-per-lead, and ROAS.
Common Google Ads Questions Answered
It depends on your industry, the competitiveness of your target keywords, and your target cost-per-lead. For most local service businesses we recommend starting with $1,500–$3,000/month in ad spend to generate enough data for meaningful optimization. High-competition verticals like legal, medical, or financial services may need $5,000+ to be competitive. We’ll give you a realistic estimate based on your specific keywords before any commitment.
We charge a flat monthly management fee based on campaign scope — not a percentage of your ad spend. Your ad spend goes directly to Google and never passes through us. This means our incentive is performance, not inflating your budget. Management fees are discussed upfront in your proposal with no hidden fees or scope creep.
Ads go live within days of launch and qualified leads can start coming in immediately for well-structured campaigns. The first 30–60 days are a data collection and optimization phase — campaigns improve significantly as conversion data accumulates and we refine negative keyword lists and bids. Expect meaningful, consistent results within 60–90 days.
Yes — always. We work inside your Google Ads account, not a sub-account we control. Your account, your campaign history, your data. If you ever leave, everything transfers with you. We never hold campaigns or data hostage.
Yes — and it’s often the fastest path to improvement. We audit your existing account, identify structural issues and wasted spend, and rebuild or restructure the campaigns before relaunching. Depending on the account’s history, we may preserve conversion data and high-performing elements while eliminating what’s underperforming.
Find Out Where Your
Google Ads Budget Is Going.
Free Google Ads audit — we’ll review your current account structure, identify wasted spend, and show you exactly what a properly managed campaign would look like for your business.