Google Ads measured in revenue, not clicks
We run Search, Performance Max, Shopping and Demand Gen with the same rigour we bring to writing software: server-side measurement that does not inflate numbers, an account structure you can audit yourself, and spend that always sits in your own account.
A Google Ads agency manages a company's advertising spend across the Google ecosystem — Search, Shopping, YouTube, Display and Performance Max — and answers for the return it produces, not for the clicks it buys. The real work splits into three blocks: account structure (how campaigns, keywords, negatives and audiences are grouped so the algorithm optimises on the right signal), measurement (what counts as a conversion, with what value, and whether that data reaches Google without being duplicated or lost to cookie consent) and creative plus destination (ads, product feed and the page the click lands on). Most accounts we audit do not have a bidding problem — they have a data problem. If Google receives duplicated conversions, conversions with no monetary value, or no way to tell a qualified lead from a junk form fill, it will optimise with great precision towards the wrong goal. That is why we always start with tracking — properly implemented GA4, server-side tagging and conversions imported from the CRM — and only then touch the campaigns. It is the same engineering approach we apply to growth marketing and data analytics: make the data trustworthy first, scale on it second.
Six fronts of an account that performs
Each one can be hired on its own. Together they are the difference between spending budget and buying customers.
Search campaigns
Structured by commercial intent, not by product. Real query research from Search Console and account data, negative keyword lists maintained weekly, and responsive ads with assets tested one by one instead of filled in by guesswork.
Performance Max without the black box
We segment by margin and product family instead of dropping the whole catalogue into one campaign. Brand traffic is excluded so the campaign cannot claim sales that were already yours, and we pull the channel, search term and placement reports the interface hides.
Shopping and Merchant Center
The feed is the campaign. Titles and attributes optimised for search intent, supplemental feeds for whatever your platform will not export, disapproval monitoring, and structured data that matches the feed instead of contradicting it.
Demand Gen and YouTube
Upper-funnel capture with audiences built on your own first-party data rather than generic interest segments. Creative in several formats and retargeting segmented by visit depth, not by "all visitors".
Server-side measurement
Server-side Google Tag Manager, enhanced conversions, Consent Mode v2 and offline conversion imports from the CRM. So Google optimises towards real opportunities, not towards submitted forms.
Landing pages and CRO
Message match between ad and destination, sub-two-second loads and tests on what actually moves conversion. A slow landing page raises your cost per click before the visitor has even read the offer.
Four symptoms of an account that is bleeding
Almost every account we audit arrives with one of these four stories. None of them is fixed by raising bids.
It spends every month and nobody knows on what
The report arrives full of impressions, clicks and a CPA that does not match the sales in the ERP. It is usually duplicated tracking, conversions with no value, or attribution claiming orders that would have come in anyway.
Performance Max is eating everything
A single PMax holding the entire catalogue soaks up the budget and reports a spectacular ROAS. Exclude brand and split by product family and the real distribution appears, along with the campaigns that genuinely bring new customers.
The store never takes off in Shopping
Disapproved products, titles inherited from the ERP, empty GTINs and mis-mapped categories. The feed decides which searches you can appear in before you get to bid on them, and almost nobody treats it as an asset.
B2B leads that never qualify
Cost per form goes down, pipeline does not move. Without importing offline conversions from the CRM, Google cannot tell a real opportunity from a student doing coursework.
Spending more every month while ROAS stays flat?
Free audit →The algorithm is only as good as the data you feed it
Google's automated bidding works well, and that is precisely the problem: it optimises at full power towards whatever you tell it is a conversion. If that signal is broken, the campaign executes the mistake at speed and with the whole budget behind it.
Before touching a single bid we put in place the four pieces that make the signal reliable in Europe, with ad blockers, ITP and consent in the way. That is engineering work rather than campaign management, and it is where a technical agency earns its keep.
Consent Mode v2
Mandatory in the EEA. Implemented properly it recovers modelled conversions instead of losing every user who declines cookies.
Server-side tagging
Events leave from your server, not the browser. Less loss to ad blockers and real control over what data is sent to Google.
Enhanced conversions
Hashed first-party contact data to match conversions the cookie can no longer attribute.
Offline conversions from the CRM
The real status of the opportunity flows back to Google. Bidding learns from closed deals, not from submitted forms.
From audit to scaling on margin
Account and measurement audit
We review structure, search terms, negatives, feed and every conversion action: how it fires, whether it double-counts, what value it carries and how it is attributed. You get a report on what is broken and how much budget is leaking through it.
Fix the data first
Server-side tagging, Consent Mode v2, enhanced conversions and a connection to the CRM or store. We restructure nothing until the signal is reliable: optimising on bad data only speeds up the mistake.
Restructure and relaunch
Campaigns grouped by intent and margin, brand split from acquisition, PMax segmented, feed rewritten and new ads shipped. Relaunched in phases so the whole learning phase does not reset at once.
Scale on margin
Fortnightly review on a shared dashboard: scale what produces margin, cut what only produces traffic. With spend and decisions documented so you can argue with them.
No percentage of your ad spend
What we do
- Work inside your Google Ads account, in your name and on your billing
- Charge a flat management fee, independent of what you spend
- Fix measurement before proposing a bigger budget
- Report on revenue, margin or pipeline instead of impressions
- Document the structure and leave every access in your hands
What we don't do
- Bill a percentage of spend: it rewards spending, not performing
- Run your campaigns in our account and hand you a report
- Leave Performance Max on autopilot with the whole catalogue inside
- Present the brand traffic you already had as a result
- Lock you into long contracts so you cannot compare
If you want someone to raise bids and email a PDF at month end, there are cheaper options. If you want an account you can audit, understand and take with you, let's talk.
The tools we actually integrate
Half of a Google Ads account lives outside Google Ads: in the feed, in the CRM and in the tag container. We build those integrations ourselves.
Frequently asked questions
Do you charge a percentage of ad spend?
Is the Google Ads account mine?
Do you run Performance Max, or avoid it?
How much ad budget do I need to start?
How long before I see results?
How does cookie consent affect measurement in Europe?
Start by finding out what your account is doing
Give us read access to your Google Ads account and we will send back an audit: what is broken in the measurement, where the budget is going and what we would fix first. No commitment and no sales deck.
Tell us your challenge. We'll propose a solution.
No commitment. Within 24 hours, you'll receive a proposal with scope, timeline and budget. No fine print.