Google Ads Management
Search, Shopping, Performance Max and YouTube, run so the budget lands on people ready to buy. Wasted queries get cut every week, and every conversion is one you would recognise as an enquiry.
What it is, and why it matters
Google Ads is demand capture. The person is already looking, so the job is not persuading them a problem exists. It is being there for the right search, at a cost that still leaves a margin, and not paying for the thousand searches nearby that will never buy.
That distinction is where most accounts leak. Broad match and automated campaign types will happily spend your budget on adjacent searches, and the platform reports it all as performance. Unless someone reads the actual search terms every week and cuts, the account drifts toward cheap clicks and away from customers.
So the work is unglamorous and constant. Tight structure, honest conversion tracking, search term reviews, landing pages that match the promise in the ad, and a monthly conversation about what to stop doing.
Who this is for
A good fit if
- People already search for what you sell, by name or by problem
- You can handle the enquiries a working account will produce
- Your margin survives paying for a click, which most services do and some products do not
- You want to see the search terms, not just a performance summary
Probably not if
- Your category has no search volume yet, which is a demand creation job
- The landing page cannot be changed, which caps what any campaign can do
- You want spend below roughly AED 8,000 a month, where management fees eat the budget
- You need brand awareness rather than enquiries this quarter
What is included
| Deliverable | How often |
|---|---|
| Account and conversion audit | Onboarding |
| Campaign structure rebuild | Onboarding, then as needed |
| Search term review and negatives | Weekly |
| Bid and budget management | Daily |
| Ad copy writing and testing | Monthly |
| Conversion tracking and call tracking | Onboarding |
| Shopping feed setup and optimisation | Monthly |
| Performance Max asset groups and exclusions | Monthly |
| YouTube and Demand Gen campaigns | As planned |
| Landing page build and testing | Per campaign |
| Reporting call with the working shown | Monthly |
How it fits together
Your first 90 days
- Week 1
Audit and honest tracking
We check what the account currently counts as a conversion. Page views, minor clicks and duplicate counts come out. What is left is enquiries, calls and sales, each with a value attached.
- Weeks 2 to 3
Rebuild around how you sell
Campaigns get grouped by margin and intent rather than by whatever the keyword planner suggested. Match types tighten, the negative list gets a proper first pass, and ad copy starts matching the landing page promise.
- Weeks 4 to 8
Cut, then concentrate
Weekly search term reviews cut waste, and the budget concentrates on the terms that produce enquiries. This is where cost per enquiry usually moves most, and it is mostly subtraction rather than addition.
- Weeks 9 to 12
Expand deliberately
Once the core is profitable we test the next layer: Shopping, Performance Max with proper exclusions, or YouTube. One at a time, each with its own budget, so a new channel cannot hide behind the working one.
What you actually receive
The monthly report leads with what we stopped paying for. Search terms blocked, budget freed and where it moved, because on Google that is usually the biggest lever in the month.
Every conversion number reconciles with the enquiries you received. If the platform says forty and your inbox says twelve, the report says twelve and explains the gap.
- Spend, enquiries and cost per enquiry, against last month
- Search terms added as negatives, and the spend that recovered
- Top terms by enquiry, not by click volume
- What changes next month and why
Metrics we move
Cost per enquiry
Baselined in week one from your own account
Real enquiries only, calls and forms, duplicates removed
Wasted spend
Falls fastest in the first two months
Spend on search terms we then excluded
Impression share on core terms
Protected on your best few terms
Google Ads, on the terms that actually produce enquiries
Enquiry to customer rate
Reported where your CRM allows it
Closed deals matched back to the campaign
Where this usually goes wrong
The usual mistake: Leaving broad match on with automated bidding and calling the result optimisation.
What we do instead: Earn the right to loosen match types once conversion data is clean and plentiful.
The usual mistake: Sending every ad to the homepage because the landing page is not ready.
What we do instead: Match the page to the promise in the ad. It is usually cheaper than raising bids.
The usual mistake: Counting a phone number click and a submitted form as the same conversion.
What we do instead: Separate them, value them differently, and let bidding chase the valuable one.
The usual mistake: Letting Performance Max absorb brand searches you would have won for free.
What we do instead: Exclude brand terms so the campaign is judged on the demand it actually created.
Questions we get asked
How do we get started?
Book a free consultation. We look at where things stand today, agree what to fix first, and send a written scope before any work begins.
How is the cost decided?
Every engagement is scoped to your goals, the size of the work and your timeline. You get a written proposal after the consultation, so the cost is clear before anything starts.
How will we know it is working?
We agree the measures at the start, then report against them in plain language, with the numbers shown so you can check them yourself.
Who will we work with?
A named lead who knows your account, backed by the specialists the work needs. You always know who to message.
Do you work in Arabic as well as English?
Yes. Content, campaigns and reporting can run in Arabic, in English, or in both, depending on who your customers are.
Can you work alongside our own team?
Yes. We can take on the whole service or fill the gaps around your in house team, and hand over cleanly if that ever changes.
What do you need from us?
Access to the accounts involved, one person who can approve work, and an honest picture of what has been tried before.
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See where your marketing is leaking money
Book a 30 minute call. We walk through your site, your search visibility and your ad account, and tell you what we would fix first.
Book a Google MeetFree. No pitch deck, no obligation.