Most Google Ads accounts are 30% waste in disguise.
Branded search inflating ROAS. PMax eating non-brand. Search-term hygiene haven't been touched in months. We rebuild the architecture, plug the leaks, and report on net revenue — not platform-attributed magic.
What we run.
- 01Google Ads (Search, Shopping, PMax, Demand Gen, YouTube)
- 02Microsoft Ads (Search, Shopping, PMax, Audience Network)
- 03Apple Search Ads (mobile-first SaaS)
Full surface area below ↓
What's broken in most accounts before we touch them.
Before any agency starts "optimising," we audit. Here's what we typically find — and what we fix.
Branded ROAS hides the real number
Brand campaigns at 12× ROAS sit alongside non-brand at 1.4×, blended into a single 4.2× metric the founder reports to the board. The non-brand efficiency was never the problem — it was the disclosure.
PMax cannibalises everything
Performance Max with no brand exclusion list, no asset group structure, no audience signals. It eats branded search, claims the conversion, and the merchant pays Google to take credit for what would have closed organically.
Search-term hygiene rotted months ago
200+ irrelevant queries in the last 30 days, no negatives added, no hand-graded audit. Bidding strategy is 'maximise conversions' on autopilot — which is fine until it isn't.
Shopping feed half-built
Missing GTINs, wrong product types, identifier issues throttling impression share. The merchant blames CPM; the actual issue is the feed.
Conversion tracking unverified
GA4 + Google Ads tag fire from the wrong trigger, double-count refunds, miss server-side events. Every optimisation downstream is built on a number nobody verified.
What we run.
Every platform listed below is run by a senior operator who has shipped on it for years — not a junior account manager learning on your spend.
How we audit & operate.
Four steps, repeated quarterly. The rigour is the product.
Forensic teardown
Branded vs non-brand split, PMax cannibalisation report, search-term efficiency at SKU level, feed health scorecard, conversion-tracking server-side audit. We deliver this as a 12–25 page brief — not a deck.
Architecture rebuild
Campaign segmentation by intent + margin + sales velocity. Brand isolated. PMax exclusions in place. Asset groups structured around theme, not SKU dump. Negative keyword lists stratified.
Bid + budget governance
Bidding strategy chosen against payback math, not platform default. Budget caps and pacing rules. Alerting via MCP for anomaly detection — spend spikes, ROAS dips, unauthorised changes.
Weekly cadence
Senior operator in your account daily. Weekly performance .xlsx with net-revenue attribution. Change log every Friday. Monthly strategy review against your P&L.
Concrete deliverables. Nothing vague.
Every line below is something you can hold, read, or measure against. No 'strategy decks as deliverables'.
- 0112–25 page audit brief (xlsx + pdf) with prioritised action board
- 02Campaign architecture diagram + naming convention doc
- 03Server-side tracking implementation guide
- 04Weekly performance scorecard (net revenue, MER, blended ROAS)
- 05Monthly strategy review + quarterly business review
- 06Slack channel + change log + experiment register
Anonymised. Real numbers.
We don't parade logos. We parade math. Brand names disclosed only with written permission.
+71% blended ROAS in 90 days
- Branded vs non-brand re-segmented into separate budgets
- PMax exclusion list cleaned 38% wasted spend
- Server-side tracking caught a 14% conversion under-report
−40% CAC across paid demand
- Competitor-conquesting layered with sales sequences
- Killed 22 "alternatives to" keywords with zero qualified intent
- Demo conversion rate doubled via LP-message-match fix
The questions buyers actually ask.
Will you do a free audit first?
No. Free audits attract tyre-kickers and produce shallow work. Our audit is $5,000, two weeks, fully refundable if you don't act on a single recommendation. You keep the brief whether or not we work together.
How fast can we see results?
Hygiene wins (negative keywords, broken tracking, mis-routed budget) typically lift ROAS 15–25% in the first 30 days. Architecture changes compound over 60–90 days. Anyone promising 3× in two weeks is lying.
Do we get account ownership or do you?
You. Always. Your Google Ads account, your Merchant Center, your tracking. We operate inside your accounts under managed access. Day-one we're out, you keep everything we built.
What if we already have an in-house manager?
Even better. We do paid audits and quarterly strategy workshops alongside in-house teams — we're not trying to replace anyone. Most of our SaaS clients have an in-house lead and use us as the senior operator-in-the-room.
Two ways in.
Both low-risk.
Book a $5K audit
Two weeks. We forensically tear down your paid search stack. You get the brief, the action board, and a 90-day plan — even if we never work together. Refundable if you don't act on a single recommendation.
- 12–25 page brief (xlsx + pdf)
- Loom walkthrough
- Prioritised action board
- 30-day implementation review
30-min call.
No slides.
Share your screen. Walk us through the dashboard. We'll surface 3 quick wins on the call — yours to run, even if you never engage us. No pitch, no slides, no "next steps deck".
- 30 minutes max
- We watch your screen, not the other way
- 3 specific findings + suggested fixes
- Zero follow-up sequences