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.
Paid search is keyword-targeted advertising on engines like Google, Microsoft Bing, and Apple Search Ads. It covers Search, Shopping, Performance Max, Demand Gen, and YouTube on Google; Search, Shopping, PMax, and Audience Network on Microsoft; and app-install or branded keyword campaigns on Apple. The discipline lives in account architecture (branded vs non-brand isolation, PMax exclusion lists, asset-group structure), conversion-tracking integrity (server-side via GTM + the Google Ads / Microsoft Ads Conversion API), feed health for Shopping, and bidding strategy chosen against payback math instead of platform defaults. Done well, paid search is a high-margin acquisition channel; done poorly, it leaks 25–40% of spend to branded-search self-cannibalisation, untracked refunds, and broken match-type discipline.
What's broken in most accounts before we touch them
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.
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.
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.
Missing GTINs, wrong product types, identifier issues throttling impression share. The merchant blames CPM; the actual issue is the feed.
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
Google Ads (Search, Shopping, PMax, Demand Gen, YouTube)
Microsoft Ads (Search, Shopping, PMax, Audience Network)
Apple Search Ads (mobile-first SaaS)
Server-side conversion tracking via GTM + CAPI
Feed management — Merchant Center + Channable / DataFeedWatch
Optmyzr + custom MCP-driven automation for bid + budget pacing
How we audit & operate
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.
What lands in your inbox.
- 12–25 page audit brief (xlsx + pdf) with prioritised action board
- Campaign architecture diagram + naming convention doc
- Server-side tracking implementation guide
- Weekly performance scorecard (net revenue, MER, blended ROAS)
- Monthly strategy review + quarterly business review
- Slack channel + change log + experiment register
Where this worked.
+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
Questions we actually get asked.
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.