Get help managing your account, understanding why it is underperforming or deciding what to do next. We connect campaign work with the offer, landing page and conversion data that determine whether advertising is useful to your business.
The right scope depends on what you need to achieve and who will carry out the work. That may mean ongoing management, an independent audit or consulting alongside your existing team.
Google Ads services include planning, running and reviewing paid campaigns. The right engagement starts with who will own execution and the decision your business needs to make.
You need someone to own the agreed campaign work.
Ongoing work can include campaign planning, ads, targeting, budget allocation and performance review. Your team provides business feedback and handles approvals or dependencies outside the account.
Account changes, an explanation of performance and clear next priorities. Agree reporting and communication arrangements as part of the scope.
You want to understand the problem before committing to changes.
A focused review examines the account against your business objective, identifies measurement concerns and separates campaign issues from website or commercial constraints.
Prioritized findings, the evidence behind them and recommended actions. Implementation is a separate decision, not an assumed part of the audit.
Your team can execute but needs another perspective.
Bring a strategy question, an account decision or a measurement problem. Consulting supports the people responsible for execution without automatically transferring daily management.
Recommendations around the agreed question, outstanding uncertainties and responsibilities for the next step.
An account cannot be assessed in isolation from the business. These work areas establish what will be reviewed, what the engagement produces and where your team needs to contribute.
Review what you sell, how customers decide, the account’s starting position and the commercial outcome you need. Use that context to prioritize campaigns and measurement.
Assess campaign purpose, settings, search intent, exclusions and ad messages. For existing accounts, review what should be retained before deciding whether restructuring is justified.
Check which actions are recorded, whether they represent the intended outcome and how the campaign uses them. Investigate missing events, duplicate recording or unsuitable values where evidence suggests a problem.
Review the relationship between the ad promise and the destination. For retail campaigns, include Merchant Center and relevant product data in the assessment.
Assess spend and conversion quality over a meaningful period. Explain what the evidence supports, what remains uncertain and whether to adjust, test or investigate further.
The exact deliverables depend on the engagement. Advertising spend is separate from service fees. Website development, design, video production and integrations require an explicit scope rather than an assumption that they are included.
Use the objective, customer journey and available inputs to choose a campaign. This is a suitability guide, not a recommendation to run every format. Specialist pages explain the work in more detail.
On a narrow screen, scroll the comparison horizontally to see every column.
| Campaign service | Potential role | Inputs to establish | What I review |
|---|---|---|---|
| Google Search Ads → | Reach people searching for relevant products or services. | Search intent, suitable destinations and a clear conversion objective. | Queries available in reporting, match behaviour, exclusions, ad relevance and lead or sale quality. |
| Google Shopping Ads → | Promote an eligible retail catalogue through product advertising. | Merchant Center, accurate product data and a working purchase journey. | Product eligibility, feed quality, product groups and the economics of advertised items. |
| Performance Max → | Pursue conversion goals across Google’s advertising channels. | Useful goals, creative assets and product data where applicable. | The inputs given to automation, campaign role and evidence of useful business outcomes. |
| YouTube Ads → | Use video to reach, inform or prompt action from relevant audiences. | Appropriate video material and an objective suited to the customer journey. | Creative, audience and campaign choices; performance against the chosen objective. |
| Google Display Ads → | Use visual ads to reach audiences across websites and apps. | Suitable creative, audience strategy and a usable destination. | Placement suitability, exclusions and what visitors do after arriving. |
| Demand Gen → | Use visual campaigns to introduce or reinforce an offer. | Strong image or video material and an appropriate conversion journey. | Creative concepts, campaign objective and the quality of the resulting engagement or conversions. |
Re-engagement is based on a previous interaction, rather than a separate promise of cheap conversions. Audience eligibility, consent, exclusions and campaign support matter. Review it in context: reaching someone who already intended to buy does not prove the ad caused the purchase.
Explore remarketing →Local Services Ads is a distinct advertising product with supported categories, locations and verification requirements. It is not the same as adding local targeting to a Search campaign. Confirm eligibility before making it part of a plan.
Explore Local Services Ads →A submitted form, qualified enquiry and paying customer are different stages. For a store, order revenue needs context from margin, cancellations and returns. Agree which outcome the account should support.
Use your own costs, customer value and cash-flow constraints to judge a target. An industry cost per lead or another account’s return is not enough to establish what your business can afford.
Before increasing spend, review demand, conversion reliability, the destination and operating capacity. More budget may expand reach, but it does not guarantee proportionally more valuable customers.
Google Ads, analytics and business records can differ because of timing, attribution, definitions or incomplete recording. Investigate a discrepancy before making a budget decision from it.
Conversion settings also matter. Review the goals a campaign actually uses rather than assuming every recorded action guides its bidding.
Sales feedback helps distinguish a genuine prospect from a form submission. For a longer sales cycle, judge recent lead activity separately from outcomes that have had time to mature.
Return on ad spend compares attributed revenue with advertising spend. It is not a profit figure. Include relevant costs and business records when deciding whether the orders are worthwhile.
Choose the evaluation method before launch. A view is not a sale, and an attributed conversion does not by itself establish an incremental sale. Stronger causal conclusions need an appropriate measurement design.
Similar complaints can have different causes. These are questions to investigate, not findings about an account I have not reviewed.
Inspect available search terms, targeting, ad promises and the landing page. Then check whether enquiries are being recorded and followed up correctly.
The next decision: Separate traffic relevance, conversion friction and sales follow-up before changing bids.
Review event definitions, goal settings, duplicate recording, reporting dates and attribution before accepting the totals.
The next decision: Reconcile a sample against real enquiries or orders and identify the source of the discrepancy.
Review product mix, costs, returns and the role of existing customers or brand demand in the reported result.
The next decision: Bring commercial context into the target instead of treating reported revenue as profit.
Review change history, eligibility, budget settings, demand and auction context. For retail campaigns, check relevant feed and product issues.
The next decision: Identify what changed before applying several unrelated adjustments at once.
For ecommerce, product data, order value and margins belong in the campaign conversation. For a service business, the locations served, enquiry relevance and follow-up process matter. B2B accounts may need longer evaluation periods and feedback on sales progression.
A startup may first need to test an acquisition assumption. An agency may need delivery support while keeping responsibility for its client relationship. Share the context rather than assume one account structure fits them all.
I work directly on account analysis and recommendations. The conversation should make the reason for a change understandable and identify where your developer, creative team or sales team needs to be involved.
Account access can be arranged through the relevant platform permissions once scope is agreed. Do not send passwords through the enquiry form.
Start with the business, current setup and concern. Agree the engagement, access, responsibilities and fees before work begins.
Review campaigns, measurement and relevant destinations. Identify what can be kept and which issues limit useful decisions.
Carry out the agreed account work or provide findings for your team. Creative production, website development and CRM changes need named owners.
Assess evidence over a suitable period, include business feedback and decide what should change next. Keep unresolved dependencies visible.
A gap does not automatically rule out an engagement. It may change the first phase of work. Discuss it before committing to a larger advertising budget.
Use these answers to prepare the scope discussion. Fees, access, review arrangements and responsibilities need to be agreed for your engagement.
The agreed scope can cover strategy, campaign work, conversion checks, landing-page recommendations and performance review. Management, an audit and consulting have different outputs. Confirm implementation ownership, reporting arrangements and any separately scoped technical or creative work before starting.
Choose management when you want to delegate ongoing account work. An audit suits an independent diagnosis and action plan. Consulting supports an owner or team that will continue executing. Describe your concern first if you are unsure which arrangement fits.
Advertising spend and the fee for account work are separate costs. A useful budget depends on the market, objective, likely acquisition cost and evidence needed to make decisions. Share your current or planned spend and business constraints; no universal fee or minimum spend is assumed on this page.
The choice depends on the offer, customer journey, available assets and conversion objective. Retailers also need suitable product data. Search and Performance Max can serve complementary roles, but adding another campaign should have a clear purpose. The account review should establish that purpose.
Yes. An existing account can be reviewed before deciding which changes are justified. An audit or consulting engagement can support a team that retains execution. Agencies can also discuss the dedicated white-label scope and who owns the client relationship.
Ad review, eligibility, demand, budget and the sales cycle affect delivery and evaluation. A click arriving is not the same as a valuable customer. Agree a review period appropriate to the business and the available evidence; neither immediate delivery nor a fixed performance outcome is guaranteed.
Use campaign data alongside validated business records. For leads, include qualification and sales progression; for ecommerce, include completed orders and relevant costs. Reporting settings, timing, attribution and missing data can explain differences between systems. Investigate those differences instead of simply choosing the largest number.
These inputs can affect the campaign, so they belong in the review. Recommendations do not automatically include a website rebuild, video production or every tracking integration. Agree what we will implement, what your team will supply and what needs separate scope.
The existing service scope includes these business contexts, but suitability depends on the offer, market and ability to measure useful outcomes. A local business needs service-area accuracy; B2B needs attention to qualification and longer sales cycles; a startup may first need a controlled test of its assumptions.
Google Ads offers location targeting, but that does not make every market suitable for your business. Share the countries or areas you can serve, language needs and commercial constraints. Confirm the market scope and any product eligibility requirements before planning the account.
Share your website, offer, target market, current or planned spend and the result you want to improve. Mention whether you need management, a review or advice for your team.
Share your website, the work already underway and the problem you want help with. We can discuss whether management, an audit or consulting fits the situation.