Home / Digital Marketing / Google Ads
[D] Digital Marketing · Block 01 — Hero
Google Ads
Conversion-mapped. CPA-focused.
Google Ads is not a traffic channel. It is a conversion system. The difference shows up in your cost per acquisition.
What’s included
Block 02 — The Problem
Most Google Ads accounts are optimised for Google’s metrics, not the advertiser’s margin.
Smart Bidding, Performance Max, broad match defaults — Google’s automated systems are designed to maximise Google’s revenue. Without deliberate campaign architecture and ongoing human oversight, automated campaign management consistently expands reach at the expense of conversion efficiency.
Block 03 — Our Approach
Conversion architecture first. Media buying second.
Account audit: Full analysis of existing campaign structure, wasted spend, Quality Score distribution, and conversion tracking accuracy
Conversion tracking setup: GA4 and Google Ads conversion tracking configured correctly — decisions made on bad data produce bad outcomes
Campaign architecture: Keyword strategy, match type logic, ad group structure, and negative keyword framework built for conversion efficiency
Landing page alignment: Ensuring the post-click experience matches the search intent that triggered the ad
Bid strategy and automation: Smart Bidding applied only where conversion data volume justifies it
Block 04 — What You Get
Campaigns that spend your budget in your favour — not Google’s.
Conversion Tracking Audit
Accurate data foundation — every campaign decision depends on this
Campaign Architecture Build
Structure that captures high-intent traffic at the most efficient CPA
Negative Keyword Framework
Elimination of wasted spend on non-converting query patterns
Landing Page Recommendations
Post-click optimisation brief to close the conversion gap
Performance Reporting
Weekly and monthly reporting against CPA, ROAS, and revenue — not vanity metrics
Block 05 — Cost of Delay
Every week an underperforming Google Ads account runs is a week of budget spent at a sub-optimal CPA.
An account audit typically identifies 20–40% of budget being directed at non-converting traffic patterns. A two-week account review recovers that spend.
Wasted Google Ads spend is accumulating right now. A conversation costs nothing.
One account audit maps exactly where budget is being lost and what a correctly structured campaign would cost per conversion.