Google Ads managed against pipeline and revenue, not platform conversions
I manage Google Ads for B2B and ecommerce brands across Search, Shopping, Performance Max and Demand Gen, with Microsoft Ads where the volume justifies it. The priority is feeding Google the right conversion data, from your CRM or your store, so its bidding works towards the outcomes you actually value. I check search terms, budgets and bidding myself, every week.
What I review
- Conversion actions: which are primary, how they are counted and their values
- Enhanced conversions, consent mode and Google tag implementation
- Brand versus non-brand split, including brand traffic inside Performance Max
- Search terms reports and existing negative keyword lists
- Bid strategies, targets and whether each campaign has enough conversion volume
- Merchant Center feed health, disapprovals and product title quality for ecommerce
- Campaign and ad group structure, match types and keyword overlap
- Landing pages, location settings and network and partner settings
What I manage and optimise
- Offline conversion imports from HubSpot or Salesforce for qualified leads and opportunities
- Weekly search terms review, negatives and shared negative lists
- Bid strategy and target adjustments as conversion data matures
- Conversion value rules to weight higher-value customers, locations or products
- Performance Max asset groups, audience signals, brand exclusions and listing groups
- Shopping feed optimisation: titles, product types, custom labels and supplemental feeds
- Responsive search ad testing and asset reviews
- Demand Gen and YouTube campaigns where there is creative and budget to support them
What you get
- Weekly update covering spend, results and the changes I made
- Monthly report with brand and non-brand reported separately
- CRM or store reconciliation alongside Google-reported conversions
- Change log of every significant account change and the reason for it
Not included
- Video and display creative production
- Website or landing page development, though I brief and review changes
- Custom dashboards and data integrations, which are handled by Ad Ops Autopilot
Pricing
Retainers start from £3,500 a month for one channel at an early-stage company, as a flat monthly fee rather than a percentage of spend. Media spend is paid directly to Google and Microsoft, separately from my fee, and the agreement is 30-day rolling with no exit fees.
How pricing worksGoogle Ads Management: common questions
More in the FAQs.
Should I be running Performance Max?
It depends on your conversion data and your product feed. For ecommerce with a healthy feed and reliable purchase tracking it is often worth running, with brand exclusions and clear reporting. For B2B lead generation it can chase low-quality form fills unless it is optimising to qualified leads imported from your CRM.
Why do my Google leads not turn into sales?
Usually because Google is optimising towards form fills, so it finds the cheapest form fills it can. Importing qualified leads and opportunities from HubSpot or Salesforce lets bidding learn which searches lead to revenue. I also review search terms and landing pages, which are often part of the problem.
Do you manage Microsoft Ads as well?
Yes, where there is enough search volume to make it worthwhile. In B2B it can reach a desktop-heavy business audience at a lower cost per click. I usually build it from a proven Google structure rather than starting from scratch.
How do you handle brand search?
I report brand and non-brand separately, because brand search usually converts well and can make an account look better than it is. Brand campaigns are kept on a controlled budget, and Performance Max is set up so it does not quietly absorb brand traffic.
Related services
- Paid Media Audits An independent review of your Google, LinkedIn, Meta or TikTok accounts, covering structure, waste, tracking and how platform numbers compare with your CRM or store.
- LinkedIn Ads Management LinkedIn campaigns for B2B SaaS and FinTech, built around target accounts and buying committees, and reported on cost per opportunity from your CRM.
Related insights
- How Much Does Google Ads Management Cost in the UK? A practical guide to comparing Google Ads management fees, scopes and the commercial value behind the quote.
- Performance Max for Ecommerce: A Practical Setup Guide How I set up Performance Max for ecommerce: feed quality, asset groups by theme and margin, audience signals, brand protection, value rules and weekly checks.
- Performance Max vs Search: Where Should Your Google Ads Budget Go? A decision framework for Search and Performance Max without treating either campaign type as an automatic winner.
See what I'd change in your accounts
Request a free audit. I'll send a short written review of where money is being wasted and what I'd fix first. It's yours to keep either way.