Google Ads management built around profit, not clicks.
Search, Shopping, Performance Max, Display, YouTube and remarketing, structured around how your customers actually search and buy.
Common problems I fix
Performance Max carrying most of the spend
Broad match without a negative keyword strategy
Low Quality Scores raising cost per click
Conversion tracking that doesn’t match real sales
Budget flowing to branded and returning traffic
What’s included
Keyword research & intent mapping
Finding the searches that signal buying intent, and grouping them so each gets the right ad and page.
Account structure
Restructuring campaigns so spend, reporting and bidding follow your products and margins.
Search, Shopping & Performance Max
Using each format for the job it does best, with PMax given narrow, product-level briefs.
YouTube, Display & Demand Gen
Reaching people before they search, so there’s demand for search to capture.
Bidding & budget optimization
Choosing bid strategies by goal and data volume, and moving budget to what’s working.
Remarketing
Bringing back visitors who didn’t convert, with messages matched to where they left.
Merchant Center & product feeds
Setting up Merchant Center and writing product titles and descriptions that match how people search.
Ad copy & Quality Score
Ads that mirror the search and lead into a relevant page: the most direct way to lower CPC.
From Audit To Scale.
Every engagement follows the same sequence. Nothing scales until the data behind it is trustworthy.
01
Audit
Account, tracking, website, funnel and data analysis.
02
Diagnose
Find where performance is being restricted or spend is being wasted.
03
Strategize
Build a data-driven acquisition and conversion strategy.
04
Optimize
Improve targeting, messaging, campaigns, landing pages and tracking.
05
Scale
Scale what works while maintaining efficiency.
Related case studies
Documented results from accounts where this work played a part.
Case study 01 · Robotics / Ecommerce
Petoi
Teaching the market, not just selling a robot
2.0 → 4.1
ROAS
Case study 05 · Mental Wellness
Modern Minds
Scaling high-intent leads for a mental wellness brand
$165 → $13.50
Cost per conversion
Case study 03 · Ecommerce / Furniture
SofaBay
Building Google Ads from scratch and driving scalable growth
23.83
ROAS · £218K conversion value
Case study 02 · Ecommerce
Woda Bags
Launching Google Ads as a scalable growth channel
8.12
ROAS · 395 orders
Case study 07 · Wellness / Recovery
Syncilfe
From high cost to high efficiency
$107 → $38
Cost per conversion
Case study 04 · Fashion / Ecommerce
Nicolette’s Couture
Fashion ecommerce on Google Ads
913
Conversions · 3.42 ROAS
Questions about Google Ads
Can you work on my existing account?
Yes. Most engagements start with an audit of the account you already have. I keep what’s working and restructure what isn’t, rather than starting over by default.
Do you use Performance Max?
Yes, as part of a structure rather than as the whole account. Product-specific PMax campaigns and Shopping-only asset groups keep the automation while giving back visibility.
How soon will I see results?
It depends on spend, conversion volume and the state of your tracking. Fixes to wasted spend and tracking usually show first; bidding changes need time to learn.
What access do you need?
Google Ads, GA4 and Google Tag Manager, plus Merchant Center for ecommerce. Read access is enough for the audit.
Other services
Let’s find where your revenue is leaking.
Tell me about your account, your site and your goals. I’ll tell you honestly where I think the opportunity is.