//Paid Advertising
Google Ads run by people who read the search terms.
Google Ads can put you in front of people actively searching for what you sell, which makes it useful when demand already exists and expensive when the targeting, page or tracking is wrong. We build the Google Ads mix around your numbers, then manage the account like the money is ours.
Google Ads works best when there is useful intent to capture. Sometimes that is a service search. Sometimes it is a product, category or business problem. The expensive part is assuming every relevant-looking search deserves your money. We look at the search terms, offer, landing page, conversion path and economics before deciding what deserves budget.
We start with what a customer is worth and the strongest business outcome your systems can reliably measure. Then we build or repair the account around that signal. You own the account. Mining Wells is added as a user. If the economics do not support the auction, we would rather say so than manufacture a prettier report.
//Before we prescribe it
You may need Google Ads. You may not.
Selling a service is not a reason to prescribe it. We look at the business first: the bottleneck, the economics, the buying path and what your current marketing is already doing. If Google Ads has a clear job, we will tell you why. If the problem is somewhere else, we will say that too.
//What you get
What Google Ads management includes.
Account audit or build
If you have an account, we audit structure, search terms, wasted spend and tracking before changing a bid. If you do not, we build one that a human can read and the platform can scale.
Keyword and intent research
The searches people type when they are ready to buy, sorted by intent, with the ones that only look relevant excluded on purpose.
Search, Performance Max, Shopping, YouTube
We choose campaign types around the business model, available demand, product feed, creative, conversion data and economics. Not every account needs every Google campaign type.
Conversion tracking and enhanced conversions
Calls, forms, bookings, purchases and revenue where the systems allow it, configured so Google can optimize toward useful conversion goals. Enhanced conversions can supplement existing measurement with hashed first-party data where appropriate.
Ad copy and assets
Responsive search ads written to match the query, with headlines, descriptions and assets built around the search, offer and reasons to choose you.
Weekly management and reporting
Search term reviews, negative keyword additions, bid strategy changes, budget pacing, and a monthly report in plain English.
//When Google Ads earns its place
Google Ads makes sense when search demand has a job to do.
These are conditions we look for, not a diagnosis of your business.
People already search for what you sell
The buyer does not need to be taught that the category exists before they go looking for it.
The economics can support paid acquisition
There is enough margin and customer value behind a new customer to pay for a competitive search auction.
The landing page can finish the job
Buying intent does not help if the click lands on a page that gives the visitor no reason to act.
You can measure something useful
Calls, forms, purchases or another meaningful outcome can be tracked well enough to judge the campaign.
//When we would not
When buying search traffic is the wrong first move.
Nobody searches for the thing yet
Search cannot capture demand that does not exist. Another channel may deserve the first test.
The offer cannot support the auction
Better bidding will not repair acquisition economics that never had room to work.
The site is the obvious leak
If the page is losing qualified visitors, fix the page before paying to send it more of them.
The measurement is broken
Repair the conversion measurement before trusting what the account appears to be producing.
//Paid media results
Meta clicks cost 60% less than the average advertiser pays.
Medical practice
For a medical practice, paid media ran alongside landing pages and search work built around the services prospective patients were looking for. On Meta, cost per click came in 60% lower than what the average advertiser pays.
Read the case study
Technology company
Paid ads in a strategic geo-targeting campaign around its market's biggest conference
Ads that reached attendees where they were and content from the event itself, written up as a playbook the company can run again.
Read the case study//Two-minute quiz
Is Google Ads the right next dollar for you?
Four questions about your situation. Send the answers to our founders and get a straight answer back.
Question 1 of 4
When someone needs what you sell, do they search Google for it?
//How we work
How we run a Google Ads account.
- 01
Start with the economics.
We establish what a useful customer or conversion is worth, what the business can afford to acquire it for and what the account can reliably measure.
- 02
Build the account around the right signal.
Campaign structure, search terms, ads, landing pages and conversion goals are set up around the outcome we actually want Google to learn from.
- 03
Read what the account is telling us.
We review search terms, conversion quality, budget pacing and the economics behind the results. What earns its place keeps budget. What does not gets changed, reduced or stopped.
Starts with a short founder conversation.
//What you can count on
The honest version of Google Ads.
//Common questions
What Google actually says.
What is Performance Max?
Performance Max is Google's goal-based campaign type that can access inventory across Search, YouTube, Display, Discover, Gmail and Maps from one campaign. Google describes it as complementary to keyword-based Search campaigns.
Google Ads HelpWhat is the Search Terms report?
It shows the searches that triggered ads on the Search Network. Google says advertisers can use it to understand which searches are working and identify irrelevant terms.
Google Ads HelpWhat is a negative keyword?
A negative keyword prevents an ad from being triggered by specified words or phrases. It is one way advertisers can exclude irrelevant searches.
Google Ads HelpWhat does Smart Bidding optimize for?
Google defines Smart Bidding as automated bidding that uses Google AI to optimize for conversions or conversion value. The conversion goals configured for the campaign affect what bidding optimizes toward.
Google Ads HelpWhat are enhanced conversions?
Enhanced conversions supplement existing conversion measurement using hashed first-party customer data. Google says they can improve measurement accuracy and provide additional bidding signals.
Google Ads Help//Not sure this is the right service?
Good. The diagnosis is our job.
Tell us what you sell, what Google Ads is doing now and what a useful customer is worth. We will look at the demand, economics and account before telling you where we think the next dollar belongs.
Starts with a short founder conversation.
//Read more
Want to check our thinking first?
//Related services