Google Ads, run like

• 01

  PMax eats brand traffic and reports it as new growth

  Performance Max happily attributes already-loyal customers to itself. Without brand exclusions, asset-group splits, and a clean Shopping feed, you're paying Google to acquire people who would have come anyway.

• 02

  Conversion list is older than the strategy

  Half-broken conversions from 2021. Duplicate purchase events. Cross-domain tracking that drops the click ID. Every bid is built on lying signal — no bidding strategy survives that.

• 03

  Search auction insights are off, and budgets follow

  Bidding by SKAG mythology instead of margin. tCPA targets unchanged for 18 months while CPCs doubled. Negative keywords from the agency before that one — and the one before that.

• 04

  Reports say one thing, the ERP says another

  GA4 attribution mismatched against orders in the backend. Meta and Google both claiming credit. No-one knows the real CAC. Decisions get made on whichever dashboard was loaded first.

• 01Senior-only

  Senior account ownership

  One senior strategist owns your account. No junior layer, no rotating account managers, no playbook bots. Direct line over WhatsApp.

• 02

  Campaign architecture rebuild

  Search, PMax, Shopping, YouTube, Demand Gen — rebuilt with intent separation, asset-group boundaries, and proper negative governance shared sets.

• 03

  Bidding strategy with margin awareness

  tROAS / tCPA targets calibrated to product margins, not blended account averages. Smart bidding fed real conversion value, not assumed value.

• 04

  Merchant Center hygiene

  For ecom: feed audit, GTIN repair, supplemental feeds, custom labels for tROAS segmentation, disapproval clearance, free listings activated.

• 05Included

  GA4 attribution that matches your backend

  Cross-domain stitching, enhanced measurement, server-side reinforcement, custom events. Reports reconciled against your CRM or ERP — not against the platform's preferred story.

• 06

  Live dashboard with plan-fact

  Looker Studio dashboard with weekly plan vs fact, spend pacing, top movers, and account-level alerts. No more 'where are we on the month?' Slack messages.

• 07

  Quarterly auction review

  Auction insights and search terms reviewed against margin and conversion path quality — not just CTR. New negatives added to shared sets, dead keywords retired.

• 08

  Documented decision log

  Every change is logged with date, hypothesis, expected lift, and observed outcome. Audit-grade trail you can hand to a CFO or a new agency.

Engagement scope adjusts to channel mix. Shopping-heavy ecom skews toward Merchant Center and feed work; B2B services skew toward Search architecture and negative governance.

1. 01

   Free diagnostic audit

   Phase 01 · 5 working days

   Read-only access, written deliverable, no contract. We map the campaign tree, score conversion integrity, and rank the top leaks by recoverable spend.

   • →Account tree with health score per campaign
   • →Conversion integrity check (Ads ↔ GA4 ↔ backend)
   • →Top 10 leaks ranked by recoverable € / month
   • →First-90-days plan with hypotheses, not guarantees
2. 02

   Measurement layer first

   Phase 02 · Weeks 1–3

   Before we touch bids, we fix the signal. Server-side reinforcement, Enhanced Conversions, GA4 channel groups, dedup with Meta CAPI if it's running.

   • →Server-side container or fixes to existing setup
   • →Enhanced Conversions live with monitored match rate
   • →Custom channel group separating Meta / Google / direct
   • →Backend-reconciled conversion definition
3. 03

   Architecture rebuild

   Phase 03 · Weeks 2–6

   Campaign tree rebuilt against intent and margin. Shared negative sets, asset-group splits, Merchant Center hygiene. Old structure retired in parallel.

   • →New campaign architecture with intent separation
   • →Shared negative keyword sets at MCC level
   • →Merchant Center cleared of disapprovals (for ecom)
   • →PMax brand carve-out and asset-group splits
4. 04

   Optimization & scaling

   Phase 04 · Ongoing

   Weekly review cycle: spend pacing, top movers, negative discipline, creative refresh, smart bidding target adjustments tied to gross margin.

   • →Weekly plan-fact review with the client team
   • →Quarterly architecture audit and pruning
   • →Documented decision log per change
   • →Scaling playbook tied to margin headroom

More accounts available on request under NDA — including spend-tier and industry references not published publicly.

• Do you work with a minimum ad spend?

  No fixed minimum, but our model assumes the account can support a senior-level monthly retainer. As a rough orientation, accounts spending under €5,000 / month usually get more value from a one-off audit than from full management.

• Will you sign an NDA before the audit?

  Yes. NDAs are standard before any read-only access. We also remove personal emails, partner agency identifiers, and Merchant Center IDs from anything we publish.

• Do you guarantee a specific ROAS or CPA?

  No, and we treat guarantees from other agencies as a red flag. We commit to honest diagnostics, senior execution, and decisions documented before the outcome. Targets are calibrated against your margin, not against blended account averages.

• How do you handle PMax?

  We respect PMax where it works (ecom scale, broad-intent prospecting) and contain it where it doesn't (brand cannibalization, B2B service accounts where it pulls junk traffic). For most clients that means brand exclusions, asset-group splits, and a tROAS target tied to margin.

• Can you take over an account from another agency mid-flight?

  Yes — most of our accounts came that way. We run the audit on the existing structure, document what works, and migrate cleanly without losing learning data. Old structure retires in parallel, not before.

• What if our Google Ads is healthy but our reporting is broken?

  Then start with the measurement layer service. We've seen accounts where the bidding was fine and the dashboard was lying. Fix the signal first, and decisions improve without touching the campaigns.