Google Ads Management
Google Ads with conversion tracking that is real
We have taken over accounts where the only signal feeding the bidding was a pageview counted as a conversion. The campaigns looked healthy and the algorithm was optimising toward nothing. Tracking gets fixed before a rupee of new budget goes anywhere.
The problem, as we usually find it
What is actually going wrong on most of the sites we are called into — before anything about what we would charge.
The first thing we do on a new Google Ads account is ignore the campaigns and look at what the account counts as a conversion. It is the least interesting part of the job and the one that decides everything else.
We have inherited accounts where the only signal feeding the bidding algorithm was a pageview counted as a conversion. Every campaign looked healthy. Smart Bidding was diligently optimising toward people who loaded a page and left, because that is what it had been told success looked like.
Until the tracking is honest, more budget just buys more of the wrong thing faster. So that gets fixed before a rupee of new spend goes anywhere.
What the work covers
Everything below is included. If something is not on this list, we quote it separately rather than leaving you to find out later.
Conversion tracking first
Real purchases and real leads, verified end to end. Not a pageview wearing a conversion's name.
Search campaigns
Built around intent, with negative keyword lists maintained rather than written once.
Shopping and Performance Max
Only once the feed is clean — a broken feed makes Shopping spend money for nothing.
Budget and bidding
Impression share split into lost-to-rank and lost-to-budget, because they need opposite responses.
Monthly reporting
Spend, conversions and cost per acquisition, with the search terms that earned and the ones we cut.
Account structure rebuild
Campaigns and ad groups organised around intent so budget and bids can actually be controlled.
Responsive search ads and assets
Headlines, descriptions, sitelinks, callouts and structured snippets written and tested.
Geographic and schedule targeting
Where and when your ads run, set against where your customers actually are.
Landing page feedback
We will tell you when the ad is fine and the page is the problem, because it usually is.
What we have actually found
Real numbers from real accounts. We never publish client names, so the businesses are described rather than identified — the figures are exactly as we found them.
82%
of one account's impressions were lost to ad rank, not budget — more spend would have changed nothing
1
pageview action was the entire bidding signal on an account we inherited
5
accounts audited before any of them had their budget touched
3 months
a Performance Max campaign spent optimising for store visits and downloads, because nobody had told it to sell anything
₹0
of usable revenue on an account with 30 recorded purchases — the only conversion action was Google's own auto-detected one
The detail that decides it
The part most quotes leave out, because it takes experience rather than a price list.
Lost impression share tells you which problem you have
Google splits it into two numbers and they need opposite responses. Impressions lost to budget means you are running out of money and there is demand you are not capturing. Impressions lost to rank means your ads are not good enough to win the auction at your bid.
On one account we took over, 82% of impressions were being lost to ad rank. The previous recommendation had been to raise the budget. It would have changed nothing at all — the money was not the constraint, the ad quality and landing page relevance were.
This one split, read correctly, saves more wasted spend than any bidding tweak we make.
Search terms, and the discipline of cutting
Keywords are what you bid on. Search terms are what people actually typed. On a broad-match campaign the gap between them is where budget quietly disappears.
The search terms report gets reviewed properly and negatives get added continuously, not written once at setup and forgotten. Negative keyword lists are maintained at account level so a new campaign inherits everything we have already learned.
This is unglamorous, ongoing, and it is most of the actual value of paying someone monthly rather than setting campaigns up once.
Shopping and Performance Max need a clean feed first
Shopping does not bid on keywords. It matches on your product data. If your titles come from the wrong field, your prices disagree with your pages, or your identifiers are junk, no bid strategy rescues it.
We have seen a store's entire Shopping spend competing at a disadvantage because the feed price was higher than the page price — passing validation silently, losing every comparison. It is fixed in the feed, never in the campaign.
So we check the feed before recommending Shopping or Performance Max. If it is broken we say so and fix that first, even though it delays the campaign you asked for.
Goals decide what your bidding chases, and they are not the same as your conversion actions
This is the finding we make most often and the one that costs the most. Whether a conversion counts is not decided by the flag most people check. It is decided by the goal the action sits inside — and a campaign that has its own goals overrides the account defaults completely.
Which means two campaigns in the same account can be optimising for entirely different things, and the account-level view will tell you nothing about either. On one account a Performance Max campaign spent three months and ₹19,979 and sold nothing at all, because it had quietly inherited the account defaults: store visits, contacts, engagements, YouTube follow-on views, downloads. Purchases were not among them. Its sibling Shopping campaign, with a campaign-level override for purchases only, returned 38.8x over the same period on a smaller budget.
Nothing was broken. Nothing was flagged. The campaign did exactly what it had been asked to do, which was not to sell anything.
Things change your bids with nobody's name against them
Auto-apply recommendations can rewrite a campaign's bidding target, and the change log shows no human. On one account it raised a target return to 35.84 — above the 29.2x that campaign was actually achieving, which throttles delivery rather than improving it. The entry simply reads "Recommendations Auto-Apply".
We found the same twenty-one subscriptions enabled on two separate accounts, including the ones that set and raise bidding targets. So we check this before applying any bid change, because a target you set today can be overwritten within days by something that leaves no trace.
The related trap is the target set by a well-meaning human. One "our sales have stopped" alarm turned out to be a target return raised to 47.97 on a campaign achieving 38.8 — which throttled it from around 1,150 clicks a week to 197 in ten days. No tag was broken. Ask for a target above what a campaign already achieves and it will simply stop buying.
The failures that no status field will show you
One account we took over had stopped delivering entirely in the middle of a month. Campaigns read ELIGIBLE and SERVING. The account read ENABLED. Merchant Center had zero issues and zero disapprovals. Billing was approved.
The account budget had run out — ₹83,532 served against an approved ₹90,847. Nothing anywhere in the normal reporting surfaces that, and the account in question was returning around 30x. It simply went dark.
The lesson we take from it is that an account reporting healthy is not the same as an account working, and the difference is worth roughly a month of revenue. So the first thing we do on any inherited account is check the things that have no warning light: the budget ceiling, what the goals actually are, whether anything is auto-applying changes, and whether the tag on the site names this account at all.
The account stays yours
Your Google Ads account, your billing, your card, your conversion data, your audience lists. We work inside it with our own access. When we stop, you keep everything including the learning period the algorithm has already served.
We charge a flat monthly management fee rather than a percentage of spend, because a percentage pays us more for spending more of your money and that is the wrong incentive to build a relationship on.
And below roughly ₹20,000 a month in spend there is usually not enough data to optimise against. We will tell you if you are under that rather than take the fee.
What we need from you
Short, and worth reading before you start. What delays this work is almost never the work — it is waiting on access or a decision.
Admin access to your Google Ads account
In your name, on your card. We work inside it; we never hold it. If you do not have one yet we set it up in your name.
Website or tag manager access
Conversion tracking has to be verified against real orders before any budget moves. This is the step that cannot be skipped.
A monthly budget you are comfortable with
Below roughly ₹20,000 in spend there is not enough data to optimise against. We would rather say that than take the fee.
What a lead or sale is actually worth
Without it we are optimising cost per conversion in a vacuum. A rough figure is fine; no figure is not.
Merchant Center access for Shopping
And a willingness to fix the feed first if it is broken. No bid strategy rescues bad product data.
Whether this is right for you
We would rather lose the enquiry than take work we would do badly, so the right-hand column is as honest as the left.
This is for you if
- You are spending on Google Ads and cannot tie it to actual orders or enquiries
- You inherited an account and do not trust what it is reporting
- You want Shopping running properly for an Indian store
- You want the account in your own name with a flat fee, not a percentage
This is not for you if
- You are below roughly ₹20,000 a month in spend; there is not enough data yet
- You want us to hold the ad spend on our card — we will not, for your protection and ours
- You need leads this week and have no tracking in place
- You want a guaranteed cost per lead before we have seen a single search term
How it runs
Four steps, in this order, every time.
- We audit the account and the tracking before recommending a budget.
- Conversion actions get rebuilt and verified against real orders.
- Structure and negatives next, then bidding once there is honest data to bid on.
- Monthly reporting against cost per acquisition, not clicks.
The Stack We
Work In Every Day
Every platform below is one we build on, maintain, rank and report from — not a logo wall.
Questions
The spend stays on your card and in your account. You own the account, always. We manage it.
Once the feed is clean. If the feed is sending the wrong prices or titles, Shopping will lose every comparison regardless of the bid.
Below about ₹20,000 a month in spend there is rarely enough data to optimise against. We will tell you if you are under it.
Want free stats on your site first?
Send us the URL. We pull the numbers from your own accounts and tell you what is wrong before there is any quote, and before there is any contract.
No pitch deck, no obligation. Bring your URL and we will look at it together.