Google Ads run to margin, not to “Maximise conversions”.
A senior-led Google Ads agency that runs Search, Shopping and Performance Max against what a customer is actually worth, not the platform's automated idea of success. No percentage markup on your media spend.
Meta Ads
A senior-led Meta Ads agency running Facebook and Instagram as a demand engine, creative-led prospecting and retargeting, measured against contribution margin rather than the pixel's flattering last click.
Bing Ads
A senior-led Microsoft Advertising agency running Bing where the auction is thinner, the clicks are cheaper and the audience skews older, wealthier and more B2B, all to the same contribution-margin discipline.
Google Ads is the fastest way to buy high-intent demand, and the easiest place to waste money when it is left to the platform's automated goals. We run Search, Shopping and Performance Max to contribution margin, with server-side conversions so Google optimises to revenue rather than to form fills. Media is paid directly to Google, and our fee does not rise just because your spend does.
Every discipline is run by the person named on your account and reported the same way. Switch discipline above to see what each one actually involves, and where we have flagged a capability as emerging rather than running.
What Google Ads involves
Model the economics
What a customer is worth and what you can pay to win one. Every campaign is judged against that, not against a click-through rate.
Fix the conversions
Server-side tracking and offline conversion imports, so the account optimises to real revenue instead of a thank-you page.
Restructure for intent
Search built around what buyers actually type, with the negatives and match types that stop budget leaking to junk terms.
Google Ads, six things, in this order.
Model the economics
What a customer is worth and what you can pay to win one. Every campaign is judged against that, not against a click-through rate.
Fix the conversions
Server-side tracking and offline conversion imports, so the account optimises to real revenue instead of a thank-you page.
Restructure for intent
Search built around what buyers actually type, with the negatives and match types that stop budget leaking to junk terms.
Contain Performance Max
PMax run with the exclusions, asset discipline and brand guardrails that stop it quietly spending your budget on traffic you already had.
Prove, then scale
Start where intent and margin are clearest, prove the model, then widen with evidence rather than optimism.
Cut weekly against margin
What pays gets more budget; what does not gets stopped, not defended in a monthly deck.
Worth doing, and not worth doing.
Do this if
Do not bother if
Four numbers, reported the same way every month.
Fixed at the start of the engagement so the reporting cannot be reshaped later to flatter the result. Whether they moved or not, they are in the report.
Contribution per pound spent
Margin generated against media invested, the number that decides whether the channel is working.
Cost per qualified lead
What it costs to win an enquiry worth the sales team's time, tracked across the quarter.
Search impression share on money terms
Whether you show up where the high-intent demand actually is.
Wasted spend removed
The share of budget moved off terms and placements that never converted.
Asked on every Google Ads call.
Do you charge a percentage of ad spend?
No. Media is paid directly to Google, and our fee does not rise just because your budget does.
Will you run Performance Max?
Where it earns its place, and with guardrails. Left unchecked it cannibalises brand and hides waste, so we contain it rather than trust it blindly.
How fast can we see results?
High-intent Search can produce enquiries in the first weeks once the tracking is trustworthy. We fix measurement before we scale spend.
Is this different from your Paid programme?
It is the Google-specific version of it. If you also want Meta or Microsoft, the Paid & AI ads programme runs all of them to one margin model.