Cadence and freshness
A written report every month, plus a live dashboard. Google Ads performance data in our reports is refreshed at least once every 24 hours. Where any figure is delayed beyond 24 hours, the delay is stated on the report itself.
Services
What we actually do all day
Google Ads management is the core of the practice. Everything else exists because paid search does not perform in isolation.
Google Ads account audit
A fixed-scope review of an existing account, delivered as written findings you keep whether or not we work together.
- Account, campaign and ad group structure, and whether it is helping or fighting the bid strategy
- Conversion tracking integrity — what is being counted, counted twice, or not counted at all
- Search-term and negative-keyword review; wasted spend quantified
- Bid strategy, budget allocation and pacing against seasonality
- Ad copy, asset coverage and landing-page alignment
- Policy exposure — anything in the account or on the landing pages that puts account health at risk
- A prioritised list of the specific changes we would make, with the reasoning
Campaign build and launch
Building the account from scratch, or rebuilding the parts that need it.
- Campaign types we build and run: Search, Performance Max, Demand Gen and Shopping
- Keyword research, match-type strategy and initial negative-keyword lists
- Audience signals, asset groups and feed configuration where relevant
- Ad copy and creative, extension coverage, and ad-to-landing-page message matching
- Conversion actions defined and validated before the bidding is pointed at them
- Pre-launch policy review of offers, claims and destination pages
Ongoing Google Ads management
The month-to-month work, on a fixed review cadence rather than when something breaks.
- Bid strategy management and budget pacing against the agreed target
- Search-term review and negative-keyword maintenance
- Ad copy and asset testing, with a defined hypothesis and stopping rule
- Structural changes as the account and the market move
- Change logging, so every movement in performance is attributable to a decision
- Monthly written reporting and a review call
Paid social
Meta, LinkedIn, TikTok and X — planned alongside search, not as a separate story.
- Audience architecture, exclusion logic and frequency management
- Creative production and structured creative testing
- Consent-aware pixel and conversions-API implementation
- Cross-channel reconciliation, so two platforms cannot both claim the same conversion unchallenged
Analytics, tracking and measurement
The unglamorous work that decides whether everything else is real. We often start here, because optimising against bad data compounds the error.
- GA4 configuration, event design and data-quality auditing
- Server-side tagging and enhanced conversions where appropriate
- Consent Mode and cookie-consent implementation aligned to POPIA
- Offline conversion imports where the sale closes away from the website
- Reconciliation against the client's CRM or back office
SEO, content and landing pages
Organic search and the pages paid traffic lands on, planned together.
- Technical audits: crawlability, indexation, site speed, Core Web Vitals, structured data
- Information architecture, internal linking and intent mapping
- Content briefs, editorial planning and on-page optimisation
- Landing page design, build and conversion-rate optimisation
- Accessibility and mobile performance as build requirements, not a later fix
Reporting
What you get, and how current it is
Google data kept distinct
Google Ads performance data is presented separately from, and clearly distinguished from, data originating on other advertising platforms. Where we combine channels into a blended view, the source of every figure remains identifiable.
Reconciled, not just reported
Platform-reported conversions are checked against the client's own system of record. Where the two disagree, we show the gap and explain it rather than quietly picking the flattering number.
No guaranteed outcomes
We do not guarantee a position, a ranking, a lead volume or a return, and we do not claim that paid advertising improves organic rankings. We commit to a method and a reporting standard.
Commercials
How accounts and fees work
- One account per advertiser. Each end-advertiser is managed in its own Google Ads account, owned by that advertiser and linked to our manager account. We do not combine separate advertisers into a single account.
- Your customer ID on request. We supply the Google Ads customer ID for your account whenever you ask for it.
- Fees disclosed up front. Our management fee — a monthly retainer or a fixed project fee, agreed in the Service Agreement — is disclosed in writing before the first purchase of advertising and itemised on every invoice.
- Media at cost. Media cost is reported as the exact amount charged by Google, exclusive of our fees. We do not mark up media spend.
- No lock-in. Clients own their Google Ads accounts. Access can be withdrawn at any time; on written notice we remove our access and return exclusive control within three business days.
The full commitments are set out in our third-party advertising policy and Terms of Service.