Ads that start with measurement
Most wasted ad spend comes from one problem: the account cannot tell which clicks became customers. Without that, Google's automated bidding optimizes toward the wrong thing, and you cannot tell a good campaign from a bad one.
If you already run ads, we start with an audit of the existing account: conversion setup, campaign structure, search terms, wasted spend, ad copy and landing pages. Often the fastest gains come from cutting what does not work, not from adding more budget.
So we start with tracking. Before a campaign goes live, we set up conversion actions for the things that matter to your business: phone calls, form submissions, booked appointments or purchases. Then we connect them to GA4 and Google Ads so every report tells the same story.
The campaign types we use
- Search. The core for most service businesses. Ads appear for searches that show buying intent, like a service plus a city. We control keywords, match types and negatives closely so budget goes to qualified searches.
- Local targeting. Location settings, call assets and location assets that put you in front of nearby searchers and make calling easy.
- Performance Max. Google's automated campaign type that runs across Search, YouTube, Display, Gmail, Maps and Discover from one campaign. It can work well with strong conversion data and good creative. It can also spend on low-quality placements without guardrails. We use it selectively, not by default.
- Remarketing. Ads shown to people who already visited your site. Useful for longer decisions, and kept within Google's personalized advertising policies.
Conversion tracking done right
We configure GA4 and Google Ads conversion tracking together, with clear primary and secondary conversion actions so automated bidding optimizes toward real leads.
Where appropriate, we set up enhanced conversions. Google describes this as a feature that supplements existing conversion tags by sending hashed first-party data, such as an email address from a form, in a privacy-safe way to improve measurement accuracy. It helps recover conversions that standard tags miss.
For businesses that live on the phone, we track calls from ads and from the website so you can see which keywords produce calls, not just clicks.
Not every conversion is equal. A two-second call and a ten-minute consultation request should not count the same. We set call duration thresholds and choose which actions the bidding system optimizes toward, so the account learns to find the leads you actually want. Where possible, we also review lead quality with you, so we can tell which campaigns produce real customers and which produce tire-kickers.
Landing pages that match the ad
Sending paid traffic to a homepage is one of the most common and expensive mistakes. A searcher who clicked an ad for "emergency water damage repair" should land on a page about exactly that, with a phone number at the top and a short form.
Because we design and hand-code websites, we build dedicated landing pages for campaigns: fast, focused and consistent with the ad's promise. Faster, more relevant pages give visitors a better experience and support ad quality. We cover the principles on our conversion optimization page.
Ongoing optimization and honest expectations
A monthly working rhythm
- Search term review. What people actually typed before clicking, and which terms to exclude.
- Ad testing. New headlines and descriptions tested against the current winners.
- Budget and bids. Spend shifted toward campaigns and locations producing leads at an acceptable cost.
- Landing pages. Conversion rates by page, with fixes where visitors drop off.
- Tracking health. Checks that conversion tags, call tracking and GA4 still fire correctly after any site change.
Every month we review search terms and add negatives, test ad copy, adjust bids and budgets, check landing page performance and cut what does not work. You get a plain-language report on spend, conversions and cost per lead.
Ads can produce leads quickly, but the first weeks are a learning period while data accumulates. Cost per click depends on your industry and market, and competitive categories like legal and home services can be expensive. Results vary by market, competition, budget and campaign. Ads work best alongside SEO, so you are not paying for every visitor forever.
We are not a Google Partner and do not claim to be. We build and manage Google Ads campaigns with the same standards we apply to everything else. Request a free audit of your current account or website.
Deliverables
- 01Account audit or new account setup
- 02Keyword and competitor research
- 03Search and local campaign builds
- 04Ad copy and assets
- 05Dedicated landing pages
- 06GA4 and conversion tracking setup
- 07Enhanced conversions and call tracking
- 08Monthly optimization and reporting