Conversions that mean revenue
Offline conversion import where the sale closes later, and call tracking where the phone is the outcome. Value passed back, not just an event count.
Google Ads
BuildSearch advertising buys intent. Nothing else on the internet does.
Campaigns built to capture demand that already exists — measured against booked revenue rather than against the platform’s account of itself.
Typical stack
- Google Ads
- Google Tag Manager
- GA4
- CallRail
- Looker Studio
- Google Merchant Center
Written for: A business spending on Google Ads that suspects a meaningful share of it is wasted and cannot prove which share.
Who it is for
Is this built for a business like mine?Built for businesses where someone is already searching for what you sell.
Paid search works when demand exists and you are buying the moment of it. Where nobody is searching, it is the most expensive way to discover that.
What we see
"Emergency plumber near me" is the highest-intent query in commerce, and it is bid on by every competitor at once.
What we build
Emergency and routine separated into different campaigns with different bids, hours and landing pages, with calls tracked to booked jobs.
The detail that matters
The emergency query is worth several times the routine one and is usually bid identically.
What we see
Clicks cost enormous sums, and a meaningful share go to people who will never qualify as a case.
What we build
Tight match-type control, aggressive negative lists, and qualification measured at matter type rather than at form fill.
The detail that matters
We optimise toward qualified matters. Optimising to form fills buys unqualified volume efficiently.
What we see
Procedure searches are commercially valuable and sit under advertising restrictions most accounts breach unknowingly.
What we build
Compliant campaign structure by procedure and location, with booking measured rather than clicks.
The detail that matters
Policy is designed for at the start. A disapproved account mid-season is expensive.
What we see
Service bay capacity is perishable and used stock turns over weekly, so the campaign is out of date the day it launches.
What we build
Inventory and capacity-aware campaigns that stop advertising what is gone or fully booked.
The detail that matters
Feed-driven, so the ads reflect what you can actually sell today.
What we see
Comparison sites dominate the head terms and burn budget on rate shoppers who never convert.
What we build
Long-tail and qualification-led structure that avoids competing head-on with aggregators on their own terms.
The detail that matters
We do not bid the terms aggregators have already won. That is a spend decision, not a capability gap.
And who it is not for
If you are selling something people do not yet know exists, there is no search demand to capture. That is a demand creation problem, and Meta is the better first move.
The problem
Do they understand what is actually going wrong?Automation spends the budget. It does not verify the outcome.
Modern campaign types will reliably spend everything they are given and report a healthy return, because they are optimising toward the conversion signal you gave them. If that signal is a form fill, they will find people who fill in forms — which is not the same population as people who buy.
Broad match and automated campaigns spend against queries you would never choose.
The conversion signal is a form fill, so the algorithm optimises toward form fillers.
Phone calls are the main outcome and are not tracked, so the campaigns driving them look like they fail.
The account has run for years with no negative keyword maintenance and no structural review.
What we build
What exactly would I be buying?Fix the signal before touching the bids.
Everything automated bidding does is downstream of the conversion signal it receives. Feed it a signal that correlates with revenue and it becomes genuinely effective; feed it a form fill and it optimises efficiently toward the wrong thing.
Structure by intent, not by product
Emergency and research queries want different bids, hours, copy and landing pages. Splitting on intent is where most of the available gain sits.
Negatives as a discipline
Search term review on a schedule, forever. This is the single highest-return recurring task in a paid search account and it is almost always neglected.
Landing pages held to the budget
The fastest ad in the auction still loses to a five-second page. Landing performance is treated as part of the campaign, not somebody else’s problem.
How it works
How does this actually function?The loop that decides what your budget learns.
Automated bidding is a learning system, and it learns from whatever you tell it success looks like. Getting that definition right is worth more than every other lever combined.
Query
Auction
Click
Outcome
Unqualified → negativeSignal back
Outcome means booked revenue where we can measure it, imported back into the platform rather than left in a CRM.
Unqualified outcomes feed the negative list, so the same wasted spend does not recur monthly.
Call outcomes are captured explicitly. In phone-led businesses, an account without call tracking is optimising on a fraction of the truth.
What changes
What is different afterwards?What is different afterwards.
Waste becomes visible
Search term review and negative discipline stop the recurring spend against queries that were never going to convert.
Spend against non-converting query patterns, reviewed and reduced.
Bidding optimises to revenue
With value-based signals imported, automated bidding starts working toward money instead of toward events.
Cost per booked job or matter, rather than cost per lead.
Phone-led revenue gets counted
Call tracking connects the ad to the booking, which usually reveals the campaigns that looked worst were performing best.
Calls attributed to campaign and to outcome.
How we deliver
How does this start, and what do I get at each step?Six stages, and every one has an exit.
You can stop after any stage with something useful in hand. That is the point of naming the artefacts rather than the activities.
- 01
Account audit
Structure, search terms, conversion accuracy, wasted spend. Usually the conversion tracking is wrong, which invalidates every historical judgement made from it.
- Wasted spend quantified
- Conversion tracking verified or corrected
- Structural findings
- 02
Measurement build
Call tracking, offline conversion import and value passing, so the platform learns from revenue.
- Call tracking live
- Offline conversions importing
- Conversion values passing
- 03
Restructure
Campaigns split by intent and by margin, with negative lists built from the audit.
- New campaign structure
- Negative keyword lists
- Bid strategy per campaign
- 04
Landing alignment
Each intent gets a page that matches it, held to the same performance budget as the rest of the site.
- Landing pages built or fixed
- Page speed verified
- Conversion paths tested
- 05
Managed run
Search term review, bid adjustment and creative testing on a schedule, with the reasoning written down.
- Weekly search term review
- Test log with results
- Monthly revenue reporting
- 06
Ownership
The ad account, the tags and the tracking stay yours throughout.
- Accounts in your ownership
- Documented configuration
- Recorded handover
Questions
But what about the thing that worries me?The questions people actually ask.
What budget do we need to start?
Enough to generate statistically meaningful data in your cost-per-click range, which varies enormously — a home services account can learn on a fraction of what a legal account needs. We size it from your actual auction data during the audit rather than quoting a universal minimum.
Should we use Performance Max?
Sometimes, and rarely as the whole account. It will spend everything it is given with limited visibility into where. It works where the conversion signal is accurate and valuable; where tracking is weak it efficiently buys the wrong thing.
Our leads are phone calls. Can you track those?
Yes, and in phone-led businesses it is the first thing we fix. Dynamic number insertion attributes the call to the campaign and keyword, and outcomes are recorded against it — so the platform can optimise toward booked work instead of clicks.
Can you fix our existing account or must it be rebuilt?
Both happen. Accounts with useful conversion history are worth restructuring around; accounts whose history was recorded against broken tracking are usually worth rebuilding, because the learning is built on bad data. The audit answers it with evidence.
How do you charge?
A flat monthly fee based on account complexity, not a percentage of spend. A percentage rewards us for spending more of your money, which is a poor arrangement for you.
The other half
A search ad produces a phone call within minutes.
Search intent is immediate — people click because they need it now, and they call. If that call is not answered, the click was purchased for a competitor. We run the phone line as well, which is why the campaign plan and the answering plan can be built as one thing.
Voice CallsStart
What is the next step?Tell us the problem, not the specification.
A short call is usually enough to say which half of the business your problem belongs to, roughly what it costs, and whether it is worth doing at all.
Related services
- Digital MarketingMeta AdsPaid social built for demand creation — creative volume as the main lever, tested against incremental revenue rather than platform-attributed conversions.
- Digital MarketingSearch & Answer Engine OptimisationTechnical foundations, content that answers real questions, and structure that lets answer engines quote you — because a growing share of searches never produce a click.
- Digital MarketingDigital MarketingChannel strategy and execution that starts from capacity — because demand you cannot answer is spend you have already lost.