Google Ads Management

You should spend enough for Google's bidding to collect meaningful conversion data, and no more than your margins can support at your target cost per acquisition. The right number depends on your average click cost, your conversion rate, and what a customer is worth to you, so we work it out from your own numbers rather than an industry rule of thumb.

A practical way to start: estimate how many conversions a month you need for a campaign to learn, multiply by a realistic cost per conversion, and treat that as the floor. If the floor is beyond your budget, narrow the campaign to your highest-intent keywords instead of spreading spend thin. Our guide to building a marketing budget you can defend walks through the math.

Neither is better in every case: Search gives you control over exactly which queries you buy, while Performance Max uses Google's automation to serve ads across Search, Shopping, YouTube, Display, Gmail, and Maps from one campaign. Performance Max tends to suit e-commerce accounts with a solid product feed and reliable conversion data.

For lead generation, Performance Max can drift toward cheap, low-quality form fills unless it is fed offline conversion data that tells it which leads became customers. Most accounts we manage run both, with brand and core non-brand terms in Search and Performance Max set up with clear exclusions and asset groups built around real customer segments.

Most campaigns decline for one of three reasons: the conversion data feeding the algorithm is wrong, the account is spending on irrelevant searches, or the landing page cannot convert the traffic it gets. Rising click costs matter too, but they are rarely the whole story.

That is why our management covers more than bids. We check tracking first, prune wasted spend every week, and flag landing page problems we can see in the data. When the page is the bottleneck, we hand it to our landing page optimization team instead of buying more clicks for a page that leaks.