Show up when they are already looking
Search, Performance Max, Shopping, Demand Gen and YouTube, built around the searches that turn into revenue and the data that proves it.
- 7.9x
- ROAS for Asistensi across Meta and Google
- -37.22%
- CPL for Asistensi in the first month
- $25MM+
- in ad spend managed
Google Ads is the right channel when people already search for what you sell. Insurance, healthcare, legal and home services, B2B software, local businesses and eCommerce with real search demand all fit. The intent is there; the job is to win the right searches at a cost that still makes money.
Search and Shopping sit at the bottom of the funnel and usually convert first. Performance Max extends that across Google's inventory, while Demand Gen and YouTube work higher up, building the awareness that later shows up as branded and category searches.
In a multichannel plan, Google captures the demand that Meta, TikTok or offline activity creates. We read both together, separate brand from non-brand, and make sure Google is not taking credit for sales other channels already earned.
What happens inside your account every week.
Every campaign is tracked by objective, stage, channel and country, with creative tests running in the background.
Spend by objective
- 70%Purchase7.3x
- 20%Add to cart4.4x
- 10%View content2.1x
Learning phase
| Status | Cost per purchase | Spent |
|---|---|---|
| In learning23 ads | $54 | $24,412 |
| Out of learning10 ads | $27 | $17,670 |
| △Limited learning7 ads | $36 | $12,041 |
Top countries
| Country | Spend | ROAS |
|---|---|---|
| USATop | $68,309 | 6.4 |
| UKTier 2 | $47,089 | 4.4 |
| MexicoTier 2 | $34,891 | 3.9 |
| SpainTier 2 | $29,492 | 3.7 |
| CanadaTier 2 | $21,713 | 2.8 |
Creative testing matrix
hooks x formats, this monthOptimization log
- Mon · 09:00
Paused 6 ads below target CPA
- Tue · 10:00
Moved 15% of budget to Performance Max
- Wed · 11:00
Launched 4 new hooks for the UGC test
- Thu · 12:00
Excluded returning buyers from prospecting
- Fri · 13:00
Raised bids on top 3 countries
What we run on Google
- 01
Search campaigns
Tight keyword themes, match type strategy, negative keyword lists and ad copy tested against search terms, with brand and non-brand kept apart.
- 02
Performance Max
PMax with clean asset groups, audience signals, brand exclusions and regular reviews of search terms and placements, so it does not just harvest your brand traffic.
- 03
Shopping and Merchant Center
Product feed cleanup, titles and attributes that match how people search, and Shopping or PMax feed campaigns segmented by margin and performance.
- 04
Demand Gen and YouTube
Video and image campaigns on YouTube, Discover and Gmail to build demand and retarget, measured against the search lift they create.
- 05
Conversion tracking
Google Tag and GA4 setup, enhanced conversions, offline conversion imports from your CRM and Consent Mode where it applies.
- 06
Bidding strategy
Smart bidding on the right goal, target CPA or ROAS set from real data, and budget pacing checked every week.
How we run Google Ads
- 01
Account and search term audit
We review wasted spend, search terms, conversion settings and account structure, and fix tracking before changing bids.
- 02
Media plan
Which campaign types to run, keyword themes, budget split between brand and non-brand, and the target CPA or ROAS.
- 03
Build and launch
New or rebuilt campaigns live in under 2.5 weeks from the first call, with ad copy and landing page tests ready.
- 04
Optimize
Weekly search term mining, negatives, bid and budget changes, asset refreshes and feed fixes.
- 05
Report
A weekly scorecard and a monthly report with a forecast, showing cost per result by campaign type and where the next dollar should go.
When Google Ads works, and when it does not
Google rewards businesses with real search demand, a landing page that answers the search and a conversion that can be tracked. It is less forgiving when nobody searches for your category yet, or when the account optimizes toward form fills that never become customers.
- →It works: high-intent services, local businesses, B2B with clear search terms, eCommerce with a healthy product feed.
- →It struggles: new categories with little search volume, very low price points with thin margins, and broad match without negatives.
- →It breaks: when conversions are counted wrong, for example tracking page views or duplicate leads, because smart bidding will chase them.
Google Ads
Final pricing depends on the size, complexity and number of channels in your project. Ad spend is paid directly to the platforms.
- ✓Account and search term audit
- ✓Conversion tracking and GA4 review
- ✓Search, PMax, Shopping and YouTube management
- ✓Weekly search term and negative keyword work
- ✓Weekly scorecard and monthly report
Related case studies
Health insuranceAsistensi
How Asistensi reached a 7.9x ROAS, the highest in its history
7.9x ROAS, the highest in company history
-37.22% CPL in the first month
Read the case study →
FintechCashea
How Cashea turned app downloads into purchases at a 27.46% conversion rate
27.46% Download-to-purchase rate on TOFU
16.37x MOFU ROAS, up 187% month over month
Read the case study →
Questions
Which Google campaign types do you manage?+
Search, Performance Max, Shopping, Demand Gen and YouTube. We recommend the mix based on your search demand, product feed and budget.
Is Performance Max right for my business?+
It can be, especially for eCommerce with a good feed. It needs clean conversion data and some guardrails, like brand exclusions, to avoid spending on traffic you would get anyway.
Can you take over an existing Google Ads account?+
Yes. We audit it first and keep its history. Ad accounts stay in your name, and we only rebuild what is actually holding performance back.
Do you import offline conversions?+
Yes. For lead generation we connect CRM outcomes, like qualified leads or closed sales, back to Google so bidding optimizes for revenue, not just forms.
How long until Google Ads shows results?+
Search campaigns can produce conversions soon after launch, while smart bidding usually needs a learning period with enough conversion data. We set expectations in the media plan.
How much does Google Ads management cost?+
Paid ads management starts from $1,250 per month and varies with the size and complexity of the account. Ad spend is paid directly to Google.