Google Ads and PPC management, run against a pipeline number.
Google Ads management is the ongoing work of running a paid-search account well: the structure, the conversion design, the bidding, the negatives, the budget calls and the reporting, week after week. We run it as a fixed monthly retainer for B2B, SaaS, fintech and financial-services businesses, for nonprofits and associations, and white-label for the communications and public-affairs firms whose clients need it. Every account starts with an audit. Every report carries the number that holds up in a board meeting.
It is unglamorous work, and that is the point. The accounts that perform are the ones where someone reads the search-terms report every week, checks where the budget actually went, and adjusts. Search-partner placements, display expansion and Performance Max will quietly take a large share of a budget that was meant for Google Search, and nothing on the dashboard says so. Someone has to look.
- Search Intent-based campaigns structured by what the buyer is trying to do, not by product line. Single-theme ad groups, match-type discipline, negatives maintained weekly.
- Performance Max, contained Run where it earns its place and fenced off from brand and from the search campaigns it would otherwise cannibalise. Measured on incremental conversions, not the number it reports about itself.
- Remarketing and audiences First-party lists, customer match and in-market signals as bid adjustments and as their own campaigns. The layer that turns a visit into a return visit.
- Microsoft Advertising alongside The same structure imported and tuned for Bing, where clicks usually cost less and B2B audiences over-index. One plan, two auctions.
- The measurement layer Conversion tracking that counts what sales would accept, enhanced conversions, offline import from the CRM, and reporting that ties spend to pipeline rather than to clicks.
Audit, architecture, conversion design, cadence, report.
- The audit Every account starts with the same ten checks: where the spend actually went, what the conversions actually count, what the search-terms report says the money bought. It ends with the fixes in order. For an account that is already running, this is the account review.
- The architecture Campaigns built around buying intent: brand separated from non-brand, problem terms from category and competitor terms, Performance Max fenced, geography and schedule set to where the buyers are. Negatives and match types maintained as a discipline, not a launch task.
- Conversion design What counts as a conversion is agreed with whoever has to accept the lead. One count per user, enhanced conversions, and offline import from the CRM so the account learns from qualified pipeline rather than from form-fills.
- The cadence Weekly: search terms, bids, budgets, creative. Monthly: experiments on bidding strategy and landing pages, budget moved to where pipeline is coming from, and a written note on what changed and why.
- The report Pipeline, cost per qualified lead, payback: the figures that hold up in a board meeting. What is measured, what is modelled and what is directional, labelled as such, with what we would change next.
Someone has to open the search-terms report.
Every week the account tells you what it actually bought: the queries that triggered the ads, the placements the budget went to, the conversions it decided to count. The dashboard summarises that into numbers that look fine. The report underneath is where the money leaks, and it only gives up its findings to someone who reads it.
That is the work of management, week after week: read it, decide, adjust, write down why. The account that performs is the one where someone did that every week for a year.
The same discipline, different rules per sector.
Eligibility, compliance, keyword economics and what counts as a conversion all change by sector. The account structure that works for a SaaS pipeline is wrong for a charity's grant, and both are wrong for an association fighting a rule. We set each account up for its own rules.
- Nonprofits, charities and NGOs Google Ad Grants and paid accounts, and the eligibility rules by tax status that decide which one an organisation can run.
- B2B and SaaS Long journeys, pipeline as the number, and the specific places B2B budgets leak: search partners, Performance Max, broad match, form-fills counted as wins.
- Fintech and financial services Financial-services advertiser verification, financial-promotions rules and a compliance sign-off loop built into the account's operating rhythm rather than bolted on.
- Trade associations and membership organisations Member acquisition, event and certification registration, and issue visibility during a policy fight. Most associations cannot use Ad Grants, so every search dollar is paid and has to earn its place.
- Public health and health organisations Specialist audiences reached precisely: intent-structured campaigns, audience signals for academic, government and non-profit users, and landing pages matched to the question being asked.
- Communications, PR and public-affairs firms The same work, run under your name for your clients. Scoped through you, reported in your template, invisible to the client or introduced as your specialist partner.
Fixed retainer. Your account. No percentage of spend.
The commercial shape is deliberately simple, because the wrong shape changes how an agency behaves.
- Audit first A running account gets the ten-check review. An account that needs rebuilding gets a fixed-fee audit and rebuild, credited against the first month of management. A new account gets built from the architecture step.
- A fixed monthly retainer Sized to the media budget and the work it takes, agreed before anything starts. Not a percentage of spend, which rewards spending more rather than spending better.
- Your account, your data We work through manager access to an account you own. Revoke it any time. The history, the conversion data and the audience lists stay with you.
- White-label for agencies Communications, PR and public-affairs firms run this under their own name for their clients. How the arrangement works.
Ten checks, read-only, by hand. Most accounts have never had anyone look.
Request an account reviewGoogle Ads management, answered.
What the work includes, what it costs, who owns what, and how it is reported.
What does Google Ads management include?
The ongoing running of the account: campaign and ad-group architecture, keyword and match-type management, negative keywords, bidding strategy, budget pacing, ad creative and testing, audience and remarketing lists, conversion tracking and its upkeep, landing-page recommendations, and a written report that ties spend to results. Microsoft Advertising is run alongside where it makes sense. We work inside your own Google Ads account through manager access, so the account, its history and its data stay yours.
What does Google Ads management cost?
A fixed monthly retainer, sized to the media budget and the work it takes to run it well, agreed before anything starts. We do not charge a percentage of spend, because that rewards the agency for spending more rather than for spending better. Accounts that are already running start with the account review; accounts that need rebuilding start with a fixed-fee audit and rebuild that is credited against the first month of management.
Do we keep ownership of our Google Ads account?
Yes, always. We work through a manager-account link to your account, which you can revoke at any time. If we part ways, you keep the account, the history, the conversion data and the audience lists. We never ask for your login and never run your budget through an account you do not own.
Can you work alongside our in-house team or an existing agency?
Yes. We can run the whole paid-search programme, own specific campaigns, or act as an audit-and-advisory layer over an account someone else runs day to day. For communications, PR and public-affairs firms we work white-label, under your name, for your clients.
Do you run Google Ads for nonprofits, charities and associations?
Yes. For charities that qualify, we run Google Ad Grants accounts and, where the organisation has real acquisition targets, a paid account beside the grant. Trade associations and advocacy organisations usually cannot use Ad Grants because of their tax status, so their search advertising is paid and structured around membership, events and issue visibility. The nonprofit page sets out the eligibility rules by tax status.
Do you run Microsoft Advertising (Bing) as well?
Yes. Most accounts that work on Google work on Microsoft Advertising with the same structure imported and then tuned, and clicks there often cost less. For B2B audiences in particular, Bing's share of business desktop search makes it worth running from the start rather than as an afterthought.
How do you report on Google Ads performance?
Against the numbers that matter to the business: qualified leads, pipeline, cost per qualified lead and payback, tied back to the CRM wherever the client can connect it. Impressions, clicks and click-through rate are in the appendix, not the headline. Every report says what changed, why, and what we would do next, and it labels what is measured, what is modelled and what is directional.
Do you offer white-label Google Ads management for agencies?
Yes. Communications, PR, government-relations and boutique digital agencies use us as their paid-search desk. You own the client and the relationship; we run the account under your name and report in your template. The arrangement, and what else you can resell, is set out on the partners page.