Google Ads Agency for Search, Performance Max and Demand Gen

A good Google Ads agency does two jobs: it finds the searches that turn into customers and it stops paying for the ones that do not. Most accounts we audit have the first half partly working and the second half ignored, with broad match keywords and automated campaigns spending on queries nobody reviewed. Our Google Ads management starts with that review, then rebuilds the account around what the conversion data actually supports, whether the right Google Ads solution for you is Search alone or Search with Performance Max and Demand Gen.

This service sits inside our PPC management services. If you are looking for a Google Ads agency for ecommerce, our ecommerce PPC service plans search, Shopping and social around margins. If your account is mostly product listings, our Google Shopping agency page goes deeper into feeds and Merchant Center. If you also want Bing coverage, Microsoft Ads management is usually a quick addition once Google is in good shape.

Our Google Ads Management Services

How Our Google Ads Campaign Management Works

1. Audit the account and the tracking (week 1). We review twelve months of search terms, conversion actions, bidding history, budget limits and Auction Insights, and compare Google's reported conversions with your orders or CRM. You get a written audit with the fixes ranked by the money they affect.
2. Repair conversion tracking (weeks 1 to 3). We set a single primary conversion per goal, turn on Enhanced Conversions, pass real order values, and add Consent Mode v2 where you receive EEA traffic. For lead generation we capture the GCLID in your forms and import qualified leads and closed deals back into Google Ads.
3. Restructure around intent (weeks 2 to 4). Brand, competitor, high-intent non-brand and research-stage terms go into separate campaigns with separate targets. We build shared negative keyword lists, remove the Display Network from Search campaigns, and turn off auto-applied recommendations.
4. Choose bidding by data volume (weeks 3 to 6). Campaigns with enough conversions move to Target CPA or Target ROAS. Campaigns with thin data start on Maximize Conversions or manual limits until there is enough history to trust automation.
5. Optimize every week (ongoing). Search terms, negatives, ad tests, budget pacing and bid targets are reviewed weekly, with a written update to you and a full report each month.

Smart Bidding strategies go through a learning period after a significant change, often around a week and longer when your sales cycle is slow, so we space structural changes out and judge new bid strategies over several weeks rather than days.

Google Ads Management Deliverables and Measures of Success

• Written Google Ads audit: wasted spend by search term and campaign, tracking gaps, bidding and structure issues, ranked by the money each one affects.
• Conversion action map: which actions are primary, what value each passes and how each one ties to a real order, call or CRM stage.
• Account plan: campaign structure, targets per campaign, budget split and a 90-day test calendar for ads, landing pages and bidding.
• Negative keyword lists and exclusions: shared lists by theme, placement exclusions and brand exclusions, kept in your account.
• Ad copy library: responsive search ads and assets with their test results, so new ads build on proven messages.
• Reporting: a Looker Studio dashboard, a weekly note on what changed and a monthly report with a review call.

Success is set in your numbers before launch: cost per qualified lead or new customer at or under target, return on ad spend above break-even, and less spend on search terms that never convert. We will not promise a cost per lead or a ranking position in the ads, but you will always see the numbers against target and the next change we are making.

Google Ads Tracking We Set Up Before Scaling Spend

Smart Bidding learns from whatever you tell it is a conversion. If a page view, a newsletter signup and a purchase are all counted as primary conversions, Google will find you more of the cheapest one. Before our Google Ads agency team increases any budget we make sure these are in place:

• Enhanced Conversions for web, and for leads when you have a CRM, which send hashed first-party data to improve match rates as browser cookies become less reliable.
• Consent Mode v2, required by Google for EEA traffic since March 2024, so conversions and remarketing lists stay usable when you advertise in Europe.
• Offline conversion imports so a form fill that never becomes a customer stops teaching the algorithm to find more of the same.
• Conversion values based on revenue or on lead quality, so Target ROAS or value-based bidding has something real to aim at.

Deeper tagging projects run through our analytics and tracking team, and our guide to Google Ads conversion tracking explains each setting.

Common Google Ads Mistakes We Fix

Broad match without guardrails

Broad match can work well with Smart Bidding and good conversion data. Without negative keywords and weekly search term reviews, it spends on loosely related queries. We keep broad match where it earns its place and add the negatives that stop the leaks. Our negative keywords list is a useful starting point.

Performance Max eating brand traffic

Without brand exclusions, Performance Max often reports strong results by serving ads to people already searching for you. We separate brand from prospecting so you can see what new demand it finds.

Auto-applied recommendations left on

Google can apply its own recommendations, such as adding keywords or raising budgets, without anyone approving them. We switch these off and review recommendations by hand.

Location settings too loose

The default option targets people "in or interested in" a location. For a local service business that means paying for clicks from people who will never visit. We set presence-only targeting where it matters.

How to Choose a Google Ads Management Company

Start with the number you want to move, such as cost per qualified lead or new customer revenue, and ask each Google Ads management company how it would report on that number rather than on clicks or platform conversions. Then check four things:

• Who runs the account. Ask for the person making weekly changes, and how much of their time your account gets.
• How they price. Percentage of spend, flat fee and spend-band models reward different behavior, so understand what happens to the fee as budgets grow.
• Tracking first. A proposal that raises budgets before checking conversion actions is a warning sign.
• Ownership and exit. The account should be in your name, with no fee to take it back.

Google Partner status is worth understanding too. It shows that an agency meets Google's spend, performance score and certification requirements. It does not tell you who will manage your account or how they handle tracking, so treat it as one input, not the decision.

Google Ads Consultant, Freelancer or Google Ads Agency?

The right model depends on how much hands-on work your account needs each week and whether you have someone in-house to do it.

We offer both the consultant and the agency model. Mustafa can act as your Google Ads consultant with an audit and monthly strategy reviews while your team runs the account, or we can manage it fully. You can also start with the consulting model and move to full management later if the weekly workload outgrows your team.

Google Ads for Ecommerce, Lead Generation and Local Services

Google Ads agency for ecommerce

Stores run Shopping or Performance Max for products, Search for brand and category terms, and remarketing for cart abandoners. Targets are set by margin, not one account-wide ROAS. Feed work lives on our Google Shopping agency page.

Lead generation and B2B

Search does most of the work, with GCLID capture in your forms and offline conversion imports from the CRM so bidding learns which leads turn into revenue. Performance Max is used carefully here, because it can find cheap form fills that sales cannot close.

Local service businesses

Presence-only location targeting, call assets, ad schedules matched to your opening hours and call conversion tracking with a minimum call length. Where your category and country are eligible, Local Services Ads can sit alongside Search in the same plan.

White label Google Ads management

Marketing agencies that sell paid search but do not run it in-house can use our white label Google Ads management. We work inside the client accounts under your manager account, follow your reporting format and stay invisible to your clients.

Google Ads Tools and Scripts We Use

Why Choose 95 Solutions as Your Google Ads Agency

• A senior strategist on every account. Mustafa has run Google Ads since 2015 and sets the strategy on every account we manage.
• We spend budgets too. As an in-house Head of Marketing since 2016, Mustafa manages Google Ads spend against his own sales targets, so recommendations come from practice, not theory.
• Your account, your data. We work through manager access inside your Google Ads account. You keep every campaign, audience and conversion record if you leave.
• Short terms and USD billing. A 3-month minimum then month to month, invoiced in USD by our US LLC, with hours covering the US business day and overlapping the UK.

Who Our Google Ads Agency Works With

A good fit

• Businesses already spending on Google Ads, with or without a previous Google AdWords agency, that cannot tell which campaigns make money.
• Service and B2B companies with a CRM that want Google to optimize on qualified leads.
• Stores that need search and Performance Max managed alongside Shopping.
• In-house teams who want an audit from a Google Ads expert before deciding what to outsource.
• Agencies that need white label Google Ads management delivered under their own brand, on the same terms as our white label SEO program.

Probably not a fit

• Anyone looking for a guaranteed position or cost per lead.
• Businesses that cannot track a conversion of any kind and are not willing to add it.

Google Ads Management Pricing

As a Google Ads marketing agency we bill management as a monthly retainer: a flat fee by ad spend band, plus a percentage of spend above the top band. Audits and tracking repairs can be bought as fixed-price projects. The minimum term is 3 months, then month to month.

What drives the cost of Google Ads management is the amount of work, not just the budget: monthly spend, the number of campaign types (Search, Shopping, Performance Max, Demand Gen, YouTube), the number of countries and languages, how many accounts sit under one business, and how much tracking repair is needed before scaling. A local service account with two Search campaigns is a lighter job than a store running Shopping and PMax across three markets. If you are an agency comparing what to charge for white label Google Ads management, the same factors apply.

Need something different, such as an audit only or a multi-account setup? Ask us for a custom quote.

Next Step: Request a Free Google Ads Audit

Start with a free Google Ads audit. Give us read access through your manager account or tell us what you spend and what you sell. We reply within one business day, book a short call to agree the number you want to move, and then send a written scope covering the problems we found, what we would fix first and which plan fits. The audit is yours to act on whether or not you hire us.