Services / Google Ads management
Google Ads management, steered by real revenue
Managing campaigns is the easy part. Knowing whether they actually deliver, that is where the work starts.
Google Ads neatly reports every month how many conversions your campaigns delivered. What the report does not tell you: how many of those customers would have bought anyway, how many conversions are counted twice, and whether your branded campaign adds revenue or simply harvests what was already there.
That is why I do not manage Google Ads in isolation. Every campaign is steered on what it demonstrably contributes to your revenue, not on what the platform credits to itself.
Google Ads management that looks beyond the platform
The standard recipe is familiar: switch on Performance Max, set goals on platform conversions, and optimise on ROAS. That works until you realise that ROAS is calculated on numbers Google supplies itself. Branded keywords and retargeting push the average up, while the campaigns that bring in new customers look too expensive on paper.
I steer by a different compass: what happens to your total revenue when a campaign gets more or less budget. That is slower and sometimes less flattering, but it is the number your business runs on.
What the management includes
Not a set of default settings, but a setup that starts from your margins and your measurement.
- Setup or restructuring of your account: campaign structure, keywords, audiences and bidding strategy matched to your margins.
- Correct conversion measurement as the foundation: GA4, tagging and consent, so the platform learns on numbers that are right.
- Monthly adjustments based on actual revenue per campaign, with a report you can read yourself.
- Honest tests where possible: pausing a campaign temporarily to measure what it really contributes.
Stronger in combination with attribution
Google Ads management only gets truly sharp next to marketing attribution. Attribution shows which campaigns bring in revenue and which mostly claim it. The management turns those insights into budget decisions. The two reinforce each other, but they also work separately.
Also if you already work with an agency
I manage campaigns for a limited number of clients, always in combination with a correct measurement setup. Do you prefer to outsource your Google Ads to an agency? Then I can still look over the numbers, as an independent set of eyes.
“What struck me immediately was how clearly he communicates, how quickly he understands numbers, thinks logically, connects the dots and identifies pain points that others miss. Not just in the data, but also in the analyses produced by external agencies.”