02 · Core Channel
Google Ads management beyond branded search
Google captures demand that already exists. We build structures that protect the terms you own and expand into the queries your competitors overpay for.
What's Included
- Search architecture: brand / non-brand separation
- Performance Max with guarded feeds and exclusions
- YouTube for demand generation at scale
- Offline conversion import for lead-gen businesses
- Query-level waste elimination, ongoing
- Landing page alignment per intent cluster
How we run Google
The first thing we do in any Google account is separate brand from non-brand. Blended reporting hides the truth: branded search converts customers you already earned, while non-brand is where the account actually grows or bleeds. Each gets its own structure, budget, and target.
Performance Max earns its budget only under guardrails. We run it with curated feeds, brand exclusions, and channel-level scrutiny — and we compare it honestly against structured search before feeding it more spend.
For lead-gen businesses, we import offline outcomes back into the platform so bidding optimizes toward qualified pipeline, not form fills. It is the single highest-leverage fix in B2B and service accounts, and most agencies never do it.
Frequently Asked Questions
Do you manage Performance Max campaigns?
Yes, with guardrails: curated feeds, brand exclusions, and honest comparison against structured search. PMax gets more budget only when it wins on real, deduplicated numbers.
What is wrong with optimizing on form fills?
Platforms optimize toward whatever you feed them. If sales rejects 80% of leads, bidding on form fills trains Google to buy more rejects. We import qualified outcomes so bidding learns what a real customer looks like.
Is Google Ads worth it if most of our conversions are branded?
Branded-heavy accounts usually mean untapped non-brand demand, not channel failure. We separate the two, defend brand terms at minimal cost, and build non-brand acquisition deliberately.
Do you run YouTube ads?
Yes — as demand generation for offers with proven economics on search and social. YouTube extends a working system; it rarely fixes a broken one.
How fast can you audit an existing Google account?
A confidential audit takes 72 hours from access. You receive documented findings — wasted spend, structural issues, measurement gaps — and a prioritized plan, whether or not we work together.