Ad Management
Google Ads Management
Setup, measurement and scaling of Search, Shopping, Performance Max and YouTube campaigns.
- Businesses whose product or service has active search volume
- E-commerce sites (Shopping and Performance Max)
- Local service providers (maps and search)
- B2B companies with long sales cycles (via offline conversions)
Click the box — talk to a specialist.
Request a Google Ads audit
Free, no commitment. A reply within one business day.
Google Ads works where the demand already exists. When someone types "office chair prices", their intent to buy is higher than on any other channel. The hard part is not building the campaign; it is telling Google back which of those clicks actually became a customer.
Automated bidding strategies (Maximise Conversions, Target ROAS) learn entirely from the conversion data you send them. If that data is missing or wrong, the algorithm will spend your budget on the wrong audience with real enthusiasm. That is why every Google Ads project starts with measurement, not with campaigns.
Who is this channel right for?
- Businesses whose product or service has active search volume
- E-commerce sites (Shopping and Performance Max)
- Local service providers (maps and search)
- B2B companies with long sales cycles (via offline conversions)
Campaign Types
Which campaigns do we run on Google Ads?
Search
The highest-intent channel — the user is already looking for you. Keyword selection, match types and the negative list are built by hand, not left to automation. Broad match is only used alongside a strong negative structure. Brand and non-brand searches are always kept in separate campaigns; otherwise brand traffic makes the whole account look better than it is.
When: If your product or service has monthly search volume, this is the first campaign to build.
Shopping
Runs on a product feed through Google Merchant Center. What determines performance here is not the bidding strategy but feed quality: title structure, category matching, GTIN accuracy, imagery and stock status. We segment products with custom labels by profit margin and set a different ROAS target for each segment.
When: The highest-return channel for e-commerce sites selling physical products.
Performance Max (PMax)
Combines Google's entire inventory (Search, Shopping, YouTube, Display, Discover, Gmail, Maps) into a single campaign. Opened without controls it eats brand searches and shows an artificial success — so we exclude brand keywords, split asset groups by product category and feed audience signals by hand. Search term and placement reports are reviewed regularly and the waste is cut.
When: Brought in at the scaling stage, once enough conversion volume exists.
Display Network (GDN)
Banner placements across more than two million sites. It buys cheap reach, but left unsupervised a large share of the budget goes to accidental in-app taps and low-quality publishers. We do not open GDN without placement exclusion lists, mobile app inventory switched off and content targeting limits in place.
When: For remarketing and broad-reach awareness campaigns.
Demand Gen (formerly Discovery)
Google replaced Discovery campaigns with Demand Gen in 2024. It runs image and video creative across YouTube Shorts, in-feed video, Discover and Gmail inventory. It is the Google format closest to social media campaigns — here creative quality matters more than targeting.
When: For demand generation and reaching people who are not searching for you yet.
YouTube (Video)
Skippable in-stream, non-skippable, bumper and in-feed formats. The first five seconds are treated as a separate design problem; if the message does not fit that window, the format was chosen wrongly. Video viewers are collected as separate audience segments and retargeted in search and shopping campaigns.
When: For brand storytelling, product introductions and upper-funnel demand generation.
Remarketing (RLSA & Dynamic)
Cart abandonment, product views, specific page visits and customer list segments are each built separately — showing everyone the same ad lowers conversion. On search we bid differently for existing visitors through RLSA. With a customer list upload (Customer Match) existing customers can be excluded so budget goes to new ones.
When: From the moment the site receives meaningful traffic.
App Campaigns
Targeting mobile app installs and in-app actions. Distributed automatically across Play Store, Search, YouTube and Display inventory. Measurement requires integration with an attribution provider such as AppsFlyer or Adjust.
When: For businesses with a mobile app.
Which campaign type to start with depends on the data already in the account. Opening Performance Max directly on an account with no conversion history means asking the algorithm to decide before giving it anything to learn from. We usually build up data with Search and Shopping first, then bring PMax in at the scaling stage.
Scope of Work
What exactly do we do in your account?
Account structure rebuilt from scratch
The problem we see most often in accounts we take over is campaigns piled up over the years with none of them ever switched off. Each one tries to learn separately and none reaches enough data. We bring the campaign count down to a sensible level.
Search term hygiene
The search terms report is reviewed weekly and irrelevant queries are added as negatives. If broad match is used, it is always used alongside a strong negative list.
Moving to automated bidding
The switch from manual to automated is not made before enough conversion volume exists. Switching early extends the learning phase and burns budget.
Product feed optimisation
Most of Shopping and PMax performance comes from feed quality. Title structure, category matching and custom-label segmentation by profitability are handled here.
Ad assets and extensions
Sitelink, callout, price and image extensions are completed. Missing extensions visibly lower click-through rate.
Geographic and scheduling settings
Regions you do not serve and hours that do not convert are switched off.
How we work as a Google advertising agency
How the agency relationship runs, who does what, and how reporting works.
- One team, one owner
- The person you meet in the sales conversation is the person who manages your account. No handover, no account manager layer in between.
- You own the accounts
- Google Ads and Merchant Center accounts are opened in your name. We take manager access. If you leave, the account stays with you along with its history and everything the algorithm has learned.
- Budget goes straight to Google
- Ad spend does not pass through us. Google invoices you directly; the agency fee is a separate line.
- Live reporting
- You have round-the-clock access to a Looker Studio dashboard. The monthly report explains what the numbers mean and what happens next month.
- Monthly, with no lock-in
- After the first three months it moves to a monthly rolling model. We do not hold clients with binding long-term contracts.
Measurement
Offline conversions: Google Ads' least used, most valuable feature
Not everyone who fills in a form becomes a customer. By default Google only sees the form and tries to find more people who fill in forms. What you actually want is more people who sign contracts. The mechanism that closes that gap is offline conversion import.
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01
Capturing the GCLID
When a user clicks the ad, the GCLID parameter added to the URL is stored in the CRM along with the form. That is the identifier tying the click to the person.
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02
Defining CRM stages
Qualified opportunity, proposal sent and closed sale are each defined in Google Ads as separate conversion events.
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03
Feeding it back
When the sale completes, the real revenue figure is sent back to Google Ads together with the GCLID. This is done automatically, though manual upload is also possible.
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04
Changing the bidding strategy
The target moves from form count to closed sale value. From that point the algorithm looks for users who resemble real customers.
Enhanced Conversions
Hashed email and phone are sent to Google on form submission, recovering conversion matches where cookies are lost. Data is hashed in the browser, in line with data protection requirements.
Consent Mode v2
Modelled conversions come into play for users who decline consent; no measurement cookie is written before consent is given.
GA4 and Ads linking
Conversion differences between the two platforms are compared regularly; double counting and attribution window settings are checked.
Raporlama
Which metrics do we look at?
Different indicators matter on different channels. Judging every channel by the same metric leads to the wrong decisions.
- ROAS / CPA
- The main efficiency indicator. Different targets are set per product group according to margin.
- Impression share
- The lost impression share tells you whether the constraint is budget or ad rank.
- Qualified opportunity rate
- With offline conversions in place, how many of the forms turned into real opportunities.
- New customer rate
- Genuine growth, excluding remarketing.
Tools
Work out what your budget is worth
Four calculators: return estimate, lead funnel, budget split and break-even point.
If you do not know, 2–4 is typical.
Not every enquiry turns into a sale. In B2B it is 15–30%; in e-commerce it is close to 100%.
Tahmini ROI
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- Monthly leads
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- Tahmini ciro
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- ROAS
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- Lead maliyeti
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- Customers won
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- Cost per customer
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The total monthly search count for your target keywords.
- 1 Visitors reaching the site —
- 2 Form / talep —
- 3 Customers won —
Each step of the funnel is a percentage of the one before it. Real rates vary considerably by sector and by the strength of the offer.
The split below is a typical starting point for an account with conversion history. As data builds up, budget shifts according to marginal return — staying on fixed percentages costs you money.
- Gross profit per unit
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- Maximum cost per conversion
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- Maximum cost per click
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- Minimum required ROAS
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What is left from the sale.
Above this you make a loss.
Your bid ceiling.
Below this value you make a loss.
Note: These tools produce estimates, not commitments. If the conversion rate and cost per click you enter do not come from your own account, the result only gives you a sense of scale. We work out the real figures with data in the free account audit.
Other advertising channels
For every channel, see the advertising management page.
Frequently asked about Google Ads
What does your Google Partner status give us?
Certification and performance criteria are measured by Google every year. In practice the benefits that reach you are: early access to beta features, a priority support line for account problems, and ad credit offered to new accounts in certain periods.
Does the ad budget pass through you?
No. The budget is paid directly to Google from your own account. Ownership of the account always stays with you; we only take manager access.
Can Performance Max be trusted?
Under control, yes. A PMax campaign opened without excluding brand searches and without separating asset groups eats brand traffic and shows an artificial success.
Is our CRM suitable for offline conversions?
Any CRM that can store the GCLID is suitable. HubSpot, Salesforce, Zoho and most local CRMs support it; if yours does not, we can build an intermediate layer.
How long until we see results?
Fixing the measurement takes two to three weeks, and the campaign structure needs four to six weeks to complete its learning phase. The first meaningful comparison is made at the end of the second month.
Let us audit your Google Ads account for free
We review your account against 42 checkpoints and come back with concrete findings. Free, no commitment.