Ad Management: Google Ads and Meta Ads
Where the budget went, which search turned into a real enquiry and which campaign should be switched off — written down every month.
Opening an ad account is easy; seeing which campaign should be switched off is not. In most businesses the problem is not a small budget but the fact that nobody ever reported which search, which audience and which page the money went to. If clicks grow in the dashboard and the phone stays quiet, something in that table needs fixing.
We run Google Ads and Meta Ads from one place, because the two catch different moments of the same demand: Google catches the person already searching, Meta the person who is not searching yet but fits the profile. Split across two hands, you are more likely to pay twice for the same person and never learn which channel worked.
We do not treat ads as an island separate from GEO and SEO. The real language that comes out of the search terms report feeds the topic list for blog and service pages, and the page that works organically becomes the ad landing page. The same research is used on both channels.
What this service covers
The items below are not a fixed package but a work list ordered by the state of the account. On an inherited account the first job is usually cleanup; on a new build, measurement comes before spend.
Account and conversion tracking setup
We wire conversion events to the actions you actually care about: form submissions, phone calls, WhatsApp taps, booking requests. We check that Google Ads and GA4 agree; if measurement is wrong, the whole optimisation runs on a false signal.
Search campaigns and negative keyword upkeep
We split campaigns by service and intent, read the search terms report regularly and move irrelevant queries to the negative list. On inherited accounts we often find part of the budget flowing to searches that will never become a customer.
Meta Ads audience and creative loop
We start from your own data rather than interest targeting: site visitors, form fillers, customer lists and the lookalike audiences built from them. Creative is set up as a measured, renewed loop rather than a one-off job.
Landing page and form flow
An ad should land on the page for the service you sell; traffic dropped on the homepage usually converts less. We fix page speed, mobile form fields and the quote step alongside the campaign itself.
Monthly report and budget decision
Each month we write down which campaign stayed on, which was switched off and why. The report is a decision list rather than an impression table: what we stopped, what we scaled, what we test next month.
How we work through it
Timing depends on the account history and how competitive the sector is. The schedule below describes a typical start; it is not a commitment.
- Stage 1 — first week
Account audit
We go through the existing campaign structure, conversion definitions, search terms and landing pages and write up a findings list. If there is no account yet, this step becomes competitor and query research instead.
- Stage 2 — weeks 2-3
Measurement and structure
Conversion events, campaign split, negative keyword list and the creative set are put in place. We do not raise budget before this stage is finished; scaling spend on an unmeasured account only scales the mistake.
- Stage 3 — months 1-3
Learning and pruning
While campaigns gather data we run regular pruning rounds on search terms, audiences and creatives. The aim in this period is not profit but seeing quickly what does not work.
- Stage 4 — ongoing
Budget shifts and expansion
Budget moves toward what works, and new services, cities or audiences are opened as controlled tests. Every change goes into the report with its date.
What we do not promise
The most expensive mistake in ad management is chasing an unrealistic promise with budget. We write the limits down at the start:
- We do not commit to a specific cost per click or cost per acquisition; those numbers move with competition, season and your offer.
- We do not say in advance how many customers will come. What we can state is which figures will be measured and when the decision is made.
- Ad accounts are opened in your name and belong to you; if we part ways, the account, its history and the creatives stay with you.
- If the service itself has no demand, ads will not make up for it. In that case we recommend revisiting the offer rather than raising the budget.
- Platform restrictions in fields such as health, law and finance are Google’s and Meta’s rules, not our preference; we build campaigns inside those limits.
What we measure
A metric that looks good in a dashboard is not the same as a metric the business can bank. The list is deliberately short:
- Qualified enquiries per channel: form submissions, calls and WhatsApp starts.
- Cost per enquiry and the direction that figure moves across months.
- The share of budget going to irrelevant queries in the search terms report.
- How many people start the landing page form and how many finish it.
- What organic and direct demand look like while ads are paused.
Frequently Asked Questions
Let us look at your ad account together
We go through your current campaigns, conversion definitions and search terms and write up where the budget is leaking.
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