Get The Attention You Deserve On Google

It’s common to think that managing your own Google Ads is cheaper; however, the opposite is the truth. This week I onboarded a new client who tried to launch their own ads with some assistance from a Google rep and their ad account was an absolute mess. Their ads were optimized to spend money quickly and benefit Google, not the business. I ended up pausing their campaigns and starting over from scratch because there wasn’t anything salvageable. 

There are lots of ways to inadvertently overspend in Google Ads without realizing it weeks and months later when you’ve spent the money and new leads haven’t come in. 

Start by researching keywords related to your industry and target audience. Use Google’s Keyword Planner for insights and focus on long-tail keywords to reach more specific search queries. It’s important to avoid keywords that are too broad/generic because they’re not typically actively looking for your service/product.

Ad copy plays a crucial role in attracting clicks and conversions. Ensure your copy is clear, concise, and includes a strong call to action. Highlight unique selling points to differentiate your business from competitors.

Ideally the ad copy should be reflected on the landing page too so it’s consistent with the ad. It’s creates a better user experience and conversion rate.

Ad extensions provide additional information and increase the visibility of your ads because they take up more real estate on the page. They can improve click-through rates by offering users more reasons to engage with your ad. We use them to pull out unique differentiators for the business or even product sales for eCommerce companies. 

Determine your overall marketing budget and allocate a portion to Google Ads based on your goals. Start with a smaller budget to test and refine your campaigns, then gradually increase spending as you see results. We often recommend small businesses to start at $35/day and grow from there. 

Avoid targeting keywords that are too broad, neglecting to track conversions, and failing to optimize your landing pages. We often notice that people forget to add negative keywords. This is important to avoid getting impressions for things not related to your business.

Regularly reviewing campaign performance, especially your search terms report helps avoid these common mistakes.

We use Google Tag Manager to set-up conversion events for Google Ads. Once those are in place, we can track the cost per conversion for a lead (or return on ad spend for eCommerce businesses). We review the cost per lead or ROAS on a regular basis for our clients to ensure their ads are performing optimaly.  

Geographic targeting allows you to focus your ads on specific locations, ensuring your ads reach the most relevant audience. This is especially beneficial for local businesses aiming to attract nearby customers, including a specific radius around your business location.

Regular reviews are essential, ideally weekly to adjust bids, refine keywords, and improve ad copy. Consistent optimization of your ads and landing pages leads to better performance and higher returns.

Yes, Google Ads can be effective even with a limited budget. Focus on high-intent keywords, use negative keywords to exclude irrelevant searches, and regularly monitor your campaigns for cost-effective advertising. We typically start at $35/day or more whenever possible for businesses who are new to Google Ads. 

Every account gets the full stack: keyword research, conversion tracking built on a measurement marketing foundation, ad copywriting, and ongoing account optimization, all aligned to the business outcomes that actually matter to you, not vanity metrics.

What sets us apart is how we run the work behind the scenes. We use AI tools (including Claude and our own custom workflows) to pressure-test keyword strategy, surface patterns in account data faster, and keep optimization decisions grounded in evidence rather than guesswork. The strategy and the judgment stay with us. The AI just makes the analysis sharper and the turnaround faster, which means more of your budget goes to spend that performs, and less to spend that doesn’t.

You get the data behind every dollar. No black box. No account manager telephone game.

Three things, honestly.

First, certifications that actually mean something. We’re a Google Partner, Measurement Marketing certified, Perry Marshall PPC and Facebook certified, and AdSkills Certified Media Buying Masters. We are always learning and growing our skills.

Second, no layers between you and the strategist. When you hire us, you work directly with Tammy — a 25-year marketing veteran — not an account manager relaying messages to a junior media buyer. Decisions happen faster and nothing gets lost in translation.

Third, measurement-first thinking. Most agencies start with campaigns and add tracking later. We start with the question “how will we know this is working?” and build the conversion tracking, dashboards, and reporting before a single ad goes live. That’s why our clients see results like 400%+ ROAS and consistent year-over-year ROI improvements — not because we’re magicians, but because we measure what others miss.

Carefully, because the difference between a good agency and a bad one isn’t always visible until you’re three months in and the spend has already added up.

The biggest trap we see is what we call the bait-and-switch model. You meet with a senior strategist during the sales process, sign the contract, and then your account quietly gets handed to a junior media buyer who’s managing 30 or 40 other accounts at the same time. You never speak to that strategist again. We’ve recently taken over an account exactly like this. The campaigns were so poorly built we paused everything on day one and rebuilt from scratch. The client quickly ended their contract with them, thankfully.

Here’s what we’d suggest asking before you sign with anyone:

• Who, specifically, will be in my account every week? Get a name. Ask about their experience and their certifications.
• How many other accounts does that person manage? More than 15 is a red flag for the level of attention your account will actually get.
• What conversion tracking will you set up before launching? If they can’t give you a specific list (phone calls, form fills, calendar bookings, micro-conversions), they’re going to launch ads they can’t measure.
• Can I see a real client report? Not a sales deck, an actual reporting dashboard or recap. If they hesitate, you’ll be hesitating about your invoices later.
• What happens in month one versus month three? A good answer involves audit, foundation, then optimization. A bad answer sounds like “we’ll launch right away.”

The agency fee matters less than the agency fit. A retainer where a senior strategist is genuinely in your account every week will outperform a cheaper retainer where a junior is learning on your dime, and it will often outperform a more expensive one too, because what you’re paying for at a large agency isn’t always what’s actually happening in your account.

If you want a sanity check on a current provider before making any changes, we offer a Google Ads audit that shows you exactly what’s happening in your account and what it should be doing instead. No pressure, no pitch — just data.