Performance · Google Ads & PPC
Ad spend, accountable to leads.
Most Google Ads accounts are optimized for clicks, not booked business. We rebuild campaign structure, negative keyword lists, and landing pages around a single number that matters — cost per lead that actually converts.
The problem
Broad match keywords, thin negative lists, and a landing page that doesn’t match search intent quietly burn budget on clicks that were never going to become customers.
What's included
Campaign rebuilds
Tight ad groups, precise match types, and a negative keyword list maintained weekly to cut waste at the source.
Landing page alignment
Pages built or rebuilt to match search intent exactly, so the click and the page make the same promise.
Conversion & call tracking
Full-funnel tracking wired to actual bookings and calls, not just form fills, so budget follows real revenue.
Bid & creative testing
Ongoing testing of bid strategy, ad copy, and extensions against cost-per-lead, not click-through rate alone.
How it runs
A defined process, not an open-ended retainer.
- 01
Account audit
Full review of current spend, keyword quality, and where budget is leaking against low-intent traffic.
- 02
Rebuild structure
Campaigns and ad groups restructured around intent, with negative keywords applied immediately.
- 03
Align landing pages
Pages built or adjusted to match the exact promise of each ad, closing the gap between click and conversion.
- 04
Optimize to cost per lead
Ongoing bid, budget, and creative decisions made against cost per booked lead, reported monthly.
Common questions
Google Ads & PPC, plainly explained.
- Our click-through rate is good — why is cost per lead still high?
- Click-through rate measures whether an ad is compelling, not whether the traffic converts. High CTR with high cost per lead usually points to broad match keywords pulling in low-intent clicks, or a landing page that doesn’t follow through on what the ad promised.
- How much should we be spending on Google Ads?
- It depends on your margin per customer and current cost per lead, not a rule of thumb. We typically start with a rebuild on existing budget to prove cost-per-lead improvement before recommending any increase in spend.
- Do you handle both the ads and the landing pages?
- Yes — that alignment is usually where the biggest gains come from. A well-run campaign sending traffic to a generic homepage still underperforms; matching the landing page to the ad’s specific promise is often the single highest-leverage fix.
Start a conversation