Google Ads Management: Clients, Not Clicks

1No conversion tracking in place

If the account is not tracking forms, calls, and sales, nobody knows which keyword actually makes money. Optimization becomes guesswork, and guesswork spreads your budget at random. Our first job is always to set up measurement.

2Broad match plus an empty negative keyword list

A retailer running broad match ads on "shoes" also pays for the search "how to remove shoe polish stains". With an empty negative list, a serious share of the budget goes to searches that have nothing to do with the business. We close this leak with a weekly search terms report review.

3Ads running outside the service area

A dental clinic in Brooklyn advertising across the entire country pays for every click from Seattle, and that money is gone. We set location targeting at district and radius level, and we know the difference between the "presence" and "interest" location settings.

4Ad and landing page do not match

A user who clicks an "implant cost" ad and lands on the homepage cannot find what they searched for, so they leave. Google punishes this through Quality Score: you pay more per click than your competitor for the same keyword. We map the right landing page to each ad group, and build the page ourselves if needed.

5The account is left on "Smart campaigns"

Smart campaigns make setup easy but take away your control over search terms and placements. Ads appear to be running, yet you cannot see what you are actually paying for. We move the account to a standard campaign structure and take back control.

The user types their need themselves: "emergency locksmith", "implant cost". It is the channel with the highest intent and the lowest waste.

One campaign reaches all of Google's networks (excluding Shopping in Turkey). Without data it spends blindly, which is why we never set it up as the first campaign.

Important caveat: due to a Turkish Competition Authority ruling, Shopping ads have not been shown on search results in Turkey since 2026. If someone is trying to sell you this campaign for domestic Turkish sales, question it. For stores targeting export markets, we use it effectively.

It is a recall channel; the sale is usually closed by the search campaign. Showing up again on video to people who visited your site lifts the search campaign's conversion rate.

Display to cold audiences on a small-business budget usually produces impressions, not customers. Showing the product again to a cart abandoner, however, is cheap and effective.