The problem
Google Ads is easy to spend money on and difficult to spend well. Most accounts we inherit share the same faults: broad match keywords with almost no negatives, every ad pointing at the homepage, conversion tracking that misses phone and WhatsApp enquiries, and automated bidding optimising toward a goal that does not represent a real customer.
The account looks busy. Clicks are plentiful. Qualified enquiries are not.
What we do
Structure the account around intent. Someone searching for a price is at a different stage from someone searching for a definition, and they should not see the same ad or land on the same page.
Then negatives, aggressively and continuously. In most accounts a third of spend goes to searches that could never have converted. Removing that is the fastest improvement available.
How we work
- Audit. Search terms, structure, tracking, landing pages and competitors. You get findings and a plan before any change.
- Fix tracking first. Including calls and WhatsApp, so bidding optimises toward real enquiries.
- Rebuild structure. Campaigns and ad groups by intent, with matched landing pages.
- Test copy continuously. Headlines and descriptions, measured against conversion rather than click through.
- Report on what matters. Cost per qualified enquiry, not impressions.
What we report
Cost per enquiry, cost per qualified enquiry, and where possible revenue. Alongside that, the search terms we added as negatives, so you can see the waste being removed month by month.
Who this is for
Businesses that need enquiries in weeks rather than months, in categories where people actively search for what you sell.
Why your cost per lead is high
In nearly every account we inherit the causes are the same three.
Broad match keywords with almost no negatives, so you pay for searches that were never going to convert. Every ad pointing at the homepage, so a specific query lands on a general page. Conversion tracking that misses most enquiries, so Google's automation optimises toward whatever it can see rather than toward customers.
None of these are exotic. All of them are common, and fixing them usually moves the number more than any bid strategy change.
Structure by intent
Someone searching for a price is at a different stage from someone searching for a definition. They should not receive the same ad or land on the same page.
We separate campaigns by intent and match each ad group to a page written for that search. It takes longer to build and it is the reason the account performs afterwards.
Negatives are ongoing work
A negative keyword list is not a task, it is a habit. New irrelevant searches appear every week as Google broadens matching.
We review search terms continuously and report what we excluded, so you can watch the waste being removed month by month rather than taking it on faith.
On Performance Max
It can work well, once search is running properly and the account has enough genuine conversion data to guide it. Starting there, before the account knows what a good lead looks like, reliably wastes budget on cheap conversions that never become customers.
We will use it when the conditions are right and explain why when they are not.
Landing pages are part of the job
Ad performance is capped by the page it points at. Managing bids while ignoring the destination is optimising the smaller half of the problem.
We build or rebuild the pages as part of the engagement, with one clear action per page, the proof a buyer needs, and a form that asks for as little as possible.
Budget honesty
In most competitive Indian categories a meaningful test needs at least fifty thousand rupees a month in media, plus management. Below that the account cannot gather enough conversion data to optimise on, and you are paying to guess.
If your budget is under that, we will tell you and suggest where it would work harder, which is often SEO, WhatsApp follow up on the enquiries you already have, or fixing the site before adding traffic to it.
