Google Ads

Which is why we spend most of the effort on the query side of the account. Search terms get reviewed on a schedule, negatives get added continuously, and match types are chosen to control what the account is allowed to buy rather than to maximise what it can.

Shopping and Performance Max live or die on the product feed, so the feed gets treated as creative: titles that match how people actually search, correct product types, images that survive being shown small.

Where the campaign drives calls or forms rather than checkouts, we set up offline conversion import so Google optimises toward the leads that turned into revenue, not the ones that merely arrived.