Why this matters
Most paid accounts are not underfunded, they are unmeasured. Broad match soaks up queries nobody would bid on deliberately, Performance Max spends wherever it is easiest to get a cheap conversion, and the conversion action being optimized toward is a form fill that may or may not have ever become a customer. The account looks efficient because it is being graded on the wrong number.
So the first thing we fix is usually measurement, not bidding. When the platform learns from qualified leads and closed revenue instead of raw form fills, the same budget starts buying different traffic, and you can finally tell which campaigns deserve more money.
What we actually do
> Measurement first
- ▶Conversion tracking rebuilt so the platform optimizes toward qualified leads and closed revenue, not every form submission
- ▶Offline conversion imports from your CRM, plus call tracking with qualification, so phone-driven businesses stop being invisible in reporting
- ▶One reporting view that ties spend to pipeline and booked work, instead of a platform dashboard that grades itself
> Account build and management
- ▶Campaign structure organized by intent and margin, with match types and negatives that keep budget on queries a human would actually bid on
- ▶Performance Max and Demand Gen handled with asset group discipline, brand exclusions, and search theme control rather than left to autopilot
- ▶Local Service Ads managed alongside Search for service businesses, since LSA and Search compete for the same call and need to be budgeted together
- ▶Weekly search term, placement, and audience review; monthly strategy review with what changed and why
> Creative and landing pages
- ▶Ad creative and copy tested in structured rounds against one variable at a time, so a winner tells you something you can reuse
- ▶Landing page audits and offer tests, because the fastest ROAS gain in most accounts is on the page, not in the bid
- ▶Creative refresh cadence built around fatigue in the data, not a calendar
Where paid media budgets leak
The two most common leaks are not exotic. First, optimizing toward a conversion action that includes junk, so the algorithm gets very good at finding more junk. Second, letting automated campaign types absorb brand traffic and report it as new demand, which makes performance look great while net-new pipeline is flat. We check both before touching a bid, and if your account does not need a rebuild we will tell you that too.
Daisy Property Management
Google Ads pipeline revenue grew 113% to $5.12M, contributing to a 274% increase in all-channel pipeline and 143% more sales-qualified leads.
> READ THE CASE STUDY_Our approach
Audit
Account teardown plus a tracking audit: what is being counted as a conversion, what is being double counted, and how much spend is going to queries you would never choose.
Instrument
Conversion tracking, CRM feedback, and call qualification wired up first, so every later decision is made on revenue signal instead of form volume.
Rebuild
Campaigns restructured around intent and margin, with brand separated from prospecting so the two are never graded together.
Scale
Budget moved toward the campaigns and creative that produce qualified pipeline, with losers cut on a defined cadence rather than left running quietly.
Common questions
What's the minimum ad spend?
We work best with $5k+/mo in media spend, but can start smaller for local businesses where Local Service Ads and a tight Search campaign do most of the work.
Why start with tracking instead of optimization?
Because bidding decisions inherit whatever the conversion data says. If unqualified leads are counted as conversions, smart bidding will reliably buy more of them. Fixing the signal is usually the single largest performance change we make.
Do you touch Performance Max, or avoid it?
We use it, with guardrails: brand exclusions, controlled asset groups, and separate reporting so it cannot quietly harvest existing demand and claim it as growth.
How do you handle calls instead of form fills?
Call tracking with qualification, then those qualified calls get imported back as conversions. For service businesses that is often the majority of real leads, and leaving it out understates the channel badly.
Do you require a long contract, and who owns the accounts?
Month-to-month after a 90-day initial engagement. You own the ad accounts, the tracking, and the data, always. We work inside your Google, Meta, and LinkedIn accounts, never ours.