Services / 02 — Google Ads & PPC
Google Ads built to drive revenue, not impressions.
We're a Louisville, KY digital marketing agency that runs paid search the way a CFO would want it run. Every dollar is mapped to a query, every query to an intent stage, and every intent stage to a measurable business outcome. No vanity metrics. No agency theater.
30–40%
Average wasted spend found in audited accounts
+3 pts
Typical Quality Score lift after restructure
−28%
Median CPA reduction in first 90 days
Daily
Reporting cadence on pacing & search terms
01 / Overview
PPC engineered around revenue.
Most Google Ads accounts we inherit are losing 30–40% of their budget to queries that will never convert. Match types are misconfigured, Smart Bidding is starved of clean conversion data, Performance Max is cannibalizing branded traffic, and Quality Scores have decayed so far that CPCs have quietly doubled. The account doesn't need optimization. It needs a structural rebuild.
Our Google Ads management starts with that rebuild. We audit your account against 60+ checkpoints, fix the conversion tracking layer first (GA4, enhanced conversions, offline conversion uploads from your CRM), then restructure campaigns around tight buyer-intent clusters. Once Smart Bidding has clean signal to train on, we scale spend on the segments that produce pipeline — and aggressively defund the ones that don't.
We run Search, Shopping, Performance Max, Display, YouTube, and Microsoft Ads as one coordinated paid-search stack. Branded search is protected, non-branded is scaled, Performance Max is segmented so you can actually attribute its revenue, and remarketing is layered as a closing mechanism — not as a place to dump leftover budget.
The result: predictable cost per acquisition, transparent attribution from click to closed-won, and a media plan that scales with confidence instead of crossed fingers.
02 / What's Included
The full PPC stack.
Every Google Ads engagement is full-service by default. We don't unbundle conversion tracking, landing pages, or reporting into separate retainers — those are the things that determine whether your ad spend works at all.
03 / Campaign Types
Every Google Ads surface, run with intent.
Different surfaces solve different problems. We choose the mix based on funnel stage, margin, and inventory — not on what's easiest to set up.
Search
Tight intent clusters, RSAs pinned to brand voice, branded vs. non-branded separation, and Smart Bidding with clean conversion signal.
Shopping & PMax
Feed-driven Shopping, Performance Max with strict asset group segmentation, brand exclusions, and revenue-grade attribution.
Remarketing
Audiences segmented by behavior, recency, and revenue value. Used to close pipeline — never to refill it with the same people.
Display & YouTube
Awareness and view-through layers that compound paid search, deployed only when budget covers them after capturing demand.
Microsoft Ads
Bing imports for B2B and senior-skewing audiences. Often 15–30% lower CPC with comparable conversion rates.
Local Service Ads
Google-verified lead generation for service businesses across Louisville, LA, and South Florida — pay per qualified lead, not click.
04 / Process
How we run a Google Ads engagement.
Four phases, repeated quarterly. Every campaign cycles back through diagnosis once Smart Bidding signals shift, the auction landscape changes, or your offer evolves.
01
Audit & Diagnose
We map your existing account against 60+ checkpoints: conversion accuracy, structure, search term waste, Quality Score, bid strategies, and competitor impression share. New accounts start with keyword research and competitor SERP analysis instead.
02
Restructure & Build
Campaigns are rebuilt around buyer intent clusters. We layer negative keyword libraries, rewrite RSAs to match query language, and configure conversion tracking end-to-end before reallocating budget.
03
Launch & Stabilize
We launch in phases, give Smart Bidding strategies 10–14 days to learn, and watch search term reports daily during the learning period. Wasted spend is cut, winners are isolated, and budget pacing is verified.
04
Scale & Compound
Once CPA is stable we scale spend on winning campaigns, expand to adjacent intent, layer in Performance Max and remarketing, and import to Microsoft Ads. Monthly strategy reviews tie spend to pipeline and revenue, not just leads.
05 / Fit
Who this is for.
- Service businesses that need qualified leads this week, not in 6 months
- E-commerce brands looking to scale ROAS on Shopping and Performance Max
- Multi-location businesses needing geo-segmented campaigns with local intent
- B2B companies targeting high-intent commercial queries with long sales cycles
- Brands inheriting a messy account that needs structural cleanup
Who this isn't for.
- Pre-revenue startups still validating their offer or pricing
- Businesses unwilling to invest in conversion tracking or CRM integration
- Companies expecting <$1,500/mo total spend to drive meaningful pipeline
- Brands chasing vanity metrics (impressions, clicks) over revenue
06 / Pairs With
Services that compound PPC.
Paid search produces its best returns when it's not running alone. Most of our PPC clients pair it with at least one of the channels below.
SEO
Compound organic growth that reduces long-term dependence on paid.
Web Design
Conversion-optimized landing pages and sites that respect your ad spend.
Analytics & Attribution
GA4, enhanced conversions, and CRM integration so every click is accounted for.
Programmatic Display
Awareness and retargeting layers that compound paid search performance.
07 / Where We Work
PPC strategists across three markets.
Headquartered in Louisville, with strategist coverage in Los Angeles and South Florida. We run geo-segmented Google Ads campaigns for clients across the U.S.
08 / Field Notes
Deep reads on paid search.
Tactical writing from our paid media team — auditing accounts, fixing tracking, scaling spend without losing efficiency, and choosing between channels.
PPC landing pages that convert
Message match, form design, and the structure behind landing pages that lift conversion rate 2–3x.
Read articleThe most expensive Google Ads mistakes
Eight patterns we see in nearly every inherited account — and how to fix them in the first 30 days.
Read articleGoogle Ads vs. SEO: where to invest first
How to allocate budget between paid search and organic when you can't fund both at once.
Read articleScaling Google Ads without losing efficiency
The structural moves that let you 3x spend without watching CPA balloon.
Read articleGoogle Ads & PPC — Frequently Asked Questions
The questions we get on every first call. Direct answers, no hedging.
Ready to make your ad spend pull its
weight?
Book a strategy call or request a free PPC audit — we'll show you the wasted spend before you ever sign a contract.