Google Ads agency
Search, Shopping, Performance Max and Local Services Ads, managed against return, not against clicks. One client got $6.87 back for every $1 spent.
What does a Google Ads agency do?
A Google Ads agency decides what you bid on, what the ad says, where it sends people and how much a sale is allowed to cost.
The bidding itself is mostly automated now, which has changed the job. Google will happily spend your budget efficiently on the wrong thing. The work is in telling it what a conversion is actually worth, keeping bad search terms out, and making sure the page the click lands on can finish the sale.
Performance Max made this sharper. It hands Google more control in exchange for reach, and it can quietly spend most of a budget on people who were going to buy anyway. That is worth knowing before you judge the return.
Where the budget goes
Chosen by return, reviewed monthly.
- Search, on terms with buying intent
- Shopping and Performance Max
- Local Services Ads for service areas
- YouTube and Demand Gen where it earns it
What we watch
The numbers that change decisions.
- Return on ad spend, by campaign
- Cost per sale against your margin
- Search terms, pruned every month
- Branded against non-branded spend
What we do
- 01SearchCampaigns built on terms people use when they are ready to buy, with the rest excluded.
- 02ShoppingFeed work first. Most Shopping problems are product feed problems wearing a disguise.
- 03Performance MaxRun with the reporting split out, so you can see what it is really buying.
- 04Local Services AdsFor service businesses, where the Google Guaranteed badge and the lead flow matter more than clicks.
- 05Landing pagesWe look at where the click lands. Sending paid traffic to a weak page is the most common waste we find.
- 06ReportingWhat you spent, what came back and what we changed, in one monthly report.
What it looks like
An ad we ran, and the page we sent the click to. Both for Milton Industries, the client behind the number below.
Return on ad spend, on $1.77M in website sales. Riithink is a Google Partner.
One client’s past result, not a forecast for yours.Questions people ask
How much should I spend on Google Ads?
Enough for the account to learn, which for most campaigns means a budget that produces at least a handful of conversions a week. Below that, the data is too thin to optimise and you are paying for noise. We will tell you the floor for your category before you commit.
What does a Google Ads agency charge?
Either a percentage of spend or a flat monthly fee. We prefer a flat fee, because a percentage rewards us for spending more of your money. The fee depends on how many campaigns and platforms are in scope.
Is Performance Max worth running?
Often, but not blindly. It works well when you have good product data and enough conversion volume. It is hard to see inside, so we run it alongside reporting that separates branded from non-branded, otherwise it can look better than it is.
How soon will I see results?
Search campaigns usually show a signal within a few weeks. Getting the cost per sale where you want it takes longer, because each round of pruning needs enough data to be trusted.
Related services
Want marketing in black and white?
Send us your store or your ad account. We'll send back a free marketing audit that says what's working, what isn't and what we'd do first.