What Google Ads management covers
We run the full account, not a slice of it. That means campaign structure, keywords and match types, Smart Bidding, responsive search ads, ad assets, negative-keyword hygiene, and conversion tracking in GA4. The aim is a clean account where every dollar is traceable to a lead or a sale.
Most accounts we inherit waste 20% or more of budget on the wrong search terms. The first job is finding that money and pointing it somewhere useful.
- Account restructure into tight, theme-based ad groups
- Smart Bidding (tCPA / tROAS) set to a target you sign off
- Weekly search-query mining and negative-keyword lists
- First-party conversion tracking and GA4
How we lower cost per lead
Cost per lead drifts up when nobody is watching the search terms. We read the search-query report weekly, add negatives, and shift budget toward the queries that actually convert. On one multi-branch plumbing account, that work moved cost per lead from A$96 to A$58 in nine weeks.
We also fix the parts Google rewards: ad relevance, landing-page experience, and clean conversion signals. Better Quality Score lowers what you pay for the same position.
Bidding in 2026: what changed
Smart Bidding moved past single-conversion optimisation. Smart Bidding Exploration lets a tROAS campaign accept a tolerance band and bid on less obvious queries, and Journey-Aware Bidding optimises the whole path from lead to sale. We use these where the data supports them, with offline conversions feeding back the deals that actually closed.
Dynamic Search Ads are being retired into AI Max for Search, with new DSA creation ending in September 2026. We migrate accounts deliberately rather than letting Google auto-upgrade them.
Common questions
Management starts at A$2,500 per month and scales with ad spend and complexity. Most small-to-mid accounts sit between A$2,500 and A$6,000 per month. A simple rule keeps it honest: total fees near 20% of budget, and anything above 25% of ad spend is a warning sign.