Most Google Ads accounts are spending correctly on the wrong things.
The most consistent problem we find when taking over Google Ads accounts from other agencies is broken or missing conversion tracking. Campaigns are running. Budget is spending. But the account has no reliable data on which keywords, ads, or audiences are actually generating business outcomes. Without that data, Google's automated bidding is optimising for guesses.
Before we restructure or launch anything, we rebuild the conversion tracking layer from the ground up. We verify Google Tag Manager implementation, confirm GA4 event firing, import conversions into Google Ads correctly, and — for service businesses — set up phone call tracking. Only when measurement is reliable do we touch campaign structure.
Campaign architecture is built around buyer intent. Search campaigns use tight keyword groups targeting specific intent-rich queries — not broad match terms that burn budget on research traffic. Shopping campaigns are segmented by product margin and competitive pressure, not just category. Retargeting connects the funnel with different messages for different stages of the buying process.
For our General plan clients running multi-campaign programmes, we manage Google Search, Shopping, YouTube pre-roll, and Display retargeting from a single unified strategy, with weekly performance monitoring and monthly written analysis.
Hotel Vesuvio Boutique achieved 8.2x blended ROAS from a Google Ads programme we rebuilt from scratch — their previous agency had left conversion tracking broken for 9 months.
A Campania retail business reduced cost-per-acquisition from €87 to €24 over 3 months by rebuilding campaigns around intent-specific keyword groups with dedicated landing pages.
