Google Ads & PPC Management

We’ve managed Google Ads for 100s of accounts across every budget and market you can think of. We know what a well-built account looks like, what a neglected one looks like, and exactly what it takes to turn one into the other. If you’re spending money on Google Ads, we’ll make sure it’s working.
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What Is Google Ads Management?

Google Ads management is the ongoing process of building, running, and optimizing paid search campaigns on Google. When someone searches for something your business offers — ‘dentist near me,’ ‘chimney caps for sale,’ ‘plumber in Dallas’ — Google Ads puts your business at the top of the results. You pay per click.

The concept is simple. The execution is not. A well-managed Google Ads account requires the right campaign structure, the right keywords, the right ad copy, the right bidding strategy, the right landing pages, and constant optimization based on real performance data. Get any of those wrong and you’re paying for clicks that don’t turn into business.

That’s what a PPC management agency does. We handle the strategy, the build, the daily management, and the ongoing optimization so your ad spend turns into leads and sales — not wasted budget. We do this every day, across 100s of accounts, and we know what works because we see the data across industries, geographies, and budgets.

What Goes Wrong With Most Google Ads Accounts

We audit Google Ads accounts every week. Whether the account is self-managed, run by a freelancer, or managed by another agency, the problems are almost always the same:

  • No strategy behind the campaign structure. Campaigns organized by service name with no thought to match types, audience intent, or geographic targeting. Every keyword dumped into one ad group. The account is technically running, but there’s no logic to how it’s built — which means there’s no way to optimize it intelligently.
  • Bleeding money on irrelevant search terms. No negative keyword strategy. Or negative keywords added once and never updated. The search terms report is full of queries that have nothing to do with the business — informational searches, competitor names, services you don’t offer, locations you don’t serve. Every one of those clicks costs money and produces nothing.
  • Smart bidding running on bad data. Maximize Conversions or Target CPA turned on before the account has enough conversion data to make it work. Or worse — smart bidding optimizing toward the wrong conversions because the tracking was set up incorrectly. The algorithm is doing exactly what you told it to do. The problem is what you told it.
  • Set-it-and-forget-it management. The campaigns were built months ago. Nobody has reviewed the search terms report in weeks. No ad copy tests running. No bid adjustments. The monthly call is 15 minutes of surface-level reporting with no strategic conversation. You’re paying a management fee for an account that nobody is actually managing.
  • Generic ads that sound like every other advertiser. Same headlines, same descriptions, same calls-to-action as every competitor in the auction. No differentiation, no specificity, no reason for someone to click your ad instead of the
    one above or below it. Ad strength says ‘Good’ but the ads don’t actually say anything.

If any of this sounds like your account, you’re not getting what you’re paying for. The good news: these problems are fixable, and the fix usually starts producing results within the first 30–60 days.

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How We Manage Google Ads

We don’t run campaigns from a playbook. Every account is different — different business, different market, different budget, different goals. But the principles are the same, and after 20+ years and 100s of accounts, we know what works:

  • Account structure built around search intent. We build campaigns around how people actually search — not around your service menu. There’s a difference between someone searching ‘dentist near me’ (ready to book) and ‘how much dodental implants cost’ (researching). They need different ads, different landing pages, and different bid strategies. We separate them so each one gets the right treatment.
  • Negative keyword management that never stops. We review the search terms report weekly — not monthly, not quarterly. Every irrelevant query gets added as a negative. Every borderline query gets evaluated. Over time, this compounds — the account gets tighter, the spend gets more efficient, and the cost per lead drops. This is the most unglamorous part of PPC management, and it’s the part most agencies skip.
  • Ad copy that actually differentiates. We write ads that say something specific about your business — not generic ‘Best [Service] in [City]’ headlines that every competitor is also running. Your ads should give people a reason to click yours instead of someone else’s. That means real differentiators, real offers, and copy that matches the intent behind the search.
  • Bid strategy matched to your data. Smart bidding works — when you have enough conversion data and the tracking is accurate. If you’re spending $5,000/month and getting 15 conversions, Target CPA isn’t going to have enough data to optimize well. We match the bidding strategy to the reality of your account, not to what Google recommends in the Recommendations tab.
  • Landing pages that match the ad. Sending a ‘dental implants’ click to your homepage is wasting money. The landing page needs to match the keyword, the ad, and the intent behind the search. We work with your web developer to build landing pages that continue the conversation the ad started — and we track which pages convert and which don’t.
  • Ongoing optimization based on real performance data. We don’t wait for the monthly report to make changes. We’re in the account regularly — adjusting bids, pausing underperformers, testing new ad copy, expanding what’s working, and cutting what’s not. Management means active management, not passive monitoring.

What's Included in Our Google Ads Management

  • Account audit — Full audit before we touch anything. Structure, keywords, search terms, bidding, QS, impression share.
  • Campaign build & restructure — Rebuild if the structure is wrong. Campaigns by intent, match type, geography.
  • Keyword research & targeting — Keywords your customers actually use, at match types that fit your budget.
  • Ad copy writing & testing — RSAs with real differentiators. Structured testing against specific hypotheses.
  • Conversion tracking setup — Calls, forms, purchases — tracked correctly. Verified before smart bidding uses it.
  • Negative keyword management — Weekly search term reviews. Every wasted click gets blocked. Compounds over time.
  • Monthly reporting & strategy calls — Real conversation: what happened, why, what's next. Reports in that work for you.
  • Landing page recommendations — We tell you when a page hurts QS or kills conversions. We recommend specific fixes.

Frequently Asked Questions

We work on a flat fee or percentage of ad spend basis, depending on the engagement and number of business locations. Most management fees start at around $3,000/month and can range up to $10,000 or more depending on account size and scope. Ad spend is separate and billed directly to your credit card or preferred payment method by Google. We’ll give you a clear proposal before anything starts.

Google Ads can produce results faster than almost any other marketing channel. If the account is already running, you’ll typically see improvements within the first 30–60 days as we restructure, tighten targeting, and cut waste. New accounts take a bit longer — usually 60–90 days to build enough data for smart bidding to work effectively. Unlike SEO, you don’t have to wait months to see whether it’s working.

PPC gives you immediate visibility — you pay for each click and appear at the top of search results right away. SEO builds organic visibility over time — you earn rankings instead of buying them. PPC stops the moment you stop paying; SEO compounds over time. Most businesses benefit from both. We manage both and can help you figure out the right mix for your situation and budget.

We don’t set a hard minimum, but we’ll be honest with you about whether your budget is realistic for your business and market. We’d rather tell you that upfront than take your money and underdeliver. We’ll recommend a budget based on your market, your goals, and what the data shows.  Most of our clients spend $5,000 or more per month in ad spend.

Our client base spans dental practices, ecommerce, healthcare, home services, and more. We don’t limit ourselves to a handful of verticals — the frameworks we use work across industries because they’re built on data and fundamentals, not templates. That said, industry context matters. The competitive landscape, the customer journey, and the benchmarks are all different depending on what you sell and who you sell it to. We bring that context to every engagement.

Yes — if it’s managed properly and your market supports it. Google Ads is one of the few channels where you can put a dollar in and track exactly what comes back. The key is having enough budget to be competitive in your market, having proper conversion tracking so you know what’s working, and having someone who knows how to manage it. A poorly managed Google Ads account is a money pit. A well-managed one is a lead generation machine.

Find Out What Your Google Ads Should Be Doing

We'll audit your Google Ads account and walk you through exactly what we find — what's working, what's wasting money, and what should change. No commitment, no sales pitch. Just an honest look at your account from someone who manages 100s of them.
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