Google Ads Management That Starts With Finding the Leak.

Duplicate conversions, actions counted twice, or a tag that broke during a site update months ago. Google optimises toward whatever you tell it — feed it bad data and it will confidently spend your budget in the wrong direction.

Broad match with no negative list quietly buys traffic you'd never choose to pay for — job seekers, competitors, people looking for free versions of what you sell. It compounds every single month.

Performance Max absorbing budget that belonged in Search. Shopping running without a properly structured feed. Remarketing set up as cold prospecting. The campaign type has to match the intent it's chasing.

Headlines that describe the company instead of the offer, assets Google is quietly downgrading, and no testing running at all. Copy is one of the few levers that moves both cost per click and conversion rate.

A handful of campaigns produce nearly all the revenue while the rest slowly drain the account. Without clean attribution nobody can tell which is which, so the split never changes.

The ads work, the clicks arrive, and the page they land on was built for a different purpose entirely. This is the leak agencies ignore most often, because fixing it sits outside "ads."

Target ROAS set before there was enough conversion data to support it. Maximise Clicks running long after it should have been switched. Smart bidding is genuinely good now — but only when it's pointed at accurate data and a realistic target.

Search Partners and Display Expansion left on by default. Location targeting set to "presence or interest" instead of presence. The wrong conversion action feeding the campaign. These take minutes to fix and quietly distort everything downstream.