Google Ads that
earn their budget.

Usually both, structured so each shows what it contributes. PMax reaches inventory Search can't and can genuinely perform, but it reports in aggregates: you see little of where ads ran or which queries triggered them. That makes it easy for the campaign type to look better than it is, especially when it quietly absorbs brand traffic that would have converted anyway. Our structure keeps it truthful: brand exclusions applied, account-level negatives constraining it, and Search running alongside as a visible benchmark. If PMax beats the benchmark, it keeps its budget; if it can't, the numbers, not the platform's enthusiasm, decide.

It depends, and the right answer is to test it rather than default to yes. Brand clicks are the cheapest in the account, which makes brand campaigns a flattering place to hide mediocre performance. Plenty of glowing return-on-ad-spend reports are mostly brand traffic that would have arrived free through the organic listing. The genuine cases for bidding: competitors advertising on your name, comparison shoppers worth intercepting, and controlling the message under your own listing. We report brand and non-brand separately, always, and where it's testable we measure what brand spend actually adds rather than what it claims.

With the weekly discipline the platform's defaults quietly discourage: query sculpting. The search-term report is read every week. Converting queries get promoted into tightly-themed ad groups with copy and landing pages to match, near-misses are tested deliberately with their own budgets, and irrelevant queries are negated at account level so they stay gone. Broad match paired with smart bidding can earn a place in a well-tracked account, but it is a tool to be supervised, not a strategy. The audit's first exhibit is usually the search-term report: most account owners are surprised by what they've been buying.

Accurately enough to run the account well, if the setup is done properly, which is why it comes first. We implement consent-aware tagging, enhanced conversions and server-side measurement where they fit, and import offline or CRM outcomes so Google optimises toward revenue rather than form-fills. The caveat: under consent rules some conversions are modelled, meaning statistically estimated rather than individually observed, and no agency can un-model them. What we do is verify tracking against your actual sales data before scaling anything, and label modelled figures as modelled in reporting. That way, decisions rest on numbers you understand.

No: auction prices, competitors, seasonality and your market's demand all sit outside anyone's control. A guaranteed return on ad spend from an agency that hasn't seen your data is a sales tactic, not a forecast. What we commit to contractually is the work and its transparency: tracking verified, search terms sculpted weekly, PMax held to its Search benchmark, budgets rebalanced on evidence, and reporting tied to revenue in language a CFO could audit. Two invoices, not one: our management fee, and your media spend, which Google bills to you directly and which is never part of the fee. Ad accounts are created in your name and stay yours, so our results are always checkable and leaving costs you a decision, not your data.

Yes: Google Ads ships under partner agencies' brands like every service here: your reporting templates, your client calls, our specialists. Client ad accounts stay in the client's name throughout, so nothing is held hostage. The arrangement is NDA-backed, with a contractual commitment never to approach your clients plus a 12-month post-engagement blackout. 100+ agencies work with us this way, and the average partnership runs past the two-year mark.

Check whose name the ad account is in, and whether Google bills media spend to you directly. Ask how the search-term report is handled week to week, and what Performance Max is benchmarked against. Then ask whether tracking is verified against real sales before budget scales. Vague answers usually mean a vague account.

Judge the agency on what it will commit to in writing, not on promised returns. Your ad accounts should be in your name, with Google billing media spend to you directly. Tracking should be verified against real sales before budget scales. Reporting should separate brand from non-brand and label modelled conversions as modelled. We work to each of these, and a free account review shows how we would handle yours.