Why a Google Ads account can't run on its own
Google decides when and where your ads show from signals that keep changing. Your conversion data, your competitors' bids, and the way people search all feed that decision. Competitors can move faster than you with new features, strategies, or bids. Search habits are changing, and Google is spreading ads across YouTube, Gmail, and its display network to follow people. Mistakes and weak signals compound. A broken tag or a stale bid teaches the system the wrong lesson, and you lose your place in line. So we check your budget every 30 minutes, test your tracking continuously, and review your search terms every week.
Our Google Ads team is three people who do nothing but paid search. When a problem shows up in one account, they check the others that same week. A generalist who splits the day between ads, search optimization, and email never gets that view. For Edmonton click costs, seasonal budgets, and local competition, see the Google Ads in Edmonton page.
Your first 30 days
Week 1: audit in writing
A named specialist reads your existing account, or your market if you have none. They send a written audit: where the budget went, whether the tracking can be trusted, and what we would build.
Week 2: tracking proven
Call and form tracking is installed, then proven. We place a real test call and submit a real test form. Both have to appear as conversions in Google Ads before any budget runs.
Weeks 2 to 3: campaigns built
We structure campaigns around the services you want more of. The search terms, ads, and landing pages are matched to each other. You approve the keyword list and the ad copy before launch.
Week 4: first review
You get the first monthly report: inquiries by campaign, cost per inquiry, what changed, and what changes next. It's reviewed on a call with the same specialist who did your audit, the one who picks up when you call us. You can leave any time after month three. The account, its history, and its data stay with you.
What the management covers
An Edmonton auto service business came to us with broad-match campaigns and tracking that counted forms but missed phone calls. We set up call tracking, proved it worked, and restructured the account. It then reached an 825% return on ad spend, measured by matching campaign revenue against their point-of-sale records. Management covers everything from the first campaign structure to the weekly changes, all inside your own account.
Campaign strategy and setup
We build the structure before a dollar is spent. One dental implant practice came to us with campaigns competing for the same searches, so it was bidding against itself. We fixed the structure before touching anything else. The setup includes:
- Keyword research, and a negative keyword list (the searches your ads must not show for)
- Campaigns and ad groups arranged around separate search themes, so they are not bidding against each other
- Search, Shopping and Performance Max campaigns, where each fits
- Remarketing lists so past visitors can be reached again
- A review of competitors' ads and how yours will differ
Ongoing optimization
Google's automatic recommendations can change your account without asking. They can turn paused campaigns back on, change bidding, and widen which searches trigger your ads. We switch that off and make every change by hand, on a schedule.
- Bidding adjusted from your conversion data, not Google's suggestions
- Weekly review of the actual searches that triggered your ads, with new negatives added
- Ad copy tests that run until the result is statistically reliable
- Landing page performance reviewed, with fixes recommended
- Spending checked against plan every 30 minutes, with automatic overspend alerts
- Your share of available ad views tracked against named competitors
Conversion tracking and attribution
Google learns which clicks turn into customers from your tracking. If the tracking breaks, Google can't tell good clicks from bad ones, and it keeps spending anyway. A website update, a new form plugin, or an untested tag can break it without anyone noticing. So we test the whole path, from the form on your site to the conversion in Google Ads. If something breaks, we know within the hour.
Tracking cannot follow every customer, and you should hear that from us first. Someone may see your ad, think about it for a week, and then walk in or call from memory. That customer usually arrives with nothing attached. Attribution covers the clicks and calls we can follow, not every sale the advertising influenced. The monthly report says which figures are measured and which are estimates.
- Phone calls tracked to the campaign that produced them, with recording where the law allows
- Form submissions tracked and verified on the server, not only in the browser
- Online purchases and revenue tracked for ecommerce
- The whole chain tested: click, form, and the record in your CRM or booking system
- A Google Ads tracking template on your own subdomain (such as track.yourbusiness.ca) that captures every ad click ID
- Your own server-side tagging server on your own subdomain, with full Google Tag Manager setup, built and maintained by our team
- Closed sales imported back into Google Ads by API, with no Zapier required
Reporting
The monthly report shows inquiries and cost per inquiry by campaign. It also shows how often your ads appeared against competitors, where budget was wasted, and what changes next. It pulls from the same data our team works from, so you see exactly what we see. Your CRM or booking system may send back which inquiries became customers. If it does, the report also carries cost per booked job. When you pair Google Ads management with Web Optimization, both channels report in one place.