Google Ads Management
Campaigns built around what actually converts, not what fills a report. Managed by the same team running your SEO, so paid and organic stop bidding against each other.
Where budget disappears
Most underperforming accounts aren't broken. They're spending real money on things nobody checked.
01
Google spends your budget on loosely related searches because it's easier for the algorithm and more profitable for them. Nobody is reading the search terms report.
02
Conversions counting form views instead of submissions, or double firing, or missing entirely. Every optimisation decision after that is made on numbers that mean nothing.
03
Bidding hard on terms your site already ranks first for organically, because the SEO agency and the ads agency have never spoken to each other.
04
Percentage-of-spend pricing means the incentive to cut waste points the wrong way. Nobody suggests reducing a budget they take a cut of.
What we run
Not every business needs every format. We use what fits and leave the rest alone.
Text ads against people actively looking for what you sell. The highest intent traffic on the internet and usually where the money should go first.
Best for: service businesses, lead generation
Product listings driven by a properly structured feed. Most Shopping problems are feed problems, so that's where we start.
Best for: eCommerce, product catalogues
Powerful and easy to waste money on. We run it with tight asset control and exclusions rather than handing Google a blank cheque.
Best for: accounts with solid conversion data
Reaching people who already visited and didn't convert. Cheap relative to cold traffic, and usually the fastest win in a new account.
Best for: longer buying cycles
Used carefully and rarely as a first move. Good for staying visible to a warm audience, poor at generating demand that wasn't already there.
Best for: retargeting, brand recall
Only worth running if you have something worth watching. We'll tell you if you don't rather than spending your budget finding out.
Best for: brands with real video assets
What you get
The first month is heavier on setup. After that it settles into ongoing optimisation.
How we work
Optimising an account with broken tracking is guessing with extra steps.
STEP 01
What you sell, what a customer is worth, and what you've spent so far.
STEP 02
We look at the existing account, or the market if you're starting fresh, and give you a plan.
STEP 03
GA4 and conversion actions rebuilt properly before a single bid changes.
STEP 04
Campaigns structured by intent, copy written by our team, negatives in place at launch.
STEP 05
Search terms, bids, and creative reviewed continuously. Monthly call on what it produced.
If we run your SEO as well, the two stop competing. We pull ad spend off terms you already rank first for and put it somewhere you don't own yet. Separate agencies never notice the overlap because neither one sees both sets of data.
Investment
A flat management fee. Your ad spend is separate and goes straight to Google.
Percentage pricing means your agency earns more when your budget goes up, which is a strange incentive for someone whose job is to cut waste. We charge a flat fee instead. If we cut your spend in half and keep the leads, we earn exactly the same and you keep the difference.
The fee moves with account complexity: how many campaigns, how many products, how many markets. Ad spend is billed directly by Google to your own card, on your own account, which stays yours if you ever leave.
Management from
$500
per month, plus ad spend
Ad spend paid directly to Google. Final fee depends on account scope.
Get a scoped priceWorth knowing
Paid search is the fastest channel there is, and also the easiest one to lose money on.
Common questions
It depends on what a customer is worth and what clicks cost in your market. In a cheap market a few hundred a month can work. In legal, insurance, or anything where a single click runs into double digits, that budget won't gather enough data to optimise on.
We'll tell you the realistic floor for your market on the first call, including if it's above what you had in mind.
You do. We work inside your account rather than running you through ours. If you leave, the account, the history, and everything we built stays with you.
Agencies that keep clients inside their own account are protecting themselves, not you.
Traffic starts the day campaigns go live. Leads usually follow within the first week or two.
Profitable leads take longer. The first four to six weeks are the account learning what a good customer looks like, so early cost per lead is almost always worse than where it settles.
If the budget allows, yes, and they're more useful together than apart. Ads tell you within weeks which keywords actually convert, which is exactly what SEO needs to know before committing six months to a term.
If you can only do one, we'll tell you which based on how fast you need leads and what shape your site is in.
We'll say so rather than quietly spending your money against a page that can't convert. Our design and development teams are in the same building, so fixing it is a conversation rather than a separate procurement exercise.
Yes, and it's most of what we do. We audit what's there first and keep whatever is working. Rebuilding a functioning account from scratch throws away the conversion history the algorithm relies on, so we only do it when the structure genuinely can't be saved.
Thirty minutes on your account. We'll show you what's leaking and what we'd change first.
Or email hello@culmen.digital