Google Ads that are judged on leads, not clicks
We run search, Performance Max, Shopping and retargeting — and we check the offer, landing page, tracking and follow-up that decide whether the spend turns into revenue.
Google Ads brings the traffic. The system around it turns that traffic into leads and sales.
Which is why we will not take an ads budget without looking at what happens after the click.
Why Google Ads often underperforms
Usually it is not the account. It is everything the account is pointed at.
The offer is not the reason to click
Ads describe the business rather than the reason to choose it, so cost per lead is set by competitors.
The landing page is the home page
High-intent traffic arrives on a general page and has to work out where to go next.
Conversions are not tracked properly
Duplicated or missing conversions teach Google to buy the wrong kind of click.
Lead quality never returns to the platform
Without feedback, bidding optimises for form fills instead of customers.
Follow-up is manual and slow
Leads you paid for go cold in an inbox before anyone calls them back.
Reporting stops at platform metrics
Impressions and CTR without a view of revenue leaves nobody able to decide anything.
Paid Ads is layer 02 of nine
Highlighted below. The layers around it are checked as part of any ads engagement, whether or not we are delivering them.
Supporting layers for Google Ads: strategy and offer, landing pages, conversion tracking, CRM follow-up and reporting.
The work inside a Google Ads engagement
Campaign types chosen for how your customers actually buy.
Search and lead generation
High-intent search built around commercial keywords and a specific offer.
- Keyword and intent structure
- Ad copy tied to the offer
- Negative keyword governance
- Call and form conversion paths
Performance Max and Shopping
Feed and asset-led campaigns for eCommerce and multi-product businesses.
- Feed quality and product grouping
- Asset groups and creative direction
- Margin-aware bidding targets
- Brand and non-brand separation
Retargeting
Bringing back the visitors who did not convert the first time.
- Audience and exclusion logic
- Sequenced messaging
- Frequency and spend control
Offer and landing page checks
The page has to carry the promise the ad made.
- Message match with the ad
- Single clear action per page
- Trust and objection handling
- Form length and friction
Conversion tracking and CRM handover
Accurate signals in, qualified leads out.
- GA4 and GTM configuration
- Deduplicated conversion events
- CRM routing and ownership
- Offline and lead-quality feedback
Reporting and optimisation
Decisions, not dashboards for their own sake.
- Lead quality review with your team
- Search term and placement management
- Budget and bid strategy changes
- Prioritised test list
Tangible outputs, not just account access
Every engagement produces artefacts you keep — structure, tracking documentation and reporting you can read without us in the room.
Ownership
Your ad accounts, tag container and analytics property stay in your name. Always.
Account structure
Campaigns, budgets and bidding mapped to your offers and margins.
Conversion tracking spec
Documented events, values and where each one is used.
Landing page recommendations
Specific changes, in priority order, with the reason for each.
Reporting view
A dashboard focused on leads, quality and cost — not vanity metrics.
Optimisation log
What changed, when and what happened as a result.
Next-priority list
The layers outside ads that would improve the return, ranked.
Before we change a single bid
Commercial and technical dependencies reviewed at the start of every ads engagement.
Average order value, close rate and lifetime value — the numbers that set a sane target cost per lead.
Whether the offer gives a reason to act now rather than compare five tabs.
Message match, page speed, clarity, form friction and mobile behaviour.
Duplicates, missing events, incorrect values and consent handling.
Where enquiries land, who owns them and how fast they are contacted.
What has already been tried, what worked and what should not be repeated.
Google Ads is most useful when…
And we will say so plainly if it is the wrong first move for you.
Good fit
Demand already exists and you need it captured properly.
- People search for what you sell
- You can handle more enquiries
- You know roughly what a customer is worth
- You are willing to fix the landing page
Fix something first
Ads would amplify an existing leak.
- No conversion tracking at all
- No page dedicated to the offer
- Enquiries currently go unanswered
- The offer is not defined yet
Probably not yet
Another layer will produce a better return sooner.
- Very low search volume for the category
- Budget below a meaningful test
- Capacity constraints in delivery
- Better served by SEO or email first
How an ads engagement runs
Five stages, with a decision point before spend increases.
Review and target setting
Customer value, current account history, offer and conversion path. We agree a target cost per lead or sale before launch.
Output: targets, findings and any blockers to fix first
Tracking and page readiness
Conversion events defined and verified, landing page changes agreed, CRM destination confirmed.
Output: tracking spec and page change list
Build and launch
Campaign structure, ad copy, audiences and feeds built. Launch at a controlled budget.
Output: live campaigns and reporting view
Learn and qualify
Search terms, lead quality and conversion accuracy reviewed with your team, not assumed.
Output: quality feedback into bidding
Scale what works
Budget follows evidence. Where the constraint moves to another layer, we say so and re-prioritise.
Output: prioritised test and scale plan
Relevant paid ads work
Ads proof on the ads page — what was disconnected and what we joined up.
The Artisans Bottega
Connecting ecommerce, advertising, SEO, email and tracking to build a complete digital growth system.
Setup4
Website development and Google Ads turned a broad IT service offering into a measurable B2B acquisition channel.
What Google Ads depends on
Follow the layer that concerns you most.
Google Ads FAQ
What budget do we need?
Enough to gather meaningful data in your category within a reasonable period. We work that out from your customer value and competition rather than quoting a flat minimum.
Do you charge a percentage of spend?
We prefer a fixed management fee so our recommendations are not tied to you spending more. Fees are quoted after the review.
Can you work with our existing account?
Yes. We audit it first — often the history is useful, and rebuilding from scratch is not always the right call.
How soon do we see results?
Search campaigns can produce enquiries quickly. Reliable conclusions about cost and quality usually need a few weeks of clean data.
Will you fix our landing page too?
We will always tell you what needs changing. Doing the work is a separate scope, and you can use your own team for it.
Before you increase the ads budget, find the constraint
The free growth plan reviews your offer, landing pages, tracking and follow-up so the next dollar of spend has somewhere good to land.
If you would rather start on your own, the free Google Ads Budget Calculator works backwards from the conversions you need, and the Google Ads Campaign Planner drafts an account structure from your business context.