Google Ads
[Industry] client
- Starting point
- [Verified baseline]
- What we did
- [Restructure, tracking, bidding, landing pages]
- Outcome
- [Verified results with timeframe]
Google Ads management that spends on buyers, not browsers
MarquixAd is a Google Ads and PPC agency. We build and manage Search, Performance Max, Shopping and YouTube campaigns around the searches that turn into customers, cut the spend that doesn't, and track every result through to your CRM.
How Google Ads works, and where money is lost
Google Ads is an auction. Each time someone searches, Google decides which ads to show and in what order, based on how much advertisers are willing to pay and how relevant and useful their ad and landing page are likely to be. You pay when someone clicks. Relevance matters as much as budget: a well-built account can outrank a bigger spender while paying less per click.
Beyond search, Google Ads also reaches people through Shopping listings, YouTube, Gmail, the Discover feed and millions of partner websites, using campaign types such as Performance Max and Demand Gen that rely heavily on Google's automation.
That automation is powerful, but it optimises towards whatever you tell it matters. Most wasted spend we find traces back to a handful of causes:
- Broad keywords without negatives, paying for searches like "free", "jobs" or competitors' support queries.
- Weak conversion tracking that counts page views or duplicate form fills, teaching Smart Bidding the wrong lesson.
- Every ad pointing to the home page, instead of a page that matches the search.
- Performance Max left unchecked, quietly spending on brand searches you'd win anyway or on low-quality placements.
- Set-and-forget management, where search terms, ads and bids haven't been reviewed in months.
Good Google Ads management fixes those fundamentals first, then uses automation deliberately, with clean signals and guardrails.
Who benefits most from Google Ads
- Businesses that need leads quickly while longer-term channels like SEO build up.
- Local service businesses such as clinics, repair services and coaching centres, where searchers are ready to call.
- E-commerce stores selling through Shopping and Performance Max.
- B2B and high-ticket services where a single deal justifies a higher cost per lead.
- Brands facing competitors bidding on their name that need to protect branded search.
Google Ads problems we fix
Spend on irrelevant searches
The search terms report shows clicks from people who were never going to buy. We rebuild keyword and negative strategy around intent.
High cost per click
Competitive auctions, low Quality Scores and poor ad relevance inflate costs. Tighter ad groups and better landing pages bring them down.
Performance Max as a black box
Results look good in the platform but don't show up in sales. We add brand exclusions, audience signals, asset testing and proper reporting.
Conversions that aren't customers
Every form fill counts equally. Importing qualified leads and sales lets bidding favour the searches that close.
Account you don't control
A previous agency built the account under their own manager ownership. We help you regain ownership and history.
Plateaued performance
Results stopped improving months ago. New match-type strategies, campaign types, audiences and landing pages restart growth.
Why businesses invest in Google Ads
No other channel reaches people at the exact moment they search for what you sell.
- Immediate visibility at the top of results for your most valuable searches.
- High intent. Searchers have told you what they want.
- Full control over budget, locations, schedule and devices.
- Measurable returns on every keyword, ad and landing page.
- Search insight that tells your SEO and content teams which terms actually convert.
Google Ads campaign types at a glance
Most accounts combine two or three of these. The right mix depends on what you sell, how people search for it and how much conversion data you have.
| Campaign type | Where ads appear | Best for | Watch out for |
|---|---|---|---|
| Search | Google search results | High-intent leads and sales; precise keyword control | Broad match without negatives; costly competitive terms |
| Performance Max | Search, Shopping, YouTube, Display, Gmail, Discover, Maps | E-commerce and accounts with strong conversion data | Spend drifting to brand searches or low-quality placements |
| Shopping | Product listings in search and the Shopping tab | Online stores with a clean product feed | Feed errors, missing attributes, no margin segmentation |
| Demand Gen | YouTube, Discover, Gmail | Creating demand and building remarketing audiences | Judging it purely on last-click conversions |
| YouTube / Video | YouTube and video partners | Awareness and consideration for products that need explaining | Weak first five seconds; no link to later conversions |
| Display | Websites and apps on Google's network | Remarketing and controlled reach | Accidental clicks and unsafe placements without exclusions |
Our Google Ads management capabilities
Account audit
Structure, tracking, search terms, bidding, assets and landing pages reviewed, with wasted spend quantified.
Keyword research and match types
Commercial keywords mapped by intent, with match types chosen to balance reach and control.
Negative keyword management
Shared negative lists and weekly search-term reviews to stop paying for the wrong clicks.
Account structure
Campaigns and ad groups organised by theme, margin and geography so budgets and bids can be controlled precisely.
Ads and assets
Responsive search ads, sitelinks, callouts, images and structured snippets written and tested for relevance and click-through.
Smart Bidding strategy
Target CPA, target ROAS or maximise conversions chosen by data volume and goals, with portfolio and seasonality controls.
Performance Max
Asset groups, audience signals, brand exclusions, listing groups and channel reporting set up for control and insight.
Shopping and Merchant Center
Product feed optimisation, titles, categories, custom labels by margin, and disapproval fixes.
YouTube ads
Video campaigns for awareness, consideration and action, built to feed remarketing audiences.
Demand Gen and Display
Visual campaigns across YouTube, Discover and Gmail, plus placement-controlled display.
Remarketing and Customer Match
Audiences from site visitors, cart abandoners and CRM lists, used for bidding and messaging.
Local and call campaigns
Location targeting, call assets, call tracking and Google Business Profile links for local businesses.
Conversion tracking
Google Tag Manager, enhanced conversions, consent mode and offline conversion import from your CRM.
Landing pages
Pages matched to ad groups, designed for speed and conversion, and A/B tested.
Reporting
Looker Studio dashboards showing spend, conversions and cost per result by campaign, keyword and device.
Why choose MarquixAd for Google Ads?
Expertise
Specialists who work in Google Ads daily across search, Shopping, PMax and YouTube.
Strategy
Budgets weighted to the keywords and products with the best margins, not just the most volume.
Technology
Enhanced conversions, offline imports and scripts for alerts and anomaly detection.
Data
Bidding fed with qualified-lead and revenue data, so automation works in your favour.
Execution
Every campaign checked against a pre-launch list: tracking, negatives, locations, schedules, assets.
Optimisation
Search terms reviewed weekly; ads, bids and landing pages tested continuously.
Reporting
A change log alongside results, so you can see exactly what we did and what it achieved.
Communication
Plain-language updates; no jargon walls or unexplained metrics.
Scalability
From a single local search campaign to multi-market accounts, with the same discipline.
Our Google Ads process
Audit
With read-only access we review the existing account, or for new advertisers, your market, competitors and keyword costs.
Tracking
Conversion actions defined and verified in Tag Manager and GA4, enhanced conversions enabled, CRM import planned.
Research and structure
Keyword research, negative lists, campaign architecture, budgets and bidding strategy agreed.
Build
Campaigns, ads, assets, audiences and landing pages built and quality-checked.
Launch and learning
Staged launch with close monitoring during Smart Bidding's learning period, typically the first two to four weeks.
Optimise
Weekly search-term reviews, bid and budget adjustments, ad tests and landing page improvements.
Scale
New keywords, locations, campaign types and budgets added once cost per result is stable at target.
What you receive
| When | Deliverables |
|---|---|
| Weeks 1–2 | Account audit with quantified waste; conversion tracking review and fixes; keyword research; campaign structure plan and budget recommendation |
| Launch | Campaign builds or restructure; ads and assets; negative keyword lists; audiences; landing page briefs or builds; live dashboard |
| Weekly | Search-term review and negatives; bid and budget adjustments; short performance update |
| Monthly | Report with results by campaign and keyword, change log, test results and next month's plan; new ad variations |
| Quarterly | Account strategy review, expansion opportunities and forecast update |
Relevant project experience
Selected Google Ads projects will appear here, showing account size, starting cost per result, what we changed and verified outcomes over a stated period.
Google Ads management: frequently asked questions
Want a direct answer for your account? Request a free review.
How much does Google Ads cost?
You set the budget, and you pay Google per click. Cost per click varies widely by industry and location, from a few rupees for some consumer searches to several hundred or more for competitive legal, finance or B2B terms. We estimate likely costs for your keywords during the audit.
How much do you charge to manage Google Ads?
A fixed monthly fee or a percentage of ad spend with a minimum, depending on account size and complexity. Setup work for new accounts or major restructures may be quoted separately. Your proposal lists every cost.
What's a sensible starting budget?
Enough to buy a meaningful number of clicks on your core keywords every day, so campaigns can gather data and Smart Bidding can learn. We calculate a recommended range from your keyword costs and expected conversion rate.
How soon will we get leads?
Usually within the first days of launch. Expect the first four to six weeks to be a learning phase in which costs stabilise and we refine keywords, ads and bids.
Can you take over our existing account?
Yes. We keep your account and its history, audit it, and restructure only what needs changing. Preserving data helps Smart Bidding perform from day one.
Should we use Performance Max or Search campaigns?
Often both. Search gives precise control over keywords and messaging; Performance Max reaches across Google's inventory and works well for e-commerce with good feeds and conversion data. We decide based on your goals, data volume and need for control.
What is Quality Score and why does it matter?
Quality Score is Google's 1–10 estimate of how relevant your keywords, ads and landing pages are. Higher relevance generally means better ad positions at lower cost, so we improve it through tighter ad groups and matching landing pages.
Do you also manage Microsoft Ads?
Yes. Microsoft Advertising can often be launched from your Google campaigns and reach additional audiences at lower cost per click.
Will you create landing pages?
We can design and build dedicated landing pages, or provide detailed recommendations for your team. Matching pages to ad groups is one of the most reliable ways to raise conversion rate.
How will we know it's working?
A live dashboard and monthly report showing spend, conversions, cost per conversion and, where your CRM is connected, qualified leads and revenue, alongside what we changed and why.
Who owns the Google Ads account?
You do, including billing. We access it through our manager account, and you can remove access at any time.
Is there a minimum contract?
We typically ask for an initial [three months] to get past the learning phase, then continue on a rolling basis with the notice period set out in your proposal.
Find out where your Google Ads budget is going
A free review of your account or market, with the changes we'd make first.