Search ads that capture intent, not just clicks.
Google Ads and Microsoft Ads, built against buyer intent. Keyword architecture, bidding strategy, ad-copy testing, conversion tracking, landing-system handoff, and weekly optimisation. For founders and B2B teams whose ‘Google guy’ can’t tell them what’s working — only what’s spending.
What’s broken in most search engine advertising setups.
Most of these gaps don’t look like problems on a dashboard. They look like “normal” until someone with distance asks the right question. The four below are the most common — and the most expensive.
Match types running wild
Broad-match has eaten your account. The agency calls it ‘the new normal’. Reality: a third of your spend is going to queries that no buyer would search.
Conversions tracked, conversions wrong
Form fills count. Page-views count. ‘Engaged sessions’ count. Your CFO doesn’t recognise any of those. Real conversion definitions are missing.
Smart Bidding without smart data
PMAX and Smart Bidding amplify whatever signal you feed them. If your conversion data is broken, Smart Bidding scales the brokenness — fast.
Landing pages built once, ignored forever
Ads link to the homepage. Or to a landing page nobody has tested in a year. CTR is fine. Conversion rate is a rounding error.
Tell me about your business. I’ll come back within 24 hours (weekdays) to book the call.
No sales theatre. The first call is genuinely useful — you leave with a clear written follow-up, whether or not we end up working together.
Six deliverables. All scoped, all written, all tied to outcomes.
Every engagement starts with a scope document the founder and I both sign off on. No moving goalposts. No “extra scope” conversations halfway through. Below is what’s included in a typical engagement — adjusted per business.
Keyword strategy
Intent-mapped keyword architecture. Match-type discipline. Negative-keyword scaffolding that doesn’t get touched once a quarter — but every week.
Bidding architecture
Smart Bidding deployed where it earns, manual bidding where it shouldn’t. PMAX scoped intentionally, not by default.
Ad copy + asset system
RSAs with strong asset rotation. Sitelinks, callouts, structured snippets — all serving the funnel, not filling fields.
Conversion tracking
GA4 + enhanced conversions + offline conversion import. Tracking that your CFO can defend in a board meeting.
Landing system alignment
Ad → landing-page handoff designed against intent, not just brand. Live-tested, measured against revenue per session.
Weekly optimisation
Search-term mining, bid adjustment, copy testing, asset swaps. Every week, with a written log. Not a monthly slide.
Three phases. No mystery, no theatre.
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01
Audit
Account + tracking + landing audit. Written gap list with quick-win priorities. You leave the first session with the next 30 days mapped.
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02
Rebuild
Keyword architecture, bidding strategy, asset library, tracking layer — rebuilt against intent and revenue, not historical inertia.
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03
Optimise
Weekly working cadence. Search-term review, bid tuning, asset rotation, landing-page friction kill. Quarterly portfolio re-set.
Numbers from real engagements. All clients anonymised.
Named references available under NDA after a first call. See all 16 engagements on the case studies index →
After search-term mining + match-type cleanup on a B2B SaaS account.
After tracking repair + landing-page rebuild on a healthcare brand.
After PMAX rescoping + audience layering on a high-ticket education brand.
After negative-keyword scaffolding + broad-match audit on a D2C account.
What founders ask before getting in touch.
Do you run Google Ads only, or other search platforms too?
Google Ads is the core. Microsoft Ads (Bing / Yahoo) is layered when audience overlap is meaningful — usually US, UK, AU professional / B2B. Yandex is supported case-by-case.
Will you keep our existing agency in place?
Often, yes. Many founders bring me in as an independent review layer on top of their existing search agency. If we end up running the account directly, that’s a separate conversation — and only if the agency genuinely can’t deliver.
How is this different from in-housing search?
In-housing solves cost, not capability. The shape of search advertising has changed every 18 months for five years. A senior outside operator keeps your account on the current playbook without you carrying the headcount.
Minimum spend?
$5,000/month media for ongoing retainers. Below that, the setup engagement (one-time) is the better fit — gets the foundation right before scaling.
Are you certified by Google?
Yes. But certification means the test was passed once. What matters is whether the operator is currently inside accounts that scale. Ask any consultant the last decision they made this week — that’s the real check.
Stop wasting spend on search engine advertising that nobody is independently QA’ing.
The audit is free. The conversation is direct. If we’re a fit, the engagement is scoped, written, and tied to the outcomes you actually need.