Account and campaign setup
A new account in your name, or a careful review of the one you have. Campaigns grouped by service and area, with locations, schedules and budgets checked.
Service 06 / 07
Google Ads
Search and Shopping campaigns, tracked to the enquiry, with a budget you set and pay to Google.
Sydney-based. Working Australia-wide.
Illustration: a search results page sketches itself with your ad at the top. Wasted search terms are struck out as negative keywords. Someone clicks the ad, lands on a page written for that search and sends a quote request, which conversion tracking counts and a monthly report picks up. It is an example, not a promised result.
Try itClick the ad, or cut a wasted search.
Every enquiry is counted. Nothing is spent: it’s a demo.
Google Ads
What you get
Google Ads puts your business at the top of the results for the searches you choose, from the week a campaign goes live. I’m a Google Ads specialist in Sydney. I set up and manage Search and Shopping campaigns for small businesses, and because I also build websites, the page people land on is part of the job.
Management is month to month, with no lock-in. Your ad budget is paid directly to Google from an account in your name, and my fee is a fixed monthly quote agreed after a short call.
- Campaign setup
- Keywords and negatives
- Conversion tracking
- Ad copy and testing
- Google Shopping feeds
- Landing pages
- Monthly reporting
How it fits together
From click to counted enquiry
A click is only a cost until it turns into a call or a form. I track the whole route, so you can see what each enquiry costs.
or click any box to start from there
- 01
Google search
Someone searches for what you do, in your area.
- 02
Your ad
Written for that search, and shown only for keywords that bring in customers.
- 03
Landing page
A page that matches the ad, with one clear next step.
- 04
Conversion tracking
Forms and calls counted as conversions in Google Ads and GA4.
- 05
Monthly report
Spend, enquiries and cost per enquiry, in plain English.
§ 01
What management includes
Keywords and negatives
Research into the searches that bring in customers, then a growing list of negative keywords so you stop paying for clicks that were never going to buy.
Conversion tracking
Quote forms, calls and purchases counted as conversions in Google Ads and as GA4 key events, and tested before any budget is spent.
Ad copy and testing
Ads written for each group of searches, with more than one version running so the better one wins on real results.
Landing pages
Pages that match what the ad promised, fast on a phone and built to turn the click into a call or a form. I build them myself.
Monthly reporting
Spend, enquiries and cost per enquiry, plus what I changed and what I’ll try next, in plain English.
§ 02
Search campaigns
Search ads show when someone types a search you’ve chosen, like “bathroom renovation bondi”. They suit service businesses, because the person searching usually wants the job done soon.
I build campaigns around the searches that bring in customers, then check what people actually typed, adding negatives and moving budget towards the searches that turn into enquiries.
- Keywords grouped by service and by area
- Negative keywords for jobs, DIY, “free” and other searches that won’t buy
- Ad schedules and locations that match when and where you work
- Calls from your ads tracked, if the phone is how you take bookings
If you’ve heard it called PPC management (pay per click), it’s the same thing: you pay when someone clicks.
§ 03
Google Shopping campaigns
For online stores, Shopping ads show your product, photo and price right in the results. They run from your product feed in Google Merchant Centre, so the feed has to be right first: titles, categories, colours, sizes and stock.
I clean up the feed and fix the products Merchant Centre turns down, then manage the Shopping campaigns themselves: which products get the budget, which searches to exclude and what each sale costs.
- Merchant Centre set up and linked to Google Ads
- Product titles, categories and attributes fixed in the feed
- Disapproved products found and fixed
- Campaigns split so your best products get the budget
§ 04
Conversion tracking first
Without tracking, Google Ads aims for clicks, and clicks are easy to buy. I set up tracking before the first campaign goes live, so Google learns from real enquiries and you can see what each one costs.
- Quote and contact forms counted as GA4 key events and in Google Ads
- Calls from your ads and your website counted as conversions
- Purchases and their value tracked for online stores
- Every conversion tested by hand before it’s trusted
§ 05
Your budget, paid to Google
You set the daily budget, and Google bills you directly through an ads account in your business’s name. My management fee is separate: a fixed monthly quote agreed after a short call, and month to month.
Before you spend anything, I look at what clicks are likely to cost for your searches and tell you whether the budget you have in mind is enough to learn from. If it isn’t, I’ll say so and suggest where to start instead.
§ 06
Monthly reporting
Each month you get a short report: what you spent, the calls and enquiries that followed, the cost per enquiry, the search terms I added as negatives and what I’ll change next. If something isn’t working, the report says so.
§ 07
Ads, SEO, or both?
Ads start straight away but stop the day you stop paying. SEO builds slowly but keeps working. Many businesses run ads while their SEO builds, then lean on ads less once the organic results carry more of the load.
I do both, so I can tell you honestly where your budget should go first.
Problem, then fix
Sounds familiar?
The problem
You’re paying for clicks and can’t tell which ones became customers.
What I’d do
Forms and calls tracked as conversions, so each month you can see the cost per enquiry.
The problem
Your ads show for searches that will never buy, like jobs or DIY.
What I’d do
Search terms checked regularly, with negative keywords added so the budget goes to searches that work.
The problem
Someone else set up the ads account, and you can’t log in to it.
What I’d do
An account in your name, with me added as a manager. If we stop working together, the account and its history stay with you.
Proof
Where I’m doing this
I’ve managed Google Ads for an Australian fashion label since launch: Google Shopping campaigns run from the Merchant Centre feed, which recorded 967 clicks in 28 days.
How much should I spend on Google Ads?
It depends on what clicks cost for your searches and how many enquiries you need. Before you spend anything, I look at likely click costs for your area and tell you whether your budget is enough to learn from. The budget is paid to Google directly, and you can change it at any time.
What does Google Ads management include?
Account and campaign setup, keyword research and negative keywords, conversion tracking for forms and calls, ad copy and testing, Google Shopping and Merchant Centre feeds for online stores, landing pages and a monthly report on enquiries and cost per enquiry. It’s month to month, for a fixed monthly fee quoted after a call.
Should I use Google Ads or SEO?
Ads bring enquiries from the week they go live but stop when you stop paying. SEO takes months but keeps working. Many businesses run both while SEO builds. I do both, so I’ll tell you which fits your budget and timing.
What’s the difference between Shopping and Search ads?
Search ads are text ads that show for searches you choose, and they suit service businesses. Shopping ads show a product’s photo and price, run from your Merchant Centre product feed, and suit online stores. Some stores run both.
Who owns the Google Ads account?
You do. The account is in your business’s name and billed to your card, and I’m added as a manager. If we stop working together, the account, its history and its data stay with you.
How fast will I see results?
Ads can start showing within a day or two of a campaign going live, once Google has reviewed them. The first few weeks are about learning which searches bring enquiries and which to cut. I won’t promise a cost per enquiry before we’ve seen your numbers.
Can you take over an existing account?
Yes. I start with an audit of the tracking, search terms, wasted spend, settings and ads, then give you a plain-English list of what I’d fix first. The account’s history is kept, not started again.
Get in touch
Tell me about your ads.
Describe the business, where you work and whether you already run Google Ads. I’ll reply within one business day with what I’d check first.
Start a project
or email kagan@kaganpowell.com.au