Intent is the unfair advantage. We build Google accounts around what people actually type — tight match-type discipline, ruthless negative-keyword work, and landing pages engineered for the specific intent they answered. No keyword bloat. No PMax mystery. Just CPL that drops and quality scores that climb.
Someone typing "best dentist in mississauga open saturday" into the search bar has already done more qualifying than any audience model could do for you. Google Ads is the only paid channel where the user tells you their intent before you spend a dollar.
Most agencies waste that signal. They run broad-match campaigns that quietly bleed budget on irrelevant queries, leave PMax unsupervised, ignore search-term reports for weeks at a time, and obsess over "average position" — a metric Google deprecated in 2019.
Our Google practice is built on the boring fundamentals: tight match types, daily SQR review, ruthless negatives, and landing pages built for the keyword. Quality Score is the scoreboard. CPL and pipeline are the result.
We'll tell you if that's you — and point you at Meta, SEO, or a landing-page rebuild instead. Better fit, better outcome.
Google Ads is 30% campaign work. The other 70% is the tracking that measures it, the landing pages that catch the click, and the structure that keeps PMax from eating your brand traffic.
The bread-and-butter of Google. Tight ad-group themes, exact + phrase match discipline, daily search-term review. We don't just bid on keywords — we bid on queries that profit.
PMax done right means feeding the model great asset groups, granular audience signals, and brand-protection campaigns — not handing Google the keys and hoping. We supervise every account.
Feed quality is the campaign. We rebuild Merchant Center feeds, fix disapprovals, and structure Standard Shopping + PMax to play nicely. Title and image are 80% of the work.
Visual prospecting on Discover, Gmail, and YouTube. We use Demand Gen for what it's actually for — broad reach with measurable intent signals — not as a dumping ground for unused budget.
Every paid keyword deserves a page that answers the question. We build modular landing-page systems that match ad copy 1:1, with conversion components that lift CVR before media spend ever has to.
Server-side GTM, Conversion API, offline conversion imports, and enhanced conversions. If you can't see what closed, you can't bid for what closes. We rebuild tracking before we touch a campaign.
Google accounts decay every week you don't touch them. Match types drift, search terms get noisy, PMax wanders. Here's how we operate.
Pull last 7d search-term reports across every campaign. Add 50–200 negatives. Tag converting query themes for new ad groups.
Review bid-strategy performance, lost-IS to budget vs rank, shift spend between campaigns. Adjust tCPA / tROAS targets.
RSAs scored low: rotate underperforming headlines/descriptions. PMax asset groups: replace bottom-quartile assets.
Review landing-page CVR by ad-group. Push small experiments — heading swaps, form fields, hero copy. Hand bigger ones to design.
Loom + written summary: what scaled, what we killed, what we're testing next week. No 47-tab dashboard wallpaper.
A 9 vs a 5 can mean half the CPC for the same position. We obsess over QS the way other agencies obsess over bid mods.
Wasted spend hides in search-term reports. We sweep daily and add negatives at the campaign and account level.
Brand-exclusion lists, asset-group themes, search-themes pinning, and audience signals — every PMax campaign gets all four.
Offline conversion imports from your CRM mean Google bids on real revenue, not form fills. It's the single biggest lift most accounts can make.
Bad information travels fast in Google Ads. Here's what we actually see, running search and PMax spend every week.
"PMax is set-and-forget."
It isn't. PMax left alone happily eats your brand traffic, double-counts conversions with Search, and burns budget on garbage Display placements. We run brand-exclusion lists, search-themes pinning, and audience signals on every PMax — and review the asset-group performance weekly.
"Broad match is dangerous."
Broad match plus tCPA bidding plus offline conversion data is now Google's most powerful lever. Broad match in 2018 was reckless. Broad match in 2026 — with proper tracking and a daily negative-keyword sweep — outperforms phrase-only structures in most accounts we test.
"Quality Score doesn't matter anymore."
It still controls your effective CPC. A QS jump from 5 to 9 can halve your cost per click in a competitive auction. We rebuild ad groups around tight intent themes, write RSAs that pin to keyword, and ship landing pages that match — Quality Score follows.
"You can't outrank big brands on Google."
You don't have to outrank them — you have to out-relevance them. Long-tail commercial-intent keywords are uncontested by enterprise budgets. We've taken local home-services accounts to top-2 against national chains by going where the chains aren't paying attention.
"More keywords = more reach."
More keywords = more wasted budget. We'd rather run 80 keywords with 9/10 Quality Score than 800 with average 4/10. Tight match-type discipline plus aggressive negatives outperforms keyword-stuffing every single time.
"Google's automated bidding always wins."
It wins when it's fed clean conversion data. Without enhanced conversions, offline imports, and proper conversion-action setup, Smart Bidding optimises for whatever signal you accidentally gave it — usually form fills, not customers. We rebuild tracking first, then turn bidding loose.
Inherited an account running 14 broad-match campaigns with no negatives. Rebuilt structure into 4 themed search campaigns + 1 governed PMax. Added 2,400 negatives in 90 days. CPL halved while lead volume grew 38%.
Layered LSAs with branded search + tightly-themed prospecting. Built modular landing-page system that matches keyword intent 1:1. Stopped bidding on competitor terms that bled budget without converting.
Took over a PMax-only setup with no brand exclusion, no asset-group themes, and zero search-themes pinning. Restructured into 5 asset groups by service line. Same monthly budget, 2.4x more qualified leads in 60 days.
$2.5–4k/month is the floor where Google has enough signal to actually optimise. Below that you're paying us to manage learning-phase data. We'll be honest with you — under $2.5k/mo we'll usually point you at SEO or local Service Ads first, and circle back when budget grows.
