Ad spend that can be justified by revenue, not click reports.
The most common PPC problem we see from businesses taking on a new paid search account is broken conversion tracking. Campaigns are running, spend is accruing, but the account has no reliable data on which keywords, ads, and audiences are generating real business outcomes. Without accurate conversion data, Google\'s automated bidding optimises for guesses rather than results.
Before we restructure or launch any campaign, we audit the conversion tracking layer completely. Google Tag Manager implementation is verified, GA4 event tracking is confirmed, Google Ads conversion import is checked against actual transaction records, and where relevant, phone call tracking is set up.
Once measurement is reliable, we build campaigns around buyer intent. Search ads target specific, intent-rich queries — not broad match keywords that capture research traffic and burn budget. Shopping campaigns are segmented by product margin and buyer type, not just product category. Retargeting connects the funnel — we serve different creative and offers to people who visited the pricing page versus those who only saw the homepage.
An Italian B2B supplier reduced cost-per-lead from €89 to €28 over 3 months by rebuilding campaigns around exact and phrase match with dedicated, intent-matched landing pages for each service line.
An Emilian e-commerce retailer achieved 6.8x ROAS from Google Shopping after we restructured campaigns around product margin and rebuilt conversion tracking from scratch.
