Google Ads management keeps your campaigns spending on the searches that bring in customers, and off the ones that don’t. I look after the account each month: the searches triggering your ads, negative keywords, bids, budgets, ads and landing pages, all measured against conversion tracking that records what actually matters. Every change is agreed with you first.
An account that has not been restructured in two years is not stable, it is unattended.
What Google Ads management covers
Google Ads management is the ongoing running and improvement of your Google Ads account. It includes reviewing search terms, adding negative keywords, adjusting bids, budgets and match types, testing ad copy, checking landing pages, keeping conversion tracking accurate, and reporting results in plain English. The aim is more enquiries or sales for the budget, not more clicks.
Who it’s for
Management suits businesses that:
- spend money on Google Ads each month and want it looked after properly
- don’t have the time to review search terms and test changes themselves
- want one person looking at Ads and SEO together rather than two suppliers
- have had an account audited and want the fixes carried on month to month
If your account has never been reviewed, it’s usually best to start with a Google Ads audit and clean-up and move into management from there.
What’s included each month
| Task | Why it matters |
|---|---|
| Search term review | Finds the actual searches triggering your ads, including irrelevant ones |
| Negative keywords | Stops spend on searches you don’t want, built from evidence rather than guesswork |
| Bids, budgets and match types | Moves budget towards searches and campaigns that convert |
| Ad testing | Tries new ad copy against current ads and keeps what performs |
| Landing page checks | Makes sure the page people land on matches the search and makes it easy to act |
| Conversion tracking checks | Confirms the actions being counted as conversions are the ones that matter |
| Paid and organic view | Checks where your organic pages already win, so ads aren’t paying for clicks SEO earns |
| Reporting | What was spent, what it delivered, what changed and what’s next |
How changes are made
Every change to a live account is proposed and approved first. Negative keyword lists are built from the search terms report, with anything that has recorded a conversion held back for a decision rather than blocked. Brand names, sub-brands and products the business owns are protected so they’re never switched off by mistake, and generic words that happen to match a competitor’s name are handled carefully so useful searches aren’t blocked.
What you get
- Monthly management of the account, with changes agreed before they’re made
- A monthly report in plain English: spend, conversions, cost per result, what changed and why
- A running action log of every change made, with the reason
- Quarterly reviews of structure, budgets and where Ads and SEO should each focus
Sample report extract
SPEND AND RESULTS: Spend steady, enquiries up, driven by the new negative keyword lists cutting irrelevant searches. CHANGE MADE: Paused a competitor-name campaign that had spent for three months without a conversion (agreed 3 September). NEXT: Test a new ad for the highest-spending service, and move budget from brand terms to two service searches where organic pages sit on page two.
The example above is illustrative.
Results
On Kwiat, a New York jeweller, the account work included building and applying new negative keyword lists across the live campaigns, and pausing a campaign bidding on competitors’ names, with each change agreed first. The wider analysis moved budget towards commercial searches where Kwiat’s organic pages sat on page two.
Limitations
Google Ads performance depends on factors outside the account, including competitors’ bids, seasonality and how well the website converts. Automated campaign types such as Performance Max show less search detail, which limits how precisely spend can be steered. Management improves results within those limits, but can’t promise a set cost per enquiry.
What management won’t solve
If the website doesn’t convert, better ads won’t fix it, and the report will say so. If conversion tracking isn’t recording the right actions, that has to be fixed before any bidding decision can be trusted. And Google Ads can’t replace the long-term visibility SEO builds.
Talk to the person doing the work
There is no account manager here and no team to be handed to. If you get in touch, it is me who reads it, me who looks at your site, and me who does the work if we go ahead.
Get in touch, or start with a free assessment.
Engagement and price
There are no list prices here, and that is deliberate. What a piece of work costs depends on the state of the site, how much of it there is and what you actually need, none of which I know before looking at it.
So it starts with a free analysis. I look at your site, your Search Console and who you are really competing with, then come back with what I would do first and what it would cost to do. No obligation attached, and if the honest answer is that you do not need me yet, I will say so.
How the work gets done
Search Intelligence joins your Google Ads and Search Console data, so management decisions account for where organic already wins. Every change is reviewed by me. This service is part of Google Ads, and pairs with paid and organic search planning. For more, Google Ads or SEO: which should a small business start with? and should you bid on your own brand name? cover common questions.
FAQ
What does Google Ads management include?
Google Ads management covers the ongoing running of your campaigns: reviewing the searches triggering your ads, adding negative keywords, adjusting bids and budgets, testing ads, checking landing pages and conversion tracking, and reporting what’s working. Every change to the account is agreed with you before it’s made.
How much should a small business spend on Google Ads?
Enough to gather meaningful data on the searches that matter, and no more than the returns justify. The right figure depends on cost per click in your market and what a customer is worth. Starting focused, on high-intent searches, and scaling what converts is usually safer than spreading budget thinly.
Do I need conversion tracking for Google Ads?
Yes. Without conversion tracking that records the actions that matter, such as purchases, enquiries or bookings, neither you nor Google’s bidding can tell which searches and ads are working. It’s also common for tracking to count minor actions as conversions, which makes performance look better than it really is.
Get your account looked after
Get in touch with a rough idea of your monthly spend, or start with a free assessment.