Google Ads Agency

Google Ads: The Ecosystem Explained

Google Ads reaches users across Search, Display, Shopping, YouTube and Maps — all unified under one platform. 92% of global search market share means Google is where purchase intent materialises. The key is structuring campaigns so that intent signals translate into revenue, not just traffic.

92%

Global search market share

8.5B

Daily searches on Google

2M+

Display network sites

£8

Avg. return per £1 spent

Quality Score: The Lever Most Agencies Ignore

Quality Score (1–10) determines how much you pay per click. A QS of 10 vs. 5 means you pay 50% less for the same ad position. Google calculates it from three components:

Expected CTR

How likely users are to click your ad vs. competitors at the same position. Improved by precise keyword grouping and compelling ad copy.

Ad Relevance

How closely your ad copy matches the keyword intent. Single-keyword ad groups (SKAGs) or tightly themed ad groups maximise this score.

Landing Page Experience

Page speed, mobile-friendliness, content relevance to the ad, and clear CTAs. A slow or irrelevant landing page destroys Quality Score — and conversions.

"Performance Max is not a replacement for Search — it is an amplifier. We run both in parallel: Search for intent capture, PMax for discovery and remarketing across Google's full inventory."

Our Google Ads Services

From Search to Performance Max — the full Google Ads stack.

🔍

Search Campaigns

Keyword research, match type strategy, ad copy testing with Responsive Search Ads, Quality Score optimisation, negative keyword management and Smart Bidding setup.

⚡

Performance Max

Full-funnel AI campaign across Search, Display, YouTube, Gmail, Discover and Maps. Asset group strategy, audience signals, conversion tracking and PMax/Search budget allocation.

🛍️

Google Shopping

Merchant Center setup, product feed optimisation (title, description, GTIN), Smart Shopping migration to PMax, and product group bid management for maximum ROAS.

📺

YouTube & Video Ads

Skippable in-stream, non-skippable, bumper (6s), Discovery and Masthead ads. Custom intent audiences, remarketing lists and video creative consultation.

🎯

Conversion Tracking & GTM

Google Tag Manager setup, GA4 conversion events, enhanced conversions (first-party data), call tracking and import of CRM offline conversions for full-funnel attribution.

📊

Campaign Reporting & Optimisation

Weekly bid adjustments, monthly strategy reviews, auction insights analysis, Search Term Report mining and A/B creative testing. Full transparency — no black-box reporting.

Discover our Work

Selected campaigns for global brands.

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92%

Search Market Share

800+

Leads Generated

€2.50

Avg. Cost per Lead

7x

ROAS

Insider Tip

The best Google Ads accounts spend 70% of budget on bottom-funnel search and shopping, 20% on remarketing, and 10% on discovery. Most agencies invert this — and waste 40% of budget on low-intent traffic.

Frequently Asked Questions

A Google Ads agency manages Search campaigns, Shopping, Performance Max, YouTube and Display. Services include keyword research, ad copy testing, Quality Score optimisation, Smart Bidding strategy, conversion tracking setup and monthly reporting.

You pay per click (CPC). Average CPC: £1–3 (broad/info keywords), £3–15 (commercial keywords), £10–50+ (legal/finance). Minimum recommended monthly adspend: £2,000–3,000 for meaningful data. Agency management fee: 15–20% of adspend or flat monthly retainer.

Google rates each keyword 1–10 based on: Expected CTR (historical), Ad Relevance (keyword to ad match), Landing Page Experience. Quality Score 10 vs. 5 means you pay 50% less per click for the same position. QS optimisation often delivers more impact than budget increases.

Performance Max (PMax) is Google's AI-powered campaign type that runs across all Google channels (Search, Display, YouTube, Gmail, Discover, Maps) simultaneously. Google's AI optimises delivery toward a Target CPA or Target ROAS. PMax works best when: conversion tracking is mature (50+ conversions/month), you have strong creative assets, and you trust Google's automation.

Smart Bidding uses Google's machine learning to set bids in real-time per auction. Strategies: Target CPA (fixed cost per acquisition), Target ROAS (fixed return on adspend), Maximize Conversions, Maximize Conversion Value. Smart Bidding outperforms manual bidding when you have sufficient conversion data (min. 30–50 conversions/month).

Related Channels & Disciplines

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