Google Ads Account Optimization
We improve the effectiveness of already working campaigns through structural changes, better attribution and offering strategies, oriented towards value.
Work process
What is included in the audit
- Technical check: conversions, Enhanced Conversions, Consent Mode v2, GA4, linking with Google Ads, offline conversions import.
- Structure of the account: logic of campaigns and groups, segmentation brand/non-brand, search vs. Performance Max vs. Demand Gen.
- Semantics and matches: management of keywords,negative keywords at account/campaign level, analysis of Search Terms.
- Creatives and assets: RSA with minimal pinning, extensions (sitelinks, callouts, structured snippets, images, lead form), videos/images.
- Offering strategies: from Maximize Conversions to tCPA/tROAS and value‑based bidding according to the quality of events.
- Audiences and signals: Audiences, Customer Match, RLSA, Data‑driven attribution.
- Budgets and dynamics: daily limits, reallocation, seasonality adjustments, experiments.
Improvements after the audit
- Redesign of the structure and creation of negative lists (account/campaign level) without losing historical performance.
- Optimization of Performance Max: asset groups, audience signals, brand exclusions, negative keywords for PMax (where applicable).
- Detailed creative testing plan for RSA/Display/Video (iterations of titles, descriptions, images and video thumbnails).
- Standardized reports: visibility by query themes, locations, devices and attribution (DDA).
- Automation: rules/scripts for stopping low-performing assets, n‑gram alerts, monitoring of budget pacing.
Packages and process
Starter Optimization
Small account up to 3 campaigns. Audit + 2 weeks execution.
- Audit and plan of changes
- Negative lists
- RSA and assets revision
Growth Optimization
Medium account up to 10 campaigns. Audit + 1 month execution.
- PMax setup and signals
- Value‑based bidding
- A/B experiments
Scale Optimization
Complex accounts with many products/regions.
- Dynamic feeds and Merchant Center
- Scripts/automation
- Cross‑channel report (GA4 ↔ Ads)