Google Ads is one of the highest-intent advertising channels available - people are actively searching for what you sell. But intent alone does not produce results. Poor campaign structure, mismatched landing pages, and lazy bid strategies turn high-intent traffic into expensive clicks that never convert. This page explains how we approach Google Ads differently, and what you should demand from any agency before handing them your ad account.
What to evaluate
The 7 things that actually matter
Campaign structure built for your product, not a template
Many agencies copy the same campaign structure across every client: one broad match search campaign, one PMAX, done. A proper Google Ads build maps campaign types to funnel stages - brand defence, competitor conquest, category intent, retargeting - with ad groups that match how your customers actually search, not how the agency thinks they search.
Conversion tracking that actually measures revenue
If your conversion goal is "form submitted" but your team closes fewer than 10% of enquiries, you are optimising Google Ads for the wrong outcome. We set up enhanced conversion tracking, import qualified lead signals, and work with your team to connect ad spend to pipeline and revenue - not just front-end form fills.
Negative keyword hygiene as a discipline
Irrelevant search terms silently drain Google Ads budgets. A well-managed account adds negative keywords weekly, reviews the search terms report thoroughly, and segments queries by intent. On accounts we audit, we typically find 20-35% of spend going to irrelevant searches that have never converted.
Landing pages optimised for the ad promise
The best ad copy fails if the landing page does not continue the promise. We review and advise on landing page structure, load speed, and CTA clarity as part of campaign management - not as a separate project billed separately.
Smart bidding used correctly, not as a shortcut
Target CPA and Maximise Conversions are powerful when fed enough conversion data - usually 30+ conversions per month per campaign. Below that threshold, smart bidding starves itself. We use manual CPC with bid adjustments in the learning phase and graduate to smart bidding when data volume justifies it.
Google Shopping and Performance Max for product businesses
If you sell physical products, Google Shopping and Performance Max should be your primary channels. We set up merchant centre feeds, product segmentation, and asset groups with proper audience signals - not the one-campaign-for-everything approach most agencies take with PMAX.
Transparent weekly reporting, not monthly vanity metrics
We report weekly with campaign-level ROAS, cost per lead by match type, search impression share, and quality score trends. You should always know which campaigns are working, which are wasting money, and what change is being made this week to improve performance.
Side-by-side comparison
AddMads vs the typical agency
| Criteria | Typical agency | AddMads |
|---|---|---|
| Campaign structure | Template-based, same for every client | Built from your keyword research, product/service map and funnel stage |
| Conversion tracking | Basic goal setup, never revisited | Enhanced conversions, offline import, pipeline connection |
| Search terms review | Monthly or never | Weekly negative keyword additions, daily search term monitoring |
| Smart bidding | Applied immediately regardless of data volume | Manual CPC in learning phase, smart bidding when data justifies it |
| Landing page advice | Not included, referred elsewhere | Included in retainer - we review and flag CRO issues |
| Reporting | Monthly PDF, impressions and clicks focus | Weekly: ROAS, CPL, impression share, quality score by campaign |
| Account ownership | Agency retains account access on exit | 100% client ownership, you keep all data and history on exit |
What we do
Services included
Google Search Ads
Keyword research, ad copy testing, bid management and negative keyword hygiene for high-intent search campaigns.
Learn moreGoogle Shopping and PMAX
Merchant Centre setup, product feed optimisation and Performance Max campaigns for e-commerce and product businesses.
Learn moreYouTube Advertising
In-stream, in-feed and Shorts campaigns for awareness, retargeting and driving search lift for your brand.
Learn moreGoogle Display and Retargeting
Audience-based display campaigns to re-engage site visitors and past customers across the Google Display Network.
Learn moreLanding Page CRO Consulting
Advice on landing page structure, load speed and CTA design to improve conversion rates on your paid traffic.
Learn more“AddMads reduced our Google Ads cost per lead by 44% in three months. They found 30% of our budget was going to irrelevant searches we had never reviewed. The audit alone paid for six months of their management fee.”
Vikram Nair
CEO, Skyline Ventures, Mumbai
FAQ
Common questions
What does Google Ads management cost in India?
Our Google Ads management fee starts at Rs 20,000 per month for accounts with up to Rs 1,50,000 in monthly ad spend. This is a flat management fee - we do not charge a percentage of your ad spend, which is the fairest model for clients whose budgets vary month to month. Platform spend is paid directly to Google by you.
How quickly can you set up a new Google Ads account?
A new account with full campaign structure, conversion tracking and audience setup takes 5-7 working days from the time we receive access to your website and brand brief. We do not launch until tracking is confirmed working - launching without conversion data is guesswork.
Do you manage Google Ads for e-commerce businesses?
Yes. E-commerce is a core vertical for us. We set up and manage Google Shopping, Performance Max and product-specific Search campaigns, with Merchant Centre feed optimisation. We work with Shopify, WooCommerce, Magento and custom platforms.
Can you take over an existing Google Ads account?
Yes - and we recommend a free audit before we start. We review campaign structure, conversion tracking, search term quality, bid strategy, and Quality Score across your account and share a written audit report before you decide to proceed.
What results should I expect in the first 90 days?
In the first 30 days we focus on account cleanup and tracking fixes - this alone often reduces wasted spend by 15-25%. By day 60, campaign structure is optimised and bid strategies are in their learning phase. By day 90, you have a clear before-and-after comparison on CPL and ROAS. Most clients see meaningful improvement within 60-90 days.
Work with us
Get a free Google Ads account audit
We will review your campaign structure, conversion tracking, search term quality and wasted spend - and send you a written report. No commitment required.
Start a project
Let's Build Your Digital Success
Share your vision and we'll create something extraordinary. Fill in the details and we'll get back to you within 24 hours.