The highest bid does not win the auction — bid multiplied by ad quality does. That single fact is where most wasted spend lives, and it is what we work on: better relevance, better landing pages, correct conversion signals, and a structure that stops one campaign eating another.
- Your account
- Your billing, your data, no lock-in
- Flat fee
- Not a percentage of your spend
- Weekly
- Search terms and budgets reviewed
- coolfix-ads.in₹1804/10720
- acrepairs24.com₹1456/10870
- your-account₹1209/101080
- quickcool.co.in₹967/10672
Highest bid ₹180 · quality 4/10 — loses to a bid of ₹120 at 9/10.
Second-price auction: you pay the minimum needed to hold the position, so a higher Quality Score buys the same click for less.
Optimising toward a broken signal is worse than not optimising.
Smart Bidding does exactly what the data tells it. Feed it a conversion action that fires on every page load and it will buy you page loads. Fix the chain first, then raise the budget — never the other way round.
- Clickgclid captured
- TagGoogle tag fires
- GA4event recorded
- Conversionaction defined
- Offline importphone sale matched
chain broken — phone sales never reach the campaign that produced them
“Brand campaign is our best performer”
Because it is the only one whose conversions are being counted. Budget moves toward traffic you were already getting for free.
Non-brand search is where the new customers come from
Once offline conversions are imported, the campaigns that actually generate demand stop looking like the expensive ones.
Most inherited accounts are buying demand they already had.
Brand search and Performance Max report beautifully because they harvest people who were already coming. The work is moving weight to the campaigns that find someone new — and defending it every week in the search terms report.
Budget allocation
Illustrative- Performance Max46%
- Brand search26%
- Non-brand search16%
- Shopping8%
- Remarketing4%
Same total spend. Weight moved to non-brand search, where the new customers are.
- ac repair near mekeep
- ac repair jobs salary−jobs
- emergency ac technician kolkatakeep
- how to fix ac yourself youtube−diy
- split ac servicing costkeep
- ac repair course fees−course
- best ac repair companykeep
- free ac repair−free
Negatives are a habit, not a one-off list. Four terms here would have kept spending every week until someone read the report.
Eight workstreams, in the order they pay off.
Not a menu to pick from — a sequence. The foundation gates everything after it, which is why it is first and why we will not sell you content while the site cannot be read.
Four stages. The last one never really ends.
Stages one and two are a project with a finish line. Stage four is the part that compounds — and stopping it is what makes rankings slide back.
- 01
Audit
week 1Account, tracking and landing pages reviewed. You get the findings whether or not you work with us.
- 02
Fix tracking
week 1–2Conversions, GA4 and any offline import made correct before a rupee of new budget is committed.
- 03
Rebuild & launch
week 2–4Structure, keywords, negatives and creative rebuilt around your margins and your sales cycle.
- 04
Iterate weekly
ongoingSearch terms, bids, budgets and creative reviewed on a weekly cycle, with a monthly strategy call.
When Google Ads is the right spend — and when it is not.
Paid search is demand capture. If the demand is not there yet it is the wrong instrument, and we would rather say so on the first call than three months into a retainer.
A good fit when
- You have a product or service people already search for by name or category.
- You can attribute a sale, a qualified lead or a booking to a click.
- You have budget to run long enough to gather statistically meaningful data.
- Someone internally can answer questions about margin and lead quality.
Probably not yet when
- Nobody is searching for what you sell — demand has to be created first, which is a Meta Ads or content problem.
- The landing experience or the sales follow-up is the actual bottleneck. Paid traffic magnifies that, it does not fix it.
- The budget only covers a few clicks a day in your auction. Below a threshold, Google Ads cannot learn.
Google Ads management, answered plainly.
How much should I spend on Google Ads?
It depends on your industry, your competition and what a customer is worth to you. We recommend a starting budget large enough to collect statistically meaningful data in the first weeks rather than a number that merely looks affordable — an underfunded account never exits the learning phase and produces no usable signal.
Do you charge a percentage of ad spend?
We quote a management fee against the scope of work, so our incentive is not tied to persuading you to spend more. Ad spend is paid directly by you to Google and stays in your own billing account.
Who owns the Google Ads account?
You do. We work inside your account, or we create one that belongs to you from the start. If the engagement ends, the account, its history and its learning stay with you — there is no exit fee and nothing to migrate.
How soon will we see results?
Paid search produces data immediately and meaningful optimisation usually within the first four to six weeks, once conversion volume is sufficient for the campaign to learn. Anyone promising profitable performance in week one is describing luck, not process.
Do you manage Performance Max campaigns?
Yes. Performance Max needs strong asset variety, clean product feeds and correct conversion values to work, and it needs watching — it will happily spend on brand traffic you were getting for free. We run it alongside Search rather than instead of it.
Can you fix an account another agency built?
Usually. Most inherited accounts have the same problems: duplicated conversion actions, no negative keyword hygiene, and campaign structures built for reporting convenience rather than for how the business sells. The audit tells you what is salvageable before you commit to a rebuild.
Will I get reports?
You get a live dashboard you can open at any time, plus a monthly call. The dashboard shows spend, conversions and cost per acquisition against your business numbers rather than platform metrics that flatter the campaign.
Do you also run Meta Ads and SEO?
Yes, and often the right answer is a mix. Search captures demand that already exists, Meta creates it, SEO compounds and reduces what you pay for over time. We will tell you when budget is better spent on a different channel than the one you asked about.
Send us the account. We will tell you what is wrong with it.
The audit is real work and you keep the findings either way. If the account is in decent shape and you are being sold a rebuild you do not need, that is useful to learn too.