Google Ads management, run like a system
Good paid search is structure, not magic. We rebuild the account so every ad group maps to a clear intent, the negative-keyword layer holds broad match in check, and Smart Bidding has the clean signal it needs. Then we measure against the real numbers: a $5.42 average CPC and a 8.18% conversion rate across US search, so progress is a fact, not a feeling.
What account structure actually decides
Structure is the lever everything else hangs on. Get the campaign and ad-group architecture right and bidding, Quality Score, and reporting all get easier.
Campaign architecture
We split campaigns by intent and margin, not by guesswork, so budgets and bid targets can be set where they matter. The Search-versus-Performance-Max split is decided deliberately, with brand traffic protected.
Match types and negatives
Broad, phrase, and exact each get a job. The negative-keyword layer is the part most accounts neglect, and it is where we usually recover the first chunk of wasted spend.
Smart Bidding
Target CPA now lives inside Maximize Conversions and Target ROAS inside Maximize Conversion Value. We set the target from your margin and give the algorithm enough conversion history to bid well.
Responsive Search Ads
Expanded Text Ads retired in 2022, so RSAs are the only standard Search format. We write and pin assets so the combinations that serve still match the query instead of drifting.
How do you improve Quality Score?[Google]
Quality Score runs from 1 to 10 and is a diagnostic of keyword health, not a live auction input. The same three factors feed Ad Rank, so improving them lowers what you pay for the same position.
- 1Expected clickthrough rateHow likely your ad is to be clicked when it shows for a search.
- 2Ad relevanceHow closely your ad matches the intent behind the query.
- 3Landing page experienceHow relevant and useful your landing page is to people who click.
What decides where your ad shows?[Google]
Google recalculates Ad Rank at every search. A higher-quality ad can win a better position at a lower cost than a competitor bidding more, which is why we treat quality as a budget lever, not a vanity metric.
- Your bid amount
- Ad and landing page quality
- Ad Rank thresholds (minimum quality bars)
- Auction competitiveness
- Search context (query, location, device, time)
- Expected impact of your assets and formats
Google Ads management questions
Account structure and rebuild, keyword and match-type strategy, a maintained negative-keyword layer, Smart Bidding setup against your CPA or ROAS target, Responsive Search Ad testing, and weekly reporting through Looker Studio. You also get the search-query review that catches broad-match waste before it compounds across a month of spend.
Quality Score runs 1 to 10 and is built from three parts: expected clickthrough rate, ad relevance, and landing-page experience. We tighten ad-group themes so ads match the query, rewrite RSAs to mirror search intent, and flag landing-page gaps. The score follows once relevance and the page experience line up.
Broad match became the default for new Search campaigns in July 2024, and it can work, but only with Smart Bidding, enough conversion history, and a strict negative-keyword layer. Without those guardrails it spends fast on loosely related searches. We turn it on deliberately, never by default, and watch the search-query report weekly.
We work in the account weekly: search-query reviews, negative additions, bid-target checks, and RSA asset tests. Larger structural changes happen on a monthly cadence so the bidding algorithms get a stable signal. You see every change and the reasoning in a weekly report, not a quarterly slide deck.
Pair this with Performance Max & Shopping for ecommerce, and make sure your tracking and GA4 conversions are clean before you scale spend.
Get your Google Ads account scored, free
We run the five-lever teardown and show you exactly where structure, negatives, and bidding are costing you conversions.