01
Budget spread evenly across uneven products
Every campaign gets a similar share regardless of what each one actually returns. The products with real margin get the same treatment as the ones you break even on.
How I fix itGoogle Ads run with the same reporting discipline as the SEO
Search and Performance Max campaigns built to fill the gaps organic cannot reach this quarter, reported alongside your organic numbers so you can see which channel earned the sale.
Your account is optimising for the wrong number
Most inherited accounts are winning on the metrics Google shows you first. Impression share is up, cost per click is down, and the business is no more profitable than it was a year ago.
02
Paying for searches you cannot serve
Broad match with no negative list quietly buys residential searches for a B2B business, or jobs outside your service area. It shows up as volume, not as revenue.
How I fix it
03
Ads pointing at pages that were never built for them
The click is fine. The landing page is a generic services page that answers a different question, so the visit costs money and returns nothing.
How I fix it
-44%
Lower cost per lead after rebuilding a commercial cleaning account
34
City pages built alongside the ads to catch the same intent organically
9 mo
Timeline on that engagement, start to reported result
1,500
Monthly spend from which management usually starts making sense
Figures come from client accounts between 2023 and 2026. Ads move faster than SEO, which is why they often run first while the organic work compounds.
Rebuilt around what each sale is actually worth
Before touching a bid I need to know your margin by product or service. Once that is on the table the structure mostly designs itself, and the budget stops being split evenly across things that are not equal.
One report, both channels, no double counting
Running ads and SEO in separate silos means paying twice for the same customer and never knowing it. When both sit in one dashboard the overlap becomes obvious and usually saves money immediately.
How an ads engagement runs
STEP 01
Audit
Full account review against your actual margins, plus a look at what the search terms report has been quietly buying.
STEP 02
Rebuild
Structure rewritten around intent and margin. Tracking fixed first, because bidding on bad data just loses money faster.
STEP 03
Tune
Weekly search term and negative keyword work, plus landing page feedback where the data points at the page rather than the ad.
STEP 04
Report
Monthly summary showing paid and organic side by side, with a decision about where next month goes.
Our ads were bidding on residential jobs when we only do commercial contracts. Camille rebuilt the account around the work we actually want and the cost per lead came down by nearly half.
Dan Reyes
Owner, Northside Heating and CoolingPaid ads questions I get asked
What is your minimum ad spend?
Around 1,500 a month. Below that there is not enough data each week to make decisions on, and you end up paying a management fee that is a large share of the budget itself.
Do you charge a percentage of spend?
No. A percentage rewards me for spending more of your money, which is the wrong incentive. It is a flat monthly fee based on account complexity.
Should I run ads if my SEO is not working yet?
Often yes. Ads buy you data in weeks that SEO takes months to produce, and the search terms report tells us which pages are worth building. They work well together for exactly that reason.
Will you use Performance Max?
Where it earns its place. It works well with a clean product feed and real conversion values. On a lead generation account with poor tracking it is mostly a way to spend money without learning anything.
Want to know what your account is really buying?
Give me read access for a day. I will record a 10 minute walkthrough of the search terms your budget is actually going to.