Google Ads consulting and audits · Search · Performance Max · Shopping
I help businesses improve Google Ads performance through better account architecture, reliable conversion tracking, disciplined optimization and decisions based on business outcomes rather than platform metrics.
Most accounts I audit are not badly managed. They are managed competently against numbers that do not mean what the team believes they mean — and no amount of bid tuning fixes that.
Relevant credentials
Structure, keyword and match-type strategy, search terms, negatives, bidding, budget allocation, ad copy and asset quality, extensions, landing page alignment and conversion tracking integrity — verified against source data rather than trusted from the interface.
Correct events, correct values, deduplicated, reconciled across Google Ads, GA4 and the CRM.
Why it matters: bidding toward a broken conversion is the single most expensive error in paid search.
Brand and non-brand separated. Intent tiers separated. Enough granularity to act on, not so much that no segment reaches significance.
Which strategy suits the conversion volume available, what target to set and on what evidence, and how to change targets without resetting the learning phase.
Asset group segmentation that preserves some visibility, brand exclusions where appropriate, and a clear read on what PMax is adding versus reassigning from Search.
For lead generation, importing qualified-lead or closed-deal values from the CRM so bidding optimizes toward revenue rather than form fills.
Titles, attributes, images, categorization, availability accuracy and pricing signals.
Why it matters: feed quality constrains Shopping and PMax performance far more often than bidding does.
Search term review, negative management, asset testing, budget pacing and structural adjustment — with a written change log.
01
Input: read access to Google Ads, GA4, Merchant Center and Search Console; context on the business and its margins.
Output: written findings ranked by impact, with tracking issues separated because they usually block everything else.
02
Action: rebuild conversion actions, deduplicate, assign real values, reconcile the platforms and explain the discrepancies that remain.
Output: conversion data that can carry a bidding decision.
03
Action: rebuild campaign and ad group architecture, reset match types and negatives, reconfigure PMax asset groups.
Output: an account whose reporting reflects how you make decisions.
04
Action: weekly search term and negative review, asset testing, bid target adjustment, budget pacing.
Output: documented weekly changes and a testing roadmap.
05
Action: translate account performance into commercial performance using margin, close rate and deal value.
Output: monthly reporting written for a decision.
The common request is “improve our ROAS.” The first thing I check is whether the ROAS figure is real.
In most accounts something is wrong at the measurement layer — a conversion action counting page views, tags firing twice, values missing entirely, or a CRM that knows which leads closed while the ad platform does not. Until that is fixed, every optimization is a well-executed guess.
This is why I will not quote an expected improvement before the audit. Anyone who does is guessing about your account, and the honest version of that answer is that it depends on what is broken.
Yes, and it is the most common starting point. You receive written findings and a prioritized list, and your team or existing agency can implement it.
Both. Some engagements are audit plus strategy with your team executing; others are ongoing. The audit usually makes the right split obvious.
Often, for ecommerce with a strong feed. It requires more careful measurement than standard Search because visibility is reduced, so the honest answer depends on whether your tracking is good enough to show what it is genuinely contributing rather than reassigning.
There is no fixed threshold. The value scales with spend and with how much the current tracking is misleading you. A modest account with broken conversion tracking is often the highest-return audit available.
I do the work. Much of it is Google Tag Manager configuration; ecommerce purchase tracking and CRM value import usually need some developer involvement, and I specify what is required.
Yes, where Shopping or PMax matter. Feed quality is a constraint no bidding change can compensate for.
Frequently the first phase does exactly that, because the initial gains usually come from stopping waste and fixing measurement rather than from spending more. I will not put a number on it before seeing the account.
The audit is the fastest route to a straight answer. Written findings, ranked, whether or not anything else follows.