Negatives are where the savings are
An account without an aggressive negative keyword list is paying for 'free', 'jobs', 'salary', 'course' and competitor research traffic. We mine the search terms report weekly and keep cutting, because a 20% reduction in wasted spend is usually available in the first month of any inherited account and costs nothing to capture.
Search, Shopping and PMax do different jobs
Shopping and Performance Max are efficient but opaque, and left alone PMax will cannibalise your brand traffic and report it as a win. We run them alongside a properly structured Search account with brand separated out, so you can see which campaigns are finding new demand and which are taking credit for demand you already had.
The landing page is half the campaign
A high-intent click landing on a slow, generic page converts poorly no matter how good the targeting is. We build or fix the pages the ads point at — single intent per page, the offer above the fold, a form short enough to finish on a phone. This routinely moves conversion rate more than any bid adjustment.
Track what the business actually sells
Counting every form fill as a conversion makes a bad account look fine. We define conversions that mean something — a qualified enquiry, a booked appointment, a purchase — and import offline outcomes where the sale closes on a call or in a showroom. Then bidding optimises toward revenue rather than form submissions.