Google Ads management
Search, Performance Max and App campaigns run inside an account you own, against conversions we have verified rather than inherited. The work is account structure, signal quality and disciplined negatives, not a monthly screenshot of impressions nobody can tie back to revenue.
- Search & PMax
- App campaigns
- Conversion verification
- Client-owned accounts
ADVERTISE
Digital advertising & media
A working advertising practice: strategy, media planning, campaign management, creative testing and reporting across search, social, video and app platforms — run against your own conversion data rather than platform defaults.
A Google Ads account rarely underperforms because of bidding. They are underperforming because the conversion actions counting in the column are not the events the business cares about, the account structure has grown by accretion rather than design, and nobody is reading the search terms report at all. Fixing the bidding first is how you spend faster in the wrong direction.
Google's automated bidding is competent at the job it is given. That job is defined by your conversion actions, their values, their counting settings and the attribution window behind them. If a lead form fires a conversion on page load, if every phone-number click counts as a sale, or if imported offline conversions never actually arrive, the system optimises confidently towards the wrong outcome. Signal quality is the lever, and it sits mostly outside the ad account.
We work inside accounts that belong to you. Management access is granted to us, used for the work, documented, and removed when the engagement ends. The advertiser identity on your ads is your business, the billing relationship is yours to choose, and the conversion history stays in the account rather than in a vendor-owned shell you would later have to abandon. That constraint shapes everything below.
Symptoms we are usually called about
Four patterns account for most of what goes wrong in a neglected account. None of them is solved by raising the budget.
- The conversion column cannot be trusted
- Conversions are counted, and nobody can say what they represent. A form thank-you page and an ordinary pageview fire the same action. Phone-click and chat-open actions sit as primary alongside real sales. Google Analytics reports a different number from the ad account, and no one has reconciled the two. Automated bidding is optimising against all of that, faithfully.
- Performance Max spends without explanation
- The campaign absorbs budget and the interface shows very little about where it went. Brand searches that would have converted anyway are being credited to PMax. Asset groups are one undifferentiated bundle, audience signals are empty, and no brand exclusion list has been applied, so the cheapest traffic quietly wins the report every month.
- Spend rises, qualified enquiries do not
- Broad match plus automated bidding widened the account and nobody narrowed it back. The search terms report is full of research queries, job seekers, competitor names and locations you do not serve. Each one looked cheap on its own. Together they are where the month's budget quietly went, and they are why cost per qualified enquiry keeps climbing.
- The previous vendor holds the account
- The account sits under someone else's ownership, your access is read-only or already gone, and the conversion history you paid to build leaves when they do. Rebuilding from zero means a fresh learning period, a fresh policy review and sometimes a fresh advertiser verification. This is avoidable, and it is the first thing we check.
What the work covers
Six areas of work. In a neglected account the first two absorb most of the early effort, and the rest only becomes worth doing once those are right.
Conversion tracking we can verify
Before a bid strategy is touched, every conversion action in the account is opened, traced back to the tag or import that creates it, and tested. We check counting settings, values, attribution windows and duplication against analytics. Anything we cannot trace to a real business event is retired or demoted to secondary.
- Tag and event trace for every action currently marked primary
- Counting mode reviewed: one per click, or every conversion
- Values attached only where a real value exists, never a guessed one
- Enhanced conversions and consent settings configured where they apply
- Offline conversion import from your CRM for lead businesses, upload path tested
- A written conversion map naming each action, its source and its purpose
Account structure that can be read
Campaigns are separated by the decisions you need to make, not by keyword count. Brand apart from non-brand. Geographies apart when budgets or performance differ. Product lines apart when margins differ. The test is simple: can someone open the account and say what each campaign is for without asking?
- Brand, non-brand and competitor traffic separated so budget is not blended
- A naming convention applied across campaigns, ad groups, assets and labels
- Match types and ad group intent kept tight enough to write real ad copy for
- Shared budgets used deliberately, not as a way of avoiding a decision
- Experiment and draft structure set up before any test begins
Negative keyword and placement hygiene
Broad match and automated bidding both widen reach on purpose. Without regular pruning, that width becomes spend on queries and placements with no commercial intent behind them. We review search terms and placements on a schedule, maintain shared negative lists at account level, and exclude inventory that keeps producing traffic with no depth.
- Shared negative keyword lists maintained at account level, not scattered
- Search terms reviewed for intent, not only for cost
- Placement exclusions across Display, Video and Performance Max inventory
- Mobile app and game placement categories excluded where they do not fit the offer
- Brand terms excluded from generic campaigns so the reads stay clean
Performance Max asset groups and signals
Performance Max is only as good as what you feed it. We build asset groups around real product or service segments, supply the full range of headlines, descriptions, images and video, and attach audience signals drawn from your own data rather than a generic interest list. Expansion settings are set deliberately.
- Asset groups split by product line, service or margin, not left as one blob
- Full asset coverage including video, so the system is not generating stand-ins
- Audience signals built from customer lists and site behaviour where available
- Brand exclusion lists applied to stop brand traffic being reabsorbed
- Final URL expansion controlled, with a page feed where the catalogue justifies it
- Channel and placement detail pulled out by script or API where the interface hides it
Bidding, budget pacing and geography
Bid strategy is chosen against the conversion volume the account actually produces, not the one the interface suggests. Thin accounts start simple and move on when the data supports it. Budgets are paced against the month, and changes are made in steps large enough to matter and small enough to leave learning intact.
- Strategy selected against real conversion volume and the length of the sales cycle
- Target CPA or ROAS values set from account history, then moved in increments
- Learning periods respected: changes batched rather than made daily
- Budget pacing checked against month-to-date spend and known seasonality
- Location targeting settings re-read, including presence versus interest
- Portfolio strategies used only where campaigns genuinely share a goal
Landing page alignment and reporting
An ad account cannot rescue a page that loads slowly, buries the form or asks for information nobody will hand over. We review the destination alongside the campaign, flag what is costing conversions, and change it where the engagement covers the site. Reporting connects spend to enquiries and revenue, not to impressions.
- Message match between the query, the ad copy and the page headline
- Form length, field friction and error handling reviewed on a real device
- Page speed and layout stability checked on a mid-range mobile connection
- Reporting in Looker Studio or a sheet, built on data you can query yourself
- A short written read each period: what moved, what did not, what is unresolved
How an engagement runs
The order matters more than the list. Measurement is repaired before structure, and structure is settled before anyone touches a bid target.
- 01
Access, audit and a written baseline
You grant management access to your existing account, or you create a new one under your own ownership and grant access to that. We audit structure, conversion actions, search terms, budget history and policy status, then write down what we found and what we would change, before changing anything.
- 02
Measurement repaired before spend is touched
Broken or ambiguous conversion tracking is fixed first. That may mean tag work, an analytics correction, enhanced conversions, or an offline import path from your CRM. Optimising towards a conversion nobody trusts is expensive in a way the reporting hides, because the account simply buys more of whatever the broken action rewards.
- 03
Structure rebuilt in place
Campaigns are restructured with the existing conversion history preserved wherever possible, because that history is an asset the account has already paid for. Where a rebuild genuinely has to be new, we run it alongside the old structure until there is enough data to compare, rather than switching on a hunch.
- 04
Run, test and prune on a cadence
The recurring work is the work: search terms, negatives, placements, assets, bids, budgets and policy status. Tests are defined with a read-out point before they start. Abandoned tests are recorded with the reason, so nobody proposes the same idea again later as if it were new.
- 05
Report, review and hand back cleanly
Each period closes with a plain-language read alongside numbers you can verify yourself inside the account. If the engagement ends, our access is removed and confirmed, working documents are handed over, and you are left with an account someone else can pick up without an archaeology project.
Account ownership, in plain terms
This is the part most disputes start over, so it is settled in writing before any campaign is built.
Stays with you
- The Google Ads account itself, under your ownership and your administrator control
- The advertiser identity shown on the ads, verified in your business name
- All campaign, keyword, asset and search terms data held inside the account
- Conversion actions and their full history, including anything imported from your CRM
- The billing relationship with Google, on the payment method you choose to hold
What we hold
- Scoped management access, granted by you and limited to the accounts in scope
- Working documents: structure plans, negative lists, test notes, naming conventions
- A written record of the changes we made and the reasoning behind each one
- Reporting we produce, shared with you and reconcilable against the raw account data
- Nothing once the engagement ends: access is removed and the removal is confirmed
Account hygiene we run on a schedule
None of this is impressive. All of it is the difference between an account that holds up and one that drifts quietly. It runs on a fixed cadence, not when somebody remembers.
- Search terms report reviewed, with negatives added at the right level rather than dumped at account level by reflex
- Placement exclusions refreshed across Display, Video and Performance Max inventory
- Asset performance reviewed: which headlines, descriptions, images and videos are actually serving
- Conversion action audit: what is counting, at what value, in which counting mode, over which window
- Budget pacing against the month, including a check on campaigns limited by budget
- Bid strategy review: target values, learning status, and whether the strategy still matches the goal
- Disapproval and policy check across ads, assets, extensions and destination pages
- Landing page availability and response checked, including behaviour on mobile
- Geographic performance split reviewed, with location targeting settings re-read
- Audience overlap and remarketing list health, so campaigns are not bidding against each other
- Spend anomaly review against the previous period, with an explanation for anything unexpected
Independence from Google
MNF Infotech is an independent service provider. We are not a Google Partner, we hold no Google certification, and we are not endorsed by, affiliated with or acting on behalf of Google LLC. We do not represent ourselves as Google, resell Google products, or offer access to anything only Google itself can grant. Google, Google Ads, Performance Max, Android, Firebase and Google Play are trademarks of Google LLC, referenced here descriptively to name the products we work in.
Tools we work in
These are product names, used descriptively to say what the work happens inside. Listing a tool implies no partnership, certification, endorsement, reseller status or affiliation of any kind with the organisation that owns it.
- Campaign platforms
- Google Ads
- Performance Max
- Google Ads Editor
- Google Merchant Center
- Google Ads scripts
- Google Ads API
- Measurement and tagging
- Google Tag Manager
- Google tag (gtag.js)
- Google Analytics 4
- Enhanced conversions
- Consent Mode
- Firebase
- Offline conversion import
- Reporting and data
- Looker Studio
- BigQuery
- Google Sheets
- Google Ads Data Transfer
- SQL
- Destinations and testing
- Next.js
- Vercel
- PageSpeed Insights
- Chrome DevTools
- Google Ads experiments
What you are left with
- An account you own, with access you can revoke at any time
- Conversion actions traced to real business events and documented one by one
- Campaign structure a new reviewer can understand without a handover call
- Negative keyword and placement lists maintained, not written once and forgotten
- Reporting that ties spend to enquiries and revenue rather than to impressions
What people ask before starting
01Who owns the Google Ads account, and who pays Google?
You do, on both counts. We work through management access granted from your account, and the advertiser identity on the ads is your business, not ours. Where you prefer to hold the billing relationship with Google directly, you keep the payment method and the invoices. Whatever is agreed is documented before work starts, and the Agency-client relationship page on this site sets out the standard arrangement.
02Are you a Google Partner, or Google certified?
No. MNF Infotech is not a Google Partner, holds no Google certification, and is not affiliated with, endorsed by or acting on behalf of Google LLC. We reference Google and Google Ads descriptively, because those are the products the work happens inside. If a partner badge is a requirement in your procurement process, you should know this before engaging us rather than afterwards.
03Our account needs advertiser verification. Can you complete it for us?
Verification is completed by the advertiser, which is your business, using your own legal documents and your own identity. We cannot and will not submit an identity claim on your behalf. What we do is explain what is being asked for, help you assemble the paperwork, and keep the account compliant while review is in progress. The Advertiser verification assistance page describes that boundary in more detail.
04What actually drives the cost of managing an account?
The number of campaigns and markets, how broken the measurement is when we arrive, whether the landing pages are ours to change, and how often you need reporting. A single-market lead-generation account is straightforward. A multi-country account with a product feed, offline conversion imports and app campaigns is not. We quote after the audit, because quoting before it would be a guess dressed as a price.
05What happens if the campaigns do not perform?
We tell you, in writing, with the evidence attached. We do not guarantee results, rankings, approval or a cost per acquisition, and anyone offering that is selling certainty they do not control. If the numbers point at the product, the price, the offer or the market rather than the ad account, we say so plainly, including when saying it means less work for us.
06What will you not do?
We will not take ownership of your ad account, run ads under our own advertiser identity, or hold conversion history as leverage. We will not optimise towards conversion actions we cannot verify, write ad copy making claims the business cannot substantiate, or keep pushing budget into a structure we have already told you is broken. These are conditions of the work, not opening positions.
What this work usually connects to
Have your Ads account looked at
Send the account ID and a line on what you are trying to sell. We will tell you what we would check first, what looks wrong from the outside, and whether the work is worth doing.
Directcontact@mnfinfotech.com