This is for businesses whose customers actively search for what they sell, and who can tell us what a customer is worth. It is not for you if you cannot yet name your average deal value, if nobody answers the phone during business hours, or if you are looking for the cheapest possible cost per click — cheap clicks from the wrong searches are the most common way to waste an ad budget, and chasing them is not a service we offer.
First principle
The most valuable hour any Google ads agency spends on a new account is the one before launch. The most common finding in an account audit is that the conversion action is measuring the wrong thing — a thank-you page view that also fires on a refresh, a button click that fires whether or not the form submits, or nothing at all. Every optimisation decision after that point is made on fiction, and smart bidding will faithfully optimise toward the fiction.
We verify the conversion action end-to-end before launch: submit a real enquiry, confirm exactly one conversion registers, confirm it carries a value. Where a sale happens offline — a phone call that becomes a quotation that becomes an order weeks later — we set up offline conversion import so the account eventually learns which clicks produced revenue rather than which produced form fills.
Enhanced conversions get enabled where the privacy posture allows, because they recover a meaningful share of conversions that would otherwise go unattributed. None of this is glamorous. All of it decides whether the budget compounds or evaporates.
What's included
Tightly themed ad groups, match-type strategy chosen deliberately rather than defaulting to broad, and ad copy that states price, timeline or a qualifier so unqualified clickers self-select out before costing you money.
Search term reports reviewed weekly and negatives added as a standing task. Without this, broad match steadily widens into adjacent searches that look relevant to Google and are worthless to you. Shared negative lists applied across campaigns.
Product feed built and kept valid — GTINs where your products are branded, correct GST-inclusive pricing, availability accurate against stock. A disapproved feed is the most common reason a Shopping campaign quietly stops serving.
PMax works, but it will happily spend your budget on brand searches you would have won for free. We exclude brand terms, use asset groups with real segmentation, and add account-level negatives so it complements Search rather than cannibalising it.
Conversion actions verified with live test submissions, enhanced conversions enabled where possible, offline conversion import configured for businesses whose sale completes on a call or a quotation weeks later.
The ad promise, the page headline and the form all saying the same thing. Landing page experience feeds Quality Score, which feeds what you pay per click — so a mismatched page is charged to you twice.
Choosing campaign types
| Campaign type | Fits when | Main risk |
|---|---|---|
| Search | Customers actively search for the service | Broad match drifting into irrelevant terms |
| Shopping | You sell physical products with a feed | Feed disapproval stopping delivery silently |
| Performance Max | You have creative assets and conversion volume | Eating brand traffic you already owned |
| Demand Gen | Category needs to be introduced, not searched | Judged on last-click and wrongly declared dead |
How we work
Existing account reviewed, conversion actions verified with live test enquiries, tracking rebuilt where it is measuring the wrong thing. Budget stays paused until the numbers can be trusted.
Campaign structure, keyword sets, negative lists, ad copy and extensions. Where Shopping is in scope, the Merchant Center feed is validated before campaigns go live.
Search term reports reviewed weekly, negatives added aggressively, bids and budgets shifted toward what converts. This is the period where most of the waste is removed.
Monthly reporting on cost per qualified enquiry and, where you can share it, cost per closed customer. Expansion only after the existing structure is profitable.
Who this suits
Google captures existing intent. That makes it the strongest channel where the need is urgent and specific — services people search for at the moment the problem appears, considered purchases they research by name, and products they already know they want. If your customers describe their problem in a search box, this is your channel.
It suits businesses that can name their numbers. If you know your average order value or deal value and roughly what proportion of enquiries close, we can work backwards to a defensible cost per enquiry and know within weeks whether the account is profitable. Without those figures we are guessing, and so are you.
It suits businesses that answer the phone. A ₹300 click that rings out is worse than no click at all. Where response time is the weak link, fixing that comes before adding budget — which is a large part of what lead generation covers.
It suits badly where nobody is searching yet because the category is new, or where your margin cannot absorb competitive click prices. In discovery-led categories, Meta ads will usually reach the same buyer for less. A Google ads agency worth its fee will tell you when its own channel is the wrong one.
Pricing
Ad spend and management fee are separate and stay separate.
All prices in INR, exclusive of GST. Ad spend is always paid by you directly to Google and is never invoiced through us.
Common questions
It depends entirely on your click prices, which vary enormously by category — a competitive legal or insurance term can cost many times what a local service term costs. The useful way to set a budget is backwards: take your average deal value, your close rate on enquiries, and decide what you can afford per enquiry. We do that arithmetic with you in the review before quoting.
Faster than SEO and slower than most people expect. You get click and impression data within days, but a meaningful read on cost per enquiry takes 3 to 4 weeks — long enough to gather conversions and prune the wasted search terms. The first month is largely about removing waste; profitability usually shows up in month two or three.
No. Ad budget is billed by Google directly to your card and never passes through us, so there is no incentive for us to push your spend up. The management fee is quoted for the work involved and is set after an account review. You keep admin access to the account, the conversion data and the audience lists throughout.
Almost always because the conversion action is measuring something that is not an enquiry — a thank-you page that fires on refresh, or a button click that counts whether or not the form submits. Smart bidding then optimises toward that phantom event. The first thing we do in any audit is submit a real enquiry and check that exactly one conversion, with a value, registers.
It performs well when it has conversion volume and real creative assets, and badly when it is left unsupervised. Its main failure mode is spending your budget on brand searches you would have won organically for free, then reporting them as wins. We exclude brand terms, segment asset groups properly, and watch it more closely than any other campaign type.
Yes, and usually that is better than starting fresh — an established account carries conversion history that a new one has to rebuild. We audit what is there, keep what works, rebuild the tracking if it is unreliable, and prune rather than delete. You keep ownership of the account either way.
You will know inside 8 to 12 weeks, with numbers rather than opinions. If the arithmetic does not close — if cost per qualified enquiry stays above what a customer is worth to you — the right advice is to stop, and we will give it. Some categories genuinely cannot make paid search pay, and saying so is more useful than another month of retainer.
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