Google Ads management in Melbourne

Built around how your customers buy

Getting clicks is easy. Any account can do it. Getting customers takes more work, so we start by mapping out your sales process. Which keywords, audiences and offers have turned into signed deals before? That's what your campaigns get built around.

One team, reported against your CRM

The same people run your audit, your build and your weekly optimisation. Nothing gets passed along to someone who doesn't know your account. Most agencies stop reporting once a lead comes in. We keep going and match your ad spend to the deals your CRM shows as won, so you can see what each customer cost you.

What we find in almost every account

There are 3 problems that turn up in nearly every Google Ads account we audit. Each one changes what your numbers are telling you.

1. Brand searches counted as new customers

   People who already know you search your name, click your ad and get counted as new leads. In one real estate account, brand searches were 15% of the budget but 64% of the leads. The account said a lead cost $351. A new customer was really costing $820.

2. Paying for searches that were never going to convert

   Phrase and broad match let Google guess what your ads should show for, and almost nobody checks those guesses. In one pest control account, 40% of the budget went to people shopping for DIY products and searching a competitor's name.

3. Leads recorded but never counted

   Call tracking gets set up, then marked as Secondary. The calls sit in the account, but Google doesn't count them and doesn't use them for bidding. Nobody sees them where decisions get made.

A story from a real account

A pest control business in Melbourne had been running Google Ads for three weeks. They'd spent $426 and got one lead. For a business selling $300 callouts, that's a reason to switch Google off completely.

When we opened the account, two things stood out. The search terms were full of people looking for sticky mats, sonic rat deterrents and mouse traps. They wanted to sort it themselves with a $12 product from Bunnings, and the account was paying around $9 a click for each of them. One click on a competitor's name cost $43.

Then we checked the conversions. Three people had called the business from the ads, and all three calls were set to Secondary, so Google never counted them. The real cost per lead was $106. The ads were bringing in calls the whole time. The account just wasn't counting them.

Your first 30 days

Week 1 is research. We look at what your customers search for, what makes your business different and what your USPs are. Then we write the ads, set up the tracking and launch. By week 4 the campaign should be generating leads. That's when we start quality checking them with you, so we know the leads coming through are turning into sales.

Where Performance Max fits

We don't start with Performance Max. PMax hands a lot of control over to Google, and it's harder to steer than Search or Shopping. So first we build a base of conversion data. We need to know what people are searching, which leads convert and what's selling. Once there are clear signals on what's working and what isn't, PMax can be added in.

What reporting looks like

Every month we jump on a video call and walk you through what's working, what we've done and what we're doing next to keep improving. You also get a PDF report covering all the key metrics.

Who we're not a fit for

Google Ads can bring in the leads, but someone still has to follow them up. If you won't call your leads back, or you don't want any accountability on your end, we're not the right fit. The best results come when both sides are checking the numbers.