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In most accounts we audit, 30–40% of the budget goes to search terms that were never going to buy. Not because the ads are bad — because broad match keywords, a missing negative keyword list and conversion tracking that counts page views as leads quietly spend your money. We are a Google Ads agency in India that starts by finding that waste, then scales what is left.
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Open your search terms report and read the last thirty days. In almost every PPC account we take over, a third of the spend sits against searches no one would call a buying intent — jobs, free, DIY, competitor names, course queries, the wrong city. Broad match plus Smart Bidding will happily keep buying those clicks, because nothing in the account has told Google they are worthless.
That is the first thing a proper Google Ads audit fixes: search terms review, negative keyword lists, keyword match types rebuilt around intent, and a campaign structure where ad groups are tight enough that the ad actually matches the query. Tighter match means better click-through rate, better quality score and landing page experience, better ad rank — and a lower cost per click for the same position. The savings are not glamorous; they are just money you stop losing.
The second fix is measurement. Conversion tracking through Google Tag Manager and GA4, call tracking for businesses that close on the phone, and offline conversion import for anyone with a sales cycle — so Google optimises towards booked revenue, not form fills. Without that, target CPA and tROAS bidding are optimising towards the wrong thing with total confidence. Lead quality is a tracking problem far more often than a traffic problem.
Then we scale deliberately: Google Search Ads for lead generation, Google Shopping and Performance Max for eCommerce PPC, remarketing and YouTube ads to recover the people who left, Meta ads management and Microsoft Ads where the audience justifies it. Budget pacing, bid adjustments, geo-targeting, dayparting and audience segments get reviewed weekly, against cost per acquisition and ROAS — not against impressions.
Already running Google Ads? Give us read-only access and we will show you the three biggest sources of wasted spend in your account, free.
Campaign structure built around buying intent — exact and phrase match keywords, tight ad groups, responsive search ads and ad extensions (sitelinks, callouts, call extensions) written to lift click-through rate and quality score.
Merchant Centre feed setup and product feed optimisation, Shopping campaigns and PMax asset groups segmented by margin and bestseller, with search theme and brand exclusion control so PMax does not just rebuy your own brand traffic.
Remarketing lists and RLSA, display network prospecting, and YouTube in-stream campaigns to recover cart abandoners and researchers — the cheapest conversions in most accounts.
Meta ads management across Facebook and Instagram with lookalike and custom intent audiences, plus Microsoft Ads (Bing) where the audience is older, B2B or high-ticket and the cost per click is lower.
Google Tag Manager, GA4 events, call tracking, offline conversion import from your CRM, attribution model selection and auction insights reporting — so Smart Bidding optimises towards revenue instead of form fills.
Ads send traffic; landing pages decide what it is worth. Dedicated landing page design, message match with the ad, A/B testing and CRO work that lowers cost per acquisition without touching the bid.
Clinics, contractors, consultants and showrooms that close on the phone — geo-targeting, call extensions, call tracking and dayparting so the budget runs when someone can answer.
Google Shopping, Performance Max and remarketing managed against ROAS and margin, with product feed optimisation and bestseller segmentation rather than one campaign for everything.
Long sales cycles where a form fill is not a sale. Offline conversion import, lead quality scoring and Microsoft Ads alongside Google, measured on pipeline rather than clicks.
Separate budgets, geo-targeting and bid adjustments per location, with impression share and auction insights reported branch by branch instead of one averaged number.
Spending on ads but unsure what they return? We will audit the account and tell you the real cost per acquisition — even if the answer is to pause and fix tracking first.
Search terms report, keyword match types, campaign structure, quality score, impression share and conversion tracking reviewed. You get the wasted-spend figure in rupees and a fix list, before any contract.
Google Tag Manager, GA4 and call tracking configured and tested, offline conversion import mapped from your CRM, then campaigns and ad groups rebuilt around buying intent and budget pacing.
Responsive search ads and ad extensions live, Smart Bidding set to target CPA or tROAS once there is data, and weekly negative keyword and bid adjustment work on real search terms.
Monthly reporting on cost per acquisition, ROAS and lead quality, A/B testing on ads and landing pages, and budget moved towards what converts — with a call to walk you through it.
The reports look busy: impressions up, clicks up, click-through rate up, a chart of keyword positions. Nowhere in them is the number the business actually runs on — what a customer cost and what they were worth. Meanwhile the ad account sits inside the agency’s own manager account, the historical data belongs to them, and leaving means starting from zero conversion history and relearning Smart Bidding from scratch.
We work the other way. The Google Ads, Merchant Centre and Meta accounts are created in your name and we are linked as a managed account, so your data and campaign history stay yours whenever you leave. Management fees are stated separately from ad spend, with no markup on media and no commission hidden inside the invoice. Reporting leads with cost per acquisition and ROAS, and every month names what we changed and why.
Our PPC management fee starts at ₹20,000 per month for a single-channel account and rises with spend and complexity; larger eCommerce and multi-location accounts are quoted as a percentage of ad spend. The fee is always separate from your budget — we never mark up media or take a hidden commission.
For most local lead generation, ₹30,000–₹50,000 a month gives Smart Bidding enough conversion data to learn. eCommerce PPC with Google Shopping usually needs ₹75,000+ to gather meaningful data across products. Below that, we would rather tell you to fix tracking and landing pages first.
Traffic arrives the day campaigns go live, but the first 2–4 weeks are a learning phase while conversion data accumulates. Expect cost per acquisition to settle by week 6–8, and meaningful improvement in quality score and ad rank over the first quarter.
You do. We create the Google Ads, Merchant Centre and Meta accounts in your name and link them to our manager account. If you leave, the campaign history, conversion data and audience lists stay with you — nothing has to be rebuilt.
Google Ads buys visibility today and tells you within weeks which keywords actually convert; SEO compounds slowly but keeps paying after you stop. Most businesses run ads first, then use that search terms data to direct the SEO plan. They work best together.
More advertisers in the auction, and often a slipping quality score. Ad rank is not just bid — click-through rate, ad relevance and landing page experience all feed it. Improving those is what lets you hold position while paying less per click than competitors.
Usually yes, but not alone and not unsupervised. PMax works best with a clean Merchant Centre feed, asset groups split by margin, brand exclusions in place and a standard Shopping or Search campaign running alongside — otherwise it takes credit for brand traffic you already owned.
Both, and we would rather do both. Landing page experience affects quality score and cost per click directly, and most accounts gain more from message match and conversion rate optimisation on the page than from another round of bid tweaks.
Give us read-only access and within 48 hours you will have a written audit: wasted spend in rupees, the search terms draining it, what your conversion tracking is really recording, quality score and impression share problems, and the three fixes worth making first. Yours to keep, whether we work together or not.
