Search, Performance Max, and remarketing with offline conversions wired in. When Google knows which clicks became customers, it stops optimising for cheap leads and starts finding real ones.
Left alone, Google Ads optimises for whatever conversion you tell it to count. If that conversion is a form fill, Google gets very good at producing cheap form fills, and plenty of them will be tyre-kickers who never buy. You get a great-looking cost per lead and a sales team that is annoyed.
The fix is to tell Google the truth about what happened next. We import offline conversions, so when a lead becomes a qualified opportunity or a closed sale, that signal goes back into the account. Google learns which searches and audiences actually produce revenue, and Performance Max in particular gets dramatically better once it is fed real outcomes instead of raw leads.
Add tight Search campaigns on high-intent terms and remarketing that brings back the people who were close, and you have an account that spends where the money is. Not where the clicks are cheapest.
Search, Performance Max, Shopping, and remarketing, all pointed at revenue and backed by conversion data that tells the truth.
Tightly themed campaigns on the terms your buyers actually type, with negative keywords that stop you paying for the wrong clicks.
PMax built and fed with real conversion data and quality assets, so it finds buyers across Google instead of burning budget.
Qualified leads and sales pushed back into Google, so bidding optimises for revenue rather than raw form fills.
Bring back the people who visited, viewed a product, or started a form but did not finish, at the moment they are ready.
Smart bidding tuned to your goals, with budgets steered toward the campaigns and terms that produce customers.
A clear read on spend, cost per qualified lead, and return, connected through croZap so the numbers hold up.
Fix the conversion signal, structure the account around intent, then let smart bidding do its job on good data.
We review campaign structure, conversion tracking, search terms, and wasted spend to see where money leaks.
We rebuild campaigns around intent and import offline conversions so Google optimises for real outcomes.
We refine keywords, negatives, assets, and bids weekly, moving budget to what produces customers.
Monthly reporting ties spend to qualified leads and revenue, with a plain read on next moves.
Offline conversions let you send Google what happened after the click, like a lead becoming qualified or a deal closing. This matters because Google optimises toward whatever you count as a conversion. If it only sees form fills, it finds cheap form fills, including junk ones. Feed it real sales and it learns which clicks lead to money, which is where the big efficiency gains come from, especially in Performance Max.
Usually both, doing different jobs. Search captures people actively looking for what you sell, which is the highest intent traffic there is. Performance Max expands reach across Google once it has good conversion data to learn from. The mistake is running PMax with weak data and no structure, where it quietly wastes budget. We set the foundation first, then use each where it is strongest.
This is the classic form-fill trap. Google is optimising for the cheapest conversions, and cheap often means low intent. The fix is to change what Google counts: import qualified leads and sales as the conversion, so it optimises for quality instead of quantity. Your reported cost per lead may rise, but the leads get better and cost per customer drops.
Yes. For product businesses we set up and manage Google Merchant Center and Shopping or Performance Max feeds, including feed quality, which has a big effect on how much you pay and how often you show. Clean product data is half the battle in Shopping.
It depends on how competitive your keywords are and how many conversions Google needs to optimise. Some niches need more to gather signal, some less. On the first call we look at your goals and the cost of your terms, then give you an honest read on whether the budget can hit the target before you commit.
Free audit of your account, conversion tracking, and wasted spend. We will show you what to fix and what it is worth.