What should be included in Google Ads management?

Google Ads management ranges from proper, ongoing work to little more than switching a campaign on and leaving it. Here's what good management involves. Use it to check which one you're paying for.

Setup done properly

• Campaigns structured around your services and your margins
• Conversion tracking configured so enquiries get measured
• Sensible match types and a starting list of negative keywords
• Ad copy written for what people are searching for, not stuffed with keywords

Ongoing work that earns the fee

• Regular search term reviews to cut wasted spend
• New negative keywords added as irrelevant searches turn up
• Ad copy tests, with bids adjusted to cost per enquiry
• Landing page advice, so more of the clicks you pay for become enquiries

Reporting you can understand

Good reporting answers one question plainly: how many enquiries, at what cost? A report full of impressions and click-through rates that never mentions enquiries or cost per enquiry is measuring the wrong thing. Ask for the number that matters.

The tell-tale signs of neglect

Flat spend, with nothing changing month to month. No new negative keywords. No conversion tracking. Reports that never mention results. Sound familiar? You're paying for a login, not management.