Ad spend that earns its place — measured against leads and revenue, not clicks.
The most common PPC problem we inherit from previous agencies is missing or broken conversion tracking. Campaigns are running, budgets are spending, but the account has no idea which clicks are generating real business outcomes. Without accurate conversion data, Google's algorithm cannot optimise effectively, bids are set based on guesswork, and the client has no real evidence that the ad spend is working.
Before we restructure or launch any campaign, we rebuild the conversion tracking layer from scratch. This means verified Google Tag Manager implementation, confirmed GA4 event firing, Google Ads conversion import checked against transaction data, and phone call tracking where relevant.
Once the measurement is correct, we build campaigns around intent. Google Search ads are structured around tight, specific keyword groups that match precisely what a buyer searches for just before they make a decision. Google Shopping campaigns are segmented by product margin and competition rather than just category. Retargeting ties the funnel together — different creative and offers for people who visited the pricing page versus those who only saw the homepage.
Ceramiche Cilento achieved 8.4x ROAS from a Google Shopping campaign built around their premium hand-painted ceramics — targeting gift buyers and interior designers across Italy and Germany.
A Salerno professional services firm reduced cost-per-lead from €94 to €31 in 4 months by restructuring Google Ads from broad-match to exact and phrase match, with dedicated landing pages for each service.
