Google Ads Consulting

Google Ads work starts with the account and the conversion signal. I look for the point where campaign structure, bidding logic and measurement stop matching the actual business goal.

Where I usually find leverage

• Conversion actions that should not be driving bidding
• Brand traffic hiding weak non-brand acquisition
• Search terms and campaign structure that waste budget
• Shopping or Performance Max segmentation that ignores product economics
• Budgets and targets being moved on blended account metrics
• Merchant Center issues affecting eligibility or campaign structure
• GA4 / GTM problems that make automated bidding learn from unreliable data

What I actually change

The output is not a generic audit deck. Depending on the account, that can mean rebuilding conversion actions, separating intent, restructuring Search, changing Shopping or PMax segmentation, cleaning query traffic, fixing Merchant Center inputs or changing bidding only after the underlying signal is trustworthy.

How I validate decisions

I want a clear comparison window, a known primary conversion and enough segmentation to understand why performance moved. For ecommerce that usually means purchase value and product-level context. For lead generation it means separating raw leads from the actions that are actually useful to the business.