Google Ads — Capability 01
Be there when they're looking.Then make them look harder.
Search, Shopping, Performance Max and remarketing built around profitable customer acquisition rather than vanity metrics.
The approach
How we run accounts.
Nine inputs, one compounding loop. Change the inputs and the output changes — everything else is hope with a budget attached.
Search intent mapping
Keyword architecture
Negative keyword strategy
Product segmentation
Audience signals
Creative assets
Conversion tracking
Budget allocation
Profitability analysis
Where we operate
Every surface intent shows up on.
Search
Intent capture with tight match-type control and copy that pre-qualifies clicks.
Shopping
Feed-first merchandising: clean titles, correct attributes, margin-aware segmentation.
Performance Max
Structured asset groups, brand exclusion logic and listing groups the algorithm can actually optimize.
YouTube
Demand creation with hooks built for the skip button — measured beyond view counts.
Remarketing
Sequenced messaging for a decision cycle that lasts longer than a cookie window.
Feed strategy
The least glamorous, highest-leverage work in Shopping. Inputs before bids.
Tracking
Server-side hygiene, offline conversion imports, and events that fire exactly once.
Optimization
A weekly cadence of search-term pruning, bid architecture and budget reallocation.
What we actually look at
The numbers that earn the budget.
Spreadsheet enthusiasts live here.
Your account audit takes three days.
The excuses take longer.
We'll map what's broken, what's leaking and what's worth scaling.