Should we use Performance Max?

Sometimes. Performance Max can work well when you have strong conversion data and clean feed quality, and it can quietly absorb budget into low-intent placements when you do not. We generally establish performance on search campaigns first so there is a benchmark to judge it against, rather than starting with the least transparent campaign type.

Why is our cost per click rising?

Usually some combination of increased competition, falling ad relevance, or bidding that has drifted toward broader, more expensive queries. The first place we look is the search terms report — most accounts we audit are paying for a meaningful share of queries they would never choose to bid on deliberately.

Do you rewrite our landing pages?

We will tell you when the landing page is the problem, which it often is, and we can build it. Ads cannot compensate for a page that loads slowly or asks the wrong question. Where scope allows we align the page to the ad promise, because that alignment affects both conversion rate and the quality signals that set your click cost.

Google Ads

Google Ads Management: Every Click Bought Deliberately

Q: Can you audit our existing account before we commit?

Yes, and we would rather you started there. An audit covers structure, wasted spend, tracking accuracy, search term quality and quick wins. You keep the findings whether or not you go on to work with us.

Vedixx manages Google Ads across Search, Shopping and Performance Max. We fix conversion tracking first, rebuild structure so budget follows intent, cut the queries you never chose to buy, and report against a cost per acquisition target agreed before spend scales.

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What does a Google Ads agency manage?

A Google Ads agency manages campaign structure and keyword strategy, ad copy and asset testing, bidding and budget allocation, negative keyword management, landing-page alignment, conversion tracking, and revenue reporting. For e-commerce accounts it also manages the Merchant Center product feed, which frequently affects Shopping performance more than bid adjustments do.

What's included

Account audit

Structure, wasted spend, tracking accuracy, search term quality and quick wins, documented as findings you keep whether or not we go further.

Search campaign management

Match types, ad groups and bidding built around commercial intent, with an active negative keyword programme rather than a one-off list.

Shopping & Merchant Center

Feed titles, attributes and structure optimised. On most e-commerce accounts the feed moves performance further than bid changes do.

Performance Max, used deliberately

Run with asset group discipline, exclusions and brand separation — and only once search performance gives a benchmark to judge it against.

Ad testing

Responsive search ad assets tested systematically, with pinning where message control matters and enough volume per variant to conclude anything.

Conversion & revenue tracking

GA4, Google Tag Manager and offline conversion import so long sales cycles optimise toward closed deals rather than form fills.

How we take over a Google Ads account

Search terms come before bidding for a reason. Almost every account we audit is paying for a meaningful share of queries the owner would never choose to bid on deliberately.

1
Verify tracking
Confirm conversions fire once and match what the business counts as a sale. Bad data makes every later decision wrong.
2
Read search terms
Find the queries actually being bought. This is where wasted spend hides, and it is usually substantial.
3
Restructure
Rebuild campaigns so budget follows intent, with negatives and exclusions applied from the start.
4
Test assets
Ad copy, extensions and landing pages tested against the target rather than tweaked by instinct.
5
Scale to target
Budget moved toward what clears the agreed CPA, with losers paused rather than nursed.

Where it pays for itself

Wasted spend in broad match

The problem: Broad match and automated bidding have widened the account into loosely related queries. Click costs rise and conversion rate falls.
What we build: A full search terms audit, an active negative keyword programme, and match type discipline reintroduced where control matters more than reach.
The result: Spend concentrated on queries with genuine commercial intent.

Shopping underperforming on a good catalogue

The problem: Products are competitive but Shopping impressions are low and the wrong items get the budget.
What we build: Merchant Center feed work — titles, attributes, categories and disapprovals — plus campaign structure that separates products by margin and priority.
The result: Impressions and budget move toward the products worth selling.

Performance Max absorbing the budget

The problem: A single Performance Max campaign has consumed most of the account, largely reporting branded conversions that would have arrived anyway.
What we build: Brand exclusions, asset group restructuring, and a controlled comparison against search campaigns so incremental value is visible.
The result: A clear view of what Performance Max is genuinely adding.

B2B optimising toward the wrong signal

The problem: The account optimises toward form fills. Most of those leads never qualify, so cost per lead looks good and pipeline does not move.
What we build: Offline conversion import from the CRM so Google optimises toward qualified opportunities and closed revenue instead of submissions.
The result: Bidding aligned to deals rather than to form completions.

How it works

1
Audit before changing anything
Understand what the account is doing and why before touching it. Aggressive first-week changes destroy conversion history and reset learning for no good reason.
2
Fix measurement
Conversion accuracy, attribution settings, and agreement between the platform and your CRM about what counts as a sale.
3
Cut waste
Negative keywords, placement exclusions and pausing what has spent meaningfully without converting.
4
Rebuild structure
Campaigns organised by intent and margin, with budget priority made explicit rather than implied.
5
Test and scale
A steady testing cadence on assets and landing pages, scaling budget only into what clears the target.

Typical timeline

Phase	Duration	What you get
Audit	3–5 days	Documented findings on structure, waste, tracking and search term quality.
Tracking fixes	3–7 days	Verified conversion setup, GA4 and Tag Manager corrected, offline import where relevant.
Restructure	1–2 weeks	Rebuilt campaigns, negatives, bidding strategy and initial ad tests live.
Learning period	2–4 weeks	Sufficient conversion data for stable automated bidding and early judgements.
Optimisation	Ongoing	Testing cadence, feed maintenance, budget reallocation and revenue reporting.

Search campaigns vs Performance Max

Performance Max is not a replacement for search, and treating it as one is a common and expensive error. They answer different questions and offer very different levels of control.

	Search campaigns	Performance Max
Control	High — keywords, match types, negatives, bids.	Low — asset groups, signals and exclusions only.
Transparency	Full search terms visibility.	Limited reporting on where spend actually went.
Data requirement	Works from a standing start.	Needs meaningful existing conversion volume to behave well.
Common failure	Broad match drifting into irrelevant queries.	Absorbing branded traffic and reporting it as incremental.
Best used	As the foundation and the benchmark.	As an addition, once search gives you something to compare against.

Technologies we build on

Campaign types

Search
Shopping
Performance Max
Demand Gen & Display

Measurement

GA4
Google Tag Manager
Enhanced conversions
Offline conversion import

Feeds

Google Merchant Center
Feed rules & supplemental feeds
Attribute optimisation
Disapproval resolution

Reporting

Looker Studio
Search terms analysis
Auction insights
Budget pacing

Systems we connect

Google AdsGoogle Merchant CenterGA4Google Tag ManagerShopifyWooCommerceHubSpotSalesforcePipedriveLooker StudioCall tracking

Who this is for

E-commerce

Shopping and Performance Max, where feed quality usually beats bid tuning.

B2B & SaaS

Offline conversion import so bidding follows qualified pipeline, not form fills.

Professional services

High-value leads where one conversion justifies an expensive click.

Local services

Geo-targeted search and call tracking where the phone is the conversion.

Healthcare

Regulated verticals with policy constraints on claims and targeting.

Education

Sharp intake seasonality requiring aggressive budget pacing.

What drives the cost

Management fees are quoted against scope, not as a percentage of your budget — so cutting wasted spend never costs us money. Media budget is paid directly to Google under your own billing.

Campaign types running

A single search campaign is very different work from search, shopping, Performance Max and Demand Gen running together.

Catalogue size

Feed management effort scales with product count, variants and how often the catalogue changes.

Geographies and languages

Each market adds structure, copy, negatives and reporting rather than simply duplicating the last one.

Tracking complexity

Offline conversion import and CRM revenue matching are worth doing once, and they are integration work.

Account condition

A neglected account takes more work in the first month than a well-maintained one takes in six.

Landing page needs

If pages must be built or rebuilt, that is scoped alongside campaign management rather than assumed within it.

Google Ads audit

Structure, waste, tracking and search term findings, documented and yours to keep.

Build or rebuild

Tracking and campaign structure created or reconstructed, then handed over or managed.

Ongoing management

Continuous optimisation, feed maintenance, testing and reporting.

What you end up with

A search terms report you would be comfortable reading line by line
Conversion tracking that matches what finance counts as a sale
Budget concentrated on commercially relevant queries
Performance Max measured against search rather than assumed
Feed issues resolved before bids are blamed
Account ownership and conversion history retained by you

Key takeaways

Audit before optimising. Aggressive first-week changes reset learning and destroy conversion history for no gain.
The search terms report is the fastest route to finding wasted spend in almost any account.
On e-commerce, Merchant Center feed quality usually moves performance more than bid adjustments.
Run Performance Max only once search gives you a benchmark, and always with brand exclusions.
For B2B, import offline conversions or the platform will optimise toward leads that never qualify.

Related services

PPC & Paid Ads

Paid acquisition measured on profit, not clicks.

Facebook & Meta Ads

Creative-led acquisition with real attribution behind it.

AI Automation

Automations that keep running after the engagement ends.

SEO Services

Technical, content and authority work as one system.

Web Development

Fast, maintainable sites that survive their own growth.

Ecommerce & CMS Solutions

Storefronts built to convert, on Shopify and WooCommerce.

FAQ

Questions? Answered.

Campaign structure and keyword strategy, ad copy and asset testing, bidding and budget allocation, negative keyword management, landing-page alignment, conversion tracking, and the reporting that connects spend to revenue. On e-commerce accounts it also covers the product feed, which is usually where more money is won than in the campaigns themselves.

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