Google Ads,
run as a
science.
Search, Performance Max, AI Max, Demand Gen, YouTube — all run by senior buyers who treat the account like a P&L. Account architecture, server-side measurement, and a weekly creative iteration rhythm that compounds spend into pipeline.
Google Ads is now AI-bid, AI-targeted, AI-served.
Targeting got commoditized. Bidding got automated. What separates the accounts that grow from the ones that plateau is now creative quality, signal hygiene, and structural decisions made before a dollar gets spent. We've been building accounts for this era since AI Max went GA — and the playbook keeps evolving every month.
AI Max for Search
Google's 2025 Search upgrade — broad match on rails, asset variation at scale, AI-generated landing-page matching. We deploy AI Max with the audience guardrails and brand exclusions most accounts skip.
Performance Max without leaks
Segmented asset groups, brand exclusions, audience signals built from past converters, and server-side conversion measurement. P-Max done well — not the lazy auto-onboard setup that bleeds budget.
Demand Gen + YouTube
Top-of-funnel discovery on YouTube, Gmail, and Discover. Vertical-video creative produced in-house, audience layering off first-party data, and downstream conversion lift measurement.
What's actually included.
The line items in the SOW. Every engagement ships these. No "additional fees" surprises after kickoff.
Account audit & rebuild
Six months of history reviewed. Campaign structure, audience layering, conversion taxonomy, bid strategy diagnostics. Rebuild plan with priority order.
Campaign architecture
Segmented by intent, funnel stage, margin tier, audience type. Branded protected, generics structured, P-Max asset groups split sensibly. Single coherent system.
Creative production
12–15 RSA headlines/campaign, 15+ asset images for P-Max, 5 short videos for YouTube/Demand Gen. Refreshed every 2–3 weeks against creative fatigue signals.
Server-side conversion tracking
Server-side GTM container, Enhanced Conversions, GA4 server hits, offline conversion import for B2B. Recovers 20–40% of conversions Smart Bidding never saw.
AI Max & Smart Bidding
Target CPA, Target ROAS, Maximize Conversion Value — picked deliberately per campaign with portfolio strategies where they earn it. Algorithmic, not auto-pilot.
Landing page collaboration
Page-level CRO audits, message-match scoring, post-click experience input. Either we build it (with the web team) or you build it (with our brief).
Weekly iteration
Monday review, mid-week implementation, end-of-week reporting. Every week the account moves — new tests, audience layers, budget reallocations, fatigue refreshes.
Cross-platform scaling
When ROAS holds at scale, we expand: Meta Ads, LinkedIn for B2B, Microsoft Ads where the demographics support it. Coordinated, not siloed.
Monthly P&L review
Two-page written doc. Brand vs non-brand, contribution margin, incrementality where measurable, what we shipped, what's next. Real numbers, not vanity dashboards.
Architecture. Creative.
Measurement. Iteration.
— Architecture
Build the account once, properly.
Campaign segmentation, audience layering, conversion taxonomy, bid strategy. Get this right and optimization compounds. Get it wrong and no amount of tactical tweaking saves the spend.
— Creative
Ads people actually click.
Targeting is now a Google decision. Creative is the lever you still control. RSA testing at volume, P-Max asset systems, YouTube short-form video — refreshed on a 2–3 week cadence.
— Measurement
Real attribution, not GA4 defaults.
Server-side GTM. Enhanced Conversions. Offline import for B2B. The measurement infrastructure that survives ITP, ad blockers, and consent banners — and gives Smart Bidding signal to optimize on.
— Iteration
A weekly experimentation rhythm.
Monday review → mid-week implementation → end-of-week reporting. The account compounds because it never stops moving. Most accounts plateau because they got comfortable. We're not comfortable.
The stack we run.
Sixteen tools we operate on your behalf. Licensed by us, folded into the retainer — you don't pay separately.
Where we've scaled spend.
Vertical experience matters more in paid than in SEO — the auction dynamics, creative codes, and conversion benchmarks are different in every category.
Long sales cycles, offline conversion import, account-based remarketing.
Shopping campaigns, P-Max with segmented asset groups, contribution-margin bidding.
Compliance-aware creative, restricted-vertical experience, regulated landing pages.
HCC-restricted categories, Personalized advertising compliance, telehealth funnels.
Local Services Ads, call-conversion bidding, multi-location budget allocation.
Lead-quality bidding, CRM-driven offline conversions, broker-network budgets.
Application-cycle pacing, geo-targeted course funnels, enrollment-stage bidding.
Seasonal bid models, geo-grid expansion, booking-window attribution.
How we onboard.
Two-week onboarding from audit to relaunch. Then a weekly cadence that runs for the life of the engagement.
Account audit
6 months of history. Structure, measurement, creative, audience signals. Prioritized rebuild plan.
Week 1Restructure & relaunch
Campaign rebuild, server-side tracking deployed, fresh creative inventory, new bid strategies live.
Week 2Weekly iteration
Mon: review · mid-week: implement · Fri: report. New tests, audience layers, creative refresh.
Weeks 3+Quarterly scale
Channel expansion, budget reallocation, strategy reviews against full marketing portfolio.
QuarterlyPricing, transparently.
Flat monthly retainers — no percentage of spend, no incentive to grow your budget unnecessarily. Three tiers by account size and scope.
The Builder
For accounts spending $5K–25K/month on Google Ads. Single platform, full architecture.
- Google Ads only (Search, P-Max)
- Account audit + rebuild
- Server-side tracking
- Weekly iteration cadence
- Monthly written report
- 1 strategy call/month
The Operator
For accounts spending $25K–150K/month. Multi-campaign-type, full creative production, offline conversion import.
- Google Ads (all types) + Microsoft
- YouTube + Demand Gen
- P-Max with segmented assets
- Creative production (in-house)
- Offline conversion import
- Bi-weekly strategy calls
- Quarterly business reviews
The Portfolio
For accounts $150K+/month, multi-platform, multi-market. Dedicated senior buyer + embedded ops.
- Everything in The Operator
- Meta Ads + LinkedIn included
- Dedicated senior buyer
- Custom attribution architecture
- Daily reporting access
- Embedded Slack channel
- On-call account ops
Polara Wellness scaled Google Ads spend from $12K to $140K/month while holding 6.8x ROAS.
Most agencies babysit dashboards. We operate accounts.
The most common Google Ads failure isn't bad tactics — it's bad structure. We've audited hundreds of accounts. The pattern is always the same: the foundation was set up in a hurry, never revisited, and is now leaking 20–40% of the spend without anyone noticing because the dashboard still says "spend up, revenue up."
We rebuild the foundation in week two. Server-side tracking goes live the same week. Then the weekly cadence starts — and the account moves every Monday.
No percentage-of-spend pricing. Flat retainers. We don't have an incentive to grow your budget if growing your budget isn't the right move. We'd rather hold spend at a 7x ROAS than chase scale at a 2x.
And — Aftab Khan (co-founder, Google Ads certified, former practitioner across $40M+ in lifetime managed spend) sits inside every account. The senior brain isn't a sales pitch. It's the operator running your campaigns on a Wednesday afternoon.
The real questions.
Depends on contribution margin, LTV, and category. A 2x in a 70%-margin SaaS business is excellent; a 6x in a 15%-margin commodity ecom business might be losing money. We benchmark against your margin, not industry averages.
Usually yes — but not the way Google's onboarding wizard sets it up. P-Max needs segmented asset groups, brand exclusions, deliberate audience signals, and server-side measurement. Lazy P-Max is the fastest way to set fire to a budget.
Live on every account where it earns its place. AI Max amplifies what's underneath it — if your account structure is solid and the creative inventory is rich, it scales. If they aren't, it accelerates the leaks. We turn it on after the rebuild, not before.
No. Flat monthly retainers. Pricing scales with account complexity, not with how much we'd love to grow your budget. We hold a 7x ROAS at moderate spend rather than chase a 2x at scale.
Two weeks: audit week one, rebuild week two. Server-side tracking deploys same week. Weekly cadence starts Monday of week three.
Yes — Meta Ads is its own service (see here). LinkedIn comes bundled in The Portfolio tier. Multi-platform coordination is one of the highest-leverage things a senior buyer can run.