What you get each month
- Daily checks on budget pacing, search terms, disapprovals and conversion data.
- Account changes prepared with the evidence for each one, inside the approval rules you set.
- A change log you can read without logging into Google Ads.
- A regular report on spend, qualified outcomes and what happened after each decision.
One decision, start to finish
In this illustrative example, your account spends money on a search term that brings clicks but no customers. Here is how that decision moves through the process.
- The daily search term check flags a term with rising spend and no qualified leads in the CRM.
- We pull the evidence. The clicks, the cost, the leads it produced and what sales said about them.
- We prepare the change, adding the term as a negative keyword at the right level, and record why.
- If the change is inside the limits you agreed, it goes live. If it isn't, it waits for your approval.
- Two weeks later we check what happened to spend and lead quality, and note the result in the change log.
What gets reviewed
Budget pacing
Is the account on track to spend what you planned this month, and is spend landing on the campaigns that matter? This supports decisions about shifting budget between campaigns.
Search terms
Which real searches triggered your ads and whether they match what you sell. This supports negative keywords, new keywords and match type changes.
Disapprovals and policy issues
Ads or assets that have stopped serving. This supports quick fixes before a campaign quietly loses volume.
Conversion quality
What counts as a qualified lead for your business, agreed with you up front. A form fill and a sales-ready enquiry are different things. This supports bidding toward the outcomes you actually want.
If the conversion data itself looks unreliable, we will say so and recommend a GA4 and GTM audit before making bidding decisions on it.
How an account change reaches production
Every recommendation has the same four parts.
- The recommendation. What to change, in plain terms.
- The evidence. The data that supports it and the date range it covers.
- The approval boundary. Whether it falls inside the limits you set or needs your sign-off. You decide where that line sits, for example any budget change over a set amount.
- The follow-up check. When we will look again and what we expect to see.
Our checks are supported by tooling like Paid Search Copilot, which drafts recommended changes for a person to review before anything reaches the live account. A person makes every final call.
What the report tells the budget owner
The report is written for the person who signs off on spend.
- Spend. What was spent, by campaign, against plan.
- Qualified outcomes. Leads or sales that meet your agreed definition, not just platform conversions.
- The change log. What we changed, why and what happened next.
Costs are kept separate so nothing is hidden.
- Media budget. What you pay Google directly.
- Management fee. What you pay us to run the account.
- Implementation. Any one-off work such as tracking fixes or landing pages, scoped and priced separately.
If you need a reporting system that pulls Google Ads together with GA4 and CRM data every week, that is a separate build. See marketing reporting automation.