Recurring management is billed from the day the brief is filled in until the first of the next month, or until you pause the campaign. A project opened on 17 March is billed from 17 March to 1 April, fifteen days. Collect the client's details before you open the project, so the work can start as soon as it is loaded.
Google Ads
Google AdsWe run Google Ads.
Search, Display, Shopping, video, local, call-only, app, Performance Max, and Smart campaigns, under your agency's name. The ads show when people search for what your client sells, and across the Display network and YouTube. Your client pays the ad spend in their own Google Ads account. Search can also be upgraded with AI Max.
The campaigns your agency can sell
The work behind them is planning, keyword research, audiences, ad creation, and ongoing optimisation. The campaign follows the goal: sales, leads, calls, bookings, app installs, or a visit to a shop.
- 01
Search Ads
Text ads on Google's results pages. They suit a client who wants more sales or more leads, shown against the searches that match what they sell. AI Max, in the section below, is the upgrade that matches beyond a fixed keyword list.
- 02
Display Ads
Image or video ads on the Google Display Network, in Gmail, and on YouTube: the sites and apps in that network. Use them when the message has to travel beyond the search results.
- 03
Retargeting Ads
Display ads for people who have already shown interest, such as a visit, and have not taken the next step. The ads follow them around Google and ask for that action again.
- 04
Shopping Ads
For clients who sell products. The ad shows a product image, a short description, and the price, drawn from the product data rather than from keywords.
- 05
Video Ads
Video on YouTube and on Google partner sites and apps, for awareness or for sales. We set these up with the video you or your client provide.
- 06
App campaigns
For a client who needs more app installs. App campaigns place ads across Google, including Search, YouTube, and Discover.
- 07
Local Search Ads
For a shop, a premises, or a service that works in one area. The ads show on Google and Google Maps when someone nearby searches. From there they can call or visit.
- 08
Call-only Ads
One click or tap places the call. They suit reservations, bookings, and any job where the next step is the phone.
- 09
Performance Max
One campaign across Google's inventory. Google's published figure is about 18% more conversions at the same cost per action. We set it up and manage it when the brief asks for it. That figure is Google's, not a promise for one account.
- 10
Smart campaigns
A campaign type that uses Google's AI to streamline setup and day-to-day management, when a simpler run is what the brief asks for.
AI Max for Search
An upgrade on a Search campaign. Google's real-time AI layer writes the ad for the query and sends the person to the page that answers it. Brand limits stay in place. You do not take on the manual work.
Smart search matching
We expand past a hand-built keyword list. Google's keywordless matching reads the landing pages and can pick up relevant, high-intent searches the list would miss.
Dynamic copy
Generative AI writes headlines and descriptions for the search in front of the person, so the ad can match what they typed.
Final URL expansion
The click goes to the page on the site that best answers the query, rather than one URL for every search.
Brand and page limits
Brand exclusions keep ads off competitors and irrelevant terms. URL rules send traffic to the pages that convert, and block pages such as a privacy policy or a login.
How it runs
From the brief to a live account, in four steps
You approve the ads before they go live. The monthly report comes back with your agency's name on it.
The management fee and the ad budget are separate
Ad spend is not the management fee. The client adds their billing inside the Google Ads account. When the daily budget is used up, the ads stop showing. A daily budget of $20 spent in the morning can mean no ads for the rest of that day.
What we do, and what we need from you
The campaign waits when the brief, the approval, or the client's billing is late. This is the split.
| Task | Your agency |  |
|---|---|---|
| We take the brief in the portal and research the client's industry before the ads are built. | ||
| If an account is already live, we audit it and recommend optimisations and new campaigns. | ||
| We open a Google Ads account when there is not one, and choose campaign types that match the goals in the brief. | ||
| We define audiences from search terms, demographics, locations, interests, and online behaviour. | ||
| We write the ads, including copy and visuals, and add extensions such as sitelinks, calls, and locations. | ||
| We choose keywords for different stages of the buying cycle, and we add negatives so the ads skip irrelevant searches. A premium product should not match cheap or free. | ||
| We look at competitors and structure the campaigns, including around key sale days when the brief names them. | ||
| We send keywords, copy, extensions, and banners through Basecamp for your approval, then apply what you approve. | ||
| We set up conversion tracking for purchases and calls, then test bids and ad versions while the campaign is live. | ||
| We work on Quality Score through ad relevance and the landing page, so the cost per click and the placement can improve. | ||
| We run remarketing for people who showed interest and did not convert. | ||
| Each month we send a white-label report and adjust the campaigns from your feedback. | ||
| Set and manage your client's expectations. | ||
| Work with us so we have everything the brief asks for. | ||
| Fill in the brief completely, and on time. Billing for management starts when the brief is filled in. | ||
| Website access, the Google account, the budget, the locations, and the action you want people to take. | ||
| Review, adjust, and approve the campaign content in time. Late approval holds the setup. | ||
| Send the report on to your client. | ||
| When a recommendation needs a change on the website, take that to your client and pass their feedback back to us. |
How AI Max is run
We send a brief for the seeds the AI needs: website access, a baseline budget, the target geographies, and the conversion actions it should prioritise. Then we build the Search framework: responsive search ads, brand exclusions, the landing pages to use, and conversion tracking, so each decision is measured from the first day.
While it runs we remove weak AI headlines, audit the queries, and keep the negative keywords current. Each month you get a report in your agency's brand, with conversion lift and cost per acquisition. Match-source reporting separates your keywords from the searches the AI matched. The same setup is the path off Dynamic Search Ads, which are being retired. Ad spend stays separate from the management fee.
Start with an audit when the ads are not paying back
A website audit looks at the site and the landing pages the ads point to: design, how people move through them, and conversion, including slow load times and navigation that gets in the way. It is the right first step when a client wants an estimate before spending. An account audit looks at structure, ad groups, keywords, and bids, and names what to change. Around that we research the industry, the competitors, and the audiences.
The same audit is a way to open a sales conversation. You can offer a first meeting on their goals and how Google Ads would sit next to what they already do, a plain-language walkthrough of how an ad shows in search, or a review of an account that is already spending and missing the people it should reach.
Delays on your side hold the timeline
If the intake form is missing or only partly filled in, we cannot set the campaign up on the agreed date. If a message in Basecamp sits unanswered, the action it asks for waits. If approval of the ads, or of a recommendation, is late, we cannot put the next test or the next change live.
The ads themselves also stop when the budget is spent or the campaign ends. That limit sits in the Google Ads account, not in the management. A small daily budget used up early in the day means the ads can be absent for the rest of that day.
When the campaign has done its job
For lead generation, the next gain is usually the landing page: a clearer call to action and an easier path, so more of the clicks convert. If the goal was traffic, we can test landing page layouts and messages against each other. Search work can then build organic visits that do not stop when the daily budget runs out.
Remarketing on social is the follow-up for people who visited and did not act. Blog posts, email, and social keep the same offer in front of them after the click. Those are separate orders. We do not start them inside the Google Ads fee.
Agencies often add these extra services
From the blog
Notes that sit next to this work. All notes
Paid Media
Fixing Underperforming PPC Campaigns
A systematic checklist for diagnosing and fixing underperforming PPC campaigns, plus a client management protocol for paid media.
2 min read
Paid Media
Improving Google Ads Quality Score
What Google Ads Quality Score measures and how better ad relevance, landing pages and expected CTR lower costs and improve ad positions.
2 min read
Paid Media
Performance Max: When to Use It
What Performance Max campaigns are, when they work well, when to be cautious and how to set them up for better results.
2 min read
Frequently asked questions
Agencies that want to offer Google Ads under their own name: new accounts, and accounts that are already spending.
Ready to run Google Ads under your name?
You keep the client. We plan, build, and manage the campaigns, and the monthly report is white-label. Ad spend stays in your client's Google Ads account.