Be there when they search.
Search, Shopping, Performance Max and YouTube, structured for control and trained on clean conversion data, so you capture high-intent demand at a cost that makes sense.
The usual problems, fixed properly.
Most Google Ads accounts run into the same handful of issues. Here is what changes when ivia takes over.
Most Google Ads accounts
- Broad match with no negatives, paying for irrelevant searches
- Brand searches swallowed by Performance Max and counted as new sales
- A messy Merchant Center feed full of disapproved products
- Smart bidding trained on page views or button clicks
- Monthly reports full of clicks, not revenue
With ivia
- Brand, non-brand and competitor campaigns separated for control
- Search terms reviewed and negatives added every week
- Feed titles, GTINs and images optimised in Merchant Center
- Bidding trained on real purchases or qualified leads
- Reporting on cost per acquisition and revenue
Everything in Google Ads.
When someone searches for your category, your brand or the problem you solve, you should be there. We structure Search campaigns for control, run Shopping and Performance Max with clean feeds and brand exclusions, and use YouTube to reach people before they search.
- Keyword and intent research with separate brand, non-brand and competitor campaigns
- Negative keyword management and search-term reviews every week
- Merchant Center feed optimisation: titles, GTINs, images, disapprovals
- Performance Max with brand exclusions and asset-group strategy
- YouTube and Demand Gen campaigns for reach and remarketing
- Enhanced conversions and smart-bidding targets set from real data
Our Google Ads playbook.
Audit & conversion check
Account structure, search terms, feed health and, above all, what each conversion action actually counts.
Keyword & intent map
Searches grouped by intent: brand, category, problem and competitor, each with its own budget and goal.
Build with guardrails
Search for control, Shopping and Performance Max with brand exclusions, YouTube where reach is needed.
Weekly search-term work
Negatives, bids and budgets reviewed every week; wasted queries and poor placements removed.
Feed & landing-page lift
Product feed and landing pages improved so the same clicks turn into more revenue.
Numbers that matter.
Targets are agreed in writing before launch, then reported every month in plain language, next to blended results across every channel you run.
Cost per acquisition
Spend ÷ conversionsMeasured on purchases or qualified leads only, never on page views or button clicks.
Impression share
Shown ÷ eligibleHow much of the available demand you actually appear for, and whether budget or rank is holding you back.
Non-brand ROAS
Revenue ÷ spend, excl. brandPeople searching your name would often find you anyway. Growth comes from category and problem searches.
Run your numbers.
Google Ads bid calculator
What you can afford to pay per click.
Max CPC = target CPA × conversion rate. Conversions = budget ÷ target CPA.
Good questions.
Still unsure? Ask Ivvy, our assistant, or message the team directly.
Usually both, with clear roles. Search gives control over exactly which queries you pay for; Performance Max can find extra conversions across Google's inventory. We run PMax with brand exclusions and a clean feed so it doesn't simply take credit for brand searches.
It depends on whether competitors bid on it and what it costs. Brand campaigns are usually cheap and protect your top result, but we report them separately so they don't flatter overall performance.
Yes. Merchant Center setup, feed optimisation (titles, attributes, GTINs, images) and fixing disapprovals are part of Google Ads management for e-commerce brands.
Yes. For lead gen we track qualified leads, not just form fills, and where possible import offline conversions from your CRM so Google optimises for leads that become revenue.
Read the playbooks.
Google Search vs Performance Max: When to Use Each
PMax promises reach across every Google surface; Search promises control. How to decide — and how to run both without paying twice.
→Tracking That Actually Works: Pixel, Conversions API, GA4 and Consent
Every optimisation decision sits on top of your tracking. The setup we use for Meta, Google and GA4 — and the mistakes we fix most often.
→ROAS vs MER vs CAC: Which Number Should Run Your Business?
Add up every platform's ROAS and they often claim more revenue than you made. The metrics that can't double-count — and how to use them.
→Better together.
Analytics & Tracking
GA4, Tag Manager, Meta Conversions API, Google enhanced conversions and Looker Studio dashboards: one honest view of what is working.
ExploreWebsites & Landing Pages
Fast, conversion-focused landing pages and websites, with A/B testing so the traffic you pay for actually converts.
ExploreSEO & Content
Technical fixes, keyword strategy, on-page optimisation and content that compounds, so you are not renting every visitor from an ad platform.
ExploreLet's look at
your Google Ads.
Start with a free, no-obligation audit. We'll show you what's working, what's wasting money, and what to fix first.