Google Ads Management

Google Ads — also known as PPC (pay-per-click) or paid search — puts your business in front of people actively searching for what you offer. You pay only when someone clicks your ad, which makes it one of the most measurable marketing channels available. But the difference between a profitable PPC account and a money pit is how it is built, targeted, and optimised. StarkRank manages the full lifecycle of your Google Ads account — from keyword research and campaign structure through to bid management, creative testing, and performance reporting.

What campaign types do you manage?

We manage all Google Ads formats, each serving a distinct role:

• Search campaigns — Text ads triggered by keyword searches. The highest-intent channel: users are actively looking for your product or service. We structure campaigns around commercial intent tiers, not just keyword volume.
• Shopping campaigns — Product listing ads for e-commerce. We optimise product feeds, bidding, and segmentation to maximise return on ad spend per product category.
• Display campaigns — Banner and responsive ads across Google’s display network. Used for retargeting site visitors and building brand awareness at lower cost per impression.
• YouTube campaigns — Video ads for awareness and consideration. Effective for demonstrating products, building trust, and reaching audiences who are not yet searching.
• Performance Max (PMax) — Google’s AI-driven cross-channel format that serves ads across Search, Shopping, Display, YouTube, Gmail, and Maps from a single campaign. We set the guardrails (audience signals, creative assets, margin constraints) and govern the automation — ensuring PMax operates within your strategic boundaries, not just Google’s defaults.
• Demand Gen campaigns — Google’s visual discovery format for YouTube, Discover, and Gmail. Designed to reach users earlier in the funnel with engaging creative before they actively search. Effective for building awareness that later converts through Search or PMax.

How do you structure a Google Ads account?

Account structure determines performance. A poorly organised account wastes budget on irrelevant searches, shows the wrong ads to the wrong people, and makes optimisation nearly impossible.

We structure accounts around three principles:

1. Intent tiers — Campaigns are grouped by search intent (brand, high-intent commercial, informational), not just by product category. This ensures bid strategies and budgets align with conversion likelihood.
2. Tight ad group theming — Each ad group targets a focused cluster of closely related keywords with dedicated ad copy. This improves Quality Score, lowers CPC (cost per click), and increases ad relevance.
3. Negative keyword architecture — We build negative keyword lists at account, campaign, and ad group level to prevent budget leaking to irrelevant searches. This is the single highest-impact optimisation most accounts are missing.

What does ongoing optimisation look like?

We do not set up campaigns and check in monthly. Our optimisation cycle runs weekly:

• Smart Bidding governance — We configure and monitor Google’s AI bidding strategies (Target CPA, Target ROAS, Maximise Conversions) with appropriate guardrails. Smart Bidding performs best when fed high-quality conversion data — which is why we fix tracking before adjusting bids
• Bid adjustments — Based on device, location, time of day, and audience performance data
• Search term mining — Weekly review of actual search queries to add high-performing terms and negative keywords
• Ad copy testing — Continuous A/B tests on headlines, descriptions, and call-to-action variations to improve CTR (click-through rate) and conversion rates
• Landing page alignment — Ensuring the post-click experience matches the ad promise (coordinated with our Technical Web Design team when needed)
• Budget reallocation — Shifting spend from underperforming campaigns to those generating results

How do you track conversions and attribute revenue?

Accurate conversion tracking is non-negotiable. We audit and configure:

• Google Ads conversion tags for all key actions (purchases, leads, calls, form submissions)
• Enhanced conversions for improved match rates
• Google Analytics 4 integration for full-funnel visibility
• Offline conversion imports for businesses with long sales cycles (connecting ad clicks to CRM outcomes)

Without this foundation, every optimisation decision is guesswork. If your current tracking is incomplete, we fix it before making any campaign changes. For a comprehensive tracking review, see our Google Analytics Consultancy service.

Do you manage Microsoft Ads (Bing) as well?

Yes. Microsoft Ads (formerly Bing Ads) runs across Bing, Yahoo, DuckDuckGo, and — critically — Microsoft Copilot’s AI-powered search. For many businesses, Microsoft Ads delivers lower CPC and higher conversion rates than Google because the platform is less competitive, yet the audience skews professional and higher-income.

We manage Microsoft Ads alongside Google Ads from a single strategy. Campaign structures, keyword lists, and ad copy are adapted (not simply copied) between platforms. For B2B businesses especially, Microsoft’s integration with LinkedIn audience targeting makes it a valuable complement to Google.

How do you approach ad copywriting?

Ad copy is not an afterthought — it is the first thing a potential customer sees. We write ads that are specific, relevant, and aligned with the search intent behind each keyword group:

• Headline testing — We run structured A/B tests on headlines, rotating variations that address different angles (benefit-led, problem-led, urgency-led) to find what drives the highest CTR and conversion rate
• Description refinement — Clear value propositions and calls to action tailored to each ad group’s intent tier, not generic copy shared across campaigns
• Responsive search ads — We provide Google with a range of tested headline and description combinations, then monitor which auto-generated combinations perform best
• Landing page alignment — Ad copy promises are matched to landing page content so users find exactly what they expected. Misalignment is one of the most common causes of poor Quality Scores and high bounce rates

For businesses that need broader content support, our SEO Copywriting service covers website copy, landing pages, and editorial content.

What does reporting look like?

We report weekly, not monthly — because a month of unmonitored spend is a month of potential waste. Every report includes:

• Spend and performance summary — Where your budget went, what it generated, and how key metrics (CPA, ROAS, CTR) are trending
• Optimisation log — A documented record of every change we made and why: bid adjustments, paused keywords, new ad tests, budget shifts
• Search term report — The actual queries that triggered your ads, with new negatives added and high-performers promoted
• Competitive context — Auction insights showing how your impression share, average position, and overlap rate compare to key competitors
• Next steps — What we plan to test, change, or scale in the coming week

Reports are delivered in a live dashboard with commentary, not a static PDF. For full-funnel attribution that connects ad clicks to actual revenue, we integrate with our ROI Reporting & Transparency service.

Not sure where your current account stands?

Our free Google Ads audit reviews your account structure, keyword targeting, Quality Scores, conversion tracking, and competitive positioning. You get a clear action plan — whether you work with us to implement it or handle it in-house.