Search,PMax,YouTube,doneright.
Bottom-funnel intent capture with margin-aware ROAS, not vanity clicks. 5+ years a Google Premier Partner managing $61M+ in spend.
The realities behind the channel.
Highest-intent traffic on the internet
Buyers searching for what you sell. Bottom-funnel CPCs are expensive, but every other channel feeds back into Search's pipeline.
Performance Max isn't optional anymore
Google's algorithm runs across Search, Shopping, YouTube, Discovery, and Display by default. You either harness it or it harnesses you.
Quality Score is the silent killer
Bad Quality Scores raise CPCs 30-200%. Most accounts have leaks here their agency never mentions.
Every lever inside the channel.
Search campaigns
Intent-tested keywords, single-keyword ad groups where it matters, RSAs tuned by asset performance, negatives cleaned weekly.
Performance Max
Brand-exclusion (always), asset group structure by margin tier, signal sufficiency thresholds, when to break PMax apart entirely.
Google Shopping
Feed audit (23-field health check), custom labels by promotability, bid segmentation by AOV tier.
YouTube Ads
Top-funnel discovery for cold audiences. Skippable in-stream for retargeting. Bumpers for brand recall.
Local Services Ads (LSA)
For law firms, home services, healthcare. Verification, review-velocity strategy, real-time suspension monitoring.
Conversion tracking
Server-side GTM, enhanced conversions, offline conversion imports. The signal you need long after cookies are gone.
Four steps from audit to scale.
47-point account audit
We map every dollar of wasted spend, every Quality Score leak, every missing conversion signal, before touching a single bid.
Architecture rebuild
Campaign structure, keyword segmentation, match types, audience layering, built around your margin tiers, not Google's recommended defaults.
Signal infrastructure
Server-side GTM, enhanced conversions, offline import. The tracking foundation every downstream optimization depends on.
Compounding optimisation
Weekly bid reviews, creative A/B rotation, negative keyword hygiene. Small gains compounding to the 697% lifts in our case files.
The leaks we find in 9 of 10 audits.
- Letting PMax cannibalize Shopping
- Targeting industry-average ROAS without checking margin
- Running broad match without strong negatives
- Trusting in-platform conversion data without server-side validation
- Ignoring Quality Score on top-spend keywords
- Forgetting to add brand exclusions in PMax
697% conversion lift in 90 days
McEldrew Young Purtell · Personal Injury Law
How we compare.
| What we optimise | Typical agency | iClick |
|---|---|---|
| Negative keyword cadence | Quarterly review | Weekly sweep + real-time alerts |
| Quality Score optimisation | Rarely actioned | Core of every account audit |
| PMax brand exclusion | Often skipped | Day 1, always |
| Conversion tracking | Browser pixel only | Enhanced + server-side GTM |
| ROAS targets | Client-set, rarely revisited | Margin-calculated, quarterly re-baseline |
| Reporting | Dashboard access | Raw data + written interpretation |
Common questions.
Channels that compound each other.
See what your account is leaving on the table.
47-point written audit. Five business days. No sales call.
