Turn spend into sales · Marketing & Brand
For directors, CEOs and founders who spend on Google Ads every month but can't say which campaigns produce customers rather than clicks.
Google Ads that optimize to the sales in your CRM, not to clicks and form fills
Google Ads management built on your real sales data: qualified leads and closed deals flow back from your CRM, so Google's automated bidding learns which searches bring buyers and bids more for them. You see cost per sale by campaign, not just cost per click.
Read-only access is enough for a first look.
The problem we solve
The dashboard says conversions are up, but sales haven't moved. Nobody can tell you which keywords bring customers, the monthly report is clicks and impressions, and Performance Max is a black box you're asked to trust while the budget keeps growing.
What you get
- Cost per qualified lead and cost per sale for every campaign, every week, not only cost per click.
- Bidding that chases revenue and lead quality, because outcomes from your CRM are fed back to Google.
- Less budget lost to irrelevant searches, junk placements and overlapping campaigns that split the data bidding learns from.
- An account you own outright, structured so new campaigns learn quickly and every result can be explained.
Shown, not described
Cost per sale by campaign, not just cost per click.
Once sales from your CRM flow back into the account, campaigns are ranked by what each sale cost, and budget follows that ranking. Shown with sample data.
- Broad socialMost clicks, fewest sales
- Display network
- Search: buying intent
- Retargeting
Shorter bar = cheaper sale
Cost per sale by campaign, not just cost per click. Once sales from your records flow back, the headline column changes from clicks to cost per sale, and the ranking changes with it.
Bars are relative. The campaign with the most clicks is not always the one that sells.
- 1Ad clicked
- 2Checkout started
- Payment verified
- 4Sale recordedCounted
→ Value + order ID sent to Meta and Google
A sale counted only when it's real. A click becomes a sale in your reporting only once payment clears, with its value and order ID attached.
An abandoned checkout never counts as a sale, so the ad platforms learn from buyers, not browsers.
Read-only access is enough for a first look.
What's included
What Google Ads includes
Conversion actions that count real outcomes
Conversion tracking rebuilt so only business outcomes are marked as primary conversions, with page views and micro-actions demoted. Enhanced conversions send hashed first-party data to recover conversions lost to cookie limits and cross-device journeys. Set up and verified by our Analytics & Data Science team.
Offline conversion import from your CRM
Qualified leads, booked meetings and closed deals are imported back into Google Ads with their value, matched by click ID or by enhanced conversions for leads. Google stops learning which clicks filled a form and starts learning which clicks became revenue.
Value-based bidding, when the data supports it
Once conversion volume and values are reliable, campaigns move to Maximize conversion value or target ROAS. Until then they stay on simpler strategies, because switching early teaches the algorithm noise and wastes the learning period.
Account structure built for learning
Campaigns grouped by intent, margin and goal instead of by habit, so each one collects enough conversion data to optimize. Fewer, well-fed campaigns replace dozens of thin ones splitting the same signal.
Search, Performance Max, YouTube and Demand Gen, each with a job
Search captures demand that already exists. Performance Max and Demand Gen extend reach using your best-converting audiences and assets. YouTube builds the demand Search later captures. Brand exclusions keep Performance Max off searches for your name, and brand and non-brand results are reported separately, so no campaign takes credit for customers who were already looking for you.
Search term and negative keyword hygiene
Search terms reviewed on a fixed cadence, shared negative keyword lists maintained at account level, and brand and placement exclusions applied to Performance Max, so spend stops leaking into queries and sites that never convert.
How it works
How we work with you
Diagnose: trace spend to real sales
Search terms, conversion actions and tracking are checked against what your CRM and finance records say actually happened. The audit shows where money is wasted and where conversions are being miscounted or double-counted.
Prioritize: fix the signal before the spend
Clean conversion actions, enhanced conversions and CRM import go in before budgets change, because bidding can only optimize to what it is told. Targets are agreed per campaign: cost per qualified lead, cost per sale or return on ad spend.
Deploy: rebuild the account for learning
Campaigns are restructured around intent and margin, negatives and exclusions are applied, and each campaign gets the bid strategy its data can support today.
Measure: weekly read-outs from your own numbers
Every week you see what was spent, what it produced in qualified leads and sales, what changed and why. The numbers reconcile to your CRM, not only to the Google Ads interface.
Scale: value-based bidding and wider reach
When conversion values are dependable, campaigns shift to value-based bidding, then extend into YouTube and Demand Gen to create demand that Search can capture at a known cost per sale.
Who it's for
Built around the people we work with
Questions
Google Ads: what buyers ask
Can you guarantee a top position or a specific return on ad spend?
No, and anyone who does is guessing. Ad position is decided by an auction that runs fresh on every search, and return depends on your margins, pricing and sales process as much as on the ads. What is in our control is the mechanism: clean tracking, CRM revenue fed back to Google, an account structured to learn, and weekly reporting that shows what each campaign actually produced.
Do we need a CRM for offline conversion import to work?
You need a reliable record of what happened to each lead, not necessarily a large CRM. Each lead has to keep its Google click ID, or the email or phone number used for enhanced conversions for leads, and its outcome: qualified, won, and value. If your current setup can't capture that, our Analytics & Data Science team builds it, from a scheduled spreadsheet upload to a direct CRM integration.
Should we be using Performance Max?
Often, but not by default. Performance Max performs well when it is fed accurate conversion values and strong assets, and poorly when it optimizes to cheap form fills or quietly claims branded searches. It runs with brand exclusions, separate brand reporting and offline conversion data, alongside Search campaigns wherever you need control over exact queries.
Who owns the Google Ads account and its data?
You do. The account sits under your business and we are granted access to it. Campaigns, conversion history, audiences and learning stay with you if you ever stop working with us.
More ways to turn spend into sales
Google Ads that optimize to the sales in your CRM, not to clicks and form fills
Google Ads management built on your real sales data: qualified leads and closed deals flow back from your CRM, so Google's automated bidding learns which searches bring buyers and bids more for them. You see cost per sale by campaign, not just cost per click.
Read-only access is enough for a first look.