GOOGLE ADS
Google Adsmanagement built around real search intent
Google Ads can be one of the fastest ways to reach people already looking for your product or service, but only when the account is built around genuine buying intent, reliable tracking and a strong post-click experience. Most underperforming accounts don't fail because of the platform itself — they struggle because the structure is unclear, conversion tracking is measuring the wrong things, or the landing page doesn't support how people actually decide. We manage the whole system end to end, from keyword and campaign structure through to landing pages, negative keyword control, bid strategy and reporting, so spend is protected from irrelevant clicks and every dollar is working toward real enquiries or sales rather than surface-level metrics.
What makes
Google Ads work
Strong accounts are built on relevance, not just budget. Search intent, clean conversion tracking, disciplined negative keyword management and a landing page that continues the promise of the ad all compound together — when one of these is weak, the platform can look fine in-dashboard while real business results stall. The work is in getting each of these fundamentals right, then refining continuously as real performance data builds.
Search intent first
Keywords are chosen and grouped by what the searcher is actually trying to do, not just by search volume. Someone searching "emergency plumber near me" is ready to call now, while "how to fix a leaking tap" is still researching. We separate brand, competitor, high-intent service and research-stage searches into their own campaigns so budgets, bids and ad copy can be matched to each, and so spend is concentrated on the searches most likely to turn into revenue.
Clean conversion tracking
Google's bidding algorithms can only optimise toward what they are told is a conversion. Calls, form submissions, bookings and purchases are tracked accurately through Google Tag Manager, GA4 and enhanced conversions, and low-value actions such as page views are kept out of the optimisation signal. Where possible we feed back offline results, such as qualified leads or closed sales from your CRM, so Google learns what a valuable customer actually looks like.
Strong negative keyword control
Even well-built accounts attract irrelevant searches, especially with broad match and Performance Max. We review search term reports regularly and build negative keyword lists that block job seekers, DIY researchers, free-seekers, wrong locations and services you don't offer. This is one of the simplest ways to stop wasted spend, and one of the most commonly neglected.
Landing page alignment
The landing page needs to continue the promise made in the ad. If someone searches for a specific service and clicks an ad about it, they should land on a page about that service, with a clear offer, proof such as reviews and case studies, and one obvious next step. Strong alignment improves conversion rate and Quality Score, which lowers what you pay per click.
Ongoing optimisation
Accounts are never set and forget. Bids, budgets, search terms, ad copy, audiences, schedules and locations are reviewed continuously against real conversion data. New ad variations and landing page changes are tested in a structured way, and budget is moved toward the campaigns producing the best cost per lead or return on ad spend.
Case study
Insulation Company of 40+ Years
How a long-established insulation business halved its cost per lead, cut monthly ad spend and grew organic traffic fivefold in two months.
Case study
Water Filtration Company
How a water filtration company generated 53 enquiries worth $145,500 in lead value within 14 days of relaunching its Meta and Google Ads.
Case study
National Door Repair Company
How a national sliding door repair company broke into the Brisbane market, going from a handful of first-page keywords to 16 first-page rankings in just two months.
The four pillars of what we do
Digital
marketing strategy
Every channel should have a reason to exist. We build the strategy around your commercial goals first, then decide where SEO, advertising, content, creative and website improvements fit together.
Digital
Advertising
We plan, build and optimise paid campaigns across the platforms that make sense for your business, with the freedom to shift focus as performance and opportunities change.
Search engine
optimisation
SEO is treated as part of the wider marketing system, not a separate monthly checklist. We focus on site structure, search intent, useful content, local visibility and the work most likely to improve rankings and enquiries.
Marketing
audits
Sometimes the fastest way forward is to understand what is already happening. Our audits pull apart your marketing, tracking, website and campaigns so you can see what is working, what is wasting budget and what should happen next.
Next level
performance
Heat mapping
We use heat mapping and session recordings to see exactly how real visitors move through your most important pages, where they click, how far they scroll, and where attention drops off before they take action. That behavioural evidence replaces guesswork with a clear picture of what's actually happening on the page, not just what the numbers suggest might be happening. It's one of the fastest ways to spot friction on a landing page or website before it shows up as a drop in enquiries.
Creative testing
Ad creative, messaging and offers are tested systematically rather than swapped on instinct, so we can see which combinations of images, headlines and calls to action genuinely move the numbers. Every test runs against a clear hypothesis with enough data behind it to draw a real conclusion, not just a feeling about what 'looks better'. Over time this builds a picture of what actually resonates with your audience, so advertising keeps improving through evidence rather than personal preference.
12-month roadmaps
Every account gets a structured plan covering the next 12 months, so effort stays focused on the highest-impact work instead of whatever feels most urgent that week. That roadmap keeps the bigger picture clear and shows how individual campaigns and channels fit into the wider strategy. It's a living plan rather than a fixed one, though, as priorities shift the moment the data points to a better opportunity.
Reporting & analytics
Reporting is built around the numbers that actually matter to your business, leads, sales, cost per acquisition and revenue, rather than vanity metrics like impressions or clicks that look good but don't pay the bills. Performance across every channel is brought together in one place, so you can see the full picture of what's working and what isn't without having to piece it together yourself. Regular, honest reporting means decisions are always based on what the data is actually showing.
Strategy sessions
We regularly step outside the day-to-day execution to properly review performance, challenge our own assumptions and decide what genuinely deserves attention next. These sessions are where the bigger strategic questions get asked, whether a channel is still the right investment, whether the market has shifted, what should be tested next, rather than just fine-tuning what's already running. It keeps the account moving forward with intent instead of drifting on autopilot.
Dedicated account management
You work directly with people who know your business and understand the history behind your account and the decisions that led to where things stand today, rather than being passed between different points of contact. That continuity means less time re-explaining context and more time acting on it. Your account manager connects the dots across every channel we run, so strategy stays joined up instead of siloed.
Reviews
Real feedback from the businesses we work with, straight from Google.
Ethan has done a fantastic job with the SEO on our website. He took the time to properly work through the site, improve the structure, optimise the important pages and explain what he was doing along the way. Since the work commenced, I’ve already seen some very encouraging improvements in our Google visibility and rankings.
I’ve had an amazing experience working with Ethan. From day one, it’s been obvious that he genuinely cares about helping my business grow and always has my best interests at the centre of every recommendation he makes. His service is incredibly personalised, and his expertise across all areas of digital marketing is outstanding.
Ethan has been fantastic to work with. He’s currently helping us with our marketing, SEO and website landing pages, and the level of effort and knowledge he brings has been outstanding. Highly recommend Ethan and The Digital Marketing Consultants to any business looking for someone knowledgeable, reliable and committed to helping your business grow.
I have always been impressed with Ethan’s analysis and enthusiasm and thoroughness in his work for us. He has definitely made a big difference to our presence.
Where Google Ads performance is
won or lost
Small details in targeting, offer and follow-up often matter more than bid strategy alone. Broad keywords can look relevant while still bringing in the wrong people, a weak offer limits conversion no matter how well the campaign is built, and a low cost per lead means little if those leads never turn into real business. Getting Google Ads to actually work means paying attention to what happens after the click, not just what happens in the auction.
The search terms
Broad keywords can look relevant in the keyword list while matching to searches that will never convert. The keyword you bid on and the search that triggered your ad are often very different things. The search terms report shows what people really typed, and reviewing it closely is where much of the wasted spend is found and removed.
The offer
Advertising cannot create a strong offer, only put it in front of people. If your price, guarantee, turnaround time or point of difference doesn't stand out against the other ads on the page, click-through and conversion rates will suffer no matter how well the campaign is built. We help sharpen the offer and messaging so the ad gives people a reason to choose you.
The landing page
Traffic is only useful if the page it lands on converts. Slow load times, generic homepages, unclear calls to action and forms that ask for too much all quietly reduce results. Small improvements here can often cut cost per lead more than any bidding change.
Lead quality
A low cost per conversion means very little if those leads never become customers. We look at what happens after the enquiry by speaking with your team, reviewing lead quality and, where possible, importing sales data, so the account is optimised toward profitable customers rather than cheap form fills.
Next level performance starts with a clearer strategy.
Tell us where your marketing is at, what you are trying to achieve and what is getting in the way. We will help you work out the most sensible next step.
Book a strategy callOur process
Discovery call
We start with the business rather than the ad account: what you sell, your margins, who your best customers are, how leads are handled and what a successful result looks like. That context shapes every decision that follows, from which keywords are worth paying for to how much you can afford to spend to win a customer.
Account and tracking review
If you already run Google Ads, we audit the account structure, search terms, bidding, ads, extensions, landing pages and conversion tracking to find wasted spend and missed opportunities. For new accounts, we research keywords, competitors and search demand, and make sure tracking is in place before a dollar is spent.
Campaign strategy and build
Campaigns are structured around intent and your commercial priorities, with separate campaigns for brand, core services and high-value opportunities. We write the ads, set up assets, locations, schedules, audiences and negative keywords, and choose a bid strategy that suits the amount of conversion data available.
Launch and optimisation
Once live, we monitor closely in the early weeks while the campaigns learn, then refine budgets, bids, search terms and ad copy as real data builds. Ads and landing pages are tested in a structured way, and spend is shifted toward what is producing enquiries and sales.
Reporting and next steps
Performance is reviewed in the context of your business outcomes, not just clicks and impressions. You'll get clear reporting on spend, conversions, cost per lead and lead quality, along with what we changed, what we learned and what we plan to do next.
Frequently asked
questions
Is Google Ads right for every business?
No. Google Ads works best when people are already searching for what you offer. If there is little search demand, for example for a brand-new product category, channels like Meta, TikTok or LinkedIn that create demand may be a better starting point. We check search volumes, competition and likely costs before recommending it.
How much budget do we need?
It depends on your cost per click, conversion rate and what a customer is worth. As a guide, the budget should be large enough to generate several conversions a week so the account has data to learn from. We'll give you a realistic starting range for your market before you commit, and ad spend is paid directly to Google.
How long does it take to know if it's working?
You'll usually see early enquiries within the first few weeks. A reliable read on cost per lead and lead quality typically takes one to three months, as bidding learns and wasted spend is removed. We'll tell you plainly what the data is showing at each stage.
Can Google Ads generate low-quality leads?
Yes, particularly with broad keywords, Performance Max or when the wrong conversions are tracked. We manage this with tight negative keywords, clear ad copy that qualifies people, landing pages that set expectations and, where possible, feeding lead quality back into the account.
Do we need landing pages?
In most cases, yes. A dedicated page that matches the ad almost always converts better than a homepage or general service page. We can build landing pages for you or recommend changes to your existing pages.
Do you work with existing Google Ads accounts?
Yes. Most of our Google Ads work starts with an existing account. We audit it first, keep what's working, and restructure or fix what isn't, without losing the historical data you've already built up.
Can you audit our current account before we commit?
Yes. A one-off audit is a good way to understand where budget is being wasted and what should change. You can implement the recommendations yourself, with your current agency, or with us.
Do you replace an agency or work alongside one?
Either. Some businesses move their Google Ads to us entirely, while others use us for strategy, audits or a second opinion alongside an existing agency or in-house team.
Do you handle tracking and conversions?
Yes. We set up and check conversion tracking for calls, forms, bookings and purchases before optimising anything, because every bidding decision depends on accurate data.
What happens if Google Ads isn't the right channel?
We'll tell you. Because we work across SEO, Meta, TikTok, LinkedIn and other platforms under one retainer, there's no incentive to push a channel that doesn't suit your business. Budget can be moved to where it will have the most impact.
Will you guarantee results?
No one can honestly guarantee specific results from Google Ads, because performance depends on your market, offer and competitors. What we do commit to is a clear strategy, transparent reporting and doing the work properly, with honest advice if something isn't working.
How involved do we need to be?
We'll need your input at the start to understand the business, and ongoing feedback on lead quality, which is one of the most valuable signals we can get. Beyond that, we handle the day-to-day management and keep you updated in plain language.
How is pricing structured?
Google Ads management sits within our flexible monthly retainer, alongside SEO, social advertising and other channels, rather than as a separate package with its own fee. Ad spend is paid directly to Google. One-off audits and strategy projects are also available.
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Let's talk about your marketing
Tell us a little about your business, what you are currently doing and where you want to get to. We will come back to you with a clear idea of what the next conversation should focus on.