Service / 09
Google Ads works when account structure, feed quality, conversion tracking, and landing page experience are managed as one system. We rebuild around the metric that matters (qualified pipeline) and protect spend from the leaks most accounts grow used to.
What it unlocks
Built for ecommerce and lead-gen accounts that have outgrown a freelancer or a templated agency, where revenue per Rand spent (not click volume) is the metric that decides whether the channel keeps its budget.
Capabilities
Engagement rhythm
Free audit
Restructure account and tracking
Test, scale, prune
Quarterly strategic review
What we do
Tight account structure with sensible match types, clean negatives, and full conversion tracking. We optimise to qualified leads and revenue, not click-through rates. Most accounts we inherit are leaking 30 to 40 percent of spend to overlapping queries, broken negatives, and a Smart Bidding strategy that was set up against the wrong conversion event.
Product feeds wired up cleanly via Merchant Centre, with title structure, custom labels, and exclusion rules that actually move performance. Performance Max is run with deliberate audience signals, asset groups, and account-level negatives, not as a black box that swallows your budget and shows you a PDF at the end of the month.
Display where it earns its keep. Remarketing audiences segmented by behaviour and intent, with frequency caps and a real exclusion strategy, so you stop chasing the same bargain hunters with the same banner ad for six weeks. Customer Match lists fed from your CRM and your Shopify or WooCommerce store.
Placement-led video campaigns that drive measurable response: CPA, view-through conversions, downstream pipeline. We do not run YouTube for vanity reach or because the AE talked you into it. If video is not the right channel for your funnel, we will tell you and put the budget back into Search.
GA4 set up properly. Google Ads conversions tied to revenue, not form views. Enhanced Conversions and offline import from your CRM so closed-won leads feed Smart Bidding. Server-side tracking where it earns its keep. Numbers you can actually act on, not a screen-scraped PDF that contradicts itself page to page.
Most accounts leak at the landing page, not the ad. We build and test pages designed for the queries you bid on, not the homepage that happens to exist. A R30 click that lands on a slow PDP, a vague hero, or a form with too many fields is the same as a R30 click that never happened. We treat the ad and the page as one experience.
How an engagement runs
Full review of the account: structure, conversion tracking, Merchant Centre feed health, audience setup, ad copy, landing pages, attribution, and where spend is leaking. We tell you what is working, what is broken, and whether Google Ads is even the right channel for your business. No commitment past the call.
Account restructured around your funnel, conversion tracking rebuilt and tied to revenue, Merchant Centre cleaned up, Enhanced Conversions and offline import wired in, baseline reporting tied to qualified pipeline. Most accounts find recoverable spend in this phase alone, before we even touch bidding.
Controlled tests across ad copy, landing pages, audience signals, and Shopping feed structure. Winners scale into their own ad groups or campaigns and get the budget. Losers come out fast. Weekly waste sweeps, monthly experiment cadence, no auto-piloting until the account is performing reliably.
Every 90 days we step back: which campaigns pay back, where Smart Bidding has drifted, what the conversion data is telling us about audience and creative, where next quarter's budget should sit. You get a real plan from a real human, not a templated deck that says 'continue current strategy'.
The lay of the land
The accounts we inherit fall into the same four patterns. Structure that grew organically over years and now has campaigns, ad groups, and keywords whose original purpose nobody remembers. Conversion tracking that fires on form-views or thank-you page-loads rather than qualified pipeline, so Smart Bidding optimises for the wrong outcome. Performance Max campaigns running with the default settings, swallowing budget and refusing to break out asset group performance. And landing pages that were built for the homepage user, not the buyer who clicked an ad for a specific query.
The fix is rarely a new tactic. It is the fundamentals, run properly. We rebuild account structure around your actual funnel. We rewire conversion tracking to fire on revenue or closed-won leads, with Enhanced Conversions and offline import filling the gaps that the Pixel and the GA4 tag cannot see on their own. We strip PMax back to deliberate asset groups and audience signals, and we treat Shopping feed health as a weekly operational job, not a quarterly audit.
And we build landing pages. Not as a separate scope you procure six months after launching the campaign, but as part of the same engagement. The ad, the page, and the offer are one system. If the page is wrong, the bid is wrong, and the campaign data is noise. Most of the lift in the first 90 days comes from work that has nothing to do with bidding.
FAQ
Yes. Shopping campaigns built around a clean Merchant Centre feed (title structure, custom labels, exclusion rules) and Performance Max run with deliberate asset groups, audience signals, and account-level negatives. We do not let PMax 'figure it out' against an opaque budget. If your catalogue is on Shopify or WooCommerce, the feed pipeline gets fixed as part of foundations.
Account restructure, tracking rebuild, and Merchant Centre cleanup land in weeks 1 to 3. The first round of controlled tests starts in week 4. Statistically meaningful winners typically declare from month two onwards, and meaningful revenue lift compounds from month three. Anyone promising you results in week one is either bidding off a baseline that was broken, or telling you what you want to hear.
We build them. Landing pages are part of the engagement, not a separate scope you procure later. A R30 click that lands on the wrong page is the same as a R30 click no one made. If your platform is Shopify or WooCommerce we work natively in those; on WordPress we use the existing theme or build dedicated landers depending on what is faster to the right answer.
Around R15,000 to R20,000 per month in media for ecommerce, R10,000 for lead generation. Below that, Smart Bidding cannot exit the learning phase in a sensible window, the test cadence cannot compound, and the reports read like noise instead of signal. If you are at lower spend, the honest answer is that you would see better results from organic SEO or one tightly-scoped manual campaign first.
Take over. Most engagements start with us inheriting an account that has been running for months or years and has accumulated layers of structure, tracking, and bidding settings whose origin nobody remembers. We audit first, decide what is worth keeping, restructure what is not, and migrate without losing the conversion history Smart Bidding learns from.
Yes, and it is the single biggest lever in the first 90 days. GA4 set up against the events that matter, Google Ads conversions tied to revenue (not form views), Enhanced Conversions for first-party signal, and offline import from your CRM so closed-won leads feed Smart Bidding. If tracking is broken, every other decision is downstream of bad data.
Ad copy is ours. Responsive search ads, RSA pinning where it earns its keep, sitelinks, callouts, structured snippets. For Performance Max asset groups and YouTube we brief and supply copy and concepts; production (video editing, motion design) is sourced separately so quality stays high and your in-house creative team stays in control of the brand.
Everything we do
Pick any other engagement that fits your business, or take the whole stack from one senior team.
Custom Shopify themes, performance-tuned from launch, conversion-led PDPs, SEO and Merchant Centre wired clean.
Custom WooCommerce themes that perform like Shopify, with the editorial flexibility and ownership of WordPress.
Custom WordPress sites built code-first as the default, with the option of a properly configured page builder when your team needs ongoing editorial freedom.
We update, back up, monitor, and patch your WordPress site every week so a stale plugin never takes your business offline.
Technical SEO, content, local, schema, and Search Console health, run as a retainer and measured against revenue.
Most Shopify SEO is left to an app that emits duplicate or invalid schema. We do the work in Liquid, where it belongs.
WooCommerce SEO done at theme and plugin level, not delegated to the Yoast WooCommerce add-on.
WordPress SEO done at theme, plugin, and hosting level, not delegated to a Yoast or Rank Math settings page.
Optimisation for answer surfaces: Google AI Overviews, Featured Snippets, People Also Ask, and voice assistants. Schema-first, data-led, tied to organic revenue.
Optimisation for generative AI surfaces: ChatGPT, Claude, Perplexity, Gemini, and agentic checkout. Content structured for LLM ingestion, product feeds tuned for shopping agents, LLM mention tracking on a retainer.
We build Google Ads accounts around conversions: tight structure, clean tracking, landing pages that match the query.
Paid search, paid social, SEO, content, and analytics run by the same senior people, with reporting tied to pipeline.
Most PPC agencies run Google only. We run Google plus Microsoft Ads in parallel, with cross-channel tracking and audience strategy.
Shopping and Performance Max are the start, not the strategy. We run the full funnel for ecommerce accounts, with margin context, not just ROAS.
Shopify-specific Google Ads work: native Merchant Centre integration, customer-list sync, Shopify Audiences, and PDP-level CRO.
Service businesses optimise to form fills. We optimise to sales-qualified leads and closed-won revenue, wired into your CRM.
We run Facebook and Instagram Ads with senior account managers, server-side tracking, and continuous creative testing so spend earns its keep.
No templates. No page builders. Bespoke websites with Lighthouse 95+, SEO foundations baked in, and CMS controls that make sense.
Custom-built ecommerce, sized to your catalogue and ops. Shopify, WooCommerce, or custom-built; the platform follows the business model.
Cape Town-focused SEO: local pack and Google Business Profile, technical foundations, content, and GSC discipline, run as a retainer and measured against revenue.
Cape Town web design agency. Bespoke builds, Lighthouse 95+, SEO foundations baked in, CMS controls your team can actually use. In-person discovery meetings across the city.
Bespoke website builds engineered around your stack, your integrations, and how the site has to perform under real load. Custom code, headless where it fits, observability and security treated as deliverables.
Continuous CRO: diagnose where the funnel leaks, run hypothesis-led tests, measure against revenue, not vanity engagement metrics.