UK jewellery brand · Shopify
Built from launch and scaled to £35M in revenue across UK and US storefronts, at 4.5× blended ROAS across four years on £6.8M of ad spend.
Google Ads Management · Braintree, Essex
Your account isn’t underperforming. It’s being lied to.
Smart Bidding optimises towards whatever you told it success looks like. If the conversion it’s chasing fires on the wrong thing — a page view, a button click, the same enquiry counted three times — then Google is doing exactly what you asked and the answer is wrong. Nine out of ten accounts I audit are in that state.
Book a 15-minute call →- Over 100 five-star reviews
- £2.5M+ ad spend managed a year
- Google Partner since 2013
Why this got harder
Google Ads is an auction you can’t see.
Performance Max, Demand Gen, Smart Bidding — most decisions in a modern account are made automatically, against signals that never appear in your reports. You can no longer inspect a bid, and increasingly you can’t inspect a search term either.
Bad tracking used to just mean bad reporting. You’d look at the wrong number, shrug, and move on.
Today, bad tracking means bad bidding.
The algorithm spends your budget becoming exceptionally good at buying whatever you defined as success. Define it wrong and the waste compounds every month it runs — and the account looks healthier the longer it does, because the wrong number keeps going up.
How the work runs
Track. Fix. Scale.
Most agencies skip tracking. I start there.
01
Track
GA4 gets rebuilt, Tag Manager gets cleaned up, and conversions fire on real enquiries and real orders. For a store that means order data reconciling to Shopify and click IDs captured so paid sales stop showing as direct. For a service business it means calls attributed and forms firing once. Until you can trust the numbers, everything built on top of them is money wasted.
02
Fix
Campaigns built on bad data were shaped around imaginary numbers, so they get rebuilt — structured around what actually sells and what actually makes money, not what looked good in a Performance Max report. If your tracking was already solid and the bidding has matured, I optimise rather than reset the learning. Rare, but it happens.
03
Scale
Once campaigns turn a clear profit, spend goes up where the returns hold and nowhere else. The site does its half. SEO joins three to five months in, once paid revenue funds the patience organic search requires.
Two audiences, one discipline.
Ecommerce
Search, Shopping and Performance Max, run for margin rather than revenue — which products can carry ad spend, which ones only look like they can, and what the numbers have to reconcile to before either question is answerable.
Explore ecommerce →Service businesses
High-intent Search, call and form attribution, and landing pages built for the campaigns rather than ads pointing at a homepage. High-ticket services where a single job covers the retainer.
Explore service businesses → The feed
Shopping accounts are lost in the feed.
Most agencies treat the feed as someone else’s job — whatever Shopify pushes out is what Google gets. It’s where most Shopping accounts are actually lost, so it gets rebuilt.
I start with the search terms and their volumes, then write every title around what people actually type — the attributes pulled from your product export, your descriptions and your tags, laid out so each product is as distinct as the catalogue allows. Descriptions carry the terms the title can’t.
Custom labels are set per client, not from a template: bestsellers from your sales history, price bands, which products have the better imagery — whatever lets the campaigns bid differently on each.
Then the feed moves with the account. I watch which searches trigger which products and what competitors show alongside them, and change the feed as well as the negatives. Most of that happens in the first month.
The work.
GH Leathers · Shopify
£9,360 of ad spend returned £94,505 in revenue, a 10.1× return (Jan–Aug 2026).
Premier Sport Surfaces · sports surfaces
Cost per enquiry from £154 to £93 while monthly enquiries went from 13 to 33 (Jan–Aug 2026).
Home Build Doors · windows and doors
Cost per lead from £105 to £60 and conversion rate from 1.01% to 5.54%, after the site was rebuilt around getting a quote rather than taking an order (Jan–Aug 2026).
You’ll be dealing with me.
No account managers, no juniors running your ad spend against a template, and no handoff once the contract is signed. The person who audits your setup is the person managing it every week.
Management typically runs £595 to £3,000+ a month, depending on what you spend and how much of the week the account takes. You get a fixed quote after the call — pricing an account before seeing what’s inside is guesswork.
FAQ
Is there a minimum ad spend?
Not a hard rule. The call settles it. Below roughly £1,000 a month there usually isn't enough data for the bidding to learn anything, and I'll say so rather than take the work.
Do you run Meta ads too?
No. Paid search, Shopping and Performance Max only. Meta is a different discipline and someone else does it better.
How long before it works?
Tracking is fixed in the first weeks. Campaign changes need a few weeks of data before they mean anything, so the honest answer is that month one is rebuilding and month two is the first month worth judging.
What do you need from me to start?
Read-only access to your Google Ads account — you add [email protected] under Admin → Access and security. That's the whole of it, and I can't change anything with it.
Do I have to commit to a term?
No minimum term on Google Ads management.
Let’s find out what’s actually wrong.
Your account is either paying back or it isn’t, and fifteen minutes is enough to tell you which. I review your ads, your tracking and your site myself before we speak. No pitch, and you keep the findings whether we work together or not.
Rather just ask a question first? Get in touch →