Service
Google Ads
Google Ads that pay their way
I plan, build and run Google Ads campaigns for New Zealand businesses that want more than clicks. The goal is simple: spend money where it turns into enquiries and sales, and stop spending it where it doesn't.
What I do
Most accounts I inherit are not broken so much as untidy. Budget leaks into the wrong search terms, campaigns overlap, and the reporting counts things that never really happened. That makes it hard to know what's working, so decisions get made on a hunch.
My job is to give you an account you can trust the numbers on, then grow the parts that make money. I work across Search, Shopping and Performance Max, and I match the campaign type to how people actually buy from you rather than running everything because it's there.
- Search campaigns built around real buying intent, not just high-traffic keywords
- Shopping and Performance Max for retailers who need the product feed doing the heavy lifting
- Conversion tracking set up so the numbers in the account match the numbers in your business
- Clear monthly reporting that leads with the metric you care about
Account structure that makes sense
A good account is organised the way your business is. Campaigns split by what matters to you, whether that's product line, service, region or margin, so budget can follow the work that earns it. When the structure is right, everything downstream gets easier: bidding, reporting and knowing where to push next.
I keep naming consistent and settings clean, so anyone who opens the account can understand it in a few minutes. No mystery campaigns, no leftover experiments quietly burning money in the background.
Keywords, match types and bidding
Broad match with Smart Bidding can work well, but only when the tracking is solid and the account has enough conversion data to learn from. Where that's not true yet, I start tighter with phrase and exact match, prove what converts, then open things up deliberately. The search terms report gets reviewed regularly and junk queries get added as negatives, so you're not paying to show up for searches that were never going to buy.
Bidding follows the same logic. I pick the strategy that fits the campaign's job and set targets against real numbers, not wishful ones. If a campaign is limited by budget and the money is working, I'll tell you, and recommend where more spend would do the most good.
- Match-type mix chosen for your data, not a one-size rule
- Regular search-term reviews with negatives applied
- Bid strategies and targets set against actual cost-per-lead or ROAS
- Budget moved toward the campaigns that earn it
Conversion tracking you can trust
Everything else depends on this. If the account is counting the same lead twice, or firing a conversion on a page load instead of a real enquiry, then the bidding is optimising toward fiction and the reports flatter the truth. I check tracking first, before touching anything else, and fix it where it's wrong.
Once the measurement is honest, the rest of the account has something real to aim at, and you can make decisions knowing the numbers hold up.
Audits that find wasted spend
If you're not sure your current setup is pulling its weight, an audit is the place to start. I go through the account the way I'd go through my own: where's the money going, what's it getting back, and what could be switched off tomorrow without losing a single sale.
You get a plain-English report with the findings ranked by impact, a clear list of what to fix, and an honest view of whether the account is ready to scale or needs tidying up first.
By the numbers
Illustrative examples to show the shape of the work. Not client data.
From impression to sale
Wasted spend before and after an audit
The detail
| Area | What it covers |
|---|---|
| Setup and structure | Campaign architecture, naming, settings hygiene, sensible segmentation |
| Keywords and match types | Research, match-type strategy, ongoing negative keyword management |
| Bidding and budgets | Strategy selection, target setting, budget allocation across campaigns |
| Ad copy and assets | Responsive search ads, extensions, Shopping and Performance Max assets |
| Tracking | Conversion setup, checks against your CRM or back end, GA4 alignment |
| Reporting | Monthly review leading with the metric that matters to your business |
| Campaign type | Best for | You control | Watch for |
|---|---|---|---|
| Search | Services and considered purchases with clear intent | Keywords, match types, ad copy | Broad match spilling into junk queries |
| Shopping | Retailers with a good product feed | Feed quality, bids, product groups | Feed errors quietly hiding products |
| Performance Max | Ecommerce and lead gen wanting reach across Google | Assets, audience signals, feed | Brand traffic being counted as new demand |
Common questions
How much should I spend on Google Ads?
It depends on your market, your margins and how competitive your keywords are. I'd rather start at a level where the data can learn and prove the account works, then scale spend as the results earn it. I'll give you an honest view of what a sensible starting budget looks like for your situation.
Is Performance Max worth running?
Often yes, especially for retailers with a strong product feed. The catch is that it can quietly soak up your brand searches and count them as new demand, which flatters the results. I keep an eye on that so you know what PMax is genuinely adding rather than what it's taking credit for.
How do I know my tracking is actually right?
That's the first thing I check. Common problems are conversions firing on the wrong action, the same lead counted more than once, or form fills that don't match what your business sees. I test it against your CRM or back end so the account's numbers line up with reality.
Can you audit my existing account before I commit?
Yes. An audit is a good way to see where your money is going and whether the setup is ready to scale. You get a plain-English report with findings ranked by impact and a clear list of what to fix, with no obligation to carry on together.
How long before I see results?
Search campaigns can bring in enquiries within the first week or two once they're live. Smart Bidding usually needs a few weeks of conversion data to settle and perform at its best. I'll be clear about what's a quick win and what needs time to build.
Do I own the account?
Yes, always. The account is yours, built under your billing, and you keep it whatever happens. I work in it as your manager, not as a landlord holding the keys.
Talk it through
If you'd like a straight answer on whether your Google Ads are pulling their weight, get in touch and we'll take a look together.
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