Is Performance Max worth using?

It can be very effective, but only once conversion tracking is accurate and you have enough conversion volume for it to learn. On a new account with a badly defined conversion, it mostly spends efficiently on the wrong outcome.

How many keywords should a campaign have?

Fewer than most accounts have. A tight group of terms with genuinely matching ad copy and landing page beats a long list every time, because relevance affects both cost per click and conversion rate.

Why is my cost per click rising?

Usually competition, but often quality. Google discounts clicks for ads that match the search closely and land on a relevant page. If your landing page is generic, you pay a premium on every click indefinitely.

Should I bid on my own brand name?

Usually yes, if competitors are bidding on it. Those clicks are cheap and the alternative is letting a competitor buy the customer who was specifically looking for you. If nobody is bidding against you, it is worth testing whether you can stop.

01 — Google Ads

Google Ads

Google Ads captures demand that already exists.

Someone typing your service into Google has already decided they need it. That intent is what you are paying for.

Direct answer

Google Ads management covers search, Shopping, Display and Performance Max campaigns, structured so that budget follows purchase intent. Our benchmark is cost per qualified lead, and every account starts with a full audit of what is already running.

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02 — Detail

Where Google Ads budgets disappear.

Broad match without a disciplined negative keyword list is the single most expensive default in the platform. It will find you traffic, and a large share of it will be people researching, comparing or looking for a job.

Performance Max makes this harder, because it hides much of the search term data. It can work extremely well, but only with clean conversion data feeding it and a deliberate exclusion strategy. Handing it a badly defined conversion means teaching the algorithm to buy the wrong thing efficiently.

For accounts where a bad click is expensive, we usually keep a tightly controlled search campaign running alongside, so there is always a channel where every term is visible. Pair it with remarketing to recover the visitors who did not convert first time.

03 — How it works

How we structure an account.

01
Conversion definition
Decide what counts as a lead before spending anything. A form view is not a lead.
02
Campaign split
Brand, high-intent and exploratory separated so one cannot hide the results of another.
03
Negative list
Built from real search term data weekly, not from a generic starter list.
04
Bidding
Manual or automated depending on data volume. Automation needs conversions to learn from.
05
Report
Cost per lead and revenue, not impressions and clicks.

04 — Questions

Common questions.

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Next step

Want to know where your Google Ads budget goes?

Send us access to the account. The audit is free and comes back with a priority list, not a sales pitch.

WhatsApp · +55 24 99929-8231
Email · [email protected]
Volta Redonda, Brazil · remote worldwide