Module 03 · Meta & Google Ads

Google Ads Management: Performance-Led Advertising on Search and Display

TasarımMania works as a Google advertising agency, building campaigns that produce measurable results across search and display. Every step is managed under one roof, from keyword research to ad copy, from conversion tracking to bidding strategy; the wider service is summarised on our Meta & Google Ads page.

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In depth
01

How are the campaign architecture and keyword structure built?

When a Google Ads account is set up, the campaign type that fits the business's goal is settled first: search, display, shopping and performance-led automated campaigns each serve different scenarios.

In search campaigns the ad groups are tied tightly to a single theme; broad, phrase and exact match types are used in combination according to the intent being targeted. A negative keyword list protects the budget from irrelevant searches and is updated regularly. The ad copy, how well the landing page matches and the expected click-through rate set the Quality Score; a high score directly affects both the ad rank and the cost per click.

02

Conversion Tracking, Bidding Strategy and the Optimization Cycle

The conversion tracking infrastructure is set up before the campaign goes live; the Google Tag, events imported through GA4, call tracking and, where needed, offline conversion imports are all parts of that infrastructure.

Without a sound conversion signal, automated bidding strategies don't work accurately; that's why manual or target-led bidding is preferred in the early period, moving to automated strategies such as target CPA or target ROAS as the volume of data grows. Optimization isn't a one-off exercise: the search terms report, device breakdowns and the A/B test results from ad variations are reviewed at regular intervals so the budget is steered towards the keywords that work. How the Quality Score is calculated is explained plainly in the Google Ads help documentation .

01 Campaign architecture Campaign architecture: four campaign types and their ad groups under the account — illustrative graphic An “Account” box at the top. Below it, four campaign type boxes connected by thin branch lines: search, display, shopping and performance-led. Branches leaving the search box run to three ad group boxes; each carries two keyword bars, with the keywords represented by bars so as not to invent names. At the bottom, a negative keyword row. In the animation the branches are drawn and the boxes come in from left to right. Account Search Display Shopping Performance led group 01 group 02 group 03 ad group keyword negative keyword
02 Conversion tracking Conversion tracking: the Google Tag, GA4 event, call tracking and offline conversion nodes — illustrative graphic A heading at the top reading “setup order”. Four nodes flow from left to right: Google Tag, GA4 event, call tracking and offline conversion; each node has a small icon and a label, with arrows between them, and an elbow-shaped path drops from the second node to the third. At the bottom, a band reading “tracking first, launch second”. In the animation the nodes come in one by one and the path is drawn. setup order Google Tag GA4 event call tracking Offline conversion tracking first, launch second
03 The optimization cycle The optimization cycle: a closed loop with four stops turning on it — illustrative graphic A closed loop ring with four stops running clockwise on it: the search terms report, A/B testing, budget split and device breakdown. The small card at the centre of the ring is headed “Bidding strategy”, and its value is deliberately left as “—”; there is no measurement or figure published on this page. In the animation the ring is drawn and the stops appear in turn. at regular intervals search terms report A/B testing budget split device breakdown Bidding strategy —
Illustrative graphic. It draws the route the page describes: setting up the campaign types and ad groups under the account, connecting conversion tracking before launch, and the optimization ring the reports turn on. The boxes are an example interface drawing, not taken from a real account; the keywords are represented by bars so as not to invent names. The value on the centre card at the third stop is deliberately “—”: this page publishes no figure for cost per click, conversion rate, budget or timing, and the graphic makes no claim to a value either.

For the current price and timeline band , look at the pricing section on the Meta & Google Ads page — you can settle the band for your scope in two minutes.

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FAQs

Frequently asked questions: Google Ads management

Which campaign types are considered when a Google Ads campaign is set up?

Search, display, shopping and performance-led automated campaigns are considered according to the business's goal. Where brand awareness is the aim, display and video come forward; where the aim is to capture direct demand, search takes priority; and for businesses with a product catalogue a shopping campaign is set up separately.

Whose name is the Google Ads account opened in — can it move if we change agency?

The account is always opened in the client company's name, and the agency connects with administrator access only. Because ownership stays with the client, on a change of agency the access can be revoked and granted to the new team — the historical data and the learning aren't lost.

Do you start a Google Ads campaign before conversion tracking is set up?

No — conversion tracking is expected to be working before a campaign goes live. Without tracking you can't see which click turned into a result, and bidding strategies work off target; the order is always tracking first, launch second.

When does a Google ad go live, and how long does approval take?

Once setup is complete the ads go through Google's own policy review; that review is outside the agency's control and varies by sector. When it finishes the ads go live automatically — no further approval step is needed.

Is the Google Ads management fee included in the ad budget?

No — the management fee and the ad budget paid to Google are separate items. The budget goes directly to Google, and the management fee is paid to the agency for the campaign structure and the optimization work; the split is set out in the pricing section.

If our competitors are on Google Ads too, how does that affect our costs?

When several competitors bid on the same keyword, competition rises and the cost per click can go up. That's where Quality Score, the originality of the ad and how well the landing page matches balance the cost; raising relevance is a more sustainable approach than raising the bid.

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The detail

If you'd like to look before deciding

  1. 01

    Search Advertising

    The strategy of appearing with text ads at the moment a user searches for a product or service directly. The match between the ad group theme, the keyword list and the landing page is the main thing setting both the Quality Score and the cost per click.

  2. 02

    Display and Remarketing

    A way of reaching users who visited the site without converting, again through image and video formats. When the audience segmentation is set up clearly, the brand reminder reaches more of the right people.

  3. 03

    Reporting and the Optimization Cycle

    Campaign performance is tracked through indicators such as the search terms report, device breakdowns and cost per conversion. The budget split and the bidding strategy are readjusted in light of that data.

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Share your campaign goals with us to get support from a Google advertising agency aiming at measurable results across search and display. The scope and management fee detail is in the pricing section.

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