google ads
Google Ads management built on structure, not automation defaults
Google Ads rewards precision. The brands winning on Search, Shopping, and Performance Max are not the ones spending the most - they are the ones with the cleanest structures, the tightest landing page alignment, and the most disciplined approach to measurement. We have generated over £20M in pipeline across our Google Ads portfolio by building systems that compound, not campaigns that plateau.
Who this is for
Built for businesses that need results, not reports.
- 01Ecommerce brands with Shopping or Performance Max campaigns that have stopped scaling
- 02Lead generation businesses paying too much for low-intent search clicks
- 03Marketing teams running Google Ads in-house without a clear testing or bidding strategy
- 04Brands spending £5K+ per month on Google but unsure what is actually converting
Problems we solve
If any of this sounds familiar, we should talk.
- 01Your cost per click keeps rising but conversion rates are flat or falling
- 02Performance Max is a black box and you have no visibility into what is working
- 03You are bidding on broad match keywords with no negative keyword strategy
- 04Landing pages were built once and never tested against alternatives
- 05Your agency sends monthly reports but you still cannot connect spend to revenue
- 06Smart Bidding is making decisions you do not understand and cannot override
Our approach
How we build Google Ads systems that scale
Account restructure
We audit every campaign, ad group, keyword, and bid strategy. Then we rebuild around tight thematic groupings, proper match type segmentation, comprehensive negative lists, and campaign-level budget allocation that reflects commercial priority.
Landing page alignment
Every ad group points to a purpose-built landing page that matches search intent precisely. No sending high-intent traffic to generic homepages. We build and test dedicated pages that convert the specific audience each campaign targets.
Bidding and budget strategy
We use manual CPC where control matters and automated bidding where the data volume justifies it. Every bid strategy has a clear rationale and review cadence. We do not hand Google a budget and hope the algorithm works it out.
Search term mining and expansion
We review search terms weekly. High-performing queries become exact match keywords. Irrelevant terms become negatives. This ongoing refinement tightens relevance scores, reduces wasted spend, and surfaces new opportunities competitors miss.
95
Conversions/month for NWD (built from zero)
10%
CTR on NWD Google Ads campaigns
£20
CPA on NWD Google Ads
£20M+
Pipeline generated across portfolio
What makes Avium different
Not another agency pitch.
- 01We build account structures around commercial intent - not automation defaults or Google recommendations
- 02Every campaign has a matched landing page, not a homepage or generic service page
- 03We review search terms weekly, not monthly - wasted spend is caught in days, not weeks
- 04Reporting connects Google Ads spend directly to CRM outcomes and backend revenue
- 05For New Wave Doors, we built Google Ads from zero to 95 conversions per month at a 10% CTR and £20 CPA - in a high-ticket home improvement category
Frequently asked questions
Do you manage Performance Max campaigns?
Yes, but with clear structure. We segment asset groups properly, feed Performance Max with clean audience signals, and monitor it against standard Search and Shopping campaigns to ensure it is genuinely adding value - not just cannibalising branded traffic.
What is wrong with following Google's recommendations?
Google's recommendations are designed to increase spend, not necessarily your profitability. Many suggestions - like switching to broad match or raising budgets - benefit Google's revenue more than your return. We evaluate every recommendation against your actual business metrics.
How do you handle bidding strategy?
We match bidding strategy to data volume and campaign maturity. New campaigns often start with manual CPC for control. Once conversion data is sufficient, we test automated strategies like Target CPA or Target ROAS with clear performance thresholds.
Do you build landing pages as well?
Yes. We build dedicated landing pages for every key campaign. The page messaging, layout, and conversion mechanism are designed to match the specific intent of the traffic being sent to it. This is where most of the conversion rate improvement happens.
How long does it take to see improvement?
Account restructures typically show measurable CPL or ROAS improvements within 30 days. The compounding effect - where refined keywords, landing pages, and bid strategies build on each other - accelerates over 60 to 90 days.
Can you work alongside our in-house team?
Yes. We often operate as a specialist layer on top of in-house marketing teams. We can manage Google Ads directly or train your team on our frameworks while providing strategic oversight and reporting.
What budget do you recommend for Google Ads?
We work with brands spending £5,000 or more per month on Google. Below that, the data volume is usually insufficient for meaningful testing and optimisation within our frameworks.
How do you report on Google Ads performance?
Weekly reports connect Google Ads data to your actual business outcomes - qualified leads, revenue, or pipeline value. We do not rely on Google's conversion tracking alone. We cross-reference with CRM data and server-side attribution.
Next step
Stop guessing what Google Ads is doing for you
Book a call and we will walk through your account. If there is wasted spend or structural issues, we will find them.
