Wasted spend
Budget leaking into low-intent queries, weak placements or campaigns with unclear purpose.
Google Ads / PPC
Google Ads strategy, management and restructuring for sharper performance.
Senior Google Ads management across Search, Shopping, Performance Max, Demand Gen, YouTube and Display — built around commercial outcomes, not platform metrics.
Search/Shopping/PMax/Demand Gen/Lead Gen/E-commerce/Tracking/Restructures
Account diagnostic
google ads · liveSearch intent
Match types · negatives
Aligning
Wasted spend
Low-intent queries
Reducing
Tracking clarity
GA4 ↔ Ads ↔ CRM
Verifying
Lead quality
CRM feedback loop
Improving
Scaling signal
Priority found
Confident
Illustrative preview→ /paid-media-audit
01
£500k+
monthly media budgets managed
02
20+
international markets
03
8+ yrs
senior performance experience
04
Search, PMax, Demand Gen
Google Ads coverage
The problem
Most Google Ads accounts do not need more spend first. They need cleaner signal.
Performance often gets held back by messy structures, broad search terms, unclear tracking, weak landing page alignment and bidding strategies optimising towards the wrong signals.
Broad query creep
Search terms drift away from commercial intent while budgets keep moving.
Poor tracking clarity
Forms, calls, platform conversions and CRM outcomes reporting different truths.
PMax signal confusion
Performance Max running without enough structure, feed quality or conversion confidence.
Landing page mismatch
Traffic sent to pages that do not match the search intent or conversion goal.
Scaling without context
Budgets increased because platform metrics look good, not because commercial outcomes are proven.
The method
From search intent to commercial outcome.
Mavari builds Google Ads around the full journey — what people search, where they land, how they convert, what happens after the enquiry and which signals should guide the next decision.
01
Search
Capture high-intent demand through Search, Shopping, Performance Max and supporting Google channels.
02
Capture
Send traffic to clearer landing pages and conversion journeys that match the intent behind the click.
03
Track
Connect conversion actions, forms, calls, CRM fields and lead quality so the account is not optimising blind.
04
Improve
Use search terms, bidding data, conversion quality and commercial feedback to decide what to cut, fix, test or scale.
Google Ads stack
Coverage across the channels that actually make sense.
Not every Google Ads account needs every campaign type. The job is to choose the right mix, structure it properly and keep the account tied to real business outcomes.
Search campaigns
Keyword strategy, match types, search terms, negatives and intent-led account structure.
Shopping campaigns
Product visibility, feed alignment, query quality and commercial product/category priorities.
Performance Max
PMax structure, asset groups, feed signals, exclusions, conversion quality and budget control.
Demand Gen, YouTube & Display
Supporting demand capture, remarketing and creative-led acquisition where there is a clear role.
Lead generation campaigns
Campaigns built around enquiry quality, call/form tracking, lead handling and pipeline value.
E-commerce campaigns
Shopping, PMax and Search aligned to ROAS, margin, product priorities and revenue quality.
Bidding & budget control
tCPA, tROAS, Max Conversions and budget pacing decisions based on evidence, not default settings.
Reporting & optimisation
Clear reporting that connects platform metrics to leads, sales, revenue, pipeline or profit.
Lead generation
Google Ads should not stop at the click.
For lead generation accounts, Mavari can connect campaigns, landing pages, forms, call tracking and CRM visibility so performance is judged by lead quality and sales opportunity — not just form fills.
01Google Search Intent
02Landing Page
03Form / Call
04CRM / Lead Handling
05Lead Quality Feedback
06Google Ads Optimisation
Higher-intent search demand
Campaigns structured around the searches most likely to turn into valuable enquiries.
Landing page alignment
Pages and journeys matched to the service, offer, location or audience behind the search.
CRM and tracking visibility
Forms, calls and lead data connected where possible so the account has cleaner feedback.
Optimisation around quality
Budgets and bids informed by enquiry quality, not just the number of conversions in-platform.
CRM and landing page support can be delivered directly or through trusted specialist partners depending on the account requirements.
E-commerce & Shopping
Shopping and PMax need more than automated spend.
For e-commerce accounts, performance depends on clean feeds, clear product priorities, query control, campaign structure, budget allocation and reporting that reflects revenue quality.
01Feed and product structure
02Shopping query visibility
03Performance Max signal quality
04ROAS and revenue reporting
05Product/category budget allocation
06Search and Shopping alignment
What gets optimised
The work behind cleaner Google Ads performance.
- Campaign structure
- Keyword and match type strategy
- Search terms and negative keywords
- Bidding strategy and budget allocation
- Shopping feed and PMax structure
- Landing page and conversion journey
- Conversion tracking and attribution
- Lead quality and CRM feedback
- Reporting and commercial insight
- Testing roadmap and scaling decisions
Working principle
“The goal is not to make the account look busy. The goal is to make the next decision clearer.”
Mavari Digital · Google Ads
How engagements work
Start with clarity. Move into sharper management.
Most accounts begin with an audit or diagnostic review. From there, Mavari can support the restructure, roadmap and ongoing management depending on what the account needs.
01
Audit
Review structure, spend, search terms, tracking, landing pages, bidding and commercial opportunity.
02
Restructure / roadmap
Prioritise the biggest fixes and rebuild the account around cleaner intent, better signals and more useful reporting.
03
Monthly management
Ongoing strategy, optimisation, testing, reporting and commercial decision-making.
Good fit
Useful for accounts where Google Ads should be working harder.
Good fit
- Spending from around £2k/month on Google Ads, or planning to scale into that range
- Ongoing monthly management is usually strongest for accounts spending £5k+/month, or businesses with high-value leads, strong margins or clear growth plans
- Performance has plateaued or become inconsistent
- Search terms, PMax or Shopping activity feel hard to control
- Lead quality is unclear or not tracked properly
- Tracking or attribution cannot be trusted
- The account has become messy after years of changes
- You are considering scaling but want confidence before increasing spend
Not ideal if
- You only want the cheapest possible setup
- You do not want to share performance context
- You want more clicks without diagnosing quality
- You want budget increases without fixing the account
- You are not ready to act on recommendations
FAQ
Common questions about Google Ads engagements.
Both. I can act as a strategic consultant, deliver standalone audits or restructures, and provide ongoing monthly Google Ads management. Many clients start with an audit to diagnose the account, then move into retained management so the work keeps improving rather than sitting in a deck.
Next step
Want a clearer view of what your Google Ads could be doing better?
Book a Google Ads audit or discuss monthly management across Search, Shopping, Performance Max and lead generation.