We start with deep keyword research, segment by intent level (high-intent buy keywords vs. research keywords), use exact and phrase match primarily, and build comprehensive negative keyword lists. We mine search term reports weekly to find new opportunities and eliminate waste.

We provide landing page recommendations based on quality score analysis and conversion data. If your landing pages don't match the ad's intent, we'll flag it and suggest changes. We can also build dedicated landing pages for your highest-value campaigns if needed.

Google's automated recommendations optimize for Google's revenue — more spend, broader targeting, more placements. We optimize for your revenue. We evaluate every recommendation against your profit targets and only implement what genuinely improves performance.

We structure PMax with strategic asset groups, audience signals based on your customer data, and proper conversion tracking. We monitor placement reports to ensure spend isn't being wasted on low-value placements, and we supplement PMax with dedicated Search and Shopping campaigns for control.

We implement full conversion tracking through Google Tag Manager and GA4 — including purchases, leads, phone calls, form submissions, and micro-conversions. Proper tracking is non-negotiable; without it, the algorithm can't optimize and we can't measure real results.