Google Ads, structured for the way Smart Bidding actually works.
Search, Performance Max, Shopping, YouTube, Demand Gen, and App campaigns, managed from a manager account with change history you can audit. We feed the bidding models correct conversions with real values, then give them room to work — and read their reports with the skepticism they deserve.
What the algorithm sees
- Primary goal
- Paid conversion · value sent
- Enhanced conversions
- On · server-side
- Value rules
- By market · by device
- Bid strategy
- tCPA → tROAS, staged
- Reconciled to revenue
- Monthly
Campaign types
Each campaign type, used for what it is good at.
Search
Fewer, denser campaigns so Smart Bidding has enough conversions per campaign to learn. Brand separated from non-brand with its own target. Match types chosen for the account's conversion volume, search-term reviews on a schedule, and responsive search ads written from what people actually type — not from a keyword list.
Performance Max
Run with brand exclusions, asset groups built as real themes with full asset coverage, and a feed where there is one. We watch where it is actually spending — search, video, display, Shopping — and keep a Search campaign alongside it so the comparison stays honest. Final URL expansion and placement reports are reviewed, not trusted.
Shopping and feeds
Merchant Center hygiene first: disapprovals, price and availability accuracy, titles rewritten for search, custom labels for margin tiers. Then standard Shopping or Performance Max by product group, with value-based bidding that reflects actual margins rather than list price.
YouTube and Demand Gen
Used where search demand is capped and the economics need new audiences. Video action campaigns and Demand Gen run on the same conversion feed as search, measured with conversion lift or geo holdouts where budgets justify it, and cut without ceremony when they do not show up in reconciled revenue.
App campaigns
For clients with an app: campaigns run on in-app events from your measurement partner or Firebase, staged from installs to in-app actions to value, with iOS and Android in separate structures. We work alongside your app team's measurement setup rather than replacing it.
Manager-account hygiene
Accounts linked under your manager account, conversion actions and audiences shared where it helps, billing and policy issues handled before they pause campaigns, scripts and rules for the checks a human forgets, and a change history your finance team can audit.
Bidding and targets
Targets are staged, not guessed.
A bidding model needs volume to learn and stability to perform. Most accounts get neither: targets are set from a spreadsheet, moved every few days, and judged on platform-reported numbers that drift from reality. We stage targets through gates the reconciled data has to pass.
For subscriptions, the value we send is the decision: first payment, predicted lifetime value, or a blend — chosen with you, documented, and revisited when renewal cohorts come in.
Maximize conversions, capped budget
Until the account has a few weeks of correct conversions. Gate: volume and stability.
Target CPA, set from reconciled cost per conversion
Moved in small steps, never more than once a week. Gate: cost per conversion inside the agreed band for two consecutive periods.
Target ROAS with real values
Once values are flowing and dense enough. Gate: payback inside the window, confirmed by renewal or repeat-purchase cohorts.
Scale by market
Budgets raised where payback holds, new countries launched one at a time with their own targets and value rules.
Google Ads questions
Do you take over our existing account or start a new one?
Almost always the existing one — its history is an asset for the bidding models. We restructure inside it. A new account only makes sense when the old one carries policy problems or belongs to someone else.
What is the minimum monthly budget you work with?
Enough to produce roughly 30 or more conversions a month per campaign, so Smart Bidding has something to learn from. What that means in money depends on your cost per conversion; we will tell you after the audit, and we will say so if the budget is too small for the approach to work.
How do you report?
A shared dashboard reconciled to your revenue source, a written change note every week, and a monthly economics review. Platform numbers are shown next to reconciled numbers so the gap is visible, not hidden.
Can you work in Arabic?
Yes. Arabic-language search campaigns with native-written ads and properly localized landing pages, kept in separate campaigns from English so each gets its own targets and reporting.
Who pays Google?
You do, directly, through your own billing profile. Our fee is flat and separate. Where a client prefers invoiced media, we can discuss it, but the account still belongs to you.