Google Ads (PPC) that converts
Paid search (SEA/PPC) captures existing demand on Google with high intent, in a measurable and scalable way. It rests on account structure, Quality Score, reliable conversion tracking and disciplined optimization.
Summary
- Search account and campaign structure
- Keywords and negatives
- Quality Score and ROAS
- Reliable measurement (conversions, GA4)
What's included
- Google Ads account audit
- Search campaign structure
- Bidding and budget strategy
- Ads and extensions
- Reporting and ongoing optimization
How I work
- Goals and KPIs
- Account structuring/optimization
- Conversion measurement
- Performance optimization
- Actionable reporting
Who it's for
Businesses that want to capture high-intent demand profitably, or recover accounts that waste budget.
Where paid budgets quietly leak
Most underperforming Google Ads accounts don't have a bidding problem; they have a structure and measurement problem. Budget leaks through loose match types with no negatives, conversions that count the wrong thing (or double-count), and a Performance Max campaign run as a black box that cannibalizes your brand terms. Fix the plumbing first and the same spend does more.
Quality Score is the lever people ignore because it feels abstract - but it's just three things you can influence directly:
- Expected click-through rate - ad relevance to the query
- Ad relevance - tight ad groups, message match
- Landing page experience - speed, relevance, clarity
Higher Quality Score means lower cost per click for the same position. It's paid, but it rewards good SEO fundamentals on the landing page.
The other quiet leak is measurement. If conversions are miscounted - double-firing, counting form views instead of submissions, or ignoring offline outcomes - every optimization and every Smart Bidding decision is built on sand. I make conversion tracking honest first, tie it back to GA4, and only then let automation scale what's genuinely working. Structure, then measurement, then bids: in that order, the same budget does noticeably more.
Delivered by Miguel Maio - in digital since 1998, SEO and SEA since 2007. See also the consultancy and the articles.
Frequently asked questions
How do you measure return?
With correctly configured conversions and ROAS analysis, tied back to GA4. See Analytics →
Is Performance Max worth it?
It can be, with reliable conversion data and oversight - never as a black box. Get in touch →
Can you manage international, multi-currency campaigns?
Yes - multi-market, multi-language Google Ads with a structure that keeps relevance and Quality Score high across regions. Account structure →
Do you work remotely with our in-house or agency team?
Yes - remotely, in English or Portuguese, either hands-on or supervising your team and agencies. Get in touch →