Google Ads Management

Google Ads allows your business to appear at the exact moment someone is actively searching for what you offer. When aligned properly with commercial goals, it can:

• Capture high-intent demand

• Deliver predictable, measurable leads

• Scale in line with revenue targets

When misaligned, it often results in wasted spend, poor-quality enquiries, and activity that looks busy but doesn’t support growth.

Align & Scale’s Google Ads Management service is built to ensure your paid search activity is:

• Strategically aligned to business objectives

• Commercially sensible, not just traffic-driven

• Structured for optimisation first, then scale

All tiers follow the same best-practice approach to account structure, keyword intent, conversion tracking and performance analysis. The difference between tiers is not quality, but depth of optimisation, strategic involvement, and readiness to scale.

ACTIVATE | TIER 1

Designed for:

Businesses launching Google Ads or needing a clean structural reset.

Focus:

Building a stable, measurable foundation from which performance can be evaluated.

What’s included:

• Account setup or structural rebuild

• Intent-led keyword research

• Campaign and ad group creation (up to 3 campaigns)

• Best-practice ad copy

• Conversion tracking setup (forms and calls where possible)

• Budget and bidding framework

KPI Focus:

• Campaigns live and approved

• Conversion tracking accuracy

• Keyword relevance and intent coverage

• Baseline CTR and CPC benchmarks

Outcome:

A conversion-ready Google Ads account built for clarity, control, and future optimisation.

OPTIMISE | TIER 2

Designed for:

Businesses ready to improve efficiency, lead quality, and return on ad spend.

Focus:

Using real performance data to reduce waste and increase conversion efficiency.

Everything in Activate, plus:

• Ongoing search term and keyword refinement

• Bid and budget optimisation

• Continuous ad copy testing

• Quality Score improvement

• Landing page and conversion insights

• Monthly performance reporting with actions

KPI Focus:

• Cost per lead / conversion trends

• Conversion rate improvements

• CTR and Quality Score movement

• Reduction in irrelevant spend

Outcome:

Better leads, improved efficiency, and confidence in where budget is being allocated.

SCALE | TIER 3

Designed for:

Businesses using Google Ads as a core acquisition channel and looking to grow volume sustainably.

Focus:

Scaling spend and lead volume while maintaining efficiency and commercial control.

Everything in Optimise, plus:

• Advanced campaign and funnel strategy

• Audience segmentation and remarketing

• Budget forecasting and scalability planning

• Deeper performance analysis aligned to revenue goals

• Priority strategic support

KPI Focus:

• Lead or conversion volume growth

• CPA stability as spend increases

• ROAS visibility (where revenue tracking exists)

• Performance consistency over time

Outcome:

Informed, controlled scaling with clear visibility on performance and return.