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.