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Google Ads

Capture the demand that already exists.

Someone is typing exactly what you sell into Google right now. We build the account that meets them there — search, Shopping, Performance Max and YouTube — on a flat fee that never rises just because your budget does.

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Who it's for

Built for businesses buyers are already searching for.

Google does not manufacture demand, it captures the demand that exists today. It is the right first move when people are already typing your category into a search box — and the right second move when Meta is creating want faster than you can capture it.

Businesses with existing search demand

Established categories where buyers search by name, problem or product. The intent is already there, so the job is structure, relevance and not paying twice for the same click.

E-commerce and Shopping advertisers

Shopify and DTC brands where the product feed is the real targeting layer, and Shopping and Performance Max only work as well as the feed behind them.

Australian service businesses

Local lead generation where the buyer is searching for a job to be done right now — quotes, bookings and enquiries rather than clicks.

How it works

How a Google account runs with us.

  1. 01

    Growth Diagnostic and audit

    Every engagement starts with the $1,497 Growth Diagnostic — a review of the Google Ads account, GA4 and tracking integrity, offers and landing pages, with a prioritised 90-day roadmap and a 45-minute walkthrough. It is credited back in full against your first month if you start a plan within 14 days.

  2. 02

    Keyword and search intent research

    Two questions before anything is built: what people actually type when they are ready to buy, and what you can afford to pay for a sale. Offer and margin review sets the target cost per acquisition, keyword and search term research sets the map, and competitor ad research shows what the auction already looks like.

  3. 03

    Conversion tracking rebuilt before spend moves

    Google Ads conversions, GA4 and enhanced conversions configured together so the same sale is not counted twice and offline or lower-funnel actions are not missed. We verify conversions are firing and importing correctly rather than assuming the tag manager container is right.

  4. 04

    Account structure built to scale

    Campaigns arranged so budget flows to intent instead of leaking across overlapping ad groups: tightly themed search campaigns, a shared negative-keyword architecture so campaigns stop bidding against each other, branded spend kept separate so it can be judged on its own, and Shopping or Performance Max fenced off with proper exclusions.

  5. 05

    Merchant Center feed, where products are involved

    For Shopping and Performance Max the feed is the targeting. We set up and maintain the Google Merchant Center feed, clear disapprovals, and work on titles, attributes and imagery as creative rather than admin. It is included from the Foundation plan whenever Google is the channel we run.

  6. 06

    Ad copy and landing pages

    Responsive search ads live or die on asset quality, so headlines and descriptions are written and tested as real copy. The click then has to land somewhere that matches the promise — we give landing page and offer guidance in every plan, and can build a dedicated conversion-focused page as a $1,800 add-on.

  7. 07

    Bidding, budgets and waste control

    The recurring work: mining search terms and adding negatives, choosing and managing the smart bidding strategy and its targets, reallocating budget across campaign types, and improving the landing page experience behind Quality Score. One change at a time, left to settle, so results can actually be attributed.

  8. 08

    Reporting and strategy review

    A written report plus a short Loom walkthrough on your plan's cadence — weekly on Growth and Scale, monthly on Foundation — led by revenue and cost per acquisition, with a cross-channel view alongside Meta. The recurring strategy call sets the next month's budget, offers and priorities.

  9. 09

    Handover, if you ever leave

    The Google Ads account, Merchant Center, GA4, tag setup and ad assets stay in your name and under your ownership throughout. Plans are month to month with no lock-in, so leaving means we hand back admin access, not a rebuild.

What's included

Everything in the engagement.

Build, optimise, create, report — the same four-stage rhythm every month, across every campaign type in the account.

01 — Build

Most underperforming Google accounts are not badly optimised, they are badly structured. We rebuild the architecture so budget flows to intent instead of leaking across overlapping campaigns.

  • Search, Shopping, Performance Max & YouTube structure
  • Keyword and negative-keyword architecture
  • Conversion tracking, GA4 & enhanced conversions
  • Merchant Center feed setup and disapproval fixes
02 — Optimise

The daily work: cutting spend that never converts and pushing it toward what does, with changes made one at a time so we can actually tell what worked.

  • Search term mining and negative sculpting
  • Smart bidding strategy & target management
  • Budget reallocation across campaign types
  • Landing page and Quality Score improvement
03 — Create

Responsive search ads live or die on asset quality, and Performance Max is only as good as the creative and feed you hand it. Both get treated as creative work, not form-filling.

  • Responsive search ad copy & asset testing
  • Performance Max asset groups and exclusions
  • Shopping feed titles, attributes & imagery
  • YouTube and Demand Gen video assets
04 — Report

Revenue, cost per acquisition and genuinely incremental conversions — in plain English, with a short Loom each week explaining what we changed and why.

  • Revenue & CPA-led reporting, not impressions
  • Cross-channel view alongside Meta
  • Incrementality sanity checks on branded spend
  • Recurring strategy and forecasting sessions

Where we work

Every surface Google gives you.

Search & Performance Max

High-intent search alongside a properly fenced Performance Max, so you can still see what is actually working.

Shopping & Merchant Center

A clean, complete product feed — the real targeting layer behind every Shopping and PMax conversion.

YouTube & Demand Gen

Video and discovery placements for building demand above the funnel, using the creative we already produce.

Reporting & deliverables

What lands in your inbox, and what stays yours.

Google reporting has to answer one question: did the spend make money. Reporting runs on your plan's cadence — weekly on Growth and Scale, monthly on Foundation — and leads with revenue and cost per acquisition rather than impressions. Everything we build stays in accounts you own, so a handover is an access change rather than a rebuild.

FAQ

Questions, answered.

Market rates run roughly $1,000 to $5,000 per month for management, plus your ad spend paid directly to Google, and many agencies charge 10 to 15 per cent of spend instead. SkaleWell charges a flat fee: Google Ads is one of the two paid channels in the Growth plan at $4,497 per month. A one-off account build is $1,500, whether that is a new account from scratch or a full rebuild of an existing one.

No. A percentage fee means the agency earns more every time it recommends you spend more, which is precisely the wrong incentive. Our fee is the same whether you spend $5,000 or $80,000, so the only way we grow is by making the account work harder.

If people are already searching for what you sell, Google captures demand that exists today and usually pays back faster. If you are creating demand for a new or visual product, Meta is the better first channel. Most brands end up running both, because search captures intent and social creates it — which is why the Growth plan covers both.

Yes, and carefully. Performance Max works well with a clean product feed, strong asset groups and proper exclusions, and burns budget quietly without them. We always keep a well-structured search campaign alongside it so you can see which conversions are genuinely incremental.

Included whenever Google is a channel we manage, from the Foundation plan up. We set up and maintain the Google Merchant Center feed, fix disapprovals, and optimise titles, attributes and imagery — the feed is the real targeting in Shopping and Performance Max, so it gets treated as creative, not admin.

Google Ads conversions, GA4 and enhanced conversions are configured together before budget moves, so the same sale is not counted twice and lower-funnel actions are not missed. We verify conversions are firing and importing correctly rather than assuming the container is right, and the tracking stays in accounts you own.

We write and test the responsive search ad copy, assets and Performance Max asset groups as part of the management fee. Landing page and offer guidance is included in every plan; if you need a dedicated conversion-focused page built for a campaign, that is a $1,800 add-on with tracking included.

See all frequently asked questions

Other services

The rest of the engine.

All services

Meta ads

Facebook and Instagram campaigns that create demand, fed by a steady stream of fresh creative and clean conversion tracking.

Learn more

SEO & GEO

Classic search rankings plus AI visibility, so your brand is the one ChatGPT, Perplexity and Google AI Overviews name when a buyer asks what to buy.

Learn more

Email & lifecycle

Klaviyo flows and campaigns that turn the traffic your ads already paid for into repeat buyers — the cheapest revenue in the business.

Learn more