Banana Marketing: Google Ads managementPay for intent,not justclicks.
A click is a cost, not a result. Our Google Ads management services connect the searches that signal real buying intent to the right campaign, message and landing page, then measure what happens next, so budget follows qualified demand instead of traffic volume.
Management from $400/month · ad spend separate
Capture intent, not just traffic
Someone is searching for what you sell , right now.
Google Ads is one of the few channels that meets people at the moment they describe a need in their own words. Many of those searches carry commercial intent. The job isn’t to appear for every possible search. It’s to identify the demand worth paying for and connect it to a path built to convert.
People search for
Products
“waterproof hiking boots women”
Services
“commercial cleaning company”
Problems
“boiler not heating water”
Comparisons
“crm for small sales teams”
Providers
“accountant for contractors”
Then connect it to the right
- 01Campaign
- 02Ad
- 03Offer
- 04Landing page
- 05Conversion path
Why Google Ads campaigns waste money
Where paid search budgets quietly leak.
Not every account has every one of these problems, but most underperforming accounts have several. A review shows which ones actually apply to yours.
- 01
Broad, loosely controlled targeting
Match types and settings that let ads show for searches far from what you sell.
- 02
Wrong keyword intent
Bidding on research or job-seeker searches as if they were buyers.
- 03
Weak negative keyword strategy
No systematic exclusions, so irrelevant searches keep spending.
- 04
Poor campaign structure
Unrelated services sharing one budget, one bid strategy and one message.
- 05
Generic ad copy
Ads that could belong to any competitor and say nothing about the search.
- 06
Weak landing pages
Paid clicks sent to a homepage or slow, unfocused page.
- 07
Incorrect conversion tracking
Duplicate, missing or low-value actions teaching bidding the wrong lesson.
- 08
Optimizing for clicks, not outcomes
Chasing cheaper clicks or higher CTR instead of qualified results.
- 09
No search-term analysis
Nobody reading what people actually typed before the ad appeared.
- 10
Limited testing
The same ads and pages running for months with nothing learned.
- 11
Poor budget allocation
Spend spread evenly instead of following what converts.
- Already running Google Ads? Start with a review
Our Google Ads process
Paid search management, in order.
Every stage feeds the next. Skipping the early ones is how accounts end up spending fast and learning slowly.
Understand
Phase 101Business & offer analysis
Margins, customer value, sales process and what a good lead or sale is worth.
02Search demand research
How your buyers search, what competitors bid on and where demand is concentrated.
03Account & campaign architecture
A structure that mirrors your offers, markets and priorities.
Build
Phase 204Keyword & audience strategy
Intent-led keyword groups, match types, negatives and audience signals.
05Ad development
Messages written for each intent group, with variants ready to test.
06Conversion tracking
The actions that matter defined, implemented and verified before launch.
Grow
Phase 307Launch
Controlled budgets and close monitoring while early data comes in.
08Optimization
Search terms, bids, ads, budgets and pages refined against real outcomes.
09Scaling
More budget behind what has proven itself, in measured steps.
Google Ads management services
What management actually covers.
Our PPC management services for Google Ads are scoped to the account. Not every campaign needs every format. We recommend what fits your goals, market and tracking.
Set up & structure
Google Ads account audits
A clear view of what’s working before anything changes.
Keyword research
Demand mapped by intent, cost and relevance.
Campaign restructuring
Untangling accounts that have grown without a plan.
Conversion tracking
Reliable data for reporting and bidding.
Landing page recommendations
What the page behind the ad needs to convert.
Manage & improve
Search campaign management
The day-to-day decisions behind high-intent campaigns.
Search term optimization
Reading real queries and acting on them.
Negative keyword management
Keeping irrelevant searches out of the budget.
Ad copy development
Intent-matched messages, tested in rounds.
Budget optimization
Spend moved toward what converts.
Extend & report
Remarketing strategy
Re-engaging visitors who showed genuine interest.
Display campaign support
Only where it serves a clear strategic purpose.
Performance reporting
Spend connected to leads, sales and value.
Search campaign strategy
Structure decides how much control you have.
Good Google Ads campaign management starts with structure. When unrelated services share one campaign, they share one budget, one bidding approach and often one message, so the service with the cheapest clicks can absorb spend meant for the one that matters most, and reporting can’t tell you which is which.
Structure aligns with
- Products
- Services
- Geography
- Search intent
- Funnel stage
- Business priorities
One catch-all campaign
One budget · one message- Office cleaning
- Carpet cleaning
- Window cleaning
- End-of-tenancy
- Brand searches
Structured by service & intent
IllustrativeOffice cleaning: high intent
- Quotes & contracts
- Industry-specific
Specialist services
- Carpet
- Windows
Brand
- Company name
Keyword intent
Higher volume doesn’t mean higher value.
A popular keyword can be full of researchers and job-seekers; a niche one can be full of buyers. We judge keywords by what the search says about the person behind it, not by how often it’s typed.
- Researching
Informational
“how often should offices be cleaned”
Usually better served by content than paid clicks: bid selectively, if at all.
- Comparing
Commercial
“best commercial cleaning companies”
Worth competing for with clear differentiation and proof.
- Ready to act
Transactional
“office cleaning quote”
Often the core of a lead-focused account: tight control, strong pages.
- Looking for you
Branded
“[your company] reviews”
Protects demand you’ve already earned; judged on its own terms.
Negative keywords & wasted spend
Telling Google where not to show up.
Negative keywords stop your ads appearing for searches that look related but won’t become customers. They’re one of the simplest ways to protect budget, and one of the most neglected.
Negatives need judgement too. Excluded too aggressively, they can block searches that would have converted, which is why we review search terms regularly rather than set a list once.
- Kept: office cleaning company near meRelevant: keep
- Kept: commercial cleaning quoteRelevant: keep
- Excluded: cleaning jobs part timeNegative: “jobs”
- Excluded: free cleaning schedule templateNegative: “free”
- Excluded: diy carpet cleaning tipsNegative: “diy”
Ad copy that matches search intent
Answer the search, then make the case.
An effective search ad reflects what the person just typed, shows it understands the need behind it and gives a reason to choose you. Copy matters, but it works alongside targeting, bidding and the landing page, never instead of them.
- Search query
- Problem / need
- Relevant message
- Clear value
- Action
Relevance
Echoes the language and need behind the search.
Differentiation
Says something a competitor’s ad can’t.
Offer clarity
Makes it obvious what happens after the click.
Call to action
One clear, specific next step.
Testing
Variants run in structured rounds, so each one teaches something.
Search: “office cleaning quote”
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- Headline
- Echoes the search
- Body
- Value + proof
- CTA
- One next step
Landing page alignment
The ad gets the click. The page earns the conversion.
Sending paid traffic to a weak or irrelevant page is one of the fastest ways to waste advertising budget. A strong Google Ads strategy treats the landing page as part of the campaign, not someone else’s problem.
- 01
Message match
The page continues the promise the ad made.
- 02
Page speed
Paid visitors don’t wait for slow pages.
- 03
Mobile experience
Most searches happen on a phone.
- 04
Clear CTA
One obvious next step, repeated where it helps.
- 05
Trust
Proof, policies and contact details where doubts arise.
- 06
Form usability
Only the fields you genuinely need.
- 07
Conversion friction
Every extra step removed or justified.
Conversion tracking
Without reliable data, you’re guessing with budget.
Google Ads performance can’t be judged, or optimized, without trustworthy conversion data. Bidding systems learn from whatever you tell them is a conversion, so we define the actions that genuinely matter to your business before we scale anything.
Useful signals
Traffic metrics
Tell you whether ads are seen and clicked.
- Impressions
- Clicks
- Click-through rate
- Cost per click
What actually matters
Business outcomes
Tell you whether the spend is working.
- Qualified leads
- Sales & revenue
- Cost per acquisition
- Conversion value
Conversion actions we may track
- Lead forms
- Phone calls
- Purchases
- Bookings
- Demo requests
- Qualified inquiries
Chosen per business, not every account tracks the same actions.
What we optimize
Continuous decisions, not set and forget.
Google PPC management is a rhythm of reviewing data, deciding what it means and making careful changes. Accounts left alone drift: search behaviour, competitors and costs keep moving.
- 01
Search terms
What people actually typed.
- 02
Keywords
What to add, refine or pause.
- 03
Bids
Strategy and targets aligned to goals.
- 04
Budgets
Shifted toward proven campaigns.
- 05
Ads
Winners kept, new variants tested.
- 06
Devices
Where performance differs by device.
- 07
Locations
Areas that convert, and that don’t.
- 08
Schedules
Hours and days that justify spend.
- 09
Landing pages
Which pages convert paid traffic.
- 10
Conversion quality
Whether conversions become customers.
The metrics that matter
The right KPI depends on how you make money.
A lead-generation business and an online store shouldn’t be judged by the same number. CTR and impressions are useful diagnostics, but on their own, they aren’t success.
CTR
DiagnosticHow often people who see the ad click it.
Most useful for: Spotting weak relevance or messaging.
CPC
DiagnosticWhat each click costs.
Most useful for: Understanding competition and bid efficiency.
Conversion rate
EfficiencyHow much traffic turns into action.
Most useful for: Judging targeting and landing pages together.
CPA
OutcomeWhat each acquisition costs.
Most useful for: Lead generation and acquisition efficiency.
ROAS
OutcomeRevenue returned per unit of ad spend.
Most useful for: Where revenue is directly measurable.
Conversion value
OutcomeThe total value conversions represent.
Most useful for: Ecommerce or value-based tracking.
Lead quality
OutcomeWhether inquiries become real opportunities.
Most useful for: Lead-generation businesses: critical.
Google Ads for lead generation
Fewer, better inquiries beat more forms.
For lead-generation businesses, a cheap lead that never becomes a client is expensive. We focus campaigns on the searches and messages that attract qualified inquiries, and, where your CRM or sales feedback allows, feed lead quality back into how the account is managed.
Often a fit for
- Professional services
- Healthcare
- Education
- B2B
- Local services
- High-intent service businesses
Inquiry
Someone fills a form or calls.
Qualified
They’re a genuine fit for what you sell.
Opportunity
They enter a real sales conversation.
Client
The outcome the account should optimize toward.
- Optimize toward the bottom of the list, not the top
Google Ads for ecommerce
Revenue is the start. Profit is the point.
For online stores, the question isn’t only how much revenue ads produce, but which products and customers are worth paying to acquire. Where a product catalog and tracking support it, Shopping or Performance Max campaigns may form part of the strategy: chosen for fit, not by default.
- 01
Product discovery
Getting the right products in front of active shoppers.
- 02
Purchase intent
Prioritizing searches close to buying.
- 03
Revenue
Measured accurately through value-based tracking.
- 04
Customer acquisition cost
What each new customer costs to win.
- 05
Product profitability
Margin-aware decisions, not revenue at any cost.
We don’t promise ROAS targets in advance. They depend on margins, pricing, competition and tracking quality.
Google Ads vs SEO
Different tools for the same search results.
Neither is universally better. Many businesses benefit from both: paid search for speed, control and testing; SEO for durable visibility that compounds. Search-term data from ads can even reveal which topics deserve organic investment.
Useful for
Google Ads
- Immediate paid visibility
- Controlled targeting
- Demand capture
- Testing offers and messages
- Scalable paid acquisition
Useful for
SEO
- Long-term organic visibility
- Content authority
- Compounding search presence
- Organic demand capture
Management fee vs ad spend
Two separate costs. Never blended.
Our management fee pays for the expertise and work that runs the account. Your advertising budget pays Google for the clicks. They’re billed separately, unless a future proposal explicitly states otherwise.
Banana Marketing management fee
Starting from$400/month
Paid to Banana Marketing
Covers
- Campaign planning
- Account management
- Optimization
- Conversion tracking
- Reporting
- Strategic recommendations
Advertising spend
Paid to Google
Not included in the fee
The right amount depends on
- Market
- Competition
- Goals
- Geography
- Search demand
We recommend a starting budget after researching your market. You stay in control of what you spend.
Final management cost may vary with
- Campaign complexity
- Number of campaigns
- Markets & locations
- Conversion tracking requirements
- Product or service range
- Ad spend
- Landing-page requirements
- Reporting complexity
Final management cost is confirmed in your proposal after we understand the account.
Already running Google Ads?
Start with a Google Ads audit.
If you’re already advertising, there’s history worth learning from. We review the account before recommending changes, so decisions are based on evidence, not assumptions. We don’t promise savings before we’ve seen the data.
We review
- Campaign structure
- Keywords
- Search terms
- Conversion tracking
- Budget allocation
- Ads
- Landing pages
- Historical performance
Then decide what to
Keep
What’s working and should be protected.
Improve
What’s close and needs refinement.
Pause
What’s spending without contributing.
Restructure
What needs a better foundation.
Test
What’s promising but unproven.
Why Banana Marketing
A Google Ads agency that answers to outcomes.
- 01
Search intent before traffic volume
We bid on what buyers search, not what fills a traffic chart.
- 02
Conversion measurement
Tracking verified before budgets scale.
- 03
Continuous optimization
A steady rhythm of review, decision and change.
- 04
Budget discipline
Every dollar of spend has a reason to be there.
- 05
Landing-page thinking
The page behind the ad is part of the job.
- 06
Transparent reporting
What changed, why, and what it led to.
- 07
Outcomes over vanity metrics
Leads, sales and value, not impressions.
- 08
Strategy before scale
More budget only once the foundations prove themselves.
Related services
Where Google Ads connects.
- PPCThe full paid media picture.
- Paid SocialMeta, LinkedIn and TikTok campaigns.
- SEOOrganic visibility alongside paid.
- Web DesignSites that turn paid clicks into customers.
- Landing Page DesignPages built for the ad behind the click.
- Content MarketingMessaging and assets that convert.
- Marketing ConsultingWhere paid search fits the plan.
- Digital Marketing PackagesGoogle Ads within a multi-channel plan.
- PricingAll service starting prices.
Google Ads questions
Questions about Google Ads management.
01What does Google Ads management include?
It typically includes campaign planning, keyword and search demand research, account structure, negative keyword management, ad copy development, conversion tracking, bid and budget optimization, search-term reviews, landing page recommendations and performance reporting. The exact scope is agreed in your proposal, based on your goals and account.
02How much does Google Ads management cost?
Our Google Ads management starts from $400 per month. The final fee depends on campaign complexity, the number of campaigns, markets and locations, conversion tracking requirements, your product or service range, ad spend, landing-page needs and reporting complexity. Ad spend is separate from the management fee.
03Is ad spend included in the management fee?
No. The management fee covers our strategy, management, optimization, tracking and reporting. Your advertising budget is paid directly to Google and is separate, unless a future proposal explicitly states otherwise.
04How much should I spend on Google Ads?
It depends on click costs in your market, competition, geography, your goals and how many conversions campaigns need to learn from. The budget should be large enough to gather meaningful data. We recommend a starting budget after researching your market, and suggest increasing it only as campaigns prove themselves.
05How quickly can Google Ads generate results?
Ads can start appearing soon after launch, once they’re approved. Reliable performance takes longer: early weeks are spent gathering data, refining search terms and testing. How quickly campaigns settle depends on budget, competition, conversion volume and tracking quality, so we don’t promise fixed timelines.
06Is Google Ads better than SEO?
Neither is universally better. Google Ads offers immediate, controllable visibility and fast testing, but stops when spend stops. SEO builds organic visibility that compounds over time. Many businesses use both, with insight from each strengthening the other.
07Can you manage an existing Google Ads account?
Yes. We start by reviewing structure, keywords, search terms, tracking, budgets, ads, landing pages and historical performance, then recommend what to keep, improve, pause, restructure or test. Your account and its history stay yours.
08How do you measure Google Ads performance?
Against the outcomes that matter to your business model. We agree the conversion actions and KPIs upfront (for example cost per acquisition and lead quality for lead generation, or conversion value and ROAS for ecommerce) and use metrics like CTR and CPC as diagnostics rather than measures of success.
09Do you guarantee leads or ROI?
No. Results depend on your market, competition, offer, budget, website and tracking, factors no agency fully controls. What we commit to is a disciplined process: intent-led targeting, reliable measurement, continuous optimization and transparent reporting.
10Can Google Ads work for small businesses?
It can, particularly where people actively search for what you offer. Small budgets need tighter focus: fewer services, specific locations and high-intent keywords. If our research suggests Google Ads isn’t the right channel for your budget or market yet, we’ll tell you.
Make paid search accountable