Google Ads management, senior-led

PPC & Co manages Google Ads for businesses spending $3,000 a month and up. Every account is run daily by a senior strategist, not passed down to a junior account manager. Pricing is a one-time onboarding fee plus 8 to 15 percent of monthly ad spend, month to month, and you own the account and all of its history from day one.

Who this is for

Businesses with a working offer and a Google Ads account that has stalled: cost per lead climbing, an agency that reports but doesn't explain, or an account nobody senior has looked at in months. Most clients come to us spending between $3k and $80k a month on Google. The largest single account we have run grew to multiple six figures a month over an eight-year engagement, in one of the most competitive legal categories in the country.

What we run, and why each one is in the account

Search. Still the highest-intent traffic that exists. We build it in tight themes so a bid on "emergency AC repair Tampa" never shares a budget or an ad with "AC maintenance plan." Daily search-term review, negatives, and bid strategies set per theme.

Performance Max. Google's automated campaign across Search, Display, YouTube, Gmail and Maps. Strong when it is fed clean conversion data and constrained with audience signals and brand exclusions. A budget drain when it isn't. We run it beside Search, never instead of it.

Shopping. For dealers and retailers with inventory. Most of the work is in the feed: titles, attributes and grouping decide performance before an ad is shown.

Local Services Ads. Google-guaranteed, pay-per-lead ads shown above everything else for law firms, home services and licensed trades. Full page.

YouTube and Demand Gen. Audience building and remarketing with strict frequency control. Not a branding line item; a way to stay in front of leads that haven't converted.

Should I be running Performance Max?

Usually yes, and never alone. Performance Max works when three things are true: conversion tracking is clean (enhanced conversions, and offline import if leads close outside the site), a Search campaign is already catching the high-intent terms so PMax can't take credit for them, and brand terms are excluded so it doesn't spend your budget on people who were already coming. When any of those is missing, PMax is the fastest way to spend money on nothing and report it as success. In our audits, the most common PMax problem isn't the campaign; it's that nobody set the guardrails.

Can you take over an account another agency built?

Yes, as long as the account lives in your Google Ads login, or can be moved there. We audit first, keep what is working, and restructure only where the data says the structure is costing you. You never lose history, and you don't lose a week of leads during the handoff. If your current agency owns the account, we will walk you through getting a copy or rebuilding with the data you can export, and we will tell you honestly which is faster.

Why account structure decides everything

Almost every account we audit has the same disease: campaigns organized around how the business describes itself instead of how customers search. One campaign called "Services," forty keywords in one ad group, one landing page for all of them, and Smart Bidding trying to learn from a signal that means nothing.

We rebuild around search themes. Each campaign owns one intent. Each ad group owns a small cluster of terms that can honestly share an ad. Each ad lands on a page written for that intent. Budgets then map to what you actually want more of, and Google's bidding finally has something coherent to learn from.

What you get every month

• Daily: bids, budgets, search terms, negatives, ad rotation and anomaly checks, all visible in the change history.
• Weekly: a short written performance note. What moved, why, what we are testing next.
• Weekly: conversion tracking check. Enhanced conversions, offline imports and call tracking verified before a gap poisons a bid strategy.
• Monthly: full report and review call. Cost per lead, ROAS, pipeline contribution, next month's plan. Live dashboard access included.
• Ongoing: new responsive search ads, image and video assets on a schedule, with tests documented.
• Ongoing: landing pages for every campaign theme, built by our own team. How we build them.
• Quarterly: a written 90-day sprint plan you can hold us to.

What Google Ads management costs

A one-time onboarding fee covers the audit, restructure, tracking setup and initial pages. After that, management is 8 to 15 percent of monthly ad spend, with the percentage falling as the budget rises. On a $5,000 budget that is roughly $750 a month; on $50,000 it is about $5,000 to $6,000. Ad spend is paid by you, directly to Google, on your own card. Full breakdown on the pricing page.

Who does the work

Shane K. Penrod has been in search marketing since 2000 and paid search since 2012, and is a 2015 Google Partners All-Stars competition winner. He leads strategy on every account and is on your kickoff call. Your account is managed daily by a senior strategist, and the specialists behind it, in tracking, landing pages and development, have worked with us for more than a decade. About Shane.

Results

Eight years, three markets, multiple six figures a month at peak for a personal injury firm, starting from the first landing page and Google Ads account we built for them. Read the case study.