ROILift runs your Search, Shopping, YouTube, Display, and Performance Max campaigns with every optimization tied to ROAS and CPA, not impressions or click-through rate. Account stays in your ownership from day one. Tracking QA’d before any bid decision ships. Every change logged with what was adjusted and why. Reporting leads with revenue, not vanity metrics Google surfaces to encourage more spend.
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The retainer runs and optimizes paid search campaigns on Google’s advertising platform: Search, Shopping, YouTube, Display, and Performance Max. ROILift starts every engagement by QAing conversion tracking (because automated bidding optimizes toward what it can measure), builds campaigns around your money queries and margin thresholds, and reports on ROAS and cost per acquisition rather than impressions or clicks. The account stays in your ownership. Every change is logged.
Ongoing management and optimization of your Google Ads account: Search, Shopping, YouTube, Display, Performance Max, and retargeting campaigns. Scoped specifically to Google’s platform
Businesses whose current account is either under-optimized, managed by someone without PPC depth, or running on Google rep recommendations alone
Search (the core for most accounts), Shopping/PLA (ecommerce), YouTube (demand gen and retargeting), Display (awareness and retargeting), Performance Max (with controls, not out-of-the-box), and retargeting across all formats
Weekly optimization with logged changes, real-time ROAS dashboard, monthly deep-dive, quarterly strategic replan, conversion tracking QA before any optimization
The ownership rules from the PPC management hub apply to every Google Ads management engagement at ROILift. On Google Ads specifically, four things are non-negotiable from day one.
Your Google Ads account stays in your MCC or under your login. ROILift is added as a manager via an MCC link. You can revoke access in under a minute if you leave. We never create the account inside our own MCC and then claim we ‘own’ the campaign data.
You get admin access to every tool: conversion tracking tags, Google Tag Manager container, call tracking, dashboards, script libraries. Nothing sits in a ROILift-only environment.
Spend and fees are separated in every report and every invoice. The platform spend matches your Google Ads dashboard to the dollar. No obfuscated margins, no ‘management fee included in spend’ math. If the report says you spent $12,400 on Google, your Google Ads dashboard shows $12,400.
Handover takes minutes. If you leave, unlinking our manager access from your MCC is a single click on your end. Campaigns keep running. Conversion tracking stays live. Audiences, negative lists, and scripts remain in your account. Nothing switches off.
Google Ads management at ROILift is scoped to one platform run deeply, not six platforms run shallowly. The hub at PPC management covers the multi-platform view. This page covers what happens inside Google Ads specifically, because Google Ads is where 60-80% of most PPC budgets sit and where the optimization depth matters most.
Working management covers three layers most agencies skip or underweight. The tracking layer (conversion tracking QA’d or rebuilt before any bid strategy is configured, because automated bidding optimizes toward what it can measure). The structure layer (campaigns, ad groups, keywords, negatives, and audiences built around your margin thresholds, not Google’s default suggestions). And the optimization layer (weekly search-term reviews, bid tuning, budget shifts, and A/B tests with every change documented).
Where the retainer sits versus adjacent services: /ppc/microsoft-ads-management/ covers Microsoft/Bing (cheaper CPCs, older audience). /ppc/google-shopping-ads/ covers Shopping/PLA campaigns in depth for ecommerce. /ppc/youtube-ads/ covers video campaigns. This page covers Google Search campaigns and the account-level strategy that ties the campaign types together.
Google Ads is not one campaign type. It’s five or six, each with different strengths, different cost structures, and different optimization levers. Picking the right mix is most of the strategic work.
| Campaign type | Best for |
|---|---|
|
Search |
Buying demand that already exists: the buyer typed a query, you appear. Highest intent, highest CPC, highest conversion rate |
|
Shopping / PLA |
Ecommerce: the shopper searches, sees your product image, price, and rating. Feed quality is the lever |
|
YouTube |
Demand generation and retargeting. Low cost per view, primes the buyer for Search |
|
Display |
Retargeting and awareness. Rarely primary; works as the compounding layer |
|
Performance Max
|
Blends Search, Shopping, Display, YouTube, Discover. Ecommerce with strong feed |
|
Retargeting/Remarketing
|
Closing buyers who visited and left. Highest-ROAS spend on almost every account |
Every engagement at ROILift ships the same core deliverables.
Every engagement we audit is leaking money in the same few places. The waste patterns below are what we find on 90% of first audits on Google Ads specifically.
| Where it leaks | Why it costs you | What fixes it |
|---|---|---|
|
Broad match without tight negatives |
Spend bleeds to irrelevant queries: ‘free,’ ‘jobs,’ competitor names, unrelated categories. Adwords management that skips the search-term report every week lets this compound |
Negative-keyword sweep from search-term reports run weekly, not monthly. Broad match reserved for campaigns with clean history and strong audience signals |
|
Conversion tracking that misses or double-counts |
Smart Bidding optimizes toward the conversions it sees. Missing conversions mean the algorithm starves your best campaigns. Double-counting inflates ROAS and hides the real CPA |
Full tracking audit in week one: tag verification, server-side events where supported, offline imports for real sales cycles, enhanced conversions configured |
|
Wrong bid strategy for the account’s maturity |
Target CPA on a campaign with 20 conversions per month gives the algorithm nothing to learn from. Maximize Conversions on a mature account spends to budget without efficiency discipline |
Bid strategy matched to each campaign’s maturity and conversion volume. Learning-period plan communicated before the strategy ships |
|
Google’s default recommendations accepted blindly |
Google’s Recommendations tab optimizes for Google’s revenue, not your ROAS. ‘Add broad match,’ ‘raise your budget,’ and ‘remove negative keywords’ are common recommendations that increase spend without improving returns |
Every recommendation evaluated against your ROAS target. Most are declined. The ones accepted are logged with the reason in the weekly note |
|
Performance Max running out-of-the-box
|
PMax without asset groups, negatives, or brand exclusions cannibalizes brand Search (you were going to win those clicks anyway) and spends on audiences you’d never target |
PMax configured with asset group segmentation, negative keywords via API, brand exclusions, and placement exclusions. Monitored weekly for audience and placement drift |
|
Homepage used as the landing page for every campaign
|
Homepage serves every audience and converts at 1-2% on paid traffic. A purpose-built landing page matched to the ad’s query runs 4-8% |
Landing page recommendations in the strategy doc. Copy, CTA, and trust-signal review on priority pages. Full landing page builds scoped through landing page optimization |
Our Total
Completed Work
Google Ads management doesn’t reward a slow ramp. Access on day one, tracking QA’d inside a week, first optimizations live by week two, ROAS movement by month two.
The most common question from serious buyers: ‘will you also fix our landing pages?’ Here is the exact scope boundary.
The retainer runs and optimizes your account: Search, Shopping, YouTube, Display, Performance Max, and retargeting. In practice: conversion tracking audit in week one, campaign structure built around your money queries, weekly optimization with every change logged, and reporting tied to ROAS and CPA. The account stays yours.
No. It stays in your name. ROILift is added as a manager via MCC. Every tool we set up has you as admin. If you leave, the handover is unlinking us as manager, which takes about a minute. Campaigns keep running. Nothing switches off.
Tracking QA in week one. First optimizations by week two. Meaningful ROAS movement typically month two after Smart Bidding exits its 7-14 day learning period. Faster on accounts with clean tracking. Slower on accounts starting from broken tracking or heavy waste.
We still start with the tracking audit, because even accounts that look healthy often have tracking gaps (20-40% of conversions missing is common). From there, the optimization is about efficiency gains: tighter negatives, better bid strategy matching, PMax configuration, and landing page improvements. Adwords management for healthy accounts typically produces smaller percentage gains but on a larger base of existing revenue.
Depends on your audience. Microsoft skews older and wealthier, with cheaper CPCs than Google in most verticals. B2B categories are particularly underpriced on Microsoft. We recommend it when the audience data supports it, and the budget allows testing.
Recommendations and copy for A/B tests, yes. Full CRO programs or landing page builds, no. See the landing page position above. If you need both PPC and CRO, we run them as two engagements with a shared weekly standup.
Nothing, if their recommendations are improving your efficiency. The problem is structural: the rep is measured on your spend growth, not your ROAS. ‘Add broad match,’ ‘raise your budget,’ and ‘remove negative keywords’ are common suggestions that increase spend without improving returns. If the rep’s advice is working, keep them. If your spend keeps rising while your CPA stays flat, that’s the signal.
Book a strategy call. 45 minutes on your current Google Ads performance, where the spend is leaking, and what a managed engagement would target in the first 30 days. If you’d rather see the diagnostic first, the PPC audit runs the waste checks above and returns three priority findings.
Book a strategy call: 45 minutes, waste audit, ROAS projection, no pitch deck
Get a scoped proposal with campaign types, budget allocation, and pricing
Day one: account access, tracking audit, first optimizations inside a week.
