Attribution & Analytics
What Should Be Included in a Google Ads Management Service?
Google Ads management should cover the parts of the ecosystem that determine whether clicks become profitable customers. For ecommerce, that usually extends beyond the Google Ads interface.
Search management
Expect work around:
- keyword/query strategy
- search terms
- negative keywords
- ad copy/assets
- bidding
- budget
- brand/non-brand separation
- landing pages
Shopping and PMax
Ecommerce management should also understand:
- Merchant Center
- product feeds
- disapprovals
- product-level performance
- PMax structure
- margin/product priorities
Conversion tracking
The agency should know which purchase action drives bidding, whether values/transaction IDs are correct and whether GA4/native conversions are duplicated.
Reporting
A useful service explains what Google is claiming and checks the result against Shopify. Strong branded ROAS should not hide weak acquisition.
Strategy, not activity
Not every campaign needs edits every day. The service should create deliberate changes based on data and business goals.
Want to know what the number actually means?
If you want Google Ads management that includes Search, Shopping, PMax and conversion measurement rather than bid changes alone, send us an inquiry.