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GOOGLE ADS MANAGEMENT
Most UK Google Ads accounts are structurally misconfigured before a single pound is spent. Ignited Nepal engineers the account from the attribution layer up — conversion tracking verified, campaign architecture set, bid strategy matched to your actual sales cycle.
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/ This is for you if
You're running Shopify or WooCommerce with a monthly Google Ads budget between £3,000 and £30,000. ROAS is inconsistent or declining and you suspect your Shopping feed, campaign structure, or Performance Max settings are the problem. You want a clean account rebuilt around what the data actually shows, not what Google recommends you do.
Your business sells professional services, SaaS, or complex products with a 30–90 day sales cycle. Google Ads generates leads, but nobody has verified whether those leads become customers. You need CRM offline conversion imports, GA4 multi-touch attribution, and a reporting model that connects paid spend to pipeline value — not just form fills.
You're spending £5,000–£15,000 per month and receiving reports full of clicks, impressions, and cost-per-click. There is no line from ad spend to revenue. You've asked your current provider for it and been redirected to "brand awareness" or "top-of-funnel signals." You want a managed account where every pound is traceable.
/ What's broken
Google's default settings — broad match keywords, auto-applied recommendations, and Smart Campaign structures — are optimised to spend budget efficiently, not to maximise your return. Every auto-applied recommendation we reverse-engineer in a UK account audit is designed to increase spend, not reduce wasted impression share. Accepting Google's defaults without review is the most common cause of account underperformance we see.
If your conversion events fire on page loads rather than form submissions, or if GA4 goals count sessions instead of enquiries, Smart Bidding is optimising toward a signal that doesn't represent a real business outcome. The dashboard looks healthy. The revenue doesn't follow. We verify every conversion event fires correctly before a managed account goes live — without exception.
A search for "commercial fit-out company Birmingham" landing on a homepage is a structural mismatch. The intent in that query is specific. A homepage is general. The gap between specific intent and a generic destination is where the majority of budget disappears. Every campaign type requires a dedicated landing page matched to its keyword cluster and funnel stage.
In UK B2B, the journey from first paid click to closed deal regularly spans 60–120 days and involves multiple stakeholders across multiple devices. Last-click attribution credits the final branded search and ignores the Google Ads campaign that started the conversation six weeks earlier. Without GA4 multi-touch attribution and CRM offline conversion imports, budget decisions are made on systematically wrong data.
/ What we engineer
Each workstream is built by the team that audits it, and wired into the rest of your growth system.
Before any campaign goes live, we audit and rebuild your conversion tracking from scratch. GA4 event configuration, Google Ads conversion imports, CRM offline conversion uploads, and call tracking are all verified to fire accurately. Smart Bidding only works when it has a reliable signal — we establish that signal first.
We build campaign structures matched to your product catalogue, service lines, and funnel stages. Keyword strategy uses exact and phrase match as primary targeting with 300+ negative keywords applied from day one to eliminate irrelevant spend. Search term reports are reviewed weekly to catch match type drift and identify new negative additions.
We manage all four campaign types within a single unified account strategy. Shopping campaigns include Google Merchant Centre feed audits and attribute optimisation. Performance Max campaigns are built with asset groups, audience signals, and brand exclusions configured — not launched on defaults and left to optimise independently.
Bid strategy is selected based on your conversion volume, account maturity, and sales cycle length. We do not apply Target CPA or Target ROAS strategies to accounts without sufficient conversion history — a common mistake that destabilises Smart Bidding. Budget is allocated by campaign priority and adjusted weekly based on performance data.
Every account receives weekly optimisation: search term analysis, bid adjustments, audience layering, ad copy testing, and Quality Score management. Monthly reports show spend, ROAS, CPA, conversion volume, and revenue — with variance explained in plain language, not dashboard screenshots.
/ What changes
/ Common questions
Straight answers on scope, timelines and cost. Anything else, ask us directly.
Ask us directlyGoogle Ads management fees from Ignited Nepal are structured as a flat monthly retainer, not a percentage of ad spend — so fees do not inflate as budgets grow. We work with UK businesses spending between £3,000 and £30,000+ per month on ad spend. Management fees are confirmed at the audit stage once account complexity and campaign scope are understood.
Most accounts show measurable ROAS improvement within the first 30 days of restructuring, primarily through wasted spend elimination rather than new campaign performance. Smart Bidding strategies require 30–45 days of conversion data to exit the learning phase and optimise effectively. Full account performance is typically stable and scalable by month three.
Yes, and the approach is materially different from e-commerce management. B2B accounts require CRM offline conversion imports to track closed-deal value, multi-touch attribution to understand which campaigns start versus close deals, and bid strategies calibrated against conversion lag rather than same-session purchase intent. LinkedIn integration is also assessed where bottom-of-funnel intent targeting requires cross-channel attribution.
The audit covers account structure, campaign architecture, keyword match types, negative keyword coverage, conversion tracking accuracy, bid strategy configuration, Quality Score analysis, landing page alignment, and attribution model review. It produces a written findings document with prioritised recommendations — independent of whether you engage for ongoing management.
Smart Bidding strategies — Target CPA, Target ROAS, Maximise Conversions — optimise toward the conversion signals you give them. If those signals are inaccurate, the algorithm optimises toward the wrong outcome. We have audited UK accounts where 100% of reported conversions were misfiring. Launching campaigns on top of broken tracking produces confident-looking dashboards and deteriorating actual returns.
Start here
A 5-day Google Ads audit gives you a written assessment of your account's structural performance, attribution accuracy, and wasted spend — before any retainer begins. UK businesses can request the audit directly or book a call to discuss scope first. There is no obligation to proceed to managed services after the audit.
5-day turnaround · Account audit + attribution review · No retainer requiredIgnited Nepal
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