Search
Google Ads
The demand-capture backbone: search, shopping, YouTube and Performance Max.
Official ad managerHow I use it
Google is where existing demand gets captured, and where the largest share of most performance budgets belongs. The work is less about the platform and more about structure: query mapping, negative discipline, conversion values that reflect margin rather than volume, and enough measurement rigour that automated bidding is optimising toward something real.
Measurement
GA4 plus server-side tagging, enhanced conversions and value-based bidding tied to margin.
Watch out for
Automation optimises to whatever you feed it — bad conversion values scale bad outcomes quickly.
Primary intent
Demand capture across the whole funnel
Targeting
- Search keywords and query themes
- Shopping feed and product groups
- YouTube audiences and placements
- In-market, affinity and customer match
- Performance Max asset and audience signals
Best for
- Existing category demand
- Ecommerce
- Lead generation
- Scaled performance programmes
Use cases
Let's Connect
Interested in marketing intelligence, data, automation or an interesting technology project? Let's start a conversation.