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Google Ads Management for B2B and E-commerce Companies

Search, Performance Max and Shopping campaigns built on conversion tracking that accounts for deals closing weeks after the click.

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How we work

Google Ads management covers Search campaigns, Performance Max, and Shopping for e-commerce clients with product feeds, plus the conversion tracking setup that makes optimization possible. Google's automated bidding performs only as well as the conversion signal it receives, so a meaningful share of this work is instrumentation alongside campaign structure and keyword lists.

For B2B clients, the hardest part of that instrumentation is usually offline conversion import: a lead converts in Google Ads as a form submission, then closes as a paying customer in the CRM six weeks later, and without importing that closed-deal data back into Google Ads, the platform keeps optimizing toward form submissions rather than actual revenue. We set up that import pipeline directly, connecting the CRM to Google Ads through its conversion import API.

For e-commerce clients, Shopping and Performance Max campaigns depend on product feed quality as much as bid strategy, so we also review and fix feed issues, missing GTINs, poor titles, incorrect availability data, that quietly suppress product visibility regardless of budget.

What we deliver

Google Ads Management services

  • Search campaign management

    Keyword strategy, ad copy, negative keyword management and bid strategy for Search campaigns, structured around actual buyer intent rather than broad match volume.

  • Performance Max management

    Asset group structure, audience signals and exclusion management for Performance Max, plus the reporting workarounds needed since the platform limits visibility by default.

  • Shopping campaign and feed management

    Product feed audits and fixes, campaign structure by margin or category, and ongoing feed health monitoring so products stay eligible to show.

  • Conversion tracking setup

    Server-side and enhanced conversion tracking configured so Google Ads receives accurate, privacy-compliant conversion signals rather than degraded data from browser blocking.

  • Offline conversion import

    A pipeline connecting your CRM to Google Ads so closed deals, not just form submissions, feed back into the platform's bidding algorithms.

  • Landing page alignment

    Review of landing pages against ad intent and Google's quality expectations, with recommendations handed to our conversion rate optimization team where deeper testing is warranted.

You receive

Deliverables

  • Campaign structure documentation
  • Conversion tracking implementation, including offline import where applicable
  • Monthly performance report tied to actual revenue where CRM data allows
  • Product feed audit and fix list (Shopping clients)
  • Negative keyword and audience exclusion lists

How we work

Our google ads management process

  1. Account and tracking audit

    A review of existing campaigns, conversion tracking accuracy and, for e-commerce, product feed health, to establish what is actually broken versus what only looks broken.

  2. Conversion tracking build

    Server-side and enhanced conversion tracking implemented first, since campaign optimization built on inaccurate conversion data compounds the problem rather than fixing it.

  3. Campaign restructuring

    Search, Performance Max and Shopping campaigns rebuilt or restructured around validated intent and, for e-commerce, corrected feed data.

  4. Offline conversion pipeline

    For B2B clients, a CRM-to-Google-Ads import pipeline built so closed revenue feeds back into campaign optimization rather than only form-fill data.

  5. Optimization and reporting

    Ongoing bid, budget and asset optimization against real conversion data, with monthly reporting tied to pipeline or revenue where CRM integration allows.

Why offline conversion import matters for longer sales cycles

Google's automated bidding is built to optimize toward whatever conversion event it can see. For a B2B business where the sales cycle runs weeks or months past the initial form submission, that means the algorithm is optimizing toward a proxy, the form fill, rather than the outcome that actually matters, a closed deal.

Offline conversion import closes that gap by feeding CRM outcomes back into Google Ads on a delay, tagged to the original click through a stored conversion identifier. Once that data flows back consistently, campaigns start optimizing toward leads that resemble past closed deals rather than past form fills, which is a meaningfully different signal.

Product feed health as a Shopping performance factor

A Shopping or Performance Max campaign for e-commerce depends on the underlying product feed as much as on bid strategy. Missing GTINs, vague titles, incorrect availability status or category mismatches routinely suppress a product's visibility without triggering an obvious error in the ads interface.

We audit the feed itself, not just the campaign settings, checking data against Google's Merchant Center requirements and flagging the specific fields causing disapprovals or limited impressions, since fixing a feed issue often moves performance more than adjusting a bid.

Technology

Technologies we use

Industries

Google Ads Management by industry

Budget

What drives cost and timeline

  • Ad spend under management

    Management fees typically scale with monthly ad spend, since larger budgets require more active monitoring and optimization.

  • Tracking infrastructure needed

    A business with no existing CRM integration or server-side tracking needs that built before campaigns can optimize against real conversions.

  • Campaign type mix

    Running Search, Performance Max and Shopping together is a broader scope than managing a single campaign type.

  • Product catalog size

    For Shopping and Performance Max, a catalog of a few dozen products is a different feed management scope than one with tens of thousands.

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Compliance

Standards we design and build to

None of these is a certification or attestation held by this agency. They are the standards we design and build client systems to, so your own audit or assessment starts from a sound base.

  • GDPR / UK GDPR

    Personal data handled on a lawful basis, with data minimisation and a documented retention policy.

  • HIPAA safeguards

    Administrative, physical and technical safeguards applied where a system touches protected health information.

  • PCI DSS scope reduction

    Card payment flows tokenised through a certified processor so cardholder data never touches your systems.

  • SOC 2 readiness

    Access control, change management and audit logging built in from day one, ready for a client's own SOC 2 audit.

  • WCAG 2.2 AA

    Keyboard navigation, colour contrast and screen-reader labelling checked against the AA success criteria.

  • OWASP ASVS

    Authentication, session handling and input validation reviewed against the Application Security Verification Standard.

We list certifications only when they are real and current. See our security practices →

FAQ

Questions about Google Ads Management

What is offline conversion import and do we need it?

It is a pipeline that sends conversion outcomes from your CRM, like a closed deal, back into Google Ads after the fact, tied to the original ad click. If your sales cycle closes days or weeks after a lead converts online, you likely need it, since without it Google's bidding algorithm only ever sees the form fill, not whether that lead was actually worth pursuing.

Why does Performance Max show fewer details than a Search campaign?

Performance Max is designed by Google to manage bidding and placement across its full network with limited manual control, which trades transparency for automation. We work around the reduced default visibility using asset group structure, audience signals and search term reporting through other account data to understand what is actually driving performance.

Can you fix a Shopping feed that keeps getting products disapproved?

Yes. Disapprovals almost always trace back to specific feed fields, missing identifiers, policy-violating language, incorrect availability or price data, that Merchant Center flags but rarely explains clearly. We audit the feed against Google's requirements directly and correct the underlying data rather than repeatedly resubmitting the same feed.

How do you handle conversion tracking now that browsers block third-party cookies?

Through server-side and enhanced conversion tracking, which sends conversion data directly from your server rather than relying solely on a browser-side pixel that ad blockers and privacy settings increasingly restrict. This keeps conversion data more complete and accurate for campaign optimization.

Do you write the ad copy or just manage bids and targeting?

Both. Ad copy, extensions and asset groups are part of ongoing management, tested and iterated against performance data rather than written once and left static. For Performance Max specifically, asset quality has an outsized effect on which combinations the algorithm favors.

Can Google Ads work alongside our existing SEO or content efforts?

Yes, and coordinating them is part of our broader digital marketing service if you want that layer managed together. Within this service specifically, we align landing pages and keyword targeting with what your organic content already covers, rather than bidding on terms your own content already ranks for at no cost.

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