GOOGLE ADS
Turn Search Intent
Into Customers.
Showing up the moment someone searches for your solution is the easy part of advertising. The hard part is making sure the budget goes to the queries that buy and not the ones that browse.
- Search, Shopping, PMax and YouTube in one team
- Starts with a free account audit
CAMPAIGN TYPES
Six Campaign Types,
Six Different Jobs.
Google Ads is not one ad format. Each campaign type works at a different point in the customer journey, and switching all of them on at once is not a strategy — it is dividing your budget by six.
- DEMAND CAPTURE
Google Search
Text ads at the top of the results the moment someone types their need into Google. The intent already exists; your job is to meet it with the right offer.
- WHEN IT MAKES SENSE
- When there is steady search volume for your product or service. Queries looking for a solution — "price", "repair", "near me", "which is better" — are this campaign’s territory.
- WHAT WE DO WITH IT
- We read the search terms report on a fixed cycle and keep both the keyword list and the negative list moving with it. Ad copy is written to land on the same sentence as the offer on the landing page — that match is what turns a click into a sale.
- AUTOMATION
Performance Max
One campaign that spans Google’s entire inventory — Search, Shopping, YouTube, Display, Discover, Gmail — and hands distribution to the algorithm. Most of the control sits in the signals you feed it, not in the settings you touch.
- WHEN IT MAKES SENSE
- On accounts with accumulated conversion data, a clean product feed and enough budget to get through the learning period. On a brand-new account, PMax is usually a premature choice.
- WHAT WE DO WITH IT
- We split asset groups by product and margin, and keep brand searches out with negatives. Otherwise the campaign quietly harvests people who were already looking for you and reports it as its own performance.
- E-COMMERCE
Shopping
Ads that appear in the results with a product image, a price and your store name. Performance is driven far less by ad copy than by the quality of the product data in Merchant Center.
- WHEN IT MAKES SENSE
- For e-commerce sites selling physical products. The impact is highest in categories where the shopper compares image and price before ever clicking.
- WHAT WE DO WITH IT
- We fix the feed at the title, category, GTIN and image level, then split campaigns by margin and stock. That way budget flows to the product that leaves the most profit, not simply the one that sells most.
- REACH
Display
Banner placements across the sites and apps in Google’s display network. The user is not searching for anything; they meet your brand while consuming content.
- WHEN IT MAKES SENSE
- Not as a standalone sales channel, but as a layer feeding awareness, remarketing and your search campaigns. Building Display around a direct-sale target wastes budget on most accounts.
- WHAT WE DO WITH IT
- We prune the placement report regularly and exclude in-app and irrelevant inventory. Targeting is narrowed by behavioural audience signals rather than broad demographics.
- VIDEO
YouTube
Pre-roll, mid-roll and in-feed video ads. Unlike search, this does not capture demand — it creates it: the viewer was not looking for you, they saw you and recognised the need.
- WHEN IT MAKES SENSE
- When the product needs explaining, the decision cycle is long, or a cold audience has to meet the brand first. It is also a strong feeder for remarketing.
- WHAT WE DO WITH IT
- We test different angles built around the first five seconds, then feed the viewing audiences into search and remarketing campaigns — so a view is attached to a measurable next step.
- RE-ENGAGEMENT
Remarketing
Reaching people who already browsed the site, added to cart, abandoned a form or watched a video, again across Search, Display and YouTube.
- WHEN IT MAKES SENSE
- On any account with traffic. A visitor who did not convert already knows you, and bringing them back usually costs less than finding a brand-new user.
- WHAT WE DO WITH IT
- We segment audiences by behaviour and recency — someone who abandoned a cart should never see the same message as someone who read a blog post. Frequency caps keep the follow-up from turning into fatigue.
CAMPAIGN ARCHITECTURE
Account Structure
Is Budget Destiny.
What burns budget in Google Ads is rarely a high cost per click. It is the right price paid for the wrong query — and four settings decide that together, never separately.
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Account structure
The campaign, ad group and keyword hierarchy is the flow chart your budget runs through. Budget is held at campaign level, so if brand searches and generic searches share a campaign, the cheap and easily converting brand traffic drains it first.
When it is built wrong: The reports look excellent — because you are paying for people who were already searching for you.
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Match types
Broad, phrase and exact match decide how many different queries one keyword opens up to. Broad match buys volume and gives up control; exact match returns control and cuts volume. The right answer is not one of the two — it is both, in the same account, doing different jobs.
When it is built wrong: Queries like "free", "how to" and "jobs" start taking a share of your budget.
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Negative keywords
The negative list defines the queries your account refuses to buy — the unwritten half of the strategy. It is not a one-off task: the search terms report produces new queries every week, and the list has to grow with it.
When it is built wrong: The same cluster of irrelevant queries quietly bills you for months.
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Bidding strategy
Maximise clicks, target CPA, target ROAS and maximise conversions each optimise for something different. The algorithm learns what counts as "success" from the conversion you flagged, which is why the bidding strategy and the conversion definition are really one decision.
When it is built wrong: Conversion counts climb while revenue stays exactly where it was.
Four settings, one system
Widen the match types and the negative list has to grow with them; change the bidding strategy and the budget split across campaigns has to be reconsidered. That is why, on an account we take over, the first week usually goes on making those four agree with each other rather than on building new campaigns. On most accounts the first gain comes from stopping wasted spend, not from adding more.
MEASUREMENT
You Cannot Optimise
What You Cannot Measure.
The Google Ads interface reports whatever it was taught. If measurement was set up wrong the dashboard still looks full — it is simply showing you the wrong thing.
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GA4 and Google Tag
We set up the GA4 property, its events and its conversion flags against the same definitions the ad account uses. So when "Ads says 40 and GA4 says 60" comes up, it comes from a real difference rather than a mismatched definition.
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Conversion tracking
We decide together which event counts as a conversion. Flag a pageview or a button click and the algorithm goes hunting for people who click, not people who buy. Value passing and enhanced conversions belong to this step too.
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Offline conversion import
If the sale closes on the phone, in a showroom or inside your CRM, Google cannot know that by itself. We feed the path from form to actual sale back from the CRM, so the algorithm learns from "bought" instead of "filled in a form". On B2B and high-ticket services this is usually the single step that changes the most.
Why do Google and Meta count the same sale differently?
Because each answers the same question through its own window. Meta also counts view-through contribution and uses a different default attribution window. Google Ads works from last click or a data-driven model, and will not report a path where it never saw its own click. That is why the two dashboards added together exceed the order count in your accounts — not an error, just two different counting methods.
You do not settle that by asking which one is lying; you settle it by giving each source a distinct job. And when we genuinely need a channel’s real contribution, the most honest instrument is still a controlled hold-out: pause the budget for a defined period and watch what total sales do.
Three sources, three jobs
- Ads dashboard
- In-campaign decisions: which ad group to pause, where to shift budget.
- GA4
- Cross-channel comparison: where traffic comes from and which path converts.
- Order / CRM data
- The total truth: how many sales actually closed this month.
CHANNEL STRATEGY
Capturing Demand and
Creating Demand.
Google and Meta are not competing channels — they are two ends of the same customer journey. Running only one of them makes the work the other does invisible.
Captures demand
The user has already recognised the need and started searching. Google places you directly in front of that intent, which is why conversion rates are high and the persuasion window is short.
Where it stops on its own
It only scales as far as existing search volume goes. Once that is exhausted, raising the budget mostly raises your cost per click.
META
Creates demand
The user was not searching for anything; they saw the product and recognised the need. Meta reaches new audiences and grows the size of the search market itself.
Where it stops on its own
Part of the demand it creates goes to Google to search your brand before buying. If you are not there, a competitor collects the demand you paid to create.
So we build them as one acquisition flow rather than two budget lines: Meta creates the demand, Google meets it on brand and category searches, and remarketing brings back everyone caught in between. There are still cases where splitting a limited budget in two is the wrong call — we will not tell you the right order without looking at your account first.
[ 03 ] PROCESS
How CTRL Scale Works
Every brand goes through the same seven steps. The order is not arbitrary: each step produces the data the next one needs to be set up correctly.
- 01
Analysis
We review the existing ad accounts, competitors, target audience, website and digital infrastructure of the business.
- 02
Strategy
We build an acquisition and growth strategy specific to the brand.
- 03
Infrastructure
We check or set up Pixel, Conversion API, GA4, GTM and whatever conversion tracking the account still needs.
- 04
Execution
We launch the campaigns, the targeting, the creative tests and the funnel systems behind them.
- 05
Optimisation
We review performance on a fixed cycle and optimise whatever is spending without returning.
- 06
Scale
We identify the winning campaigns and creatives, then scale budget in controlled increments.
- 07
Reporting
Transparent performance reports: what happened, why it happened, and the actions that follow.
The process starts with a free initial audit — step one costs you nothing.
[ 04 ] WHY CTRL SCALE?
Not An Agency.
A Growth Partner.
The difference between buying agency services and working with a growth partner never shows up in the monthly report — it shows up in how the work is done.
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DATA-DRIVEN
Our decisions rest on data, not on assumptions.
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TRANSPARENT
You see your ad performance and the way we work, in plain sight.
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PERFORMANCE-FOCUSED
We optimise for business outcomes rather than vanity metrics.
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A TESTING CULTURE
We test continuously, from creative through to audience.
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HOLISTIC STRATEGY
We never judge advertising in isolation from the website, content, funnel and sales process.
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AN EXPERT TEAM
Team members from different disciplines work on your brand’s growth together.
On the first call we go through what each of these six points means for your brand.
Get a Free Account AuditFREE ACCOUNT AUDIT
Is Your Ad Budget Actually
Working For You?
Let us review your Meta or Google Ads account. Together we will look at what is capping your performance and where the growth is.
What we look at
- Campaign architecture and budget allocation
- Pixel, Conversions API and event-matching accuracy
- Creative variety and frequency
- Landing page conversion blockers
- Audience overlap and remarketing structure
Terms
- Free, and non-binding.
- We do not ask for access to your ad account — screenshots or read-only access are enough.
- You get the findings in writing, and you keep them even if we never work together.
Audit request
Reply within one business day
We have your request.
Our team will review your ad account and website and get back to you within one business day. If it is urgent, message us directly on WhatsApp.
Message us on WhatsAppClaim Your Place
In The Results.
Let us go through your Google Ads account together: which queries you are paying for in vain, which campaign type is missing, and where the measurement is counting the wrong thing.
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