Start with measurement
We verify primary conversion actions, duplicate or secondary actions, conversion values and the relationship between Google Ads reporting and the business outcome.
Inspect demand and structure
Search terms, keywords, negatives, campaign segmentation, brand/non-brand separation, geography, devices and budgets show how the account is buying demand.
Review automation inputs
Bidding strategies, audience signals, feeds, creative assets and campaign goals determine what Google is being asked to optimize.
Do not rebuild for the sake of rebuilding
Existing history can be valuable. We preserve structures that work and change the parts where evidence shows a constraint or measurement problem.