● Google Ads agency

Google Ads that reach buyers ready to buy.

Search, shopping and video aimed at buying intent, brand search kept apart, and results judged on contribution margin, not on what a platform reports.

See the work

A strategist at a desk with ads dashboards open on two screens. — Aimed at buying intent

In short

Google Ads management is the work of running paid campaigns on Google Search, Shopping, YouTube and its automated formats, aimed at people already looking for what you sell. MMC runs it for D2C brands and lead-based businesses, and judges results on contribution margin or the cost of a qualified lead, not on what the platform reports.

Intent first. Search and shopping reach people who are ready to buy or enquire.
Feeds and assets. Product feeds, ad copy and landing pages written for the query.
Judged on profit. Not on the conversions Google reports.

Read the full guide

Monday Marketing Company (MMC) runs Google Ads for D2C brands and lead-based businesses, judged on contribution margin or the cost of a qualified lead.

What we do on Google Ads.

Search, Shopping, Performance Max and YouTube, set up around intent and judged on profit.

Search by intent. Brand, category and competitor searches split so each gets its own bid, message and landing page.
Shopping feed fixes. Titles, categories and attributes cleaned so the right products show for the right searches.
Performance Max inputs. Assets, audience signals and exclusions that give automation good material to learn from.
YouTube and Demand Gen. Video and discovery formats that reach people who are still deciding.
Lead campaigns. Search and call-led campaigns for B2B and education enquiries, tied to a qualified-lead definition.
Profit reporting. Spend read against margin and total sales, not only the figure Google reports.

Why brands choose MMC for Google Ads

Google rewards good inputs. We spend our time on the inputs.

Intent first. Campaigns are organised by what the buyer is looking for, which keeps budget off broad, weak searches.
Feed and landing page care. The product feed and the page a click lands on get as much attention as the ad itself.
Honest attribution. We read Google next to your store, CRM and other channels so one platform does not claim all the credit.
Built for every audience. D2C catalogues, B2B lead flows and education admissions each get their own account design.

Google Ads

Campaigns Three campaign types, one account goal

SearchSearchEnabled
ShoppingShoppingEnabled
Performance MaxPerformance MaxLearning

Each campaign type gets a job. Brand search is kept apart from the rest.

Search Brand and non-brand kept apart

Non-brand ad group

Phrase
Exact
Phrase

Brand ad group

Exact

Negative keywords

freejobsdiycheap

Added from the search terms report, so spend stays on buyers.

Shopping Products from your feed

Eligible
Eligible
Was: price mismatchFixed in feed
Eligible

Feed healthPrices and stock match the store

Performance Max Assets and signalsEnabled

Asset group

Audience signals

Past buyersSite visitorsSearch themes

Signals guide Google. Results decide.

Budget follows margin Reports

SearchSearchEnabled
ShoppingShoppingBudget up
Performance MaxPerformance MaxCapped
ShoppingLow-margin product groupPaused

Illustrative layout of a Google Ads account view. Not a client account, no real figures. Google Ads and its logo belong to Google.

The work, shown

What we actually do in your Google Ads account.

01
Split campaigns by search intent.
Brand, generic and competitor searches get their own campaigns, so each is judged on its own result.
02
Cut waste with negative keywords.
Keywords are grouped by intent and match type, and searches that bring clicks but never a buyer are blocked.
03
Fix the product feed.
In Shopping the feed is the ad, so titles, attributes and prices are rewritten for how people search.
04
Give Performance Max better inputs.
Strong assets, clear audience signals and accurate conversion data go in, and we check where the spend lands.
05
Move budget by margin.
Spend shifts to the campaigns that clear break-even on contribution margin, or on cost per qualified lead.

Where it leaks

Five ways Google spend goes wrong.

Search term reportTap a number to see where it breaks and how we run it.

Search terms

BrandGenericRival

All mixed up

Shopping feed

Feed gaps

Automated campaign

AssetsSignalsData

Inputs thin

Video

to Search?

No follow-up

Conversions

ReportedAfter costs

Gap to margin

Screens are illustrative recreations of each platform's interface, not client data. Platform names and logos belong to their owners.

1
Search structure
Mixing brand and non-brand searches in one campaign.
Brand searches convert easily and can make a campaign look better than it is, hiding wasted spend on generic terms.
How we run it. We keep brand search separate from generic and competitor searches, and structure campaigns by intent so each can be judged fairly.
2
Shopping and product feeds
Uploading a product feed and leaving it alone.
For Shopping, the feed is the ad. Weak titles, missing attributes and wrong prices limit what shows and who clicks.
How we run it. We clean and optimise the feed: titles, attributes, categories and pricing, so the right products show for the right searches.
3
Performance Max and automated campaigns
Handing budget to automation with no direction.
Automated campaigns are only as good as the assets, audience signals and conversion data you give them.
How we run it. We feed them strong creative assets, clear audience signals and accurate conversion data, and check where the spend actually goes.
4
YouTube and video
Ignoring video, or running it with no follow-up.
Video builds interest before the search, but only pays off if it is joined up with the rest of the account.
How we run it. We use video to reach and warm audiences, and connect it to search and shopping so interest turns into demand.
5
Measurement
Trusting the conversions Google reports.
Reported conversions can include low-value actions and repeats, and leave out cost of goods and returns.
How we run it. We set up conversion tracking that matches real business value, and judge campaigns on contribution margin or the cost of a qualified lead.

Selected work

A few of the brands we run Google Ads for.

See all our work

A few more. Hover or tap a logo.

What we read

Break-even ROAS: The ROAS you need to stop losing money.
Unit economics: What each order leaves behind after costs.
Cost per qualified lead: What you pay for a lead your team accepts.
Share of spend on brand search: How much of the budget goes to people who already know you.

Read against your own costs and margin.

Your first 90 days

How we run Google Ads, week to week.

Days 1 to 30
Audit and split by intent
We separate brand search, non-brand search and shopping so each can be judged fairly, and clean up tracking and the product feed.
You get: An account where every campaign has a clear job.
Days 31 to 60
Fix the inputs
Feeds, ad copy and landing pages are rewritten for the query, and automated campaigns get the assets and signals they need.
You get: Automation that works from good inputs, not guesses.
Days 61 to 90
Judge it on profit and scale
Budget moves to what clears your break-even on contribution margin, or on the cost of a qualified lead for B2B and education.
You get: Spend that follows profit, not reported conversions.

The days show the order of the work, not a promise of results. What we find in your account decides how long each part takes.

Google Ads for brands that are already being searched.

A good fit

People already search for what you sell, and you want that demand captured at a profit.

Search and shopping work best when buyers have intent, so they suit D2C brands, B2B companies with a clear problem to solve, and colleges and schools that families search for (see college admission marketing and education marketing).

Not a fit

You want Google to create demand from nothing, or a guaranteed ranking.

Search captures demand that exists; if nobody is looking yet, other channels or brand work should come first, and we will say so.

Common questions

Questions about Google Ads.

What is Google Ads?

Google Ads management is the work of running paid campaigns across Google Search, Shopping, YouTube and automated formats such as Performance Max, aimed at people already looking for what you sell.

How does Google Ads work with MMC?

We separate brand search from everything else, build search and shopping around intent, fix the product feed, give automated campaigns clean inputs, and review the account every week. Results are judged on contribution margin, not on what a platform reports.

What does Google Ads cost?

Your ad spend is paid to Google and sits outside our fee. We quote our fee after a call, once we have seen the account and agreed what we will run. We do not publish a price list, because the right scope depends on your spend and your margins.

Do you guarantee results?

No. We cannot guarantee clicks, rankings or sales, because demand and competition are outside anyone's control. We commit to a clear structure, accurate tracking and honest reporting.

Who is Google Ads for?

D2C brands that sell products people search for, B2B companies whose buyers search for the problem, and colleges and schools whose families search for courses. Not only D2C. We work with D2C, B2B and education brands, and set the work up differently for each: D2C on contribution margin and repeat purchase, B2B on the cost of a qualified lead, education on enquiries, visits and admissions.

What do you need from us?

Access to your Google Ads and Analytics accounts, your product feed or catalogue, your margins or the value of a qualified lead, and the landing pages you want to use.