Google Ads management judged on leads and revenue, not on clicks.
Most Google Ads management is a junior in a dashboard and a monthly PDF of impressions. 121 Group runs Search, Performance Max, Shopping and YouTube with senior specialists, passes ad spend through at cost with the management fee as a named line, and reconciles every campaign to booked leads or revenue through server-side tracking. Month to month, no lock-in.
Four things a Google Ads manager should be doing every week.
If your current agency cannot show you these, you are paying for reporting rather than management.
Account structure that matches how people buy
Campaigns built around intent and margin, not around the product catalogue. Brand defence separated from acquisition so the numbers stay honest.
Conversion tracking that survives browsers
Server-side conversions, offline conversion imports from your CRM or booking system, and enhanced conversions, so Smart Bidding learns from real outcomes.
Ads and landing pages tested together
Responsive search ads, Performance Max assets and Shopping feeds maintained weekly, with landing pages tested rather than left alone.
Cost per booked lead, not cost per click
Every month you see spend, leads, revenue and the cost of each, reconciled to your own records. How we attribute →
Google Ads work on the public record.
Real client stories rather than a logo wall. Recent Google Ads engagements you can read in full:
Questions people ask about Google Ads management.
What does Google Ads management cost?
A transparent monthly management fee scoped to the account, with ad spend passed through at cost and never marked up. See our published pricing →
Is there a minimum ad spend?
No fixed minimum, but we will tell you honestly if a budget is too small to learn from. Smart Bidding needs conversions to work with, so we scope the budget to the conversion volume a campaign can realistically produce.
Can you take over an existing account?
Yes, and we start with an audit of what is already there rather than a rebuild for its own sake. History is valuable; we keep what works and fix what does not.
How quickly will results change?
Tracking and structure fixes show inside the first month. Bidding needs four to six weeks of clean conversion data to settle. We forecast per campaign in writing before spend moves.
Paying for clicks and not sure what they buy?
Start with the free Google Ads audit: where the spend goes, what it produces and what we would change, in plain language.