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Google Ads can be one of the most powerful sources of new business — but only when the account is set up with care. A poorly structured account wastes budget, limits visibility into performance, and makes optimisation harder than it needs to be.
Google Ads account setup builds your account on solid foundations. Correct campaign structure, the right keyword match types, negative keyword lists, bidding strategy, and conversion tracking — everything configured from the start to ensure your ads are running efficiently and your data is reliable.
Google Ads account setup is the process of creating and configuring a Google Ads account ready to run paid search, display or shopping campaigns. It involves setting up the account structure, configuring billing and settings, linking to Google Analytics, implementing conversion tracking, and establishing the campaign foundations — ensuring the account is technically sound before any budget is spent.
You need this when you want to run a promotion or campaign that drives footfall to a physical location, when you need to reach people who are in a specific place at a specific time, or when you want your marketing to be directly connected to a geographic reality rather than a broad digital audience. Location-based campaigns use proximity as a targeting tool to reach the right people at exactly the moment they’re most likely to respond.
This service includes a location-based campaign strategy, audience targeting by postcode or geographic radius, creative production, campaign setup across relevant paid channels and ongoing performance management. Delivered as a managed campaign with geographic targeting precision, conversion tracking and regular performance reporting.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The process of creating and structuring a Google Ads account from scratch — including account configuration, billing setup, campaign structure, keyword lists, ad groups, negative keyword lists, ad copy, extensions, conversion tracking and analytics integration.
A properly structured account for a single-product or single-service business typically takes one to two weeks, including keyword research, ad copy creation, landing page review and conversion tracking configuration. More complex accounts take proportionally longer.
Campaign structure is the way your account is organised into campaigns, ad groups and keywords. Good structure groups closely related keywords and ads together, enabling more relevant ads, better quality scores and granular budget and bid control.
Quality Score is Google’s rating of the relevance and quality of your keywords, ads and landing pages on a scale of 1 to 10. A higher Quality Score means lower cost-per-click for the same ad position. It’s determined by expected click-through rate, ad relevance and landing page experience.
Conversion tracking records when a user who clicked an ad completes a desired action — a purchase, form fill, phone call or booking. Without it, Google has no signal to optimise toward your objective and you have no way to measure return on ad spend.
Exact match, phrase match and broad match each have different applications. Most well-managed accounts use a combination, with negative keywords used to prevent irrelevant broad or phrase match traffic from consuming budget.
Ad extensions — sitelinks, callouts, structured snippets, call extensions and location extensions — add additional information to your ads and increase the space they occupy on the results page. They almost always improve performance and should always be configured.
Budget should be set based on the cost-per-click in your market and the volume of clicks needed to generate statistically meaningful conversion data. A budget too small to generate sufficient clicks produces unreliable data and limits Google’s ability to optimise.
Manual or Standard campaigns give more control over bidding, targeting and structure. Smart campaigns automate most decisions and can suit simple objectives, but provide limited visibility. Most professional accounts prefer manual control for transparency and optimisation.
Linking the two platforms provides visibility into what happens after a click — how long visitors stay, which pages they visit and whether they convert. This enriches campaign performance understanding and provides additional conversion signals for Google’s optimisation algorithms.