What's in a Google Ads Account?
PPC begins with understanding how a Google Ads account is structured. Accounts are made up of campaigns, each of which runs on a specific advertising channel. The structure within each campaign varies by channel, but typically includes ad groups, ads, asset groups, assets, keywords, search terms, and search themes.
Knowing how these elements work together is essential for creating campaigns that are organised, targeted, and efficient.
Search
Search campaigns place text ads on Google's search results when users actively look for specific products or services. They're structured using ad groups, each containing ads, keywords, and targeting signals that determine when the ad is shown.
PMax
Performance Max uses Google's automation to run ads across all available channels using a single campaign. They are built around asset groups, which combine creative assets, audience signals, and automated placements.
Display
Display campaigns show visual ads across websites, apps, and placements within the Google Display Network. They use ad groups that contain image or responsive ads, along with audience or content-based targeting.
Video
Video campaigns promote ads on YouTube and across Google video partners to reach users with visual and audio messaging. They're structured with ad groups containing video creatives, targeting, and formats such as skippable or non skippable ads.
Shopping
Shopping campaigns promote product listings directly in search results, using product data pulled from a Merchant Centre feed. They're grouped into product groups rather than traditional ad groups, and rely on feed quality rather than keywords, to control targeting.
Demand Gen
Demand Gen campaigns are designed to reach users across YouTube, Discover, and Gmail, with visually-led ads that drive interest and action. They use ad groups containing creative assets, audience signals, and placements, that mirror the old Discovery campaign layout.
What Clients Receive When They Work with Us
Accounts are configured correctly from the outset, followed by daily monitoring and continual optimisation to improve performance, strengthen relevance, and make budgets work efficiently.
Clients receive structured keyword research that identifies relevant search terms, reveals commercial intent, and ensures campaigns target the audiences most likely to convert.
Clients receive recommendations and guidance for high-performing PPC landing pages. These pages can be developed by us if required, to ensure pages present clear user journeys, and support strong conversion rates.
Remarketing and Competitor remarketing are used for Display campaigns, to re-engage previous website visitors, and reach audiences exploring competitor sites.
Shopping activity is supported through Google Merchant Centre setup and Google Product Feed management, to ensure product data remains accurate and competitive.
There are weekly or fortnightly review meetings with a dedicated Google-certified Account Manager from our team — we do not outsource! These are held to provide clear insight into campaign performance, and enable collaborative decision-making for ongoing optimisation.
Month
1
£400
Month
2
£300
Ongoing, from month
3
£200
Campaign and ad creation
Merchant Centre setup
(Shopping campaigns)
Conversion Tracking setup
Keyword Quality Score analysis
Keyword and Negative Keyword additions
PPC Landing Page creation
Bidding Strategy optimisation
Device, Location, and Scheduling refinement
Note that the prices above are provided as a guideline, and scaled depending on the specific needs, goals, and budget of each client. Factors such as advertisement volume, size of website, services offered, eCommerce use, and number of products, all have an effect on what deal is required.
All agreements operate on flexible rolling terms, with no fixed contract, giving clients the freedom to continue or cancel at any time.
If you’re undecided, feel free to make use of our free Ads AI Grader tool, to instantly see where and how performance can be enhanced.
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