Should brand search be in our Google Ads reporting at all?

It should be run, and it should be reported separately. Brand campaigns are cheap insurance against competitors bidding on your name, and they convert extremely well because those people already know you. The mistake is blending them into an account-level ROAS, where they make non-brand look far healthier than it is. Report both; manage them on different economics.

Is Performance Max worth running given how little it shows you?

For most e-commerce accounts, yes — but only with brand queries excluded, account-level negatives applied and asset groups structured so results are readable. Run without those, it will find the cheapest conversions in your account, which are usually people already searching for you, and report them as incremental growth.

What is offline conversion import and do we need it?

It sends events that happen after the click — qualified, opportunity, closed-won, with values — from your CRM back into Google Ads. If your sales cycle is longer than a few days, it is usually the highest-return change available, because without it smart bidding is optimising toward form fills while you are trying to buy customers.

Broad match increased our leads. Why would we change it?

Broad match plus smart bidding will reliably increase volume. The question is what happened to cost per closed customer, which most accounts do not measure. If the conversion action is a form fill, the system is doing exactly what it was asked. Move the conversion action downstream and the same setting often behaves very differently.

How is this different from what a normal PPC agency does?

Most of the work is outside the ads interface. Separating brand, importing closed-won revenue, deploying Enhanced Conversions and fixing feed quality are the levers that move an account materially. Keyword and bid management matters, but it is rarely the binding constraint on an account of any size.

Do you charge a percentage of ad spend?

No. That model pays the agency more when your budget grows, whether or not the growth was profitable, and it makes recommending a spend reduction structurally irrational. We price on the scope of the work: $2,500 for a diagnostic audit, $4,500–$5,500 for a build sprint, $6,500–$8,500 per month for a retainer.

Do you work with companies outside India?

Yes. We are based in Bengaluru and work with companies across the US, UK, UAE, Singapore, Australia, Canada, New Zealand and Ireland. Engagements run remotely with working hours overlapping your timezone.

Who owns the tracking setup and models when we stop working together?

You do, entirely. Everything is built in your accounts under your credentials — server-side tracking configuration, unit-economics models, dashboards, playbooks. We do not hold code or withhold access at the end of an engagement.

Why can we not see your client names?

Our clients are under NDA, so engagements are described by sector and situation rather than named. We would rather show you a real result with the name withheld than a named logo we cannot substantiate, and we will walk you through the methodology and the measurement on a call.

Google Ads Agency & Consultancy

Your best-performing campaign is probably buying customers you already had. Brand search is not acquisition.

We separate demand you created from demand you captured, open up what Performance Max is actually spending on, and report cost per acquired customer rather than cost per conversion.

Priced on scope, never a percentage of your ad spend
Offline conversion import so bidding learns from closed revenue
Brand and non-brand reported separately, always

A blended Google account flatters itself

Brand search converts at a rate no other campaign can match, because those people were already looking for you. Blend it into an account-level ROAS and everything looks efficient — including the non-brand campaigns quietly losing money underneath. Performance Max compounds this: it spends across Search, Shopping, YouTube, Display, Gmail and Discover in one budget, will absorb brand queries unless you actively exclude them, and reports the result as a single number with limited visibility into where it went. Meanwhile smart bidding optimises toward the conversion action you selected, which for most accounts is a form fill or an add-to-cart, not a customer. The account is doing exactly what it was told. The instructions were the problem.

Platform-reported conversions versus booked revenue. Four advertising channels each report a share of the same conversions — Meta, Google, LinkedIn and YouTube. Because each measures inside its own attribution window with no visibility of the others, their combined claimed total is larger than the revenue actually recorded in the ledger.

Illustrative. Each platform reports the conversions it believes it influenced, inside its own attribution window, with no visibility of the others — so the same order gets claimed more than once and the totals exceed what finance booked. The gap widens with every channel you add.

Symptoms, causes and what they cost

Account ROAS looks strong but new customer growth is flat

Why it happens: Brand search and returning-customer traffic are carrying the blended average. Strip them out and the non-brand campaigns responsible for actual growth often look very different.

What it costs: You keep funding a number that mostly measures demand you already had, and under-fund the campaigns that create it.

Performance Max spends the budget and nobody can explain where

Why it happens: PMax reports at the campaign level with limited asset-group and placement detail. Without brand exclusions, account-level negatives and a clean new-customer signal, it will take the cheapest conversions available — which are usually people already in-market for you.

What it costs: Your most opaque campaign becomes your largest line item, and it is optimising against your easiest wins.

Broad match plus smart bidding widened the queries and worsened the leads

Why it happens: Broad match now interprets intent rather than matching text, and smart bidding will chase whatever the conversion action rewards. If that action is a form fill, it will find people who fill in forms.

What it costs: Impression share and conversion volume both rise while cost per genuinely qualified customer rises faster.

Sales close weeks later and Google never finds out

Why it happens: Without offline conversion import, the platform's learning stops at the form. Every downstream signal — qualified, opportunity, closed-won, contract value — is invisible to the bidding algorithm.

What it costs: You are asking Google to optimise for revenue while only ever showing it enquiries.

Where growth is normally stuck

Brand and non-brand reported as one blended number, so neither can be managed
Performance Max running without brand exclusions or account-level negative lists
Conversion actions set to form fills or add-to-carts rather than qualified or closed outcomes
No offline conversion import, so closed-won revenue never reaches the bidding model
Enhanced Conversions not deployed, losing match rates that consent and cookie limits erode
Search terms reviewed rarely, so broad match drift goes uncorrected for months
Shopping feed quality treated as a merchandising task rather than a bidding input

Conversion signal loss between the browser and the ad platform. Conversions fall at each stage of browser-side collection: tracking prevention and consent choices remove roughly a third, and further loss occurs before the event reaches the ad platform. A final bar shows the larger share that survives when events are also sent server-side.

Illustrative. Browser-side collection loses signal to tracking prevention, consent choices and blockers before it ever reaches the ad platform. Server-side events recover much of that gap — not all of it, and never the part a visitor declined.

Our solutions — matched to the problem you have

Lower the cost of every customer you win. — for: “Every customer costs more than the last one”. Read more
Your growth stalled. Your CAC didn't. — for: “Spend keeps rising and profit does not follow”. Read more
Build the model that tells you if the business works. — for: “You cannot prove the business works at a unit level”. Read more
Fix the leaks that cost you the most. — for: “Traffic arrives and does not convert”. Read more
Modern search channels are capturing your buyer's intent. — for: “Buyers are asking AI assistants instead of searching”. Read more

Our services

Measurement first

Nothing downstream is trustworthy until this is right. We start here on almost every engagement, because optimising against numbers that do not reconcile just reaches the wrong destination faster.

Search & Shopping buying

Campaign structure, bidding and feed quality managed against acquired-customer cost rather than platform-reported conversions.

Conversion & retention

Where the funnel rather than the ad is the binding constraint, more traffic makes the problem more expensive rather than smaller.

What we actually do on a Google account

The work splits between making the account tell the truth about what it is buying, and making the bidding algorithm learn from outcomes that happen after the click.

Separate brand, non-brand and returning-customer performance so each is managed on its own economics
Restructure Performance Max with brand exclusions, account-level negatives and asset groups you can actually read
Deploy Enhanced Conversions to recover match rates lost to consent and cookie restrictions
Import offline conversions — qualified, opportunity, closed-won, with values — so smart bidding optimises toward revenue
Move conversion actions down the funnel from form fill to the outcome that correlates with money
Rebuild search term and negative keyword hygiene, particularly where broad match has drifted
Treat the Shopping feed as a bidding input: titles, attributes and availability as performance levers

How it runs

The engagement sequence, phase by phase. Four sequential phases, beginning with diagnosis and measurement before any campaign changes are made.

The order is deliberate. Acquisition work built on unreconciled measurement compounds the error, so the measurement layer is corrected before any campaign changes.

Days 1–10 — Split the account before judging it

Read-only access to Google Ads, Analytics, Merchant Center and CRM. We rebuild reporting with brand, non-brand and returning customers separated, then compare that against booked revenue. Most accounts look materially different once this split exists.

Weeks 2–4 — Connect the account to outcomes

Enhanced Conversions, offline conversion import from your CRM, and conversion actions moved to the deepest event that reliably fires. Bidding cannot optimise toward revenue it has never been shown.

Weeks 4–8 — Restructure and rebuild the query surface

Performance Max rebuilt with exclusions and readable asset groups, search term and negative hygiene restored, budget reallocated on the split reporting, and feed quality addressed where Shopping is a material share.

Ongoing — Manage non-brand on its own economics

Weekly against cost per acquired customer and contribution, with brand reported separately rather than folded in. When non-brand cannot be made to work at your margins, we will say so.

Why we insist on separating brand from everything else

Brand search is the cheapest conversion in any account and the least incremental — a large share of those people would have found you regardless. Reporting it inside a blended ROAS is the single most common way a Google account misleads the person paying for it, and it is very convenient for an agency paid on spend. Separating it usually makes the headline number look worse and every subsequent decision better. We would rather hand you an uncomfortable number you can act on than a flattering one you cannot.

What you get out of it

You can see what growth actually costs

Non-brand cost per acquired customer, reported on its own, is the number that tells you whether you can scale.

Performance Max becomes legible

With brand excluded and asset groups structured deliberately, PMax stops being a black box you fund on faith.

Bidding learns from revenue, not enquiries

Offline conversion import changes what smart bidding pursues — usually the single largest lever on a long-cycle account.

Budget stops chasing the easiest conversions

When the conversion action moves down the funnel, the algorithm stops optimising for the cheapest form fill available.

Cumulative contribution against customer acquisition cost over twelve months. Contribution accumulates month by month as a rising line, while acquisition cost is a flat line paid up front. The two cross once cumulative contribution overtakes acquisition cost. The shaded area before that crossing is the payback period, during which capital is committed.

Illustrative. Contribution accumulates monthly while the acquisition cost is paid up front. The shaded area is the period your capital is committed — the real constraint on how fast you can scale, regardless of how strong the LTV:CAC ratio looks.

Published engagements

How a Luxury Car Dealer Went From Near-Zero Enquiries to ~100/Month — Automotive & Local Retail — Inbound Monthly Phone Enquiries: ~0 Enquiries/mo → ~100 Enquiries/mo
A luxury dealership in Bengaluru had a gorgeous physical presence but zero local search visibility. Here is how a local visibility, GBP, and search ad rebuild generated ~100 high-intent enquiries in three weeks.
How a K-12 Online School Fixed a Losing ROAS by Fixing Who It Targeted — EdTech & K-12 — Sustained Return on Ad Spend: 0.3 - 0.5 ROAS → 8.0 - 10.0 ROAS
A K-12 online school was paying for leads who weren't even parents. See the targeting rebuild that lifted qualification 300% and took ROAS from 0.3 to 8–10.
How a Global EdTech Fixed a Sub-1 ROAS by Rebuilding the Funnel — EdTech & Upskilling — Return on Ad Spend across global geos: Sub-1 ROAS (0.5x) → Up to 3.0x ROAS
A global upskilling platform was running ROAS below 1 in major markets. Here is the geo-by-geo funnel, landing page rebuild, and Andromeda creative testing framework that cut CPL 60-70% and lifted ROAS by 80% to 300%.
Attributing 94% of Digital Leads to Dealership Deliveries — Automotive Growth — Closed Acquisition Cost reduction: $412 Lead CAC → $184 Closed CAC
Bridging the online car configuration path with physical showroom sales using direct, server-side DMS integration.

Client names are withheld under NDA. Every figure comes from the engagement it is attached to.

This is for you if

Google is a material channel and brand is folded into your reported ROAS
Performance Max is a large share of spend and you cannot explain its results
Your sales cycle runs weeks or months and nothing downstream reaches the platform
Lead volume rose after a broad match or smart bidding change and quality fell
You want Enhanced Conversions and offline import built in your own account

Do not hire us if

Almost all your volume is brand search and the business is not trying to grow non-brand. There is little for us to improve and we will tell you.
Your margins cannot support non-brand acquisition at any realistic CPC. That is a pricing or product problem, not a media one.
You want someone to manage keywords and report conversions. That is a cheaper service and several firms do it well.

Industries we serve

D2C & e-commerce

Shopping feed quality as a bidding input, and margin-aware values rather than flat revenue.

B2B SaaS

Offline conversion import so bidding optimises on opportunities and closed-won, not demo requests.

EdTech

Long consideration windows where the enquiry and the enrolment are months apart.

Real estate

High-value, geography-bound search where lead quality dominates lead volume.

Automotive & local retail

Local intent that converts offline, weeks after the click that Google measured.

Fintech & regulated

Consent-constrained measurement where Enhanced Conversions must be scoped carefully.

Check your own numbers before you talk to anyone

A working spreadsheet with live formulas: spend through to net contribution, blended CAC including the fees your ad platform excludes, and payback computed on contribution rather than revenue. No email required — it is a file, and you should be able to check our thinking before you hear our pitch.

Download the worksheet

Frequently Asked Questions

Should brand search be in our Google Ads reporting at all?: It should be run, and it should be reported separately. Brand campaigns are cheap insurance against competitors bidding on your name, and they convert extremely well because those people already know you. The mistake is blending them into an account-level ROAS, where they make non-brand look far healthier than it is. Report both; manage them on different economics.
Is Performance Max worth running given how little it shows you?: For most e-commerce accounts, yes — but only with brand queries excluded, account-level negatives applied and asset groups structured so results are readable. Run without those, it will find the cheapest conversions in your account, which are usually people already searching for you, and report them as incremental growth.
What is offline conversion import and do we need it?: It sends events that happen after the click — qualified, opportunity, closed-won, with values — from your CRM back into Google Ads. If your sales cycle is longer than a few days, it is usually the highest-return change available, because without it smart bidding is optimising toward form fills while you are trying to buy customers.
Broad match increased our leads. Why would we change it?: Broad match plus smart bidding will reliably increase volume. The question is what happened to cost per closed customer, which most accounts do not measure. If the conversion action is a form fill, the system is doing exactly what it was asked. Move the conversion action downstream and the same setting often behaves very differently.
How is this different from what a normal PPC agency does?: Most of the work is outside the ads interface. Separating brand, importing closed-won revenue, deploying Enhanced Conversions and fixing feed quality are the levers that move an account materially. Keyword and bid management matters, but it is rarely the binding constraint on an account of any size.
Do you charge a percentage of ad spend?: No. That model pays the agency more when your budget grows, whether or not the growth was profitable, and it makes recommending a spend reduction structurally irrational. We price on the scope of the work: $2,500 for a diagnostic audit, $4,500–$5,500 for a build sprint, $6,500–$8,500 per month for a retainer.
Do you work with companies outside India?: Yes. We are based in Bengaluru and work with companies across the US, UK, UAE, Singapore, Australia, Canada, New Zealand and Ireland. Engagements run remotely with working hours overlapping your timezone.
Who owns the tracking setup and models when we stop working together?: You do, entirely. Everything is built in your accounts under your credentials — server-side tracking configuration, unit-economics models, dashboards, playbooks. We do not hold code or withhold access at the end of an engagement.
Why can we not see your client names?: Our clients are under NDA, so engagements are described by sector and situation rather than named. We would rather show you a real result with the name withheld than a named logo we cannot substantiate, and we will walk you through the methodology and the measurement on a call.

How we work

Priced on scope, never as a percentage of your ad spend
Every model, script, tracking configuration and dashboard stays in your accounts
Client names withheld under NDA — methodology walked through on a call
Senior operators on the account, not a junior team learning on your budget
We will tell you when the constraint is somewhere we are not

Bring your Google Ads account

Forty-five minutes against your real data. You leave with brand and non-brand separated and a clear view of what growth actually costs you — whether or not you work with us.