Burroughs Digital provides Google Ads management services — the building, optimization, and honest measurement of campaigns on the world’s largest advertising platform. Google Ads puts your business in front of people at the moment of highest intent: they’ve typed the problem into the search bar, and you’re the answer at the top. No other channel captures demand that hot, and no other channel punishes sloppy management as expensively.
Google Ads management is the core discipline of our PPC practice. Before reading further, know what a lead is worth to you — the ROI calculator makes every number below mean something.
Where Google Ads Accounts Leak Money
We’ve audited enough accounts to know the failure patterns by heart, because they’re nearly universal:
Broad match without discipline. Google’s default settings spend your budget on loosely related searches. “Emergency plumber” bidding broadly buys clicks from people searching plumbing salaries, DIY videos, and jobs. The fix is match-type strategy plus the most neglected asset in PPC —
Empty negative keyword lists. Negatives are the fence around your budget. Accounts without continuously mined negative lists pay for irrelevant clicks forever; we mine search-term reports weekly and the fence grows every week.
No conversion tracking, or worse, false tracking. Accounts optimizing toward clicks, or toward “conversions” that count page views, are steering by a broken compass. Nothing runs at Burroughs Digital before call tracking, form tracking, and — where sales cycles justify it — offline conversion import are configured and verified.
Set-and-forget “smart” automation. Google’s automated bidding is genuinely powerful when fed clean conversion data and supervised; unsupervised, it optimizes toward whatever it can find, including junk. We use automation the way it works: as machinery with a human accountable for what it’s optimizing toward.
Traffic sent to the homepage. The click is half the transaction. Dedicated, message-matched pages — our landing page optimization discipline — routinely double conversion rates versus generic destinations, which halves cost per lead without touching the campaign.
What Our Google Ads Management Includes
Account architecture built from economics. Campaign and ad group structure designed around your services, margins, and geography — informed by the same keyword research rigor as our SEO work, because paid and organic run on the same demand data here.
Full-funnel campaign types where they earn their place. Search as the backbone; remarketing capturing the visitors who didn’t convert; Performance Max and Shopping for e-commerce; Local Services Ads alongside search for eligible trades — coordinated so they reinforce rather than cannibalize.
Ad copy tested, not guessed. Responsive search ads built on messaging that matches query intent, tested continuously, with extensions — calls, locations, sitelinks, prices — deployed fully.
Geographic and schedule precision. Bids shaped by where and when your customers actually convert: service-area targeting down to zip codes, dayparting matched to when your phones are answered — the local calibration we sharpen daily in our home market.
Weekly optimization, monthly truth. Search-term mining, bid and budget rebalancing, test iterations weekly; reporting monthly per our process that leads with spend, leads, and cost per lead against your targets. When something underperforms, the report says so — and says what we’re changing.
Your account, no markup. Built in an account you own, budget paid directly to Google, management fee separate and public on our pricing page.
Already running ads? Start with the PPC audit — we’ll show you the leaks before you commit to management.
Google Ads — Frequently Asked Questions
It ranges enormously by industry — a few dollars for many local services, $30+ in legal and insurance. What matters isn’t the click cost but the math downstream: click cost ÷ conversion rate = cost per lead, judged against what a lead is worth to you.
Leads can arrive in days; efficient leads take 30–90 days of optimization as conversion data accumulates and the account learns. We set targets from your economics upfront so “profitable” is a defined line, not a feeling.
Selectively — some are useful, many primarily raise your spend. Google’s recommendation engine optimizes for Google’s revenue with genuine overlap with yours; the overlap is where judgment lives. (Auto-apply should be off. We turn it off.)
No — month-to-month after an initial 90 days, which is the minimum honest window to build data and demonstrate trajectory.