Structure, quality score and bids, dealt with in that order
Google Ads agency Cavan campaigns managed to a target
Ceol Digital is a Google Ads agency working with businesses around Cavan. We build and run campaigns against a cost per enquiry agreed with you, and we do the unglamorous work that decides whether that figure holds: sensible account structure, advert wording that earns a decent quality score, bidding that suits the goal, and product feeds clean enough for Shopping to work. The account is yours, the history is yours, and the reporting says what the spend bought.
- Structure rebuilt properly
- Quality score treated as a symptom
- Bidding matched to the goal
Most Google Ads accounts are not badly run so much as never finished. Campaigns named after whoever set them up. One ad group carrying everything the business sells. Broad terms pulling in searches nobody wanted. A bidding strategy chosen once and left in place as the business changed around it. None of those faults is dramatic on its own, and together they add a steady tax to every enquiry. Fixing them is not clever. It is orderly, and it is most of what the monthly fee pays for.
The parts of a Google Ads account we deal with
Google rewards an account that matches searches to adverts to pages. When those three line up, the same position costs less and the click is more likely to come from somebody who wants what you sell. When they drift apart, quality scores fall, costs rise and the adverts start appearing against terms the business would never have chosen. The gap is usually not caused by anything dramatic. It is caused by adverts left pointing at a page that has since changed, which is common, and cheap to put right. Most of the improvement available in an account comes from closing that gap, and none of it requires a bigger budget.
The work covers four areas, and the order is set by what the audit finds:
Account structure
Campaigns and ad groups organised around what you sell and what people search, so each advert speaks to one intent rather than several at once.
Quality score and advert wording
Adverts written to match the search closely, which lifts the score, lowers the cost per click and puts the message in front of people already looking for it.
Bidding strategy
The goal set to what the business actually needs, whether that is calls, forms or sales, and the strategy changed when the goal changes rather than left on a default.
Shopping and product feeds
Titles, categories, prices and availability corrected in the feed, which is where most Shop campaigns lose sales long before the bidding is considered.
Google Ads is not the answer for every business. If the demand is thin, or the enquiries are worth too little to fund a click, the platform cannot be made to work by tuning. We will say that at the audit and point you at organic work instead, even though the monthly fee here would have been larger.
What the quality score is telling you
Quality score is not a number to chase. It is a summary of how relevant Google thinks your advert is to the search that triggered it and to the page it sends people to. A low score usually means one of three things: the ad group is carrying too many different subjects, the advert wording does not answer the search, or the landing page is about something else. Each of those has a fix, and the fix improves the account whether or not the number shifts.
The landing page carries the most weight in that judgement, and it is the part most businesses leave out of the conversation. A tightly written advert pointing at a page that repeats the promise, shows the price where there is one and makes the next step obvious will beat a better funded competitor pointing at the homepage. The page is also the one part of the account that can be improved without asking Google’s permission, which is another reason we look there first. We check it before the budget goes up, because paying to send people somewhere that loses them is the most expensive habit in paid search.
Adverts matched to pages
From taking the account over to hitting the target
We build or rebuild the structure before touching the budget, because raising spend on a disorganised account multiplies the waste rather than the return. The structure decides which searches each advert competes for, so a bigger bid on top of a muddled structure only funds the muddle. The first weeks go on the account itself rather than on the report.
Account audit
Structure, search terms, conversions and tracking examined, with the faults ranked by what they cost rather than by how easy they are to fix.
Tracking made trustworthy
Conversion tracking corrected so the numbers coming out of the account can be relied on before any decision is built on top of them.
Rebuild the structure
Campaigns and ad groups reshaped around what people actually search, with adverts written to match and pages checked against them.
Set the bidding
A strategy chosen for your goal and a target cost per enquiry agreed, with the early weeks watched closely while the account settles down.
Report against the target
Enquiries and cost per enquiry by campaign, with the changes made and the next test set out, month by month.
Google Ads questions from business owners
How do you lower the cost per click?
Mostly through relevance rather than negotiation. Tighter ad groups, adverts that match the search, a landing page that answers it and a good history on the account all reduce what you pay for the same position. The savings usually come from cutting the wrong clicks rather than from winning cheaper ones.
What counts as a good quality score?
Seven and above is comfortable, and anything below five usually points at a mismatch somewhere. It matters less as a score and more as a signal. Chasing the number for its own sake leads to strange decisions, so we use it to find the adverts and pages that deserve attention first.
Do you handle Shopping campaigns for retailers?
Yes. Shopping lives and dies on the product feed. Titles, categories, prices and stock all have to be accurate, and the feed has to be kept up as the catalogue changes. We sort the feed before adjusting bids, because a well bid campaign on a poor feed is still showing the wrong product.
Can you run campaigns for the whole country?
Yes, within whatever budget you set. Location and radius can be shaped to the parts of the country worth reaching. Where demand is local, a tighter area usually converts better than a wide one, and the reporting shows enquiries by area so you can judge it for yourself.
What happens if the target cannot be reached?
We will tell you, and we will say what would have to change. Sometimes the answer is a better converting page, sometimes a different platform, sometimes that the demand is not there at the price you need. Continuing to spend against a target that cannot be met is not a service.
When Google Ads is the right platform
Accounts we do well with
Google Ads suits a business with demand that already exists, a page that can convert a reasonable share of visitors, and a margin that leaves room for a click. It fits firms that need enquiries this month rather than next season, and owners who will look at a cost per enquiry and act when it drifts. It works best when somebody on your side can answer a question about the offer within a day, because the account is only as current as the information behind it.
Accounts we would rather not take
If you need the whole Google picture rather than the paid half, a Google agency coverage engagement holds search and ads together. Where paid work has to sit beside channels you are already running, the digital marketing agency view makes sense of the wider spend rather than a campaign in isolation. Some briefs belong with an advertising agency, particularly where the message has to be built before it is bought, and firms whose growth should come from content as much as from clicks are better served by a web marketing agency plan. Where the PPC agency comparison is still open, that page sets out how the platforms differ before a budget is committed.
Ask us what your account is actually costing
Send us access to the account, or a screenshot of last month’s spend and conversions. We will tell you where the money is going and what the target should be. Call +353863487761 or use the contact page.