Google Ads that pay for themselves.
I manage Search, Performance Max, Shopping and app campaigns for ecommerce, local services and B2B companies. Conversion tracking is fixed before spend, brand terms are protected, and every campaign bids on what actually matters to the business: a lead, an order or its value. For Ginyaki in 2023 that meant a 4.27 ROAS on Performance Max and 2,692 app installs from Rs22 each.
The right campaign for the job, not the one Google suggests.
Pick a campaign type to see what the ad looks like and when I'd use it.
Reach people who are already looking for you
Keyword campaigns built around searches with buying intent, grouped tightly by service and location so each ad matches the search. Calls, forms and WhatsApp clicks are all tracked as leads, and the search terms report is cleaned every fortnight. For Boatastic in the UAE, a three-ad-group search campaign brought boat hire enquiries at AED56 each with a 15.23% click-through rate.
- Hire, booking and local services
- Clinics, trades and professional services
- B2B services people search for by name
The searches show research rather than intent, or the cost per lead goes above what a lead is worth to you.
Strong with good data, wasteful without it
One campaign across Search, YouTube, Display, Gmail and Maps. It works when conversion tracking is clean and it knows what each sale is worth. For Ginyaki in 2023, moving Performance Max onto Target ROAS with GA4 order values took it to a 4.27 ROAS, more than three times the first version.
- Ecommerce and food ordering with real order values
- Accounts with 30+ conversions a month
- Scaling what Search has already proven
Brand terms aren't excluded, conversions are too few to learn from, or the placement report shows spend going to junk apps and sites.
Product ads for online stores
Product ads from your Merchant Center feed. The feed is fixed first (titles, images, attributes), then campaigns are split by margin and best-sellers rather than one catch-all, so the budget goes where the profit is.
- Shopify and WooCommerce stores
- Products people compare on price
- Clear best-sellers to push
The feed is disapproved, or the margin on the products advertised can't cover the cost per sale.
App installs that turn into customers
App campaigns for iOS and Android, bought on cost per install and then judged on what new users do: first orders, sign-ups, repeat use. For Ginyaki in 2023, two app campaigns brought 2,692 installs, the main one at Rs22 an install.
- Ordering and delivery apps
- Apps with in-app purchase tracking
- Launches that need installs quickly
Installs stop turning into first orders, or the cost per install rises above what a new customer is worth.
The same searches, usually for less
Ads on Bing, Yahoo and DuckDuckGo. The audience is older and more desktop-based, which suits B2B, and clicks usually cost less than on Google for the same keywords. Campaigns are imported from Google and adjusted, so it's quick to test.
- B2B and professional services
- Older, higher-income audiences
- Accounts where Google's costs per click have climbed
Volume is too low to learn from, or your audience isn't searching there.
Judged in the account, not in a slide.
This is the Ginyaki account as Google Ads reports it: app installs bought on cost per install, orders bought on order value.
Google AdsGinyaki · 2023 · PKR What I check first in any Google Ads account.
Most accounts I take over lose money in the same few places. This is where I start.
Conversion tracking
Which actions count as primary, whether calls and forms are tracked, and whether GA4 and Google Ads agree.
Search terms
What you actually paid for last month. Negative keywords added and match types tightened, every fortnight.
Brand vs generic
Brand searches separated from generic ones, so results aren't flattered by people who were already looking for you.
Landing page match
Does the page say what the ad promised, and does it load fast on a phone? If not, I fix the page.
Bidding
The right bid strategy for the data you have: Maximise conversions to learn, then Target CPA or Target ROAS once there is enough of it.
One report a month
Leads, sales and revenue by campaign, with what changed and what's next.
Results from Google Ads accounts.
Online orders and app installs for a restaurant group, footfall for a fast-food chain, property leads with Google and Meta side by side, and lead generation in the UAE.
Restaurant · Islamabad Ginyaki
4.27 ROAS on Performance Max, Target ROAS Read → Fast food · Islamabad Lit
656 calls and direction requests from Google Read → Real estate · Islamabad LandLife Properties
2,422 leads in three months Read → Boat and yacht hire · UAE