Google Ads
A framework for managing paid ad budgets so every dollar traces back to a CRM-verified business outcome — not a platform-reported click.
Google Ads management is the ongoing work of running paid search and display campaigns against a business outcome, not just switching campaigns on and letting an algorithm run unattended. It covers conversion tracking accurate enough to tell a lead from a bounce, campaign architecture organized by buying-stage intent, ad-and-landing-page alignment for Quality Score, and a documented rule for when budget actually moves. Paid search specifically means bidding for placement against a live, real-time search query — which is why it behaves so differently from SEO, covered separately below.
A five-stage methodology for managing paid ad budgets (Google Ads and Meta Ads) so every dollar traces back to a CRM-verified business outcome, not a platform-reported conversion.
Conversion tracking rebuilt or audited at the source: GA4 events, GTM container hygiene, and Google Ads conversion actions mapped to real revenue events.
Search terms and audiences segmented by buying-stage intent — high-intent, comparison-stage, and awareness-stage queries each get separate campaigns and budgets.
Ad copy and the landing page it resolves to are treated as one unit, rebuilt whenever Quality Score or message-match data indicates a mismatch.
Budget shifts follow a documented decision rule — statistically sufficient data before reallocating — rather than daily reactive changes.
Ad performance reconciled against CRM-stage data, not just platform-reported conversions, so budget follows what actually closes.
$113K
Of the $170K+ in ad spend Arcetis has managed across Google and Meta, $113K has run through Google Ads — tracked to CRM-verified leads and closed revenue, not platform-reported clicks.
Quality Score is Google's 1-10 rating of how relevant an ad and its landing page are to the search query and expected click-through rate. A low score raises the effective cost per click and can limit how often an ad shows at all — which is why the Signal-to-Revenue Framework treats ad copy and its landing page as one unit to rebuild together, not two assets optimized separately.
Google Ads is bought placement against a specific, live search query — visibility starts the day budget is spent and stops the day it isn't. SEO is earned visibility that compounds over months as technical, topical, and trust signals build up. Most accounts we manage run both, since they solve different timing problems: Ads for immediate pipeline, SEO for durable, compounding traffic.