Google Ads Management

If you’re running ads, you want them to pay their way. This section explains how Google Ads actually works, what Performance Max is doing behind the scenes, and how to match ads with your website so you get better quality leads. I keep this simple, practical, and focused on results.

What you’ll learn in this section

How Google Ads actually works today and why good data improves results
How to use Performance Max properly and understand what it’s doing behind the scenes
How to align your ads and landing pages to boost lead quality
How to give Google clearer signals by using values, CRM data and feedback loops
How to manage campaigns in a simple, strategic way that delivers consistent returns

How Google Ads really works today (and why feeding the AI the right data matters)

What this article covers
In this article, you’ll understand how Google Ads really works today, why it is now driven largely by AI, and how feeding the system clear pages, meaningful conversions and the right data directly affects lead quality.

By the end of this article
You should be clear why modern Google Ads is about guiding the algorithm rather than controlling it, how relative conversion values teach Google what a good lead looks like, and why better data leads to better enquiries and less wasted spend.

⏱ 7 minute read

What Performance Max is doing behind the scenes (and how to use it properly)

What this article covers
In this article, you’ll understand what Performance Max is doing behind the scenes, how it uses your website, assets and data to find customers across Google’s entire network, and why it works differently from traditional search campaigns.

By the end of this article
You should be clear how to use Performance Max properly, why clear landing pages and meaningful conversion values are critical, and how feeding the AI the right signals leads to better-quality leads and more predictable performance.

⏱ 7 minute read

Matching your ads with your website to improve lead quality

What this article covers
In this article, you’ll understand why aligning your ads with your website content is critical for lead quality, and how Google uses landing page clarity to decide who should see your ads.

By the end of this article
You should be clear how clearer landing pages improve targeting, reduce wasted spend, and help Google Ads’ AI match your ads to higher-intent searches and the right type of customer.

⏱ 7 minute read

Teaching Google what a good lead looks like using values, CRM data and feedback loops

What this article covers
In this article, you’ll understand how to train Google Ads’ AI to recognise high-quality leads using conversion values, CRM data and feedback loops, and why this approach outperforms traditional keyword-based optimisation.

By the end of this article
You should be clear how to use Bronze, Silver and Gold values, connect CRM outcomes back into Google Ads, and create a learning system that steadily improves lead quality, reduces wasted spend and scales more predictably over time.

⏱ 7 minute read