Spend increases while profit stalls.
What I check: ROAS may conceal weak margins.
How I respond: evaluate CAC, contribution margin and incremental budget decisions with the data actually available.
Google Ads · Search · Shopping · Performance Max
Google Ads management built around business profitability
I build and manage Google Ads campaigns to connect real search demand with valuable business outcomes. From Search to Shopping and Performance Max, budget decisions account for qualified conversions, customer acquisition cost and product economics—not click volume alone.
Decision method
From search demand to a budget decision
- Search intent
- Shopping and product feed
- Performance Max goals
Qualified conversions + customer economics
Scale · hold · fix · stop
New account setup or ongoing management. Media spend is billed separately.
When campaigns report conversions but not enough business value
Leads arrive, customers don't.
What I check: Form submissions can be a weak optimization target.
How I respond: validate conversion events and, where feasible, bring CRM-qualified outcomes into the feedback loop.
Performance Max lacks clear priorities.
What I check: Automation can learn from noisy signals or the wrong product mix.
How I respond: review goals, structure, product data, audience signals and controlled tests.
Google Ads, GA4 and CRM disagree.
What I check: Align definitions, attribution windows and reporting dates.
How I respond: check definitions, attribution differences and technical gaps; separate expected reporting differences from errors.
Scaling decisions are unclear.
What I check: Separate new and returning customers, product groups and budget increments.
How I respond: evaluate segments, product economics and actual downstream outcomes before expanding budgets.
Google Ads setup and ongoing management
Initial setup establishes strategy, structure and measurement. Ongoing management adds recurring optimization, testing and budget decisions within an agreed scope.
Planning and account setup
Business goals, search demand, margins, KPI definitions and a practical measurement plan before launch or restructuring.
Search management
Intent-led keywords, negatives, campaign structure, responsive search ads, bidding and landing-page relevance.
Shopping and Merchant Center
Feed quality, product groups and priorities informed by available margin and product data.
Performance Max management
Optimization goals, assets, product data, available segment reporting and controlled experiments.
Conversion measurement
Review GA4/GTM consistency, conversion values, enhanced conversions and feasible CRM feedback.
Ongoing account decisions
Search terms, budgets, bids, tests and a documented review of what to scale, hold, repair or stop.
Service fees are agreed after scope review and are separate from media spend. Complex CRM/server-side implementation and external asset production are scoped separately.
Performance in business context
For e-commerce, look beyond blended ROAS to margin and contribution. For lead generation, measure qualified leads and customer acquisition. For subscription models, consider contribution LTV, CAC and payback. Use lift or controlled experiments when making incrementality claims.
Ad spend
Separate Search, Shopping and PMax roles.
Reliable signals
Verify purchase or lead definitions and available CRM outcomes.
Customer economics
E-commerce: margin and contribution. Leadgen: CPQL and CAC. Subscriptions: contribution LTV and payback.
Budget decision
Assess the next budget increment; scale, hold, fix or stop.
Platform attribution does not establish incremental lift. Causal claims require a suitable controlled experiment.
Is Google Ads a fit?
A practical fit
E-commerce, lead-generation and subscription businesses capturing active demand with usable conversion and margin data.
Before committing budget
If measurement is unreliable, establish the minimum signal first. An independent review without implementation belongs in the Google Ads Audit service.
The working process
- 01
Diagnose the account
Agree on demand, goals, current economics and measurement constraints.
- 02
Plan the signal
Define the qualified outcomes and budget boundaries that guide bidding.
- 03
Launch or restructure
Build the agreed Search, Shopping and PMax structure and verify conversion paths.
- 04
Manage and test
Review search terms, product groups, bidding and controlled experiments.
- 05
Review the next decision
Document what to scale, hold, repair or stop against the available evidence.
What you receive
Account plan and KPIs
Agreed Google Ads structure, priorities and the definition of a qualified outcome.
Measurement definitions
Conversion events, available data sources and documented limitations.
Test and change log
The hypothesis, change, evaluation criteria and next decision.
Reporting and next priorities
Agreed review cadence, commercial interpretation, action owners and access transparency.
Direct responsibility and transparent decisions
I work across performance marketing, analytics and CRM. Scope, evaluation criteria and account permissions are agreed before launch.
- Direct communication with the specialist responsible for the work.
- You retain control of advertising accounts, data and assets.
- Agreed KPIs, a reviewable change log and clear reporting.
- Explicit assumptions without revenue, ROAS or lead-volume guarantees.
About Maksym and the working approach
I'm Maksym Lazarevych, a growth and performance specialist. I connect paid acquisition, analytics and CRM with customer economics and practical budget decisions.
Case study: lead quality and revenue attribution
A real Google Ads, CallRail and CRM project. Its client-specific results are not a forecast for another business.
Frequently asked questions
What is included in Google Ads management?
Strategy, setup where needed, ongoing optimization, testing, measurement review and reporting within an agreed scope. Fees depend on account scope, markets and measurement work; service fees and ad spend are separate.
Do you take over existing accounts?
Yes, following a review of goals, history and measurement.
Can you manage Shopping and Performance Max?
Yes, when appropriate for the product, feed and business goals.
How is management different from an audit?
The audit diagnoses; ongoing management implements, tests and adjusts.
When can results be evaluated?
Early signals emerge after launch; reliable CAC and profitability decisions depend on volume, quality and sales-cycle lag.
Who owns the advertising account?
The client retains ownership and agreed access controls.
Discuss your project
Let's make Google Ads decisions that hold up beyond the ads dashboard.
Share your product, current campaigns, media budget and main constraint. We will discuss a realistic scope and the evidence needed to evaluate progress.