Google Ads for better leads and healthier margins.

Q: Can you take over our existing Google Ads account?

Yes. We review the current setup before deciding what to keep, change or rebuild. We want to understand what has already been tested and where the account is producing useful business, rather than change everything simply because we are taking over.

Q: Do you work with both lead generation and e-commerce?

Yes. For lead generation, we look at enquiry quality and the available sales or pipeline data. For e-commerce, we work with Search, Shopping and Performance Max alongside the feed, product mix and margins. The published cases above show examples of both.

Q: How much does Google Ads management cost?

The Free Growth Map costs $0. A Decision Sprint is $400 for an agreed investigation and implementation plan. Ongoing management is scoped separately around the work your account needs. Advertising spend is separate from our fee, and the proposal sets out responsibilities and commercial terms before work starts.

Q: Will we need a bigger advertising budget?

Not necessarily. We first check whether the existing spend is buying the right demand and whether the conversion data is useful. A smaller budget can limit how much we can test or learn, but increasing spend is a decision to justify, not a condition we assume at the start.

Q: Can you fix tracking and landing pages as well?

We can diagnose the gaps and define the fixes. Implementation is agreed as part of the scope and may sit with Etavrian, your developer or an analytics specialist. You will know who owns each change rather than receive a recommendation with no one responsible for it.

Q: How will we know whether the work is paying off?

We agree the starting point and the commercial metric before judging the changes. That may be cost per qualified lead, pipeline, revenue or ROAS read alongside margin. The review timing depends on conversion volume and your sales cycle. Case-study results are not a forecast for your account.

Q: Do you need account access for the Free Growth Map?

No. We start with your public website and the business context you share. The map identifies the likely issue and the evidence needed next; it is not a full account audit. Access is requested later only when the agreed investigation or implementation needs it.

More conversions don't help much when the leads don't fit or the orders leave little profit. We manage Search, Shopping and Performance Max around what your business needs to earn.

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Start with your website. You don't need to share account access.

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Where does the return get lost?

A lead-quality problem needs a different fix from a low-margin product mix. We start with the part of the account that is holding your business back.

What needs to improve?

Lead qualityE-commerce profitScaling spend

The enquiries arrive. Too few become real opportunities.

The report says the cost per lead is down. Your sales team is still spending time on people who will never buy.

We trace those enquiries back to the searches, ads and pages that brought them in. Your qualification feedback helps us decide what to exclude, what to test and where the budget belongs.

Judge the work by qualified leads and pipeline, where that data is available.

ROAS is up. There is less profit than you expected.

More orders look encouraging until you account for low-margin products, discounts, refunds and customers who already knew your brand.

We review the product mix, feed and campaign structure alongside your margins. Shopping and PMax should reflect what you can afford to sell, rather than treat every order as equally valuable.

Read revenue alongside product margins and the cost of acquiring customers.

You could spend more. You need a reason to trust the next increase.

Google Ads, analytics and your own sales numbers tell slightly different stories. Increasing the budget feels like a guess.

We check the conversion data and separate what is working from what is still uncertain. Then we agree a focused test, the number it needs to improve and the conditions for increasing or pulling back spend.

Make the next budget change against an agreed baseline and target.

For teams ready to improve the account and the parts of the business it depends on. That includes the offer, website, feed and feedback on lead quality.

What changed in real accounts.

A PMax relaunch and a B2B lead-generation rebuild. Follow the account changes through to the reported results.

E-commerce

3.06 5.90Google Ads ROAS

PMax relaunch: ROAS 3.06 to 5.90

12-month turnaround for an Australian handmade kids books store: ROAS jumped from 3.06 to 5.90, revenue almost 3x on 37% more spend. See the pivot that made PMax scale without brand bleed.

See Case Study

SaaS / B2B

6×Qualified B2B MQLs · $10 CPC cap

$10 CPC cap, 6x more qualified B2B MQLs

Inside the rebuild of a high-CPC oil and gas SaaS search account that cut average CPC nearly in half and turned form-fill noise into 6x more qualified MQLs on the same $10 cap.

See Case Study

1 / 1

See what a small change could mean for your return.

See how conversion, lead quality or order value changes your return at the same budget.

Your website

Lead generationE-commerce

Monthly Google Ads budget USD

Your budget. Two ways it could perform.

CurrentCompare

Average cost per click

Current $7Scenario $7.5

$0.5$30

Website conversion rate into lead

Current 4%Scenario 5%

0%20%

Leads to Opportunities

Current 25%Scenario 26%

0%100%

Opportunities per month

Current7Scenario9

+2 opportunities · same $5,000 media spend

Clicks: 714; 667−47
Leads: 29; 33+4
Cost per lead: $175; $150−$25
Cost per opportunity: $700; $577−$123

Impact of each change

Average cost per click$7 → $7.5−<1 opportunities+$50 / opportunity

Website conversion rate into lead4% → 5%+2 opportunities−$140 / opportunity

Leads to Opportunities25% → 26%+<1 opportunities−$27 / opportunity

A higher CPC buys fewer clicks.

How we calculate this

Clicks = spend ÷ CPC. Leads = clicks × website conversion rate. Opportunities = leads × lead-to-opportunity rate. Cost per opportunity = spend ÷ opportunities.

Estimates use your inputs, not a forecast of agency results. Each impact row changes one input; the total combines them. Rates use percentage points. Calculations use exact inputs; displayed totals are rounded.

The work reaches beyond campaign settings.

We manage the campaigns and address the problems that keep them from converting. The scope follows what your account needs.

Buy the searches that fit.

We work on search terms, exclusions, ad messages and budget allocation. For lead generation, feedback from your sales team helps distinguish useful demand from enquiries that only look good in a report.

Search campaigns, query reviews and lead-quality feedback

Give PMax the right products to sell.

We review feed quality, product availability, price tiers and margins before deciding how to group products and allocate spend. A large catalog needs more thought than putting every SKU into the same campaign.

Shopping, Performance Max and product-feed priorities

Running a product catalog? See our e-commerce approach

Know what needs doing before you commit.

Start with a first assessment. Go deeper when the question needs account data, then choose who implements the work.

Free Growth Map

Share your website, goals and current situation. We identify the likely issue and explain what deserves attention first.

Based on your website and goals. No account access needed.

Get My Free Growth Map

Decision Sprint

$400

Investigate one important question with the relevant data. For example, why lead quality fell or whether PMax can support more spend.

You get the findings and a defined implementation plan. Scope is agreed before payment.

See the scope

Execution Partnership

Scoped to the work

We manage the agreed campaigns and coordinate the tracking, feed or page changes they depend on. You see what changed and the reasoning behind the next budget recommendation.

Ongoing management with agreed responsibilities and commercial terms.

Discuss management

Who does what, and what changes

Choose advice for your team or hands-on implementation. We agree who owns each change before work starts.

Advisory

Your team implements.

We handle: The diagnosis, priorities and implementation briefs. Any follow-up review is agreed in the scope; hands-on execution is separate.
You bring: Business context, relevant access and a team to make and publish the changes.
You leave with: A clear order of work, implementation guidance and named responsibilities.

Implementation

We do the agreed work.

We handle: We review the account and conversion data, choose the priorities, and explain the budget decisions. With management included, we implement the agreed campaign changes and monitor performance.
You bring: Your commercial targets, margins or lead-quality criteria, account access, and approval of budgets and claims. We agree who supplies creative assets, updates the feed, and makes landing-page or tracking changes.
You see: The agreed campaign structure, ads, targeting, search terms, budgets, or bidding are updated. Feed, tracking, and landing-page fixes are implemented when included in the scope, with changes and results reported separately.

Any work retained by your developers, creative team or sales team is named upfront.

Andrii DanivFounder, Etavrian

What does your Google Ads budget need to achieve?

Tell us about your website and the problem you want to solve. Your Free Growth Map gives you a starting point before you decide on paid work.

Before we work together.

The practical questions about access, scope and measuring the work.

Can you take over our existing Google Ads account?