Paid Search — Google Ads

Google Ads Built Around Intent, Not Impressions

Search is the only channel where people tell you exactly what they want, in their own words, at the moment they want it. Most accounts squander that — bidding on terms that never convert, funding campaigns nobody has audited in years, and reporting on conversions that don't tie to a single dollar of revenue. We fix that first.

Get a Free Google Ads Account Audit

Boutique by design. Bay Area agency pedigree. You work with the strategist who runs your account — not a rotating pod.

You Already Know Something's Wrong. You Just Can't Prove Where.

The account still spends. The dashboard still shows conversions. But the phone isn't ringing the way the numbers suggest it should, and nobody can give you a straight answer about which campaign is actually producing.

We've opened enough accounts to know the pattern. The problems are rarely exotic. They're structural, they've been there a while, and they're usually invisible from the summary view.

  • Our analysis demonstrates actionable insights, enabling organizations to optimize resources and align initiatives with measurable objectives.

  • This approach enables organizations to implement lean methodologies, refine performance metrics, and build resilient operational frameworks.

  • Through precise system alignment, we facilitate seamless data exchange, enhance interoperability, and support future expansion without disruption.

  • Our experts develop comprehensive policies, demonstrate adherence through auditing protocols, and mitigate legal exposure across jurisdictions.

Every Campaign Type Has a Job. We Make Sure Yours Are Doing Theirs.

"Google Ads" covers formats with almost nothing in common. Treating them as one line item is how accounts drift. We build each around what it's genuinely good at.

Search

The highest-intent inventory available anywhere. We rebuild account structure around how you actually make money — tight themes, match type discipline, and a negative keyword practice that runs continuously rather than at setup. Ad copy is written and tested against the search terms driving qualified traffic, not against a competitor's headline.

Performance Max

Powerful when it's governed and expensive when it isn't. We isolate brand traffic so PMax can't claim credit for demand you already own, structure asset groups around real product or service segments, and pull channel-level reporting through scripts and the API so you can see where the spend actually landed.

Shopping

Feed quality decides Shopping performance more than bidding ever will. We audit and optimize the product feed first — titles, attributes, categorization, disapprovals — then build campaign structure that separates your margin drivers from your long tail instead of bidding on both the same way.

Display & YouTube

Used deliberately, on defined budgets, with placement exclusions maintained. These earn a place in a mature account for remarketing and upper-funnel work — but only when we can read their contribution separately. If we can't measure it, we don't recommend running it.

Local & Demand Gen

For service businesses, proximity and call quality matter more than click volume. We build around call tracking, location extensions, and lead quality signal — so the goal is qualified conversations, not cheap clicks.

Audit

We start in your account, your GA4, and your conversion setup before we touch a bid or a budget. In paid search especially, most of what's underperforming is a structural or measurement problem wearing a performance problem's clothes.

Instrument

Enhanced conversions, clean GTM implementation, offline conversion imports where your sales cycle needs them, and conversion actions that count revenue events only. Smart Bidding is only as good as what you feed it.

Deploy

Campaign architecture built to your economics. Budgets pacing against real targets. Bid strategies chosen for the data volume you actually have — not the one the interface recommends by default.

Report

Cross-channel reporting in Looker Studio showing what Search contributed against everything else running. Purchase-only conversions isolated. Budget pacing visible. No screenshots of the Google Ads interface pasted into a deck.

  • 10+ years enterprise paid media experience

    We spent over a decade in the Bay Area agency world on accounts like Meta, Google, PayPal, Sunrun, and Team USA. We learned what large agencies do well — rigor, testing discipline, measurement standards — and what they do badly: staffing your account with three people whose job is to talk to each other.

  • Hetman House keeps the rigor and removes the overhead.

    You work directly with the strategist building your campaigns. Decisions happen in hours, not in next week's internal review.

  • No Bloat. No Layers. No Junior Handoff.