Google Ads · Paid search
Google Ads Agency: Buy the Intent, Not the Impressions
Castle builds and manages Google Ads accounts that pay for the searches worth winning — Search, Shopping, Performance Max and YouTube, measured on cost per acquisition rather than clicks.
A Google Partner agency
The only channel where people tell you what they want.
Google Ads is the one place a customer types their intent in plain words before they buy. That makes it the most accountable line in most marketing budgets and the easiest to waste: the same account can be profitable or ruinous depending on which of those words you agree to pay for.
Castle has been running paid search for over 15 years and we are a Google Partner agency, which means expert-level Google Ads accreditation and direct access to Google’s training and betas. We plan the strategy, build the campaigns, manage them daily and report on them against cost per acquisition — not impressions, and not a rank position.
What’s included
What’s included in our Google Ads management
A fully managed paid search account: the structure, the feeds, the creative and the reporting, reviewed weekly and rebuilt when the data says so.
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Account audit and rebuild
We start in your existing account: wasted spend, broad match bleeding budget, conflicting negatives, conversion tracking that double-counts. Most accounts we inherit have a month or two of savings sitting in them before anything new is launched.
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Search campaigns built on real queries
We build from the search terms report rather than a keyword planner guess, structure by intent and margin, and write ad copy per group instead of one message stretched across the account. Negatives are managed continuously, not set once.
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Shopping and feed management
For ecommerce, the feed is the campaign. We fix titles, attributes, GTINs and imagery, split campaigns by margin and bestseller status, and keep Merchant Center clean so products stay eligible rather than silently disapproved.
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Performance Max, kept honest
PMax works when it is fed properly and fenced in. We control it with asset groups, audience signals, brand exclusions and a separate brand campaign, so it is not simply taking credit for traffic you already owned.
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Conversion tracking and value
Offline conversion imports, call tracking, consent-mode-compliant tagging and value-based bidding on margin rather than revenue — so the algorithm optimises towards profit instead of whichever product is cheapest to sell.
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Landing pages and CRO
Our web team build and test the pages the ads point at. Sending better traffic to a page that converts at 1% is the most expensive mistake in paid search, and the cheapest to fix.
Why Google Ads
Why do I need a Google Ads agency?
Google’s defaults are built for Google’s revenue, not yours. Broad match, auto-applied recommendations and unchecked Performance Max will all spend a budget efficiently on the wrong things, and the interface will report it as success.
The work is also relentless rather than difficult. Search terms shift weekly, competitors change bids, feeds break, disapprovals appear. An account left alone for a quarter does not hold steady — it drifts, usually towards cheaper, less qualified traffic.
Then there is measurement. Most accounts we audit are optimising to a conversion that is not a sale: a form view, a thank-you page counted twice, a call under ten seconds. Fixing what the account counts often changes performance more than fixing the bids.
A specialist agency gives you someone whose week is spent inside the account, with the accreditation to get answers from Google directly and enough other accounts to know what is an account problem and what is a market-wide change.
Return on ad spend across Google Ads for Fizzy Whiz, year to date, alongside 6.13:1 for Nicholas Charles Fragrances and a combined 7.02:1 for Geepas. Paid search returns like these come from feed and structure work, not from bidding harder.
Campaign types
Where your Google budget actually goes
Google Ads is five or six different products sharing one interface. Each one earns its place for a different reason.
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Search
Intent capture. The highest-converting traffic in the account and the tightest to control, which is why it stays exact and phrase match with a managed negative list.
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Shopping
Your products in the results with price and image attached. Performance here is decided in the feed long before the bidding.
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Performance Max
Reach across every Google surface from one campaign. Powerful with strong assets, audience signals and brand exclusions; wasteful without them.
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YouTube and Demand Gen
Demand creation rather than capture. Used to build the audience that later searches for you by name, and measured on assisted conversions.
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Display and retargeting
Cheap reach that flatters last-click reporting. We use it deliberately for retargeting and hold it to view-through and incremental measures.
We report each campaign type separately, so brand traffic is never allowed to disguise how the prospecting is really performing.
Industry fit
Paid search built around your economics
A £40 lead and a £4,000 order do not want the same account. Lead generation needs tight match types, call tracking and CRM feedback; ecommerce needs feed engineering and margin-based bidding; considered purchases need patience and assisted-conversion reporting. We build to your economics rather than a standard template. Sectors we work in include:
- Ecommerce
- Legal
- Healthcare
- Finance
- Property
- Construction
- Home improvement
- Professional services
- Education
- Travel and hospitality
Why now
Why get your Google Ads account looked at now?
- 9.65:1Best client ROAS, Google Ads
- £1.68Lowest cost per lead achieved
- 15+ yrsRunning paid search
Wasted spend compounds quietly. Every week an account runs on broad match with a thin negative list is budget spent teaching the algorithm to find you the wrong customer.
AI-driven campaign types have also raised the stakes. Performance Max and Smart Bidding reward accounts with clean data and good assets, and punish accounts without them far faster than manual bidding ever did.
Costs are rising across most auctions, which means the accounts that win are the ones converting better rather than bidding higher — landing pages, feeds and tracking, not budget.
And a first audit costs you nothing but access. In most accounts the first month pays for the management fee out of the waste it removes.
Most accounts do not need more budget. They need to stop paying for the wrong searches.
Our expertise
Why choose Castle as your Google Ads agency
We are a Google Partner agency with an in-house paid search team in Liverpool, working alongside our own web, SEO and creative teams — so a landing page fix or a feed rebuild does not need a third party and a six-week wait.
We have run campaigns across Google AdWords, Smart Shopping, Bing, Amazon advertising and YouTube for clients from single-location services to global brands, and we report on cost per acquisition and ROAS as standard.
No lock-in contracts. If the account is not making money we would rather fix it or tell you plainly than keep invoicing for management.
FAQ
Google Ads frequently asked questions
Enough to gather data on the terms that matter, which depends entirely on your cost per click and conversion rate. In a £3 CPC market you need a few hundred clicks before the account can be optimised on evidence rather than assumption. We model a realistic starting budget from your own numbers before you commit to anything.
It varies with account size and complexity, so we scope it per client rather than quoting a fixed percentage of spend for everyone. Get in touch for a free audit and we will tell you what the account needs and what managing it properly would cost.
Yes. That means expert-level Google Ads accreditation, and it gives us direct access to Google’s training, support and beta features, which we use to keep client accounts ahead of changes rather than reacting to them.
Search campaigns can generate qualified enquiries in the first week, because you are buying existing intent. Reaching an efficient, stable cost per acquisition usually takes six to twelve weeks as bidding data accumulates and the negatives, feeds and landing pages are worked through.
Usually yes, but fenced in. Run without brand exclusions, audience signals or good assets it will take credit for traffic you already had. Set up properly, with a separate brand campaign for comparison, it reaches surfaces you cannot buy any other way.
Whichever the audit points to. Sometimes the structure is sound and the problem is tracking or feeds; sometimes years of layered changes mean a clean rebuild is faster than untangling it. We tell you which before doing either, and we never rebuild just to look busy.
Yes. We take on strategy and management, audit-only work, or support alongside an in-house team who own the day-to-day. We are also happy to hand over documented and trained rather than keep an account dependent on us.
On cost per acquisition, ROAS and the enquiries or sales the account produced, split by campaign type so brand and prospecting are never merged. You get the account access too — it is your data, and you should be able to check the numbers yourself.
Free account audit
Let us find the waste in your Google Ads account
Give us read access and we will come back with what is being wasted, what is being missed, and what we would change in the first thirty days.