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Scale Lab IT
Scale Lab IT
Growth & MarketingSCALE

Google ads

Appear when someone searches for your service, and pay for intent rather than attention.

Plan your search adsSee how it works
  • Built around your process
  • Connects to your existing tools
  • Grows as you grow
Campaign overview
CampaignTypeConversions tracked
Core servicesSearch
Location searchesSearch
Products and servicesPerformance Max
Illustrative system map, not a client product

The problem

Google Ads works when keywords, ads, landing pages and conversion tracking match. When they do not, the budget pays for clicks from people looking for something else, and automated bidding learns the wrong lesson.

  • Ads show for broad terms that have nothing to do with what you sell.
  • Every ad sends people to the homepage.
  • Calls and form submissions are not tracked as conversions.
  • Performance Max runs, but nobody can say what it spends on.

Part of the spend goes on irrelevant clicks, and the account cannot learn what a good lead looks like.

The solution

Appear when someone searches for your service, and pay for intent rather than attention.

  • Search campaigns

    Campaigns organised by service, location and intent.

  • Performance Max

    Asset groups, audience signals and product feeds, with clear reporting on where budget goes.

  • Keyword and negative strategy

    Terms chosen by buying intent, with negative lists that block waste.

  • Ads and assets

    Responsive search ads, sitelinks and call assets that answer the search.

  • GA4 and GTM conversion tracking

    Calls, forms and purchases recorded, with enhanced conversions where possible.

  • Landing page alignment

    Each ad group leads to a page about that exact service.

Workflow

How it works

Where this service sits in the growth system

  1. 01 · AttractThis serviceReach people who are searching for, or likely to need, what you sell.
  2. 02 · TrackThis serviceRecord each visit, lead and sale against the channel that produced it.
  3. 03 · ConvertTurn visitors into enquiries, and enquiries into customers.
  4. 04 · RetainBring customers back with timely, relevant follow-up.
  5. 05 · GrowPut budget where the numbers show it returns the most.

We don't just run campaigns. We build measurable growth systems.

  1. 01

    Someone searches

    A buyer types what they need.

  2. 02

    Your ad matches

    The ad speaks to that exact need.

  3. 03

    Relevant page

    The click lands on a page about that service.

  4. 04

    Conversion tracked

    The call or form is recorded against the campaign and keyword.

  5. Budget adjusted

    Spend moves towards searches and campaigns that convert.

Inside the work

What the work looks like

Search-to-page match

  1. Search term

  2. Ad group

  3. Landing page

  4. Conversion

Blocked: unrelated search

Illustrative system map, not a client product

Deliverables

What you get

  • Account structure by service and location
  • Search and Performance Max campaigns
  • Keyword and negative keyword lists
  • Conversion tracking in GTM and GA4, linked to Google Ads
  • Landing page recommendations or builds
  • Monthly report with search-term findings

Scope and price are confirmed in writing after a free call.

Tracking and measurement

How results are measured

Tracking architecture

Channels

  • Google Ads
  • Meta Ads
  • Organic search
  • Email and messages

Website and landing pages

Google Tag Manager

Tag management

Measurement

  • GA4
  • Google Ads conversions
  • Meta Pixel + CAPIServer-side
  • CRM

Reporting

Looker Studio dashboard

Illustrative system map, not a client product

What we measure

  • Calls, forms and purchases recorded as Google Ads conversions.
  • Conversion value tracked where sales have a price.
  • GA4 linked to Google Ads, so behaviour and cost sit together.
  • Search terms reviewed against conversions, not only clicks.

Tools and technologies

Google Ads
Search, Performance Max and conversion settings.
Google Tag Manager
Conversion tags, call tracking and enhanced conversions.
GA4
Behaviour after the click and conversion paths.
Google Merchant Center
Product feed for shopping and Performance Max.
Looker Studio
Spend, conversions and search terms in one report.

KPIs we report on

  • Conversions

    Calls, forms or purchases from ads.

  • Cost per conversion

    Spend divided by conversions.

  • Conversion rate

    Share of ad clicks that convert.

  • Impression share

    How often your ads show when they could.

  • Conversion value / ROAS

    Revenue tracked against spend, where sales are online.

Targets are agreed after a baseline is measured. We report what happened, and we do not promise numbers.

Illustrative scenarios

How it looks in practice

  • Automobile

    A workshop advertises on searches for specific repairs in its area. Calls from the ad are tracked as conversions, and searches for unrelated services or jobs are excluded.

  • Retail & E-commerce

    An online store runs Performance Max from its product feed alongside a Search campaign for its brand and best sellers. Purchases and their value are tracked, so bidding learns from revenue, not clicks.

These scenarios show how the service applies in a business like yours. They are not client results.

Why Scale Lab IT

One method behind every project.

  • BUILDAn account structure that mirrors your services and locations.
  • AUTOMATEBidding learns from tracked conversions, not guesses.
  • SECUREThe account and its data remain yours.
  • SCALEBudget grows on the campaigns proven to convert.

Implementation

How the project runs

  1. 01Account auditStructure, tracking and where budget currently goes.
  2. 02Keyword and campaign planSearch terms grouped by service and intent; campaign types chosen.
  3. 03Tracking set-upConversions built in GTM, verified in GA4 and Google Ads.
  4. 04Campaign buildCampaigns, ad groups, ads, assets and feeds created.
  5. 05Ongoing optimisationSearch terms, bids, assets and budgets reviewed regularly.

Connected services

Works better with

Common questions

Should we use Performance Max or Search campaigns?

Often both. Search gives control over keywords and messages; Performance Max reaches more placements from your assets and feed. We choose based on your goal and tracking quality, and report on each separately.

Can you track phone calls from ads?

Yes. Calls from ads and from the website are tracked, so each conversion is tied to a campaign.

Do we need new landing pages?

Often, yes. A page that matches the search usually converts better than a homepage. We can build them or advise your team.

Can you guarantee a cost per lead?

No. Costs depend on competition, market and offer. We commit to clean tracking, regular optimisation and honest reporting.

Let's talk

Let's make sure your ad budget follows real intent.

Tell us how you work today. We will reply with a clear next step.

Plan your search ads