Google Ads Management
Google Ads management, measured by qualified inquiries
The ad account stays in your company’s name, the management is hands-on, and the report shows inquiries, cost, and contracts. It’s one piece of a larger plan, and consulting sets the order.
- Google Partner
- Hostinger Partner
- Founded in Brazil, working remotely
In short
How does PHN manage Google Ads?
- Channel: Google Ads, with Search campaigns for people already looking for your service.
- Management: hands-on, with a weekly review of search terms and inquiries.
- Measurement: qualified inquiries and contracts, in the monthly report.
PHN’s Google Ads management is day-to-day management of Google Ads campaigns for B2B companies, with the ad account in the client’s name. PHN reviews search terms every week, measures results by qualified inquiries and contracts, and sends the owner a monthly report.
What’s different
What sets serious Google Ads management apart?
Three things the owner can verify: the ad account is in the company’s name, the search terms that trigger clicks are reviewed every week, and the report measures qualified inquiries. Without them, there is no way to know whether the budget is well spent.
A neglected Google Ads account spends money on people who will never buy. The most common case for service businesses is the informational search: someone looks up “what does an accountant do” or “contract template” and clicks the firm’s ad. That click costs as much as a buyer’s, and the report shows more traffic, more clicks, and no contracts.
Hands-on management fixes this one search term at a time, with negative keywords, controlled match types, and ads that make clear who the service is for. The other half of the work is measuring correctly: the website’s contact form and messaging buttons need to record each conversion, and the owner needs to report which inquiries became meetings and contracts.
With both sides connected, cost per client stops being an estimate and becomes a number the owner checks in the report every month.
Principles
Which rules does PHN never bend in Google Ads management?
The account belongs to your company
Created in the client’s name, billed to the client, with administrator access. PHN gets manager access and, if it ever leaves, takes nothing with it.
Manual decisions in Search campaigns
Automated tools help, but in a low-volume B2B service account, a person makes the calls on bids and search terms.
Measured by qualified inquiries
The report shows the inquiries received, the cost per inquiry, and how many became contracts, based on what your company reports.
Limits
What does PHN refuse to do in an ad account?
- ✕Create the account in PHN’s name
- ✕Promise a number of inquiries or a return
- ✕Run ads that break the advertising rules of the client’s profession
- ✕Hide the dashboard from the client
- ✕Raise the budget to make up for a poorly structured account
How it works
What does the process look like, from the first conversation to ongoing management?
Diagnosis
A review of the current account (or of the market, if there is no account yet), the website, and the sales follow-up.
Structure
Campaigns, keywords, negative keywords, ads, and conversions, built from the positioning already defined.
Learning phase
The first weeks collect data on searches and cost per inquiry, with daily search-term adjustments.
Ongoing hands-on management
A weekly review of search terms, ads, schedules, and locations, with bids adjusted based on real data.
Scaling with discipline
The budget only goes up when the cost per qualified inquiry is stable and your team can handle the volume.
Oversight
How does the owner keep track of what’s being done?
Every week
Weekly review
Search terms, inquiry quality, and account adjustments, all recorded in the change history of your own Google Ads account.
Every month
Monthly meeting
A report with the inquiries, the cost per inquiry, the contracts your company reported, and what changes next month.
Fit
Who is PHN’s Google Ads management right for?
Service and B2B companies with a consultative sales process that already know who they want to serve and have a website that can handle inquiries. If either is missing, PHN will recommend starting with consulting or with the website, and will tell you so before opening the account.
Part of the system
How does Google Ads connect to the other services?
Google Ads reaches people who are already searching for your service. The website receives and screens those inquiries, and over time SEO wins the same searches with no cost per click. All three follow the consulting plan.
The search terms that bring in contracts on Google Ads tell SEO which pages are worth writing, and the pages SEO already ranks show where paying for clicks no longer makes sense. The website is where it all meets: if the landing page doesn’t answer the question behind the search, the ad pays for the click and loses the inquiry.
That is why PHN’s Google Ads management starts by looking at the website and coordinates with the SEO work every month. When a company wants all three under one accountable person, the path is integrated digital marketing. When it doesn’t know where to start, the path is consulting.
Either way, the ad account stays in your company’s name, and the report reaches the owner in the same format every month, inquiry by inquiry.
Frequently asked questions
Questions about Google Ads management
What does Google Ads management include?
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How long does it take to see results from Google Ads?
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Who owns the ad account?
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What is the minimum Google Ads budget?
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Does PHN work with companies outside Brazil?
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Further reading
Related reading
Free ad account review
Want to know where the money in your ad account is going?
Request a review of your account: Pablo looks at your search terms, tracked conversions, and cost per inquiry, and tells you what he would change first. It is free.