Google Ads Management
Performance-focused campaign management for Australian local service businesses. We use the Google Ads API to build, optimise, and report on your campaigns — delivering more qualified leads at a lower cost per acquisition.
What's Included
Every Google Ads engagement at Comet Ventures covers the full lifecycle — from initial strategy through to ongoing optimisation and monthly reporting. There are no hidden extras.
▶ Campaign Strategy & Account Structure
We design campaign hierarchies built for performance — proper ad group segmentation, match type strategy, and budget allocation based on your business objectives and competitive landscape. A well-structured account is the foundation of efficient spend.
▶ Keyword Research & Negative Management
In-depth keyword research using search term reports and competitive analysis. We build tightly themed ad groups, layer in audience signals, and maintain active negative keyword lists to stop budget leaking to irrelevant searches.
▶ Bid Strategy & Optimisation
We combine Google's Smart Bidding with manual oversight and custom bid adjustments. Target CPA, Target ROAS, and Enhanced CPC strategies are selected and tuned based on your account's conversion data volume and campaign objectives.
▶ Ad Copy & Creative Testing
Responsive Search Ads built with structured testing. We write multiple headline and description variants, monitor performance signals (CTR, conversion rate, impression share), and rotate out underperformers systematically — not at random.
▶ Conversion Tracking & Analytics
Proper tracking is non-negotiable. We configure Google Ads conversion tracking, set up Google Tag Manager, import offline conversions where applicable, and validate the data pipeline so your optimisation decisions are based on real outcomes — not assumptions.
▶ Google Ads API Reporting
Monthly performance reports generated automatically via the Google Ads API. Each report includes campaign-level and ad group-level metrics, trend analysis, budget pacing, and a plain-English summary of what changed and why. No spreadsheet bashing required.
How We Use the Google Ads API
The Google Ads API (formerly AdWords API) gives us programmatic access to your account data — enabling capabilities that aren't available through the standard web interface. Here's how we apply it:
# Google Ads API — Data Flow Overview 1. DATA EXTRACTION Google Ads API (REST/gRPC) ├── Campaign performance metrics (impressions, clicks, cost, conversions) ├── Search term reports (what users actually typed) ├── Auction insights (competitor analysis) ├── Ad performance (CTR, quality score, approval status) └── Budget pacing & spend velocity 2. AUTOMATED PROCESSING ├── Anomaly detection → spend spikes, CTR drops, conversion gaps ├── Negative keyword extraction from search term reports ├── Performance benchmarking against historical baselines └── Budget utilisation alerts (under/overspend warnings) 3. REPORTING OUTPUT ├── Monthly PDF performance report (emailed automatically) ├── Live dashboard (key metrics, updated daily) └── Alert notifications for critical account events 4. BULK OPERATIONS ├── Keyword bid adjustments across ad groups ├── Ad copy updates and rotation management └── Audience layering and bid modifier updates
What This Means for Your Business
- Faster response times: Automated anomaly detection flags issues within hours — budget spikes, policy violations, sudden CTR drops — before they become expensive problems.
- Consistent reporting: Reports are generated programmatically, not manually. Every client receives the same structured, complete data set on the same schedule. No missed months, no abridged reports.
- Scalable management: API-based bulk operations mean bid adjustments and keyword updates across dozens of ad groups can happen in minutes, not hours.
- Custom business logic: We can build bid rules specific to your business — e.g., increase bids on Monday mornings when your call team is at full capacity, reduce on public holidays when you're closed.
Sample Monthly Report Metrics
Every monthly report includes a structured breakdown of your account's performance. Here's the structure clients receive:
Example reporting format. Actual metrics vary by account, industry, and campaign type.
Campaign Types We Manage
Search Campaigns
Capture high-intent users actively searching for your services. Search is the core channel for local service businesses — we build tightly structured campaigns that match the right ad to the right query.
Performance Max
AI-driven campaigns that optimise across Search, Display, YouTube, Gmail, and Maps simultaneously. PMax works best with strong conversion data — we set the inputs correctly and monitor for cannibalisation of branded traffic.
Display & Remarketing
Re-engage visitors who've already shown interest in your business. Display campaigns built for brand awareness or remarketing to warm audiences — particularly effective for longer sales cycles.
Local Service Ads
Google-guaranteed Local Service Ads for eligible businesses. We set up, verify, and optimise LSA profiles alongside your Search campaigns for maximum SERP coverage in your service area.
Our Process
Discovery & Audit
We review your existing campaigns (or competitors' if you're starting fresh), identify structural problems, wasted spend, and growth opportunities. You receive a written audit document before any work begins.
Strategy & Account Setup
Campaign architecture design, keyword mapping, match type strategy, and tracking configuration. For new accounts, we also set up Google Tag Manager, conversion actions, and Google Analytics 4 integration.
Launch & Learning Period
Campaigns go live with close daily monitoring during the first 2–4 weeks. Smart Bidding strategies need conversion data to calibrate — we watch the learning period carefully and make tactical adjustments without disrupting the algorithm.
Ongoing Optimisation
Weekly optimisation cycle: search term review, negative keyword additions, bid adjustments, ad performance analysis, and landing page feedback. We operate on a proactive schedule — not waiting for problems to surface.
Monthly Reporting & Strategy Review
Automated monthly reports via the Google Ads API. Monthly video or call review to walk through performance, discuss strategy, and plan the next period. You always know where your money is going and what's coming next.
Who This Service Is For
Our Google Ads management is best suited for:
- Australian local service businesses (trades, building & construction, surveying, allied health, professional services)
- Businesses with a monthly ad budget of $2,000–$50,000+
- Businesses wanting hands-on, transparent management — not an agency that disappears after onboarding
- Businesses frustrated with previous agencies that over-promised and under-delivered
- Companies that want to understand what their ads are doing, not just receive a black-box monthly invoice
Ready to Get More From Your Google Ads?
Book a free 30-minute audit call. We'll review your existing account (or discuss your goals if you're new to Google Ads) and tell you honestly whether we can help.
Book a Free Audit