Google Ads Manager Boston

After I took over their Google Ads management, 3 Wave Cleaning in Boston reduced cost per lead from over $200 to $46.70 while generating 2,600+ conversions.

Why Google Ads feels more expensive, and less effective than before

Google Ads has changed significantly over the past few years, and not always in ways that benefit advertisers. Many of these updates are designed to increase Google’s revenue by pushing more automation, broader targeting, and less transparency. While that can work for very large advertisers with massive budgets, it often creates problems for small and mid-sized businesses.

The most common results I see are higher costs, less relevant traffic, and lower-quality leads. Ads start showing for searches that look related on the surface but have little buying intent. Budgets get spent faster, but performance doesn’t improve. At the same time, advertisers are given less visibility and control over where their money is actually going.

That doesn’t mean Google Ads no longer works, it just means the old “set it and forget it” approach is no longer enough. To run profitable campaigns today, you need tighter structure, stronger filtering, cleaner data, and smarter decision-making around automation.

I’ve spent years adapting to these changes, testing what still works and building practical systems to reduce wasted spend, improve lead quality, and regain control over campaign performance. The goal is simple: make Google Ads work for your business again, not just for the platform.

Important Information for New Clients

I work with lead generation businesses and select eCommerce brands, especially in competitive markets where efficiency matters. I don’t try to be a fit for everyone.

To keep results strong, I only work with a limited number of clients at a time. If paid ads aren’t the right channel for your business, or if expectations don’t line up, I’ll say that upfront.

Before starting, we’ll do a complimentary Zoom call to see if it makes sense to work together, from a strategy, budget, and goals perspective.

Rebuilding Google Ads for Real Results

More leads or sales without increasing wasted spend

I rebuild Google Ads accounts to get more out of what you’re already spending, whether your goal is more leads or more online sales. My approach is structured, data-driven, and focused on lowering waste while improving lead quality.

Why Performance Dropped for Many Advertisers

More automation, broader targeting, and less control

Over the past few years, many businesses have seen Google Ads performance decline as the platforms pushed heavier automation, looser match types, and broader targeting. While these changes can work for very large advertisers, they often lead to higher costs, less relevant traffic, and lower-quality leads for small and mid-sized businesses.

I’ve spent a significant amount of time testing what still works, fixing what doesn’t, and adjusting campaign structures to perform well under these new conditions. The focus is on reducing wasted spend, tightening intent, and regaining control, even in a more automated ad environment.

Filtering Out Bad Traffic with Smarter Keyword Control

Stopping irrelevant searches without killing volume

As Google loosened control over search terms, many accounts started showing ads for low-intent or irrelevant searches. I use a proven negative keyword structure to block wasted spend while preserving scale, an area where many accounts struggle.

Advanced Monitoring & Ongoing Optimization

Finding problems Google Ads doesn’t show you

I use a set of advanced tools to monitor and improve campaigns daily, because Google Ads alone doesn’t tell the whole story.

For businesses that rely on phone calls, I use CallRail to track where calls come from, listen to recordings, and separate real leads from spam or low-quality calls. This helps stop wasted ad spend on leads that never turn into customers.

I use Google Tag Manager for advanced conversion tracking, so we’re tracking real actions, not just basic form fills. This gives Google better data to optimize with and prevents the system from learning off bad signals.

To see what happens after a lead comes in, I connect platforms like HubSpot and GoHighLevel.

These tools show which leads actually turn into sales or customers, allowing campaigns to focus on quality, not just volume.

I also use SEMrush, Ahrefs, and SpyFu to understand what competitors are doing behind the scenes — whether they’re changing bids, ads, or keyword focus.

Finally, tools like Hotjar help me see how people actually use your site through heatmaps, session recordings, and form drop-offs, so we can improve conversions without increasing ad spend.

Together, these tools uncover wasted spend, missed opportunities, and issues you simply won’t see inside Google Ads alone, and that’s how performance improves over time.

Structured Campaign Builds Across All Formats

Search, Performance Max, Display, YouTube, and Shopping

Every campaign type follows a clear, repeatable process. Ads and creatives are built with conversion in mind, not stock templates or generic messaging that looks good but doesn’t perform.

Clean, Accurate Conversion Tracking Comes First

Because automation is only as good as the data

Before launching or scaling anything, I audit your entire tracking setup. This includes Google Ads, GA4, Google Tag Manager, call tracking, and reporting dashboards. Without accurate conversion data, automated bidding simply doesn’t work.

Reporting That Focuses on Business Outcomes

Not vanity metrics

You’ll receive clear, easy-to-read reports focused on what matters: cost per lead, return on ad spend, and overall profitability. You’ll always know where your budget is going and what it’s bringing back.

When Google Ads Isn’t Delivering Like It Used To

There are ways to fix it

Your Google Ads account should generate real business results, not just traffic. If performance has dropped or budgets feel wasted, it’s time for a different approach.

Adapting to the New Google Ads Reality

Making paid search work again

The platforms have changed. I’ve adapted to those changes and built systems to work around them. Let’s see if paid search can start working for your business again.

Common questions

What type of Google Ads campaigns do you usually run?

I usually start with Search campaigns, because that’s where real intent lives. These are people actively looking for your service, not just scrolling. Once we’re getting consistent conversions and clean data, I may layer in Performance Max or other campaign types if and only if they make sense for your business.

Do you manage the Google Ads account yourself?

Yes. I personally handle everything: strategy, setup, tracking, optimization, and reporting. Nothing is outsourced, and nothing is put on “set it and forget it” autopilot. When you work with me, you’re working directly with the person managing your account.

What do you consider a “conversion”?

A real conversion is something that has business value. That usually means a qualified form submission, a real phone call (not spam or misdials), or an actual sale or booked appointment. Clicks alone don’t matter. The focus is always on leads or sales that can turn into revenue.

How do you track calls and leads accurately?

For call-heavy businesses, I use CallRail to track call sources, call duration, and lead quality. This helps identify which campaigns and keywords bring real inquiries versus wasted spend. I also use Google Tag Manager to set up advanced conversion tracking so Google Ads is optimizing based on meaningful actions, not incomplete or inaccurate data.

Do you track what happens after a lead comes in?

Yes. When possible, I connect Google Ads with systems like HubSpot or GoHighLevel so we can see which leads actually turn into customers or sales. This allows campaigns to be optimized for lead quality, not just volume.

How long does it usually take to see results?

Google Ads is not instant. There’s a learning and optimization phase. In most cases, meaningful improvements happen over the first few months as data is collected, filtered, and refined. The goal is sustainable performance, not short-term spikes followed by wasted spend.

What budgets work best for Google Ads in competitive markets like Boston?

Budgets depend on competition and goals, but in most competitive markets, very small budgets struggle. I’m upfront about this from the start. If the budget isn’t realistic for your market, I’ll tell you before we move forward.

Do you work with all types of businesses?

No. I work with a limited number of clients at a time so I can stay hands-on and focused. If paid ads aren’t the right channel for your business, or expectations don’t align, I’ll be honest about that upfront.

How do you report results?

Reporting is simple and business-focused. You’ll see cost per lead or return on ad spend, what’s working and what’s not, and where changes are being made and why. No fluff, no vanity metrics.

What’s the first step if I want to work with you?

We start with a complimentary Zoom call to see if there’s a good fit – strategically, financially, and expectations wise. No pressure, no hard sell.