Google Ads
Search, Performance Max and Shopping campaigns built on conversion tracking you can trust, so Google spends your money on buyers instead of people who are just browsing.
Is this for you?
A good fit if
- You sell something people search for
- Your Google Ads costs keep rising while leads stay the same
- You run Performance Max and can't see what it's doing
Not the right fit if
- Nobody searches for what you sell. Look at Meta or TikTok instead
- You won't fix a slow or confusing landing page
- You want to run ads without conversion tracking
How I do it.
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Audit and tracking
I audit the account, then set up conversions, enhanced conversions and imports of offline sales.
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Structure
Campaigns split by intent and profit margin, with negative keywords that stop wasted spend.
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Ads and pages
Arabic and English ads tested, and landing pages fixed where they're losing conversions.
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Optimise
Every week I review bids, budgets, search terms and assets against your cost per sale.
What you get.
- Account audit
- Conversion tracking setup
- Campaigns restructured
- Arabic and English ad copy
- Search term and negative keyword lists
- Weekly optimisation and a monthly report
The details.
Google Ads is the only channel where people tell you exactly what they want before you spend anything. That gives you the traffic with the strongest buying intent, and it’s also where a badly built account burns money the fastest.
What I check first
- Conversion actions: what’s counted, what’s counted twice, and what’s counted that shouldn’t be
- Whether “conversions” include form views, phone clicks or anything else that isn’t a real result
- Account and campaign structure compared with what people actually search for
- The search terms report: where the money really goes, which is rarely where the keywords suggest
- Negative keywords, including Arabic and Arabic typed in Latin letters
- Match types, and how much the account relies on broad match
- Bid strategy compared with how many conversions you actually get
- Whether the ads match their landing pages
- Shopping feed quality and disapproved products
- Performance Max asset groups, and whether they’re taking credit for brand searches
- Location and language targeting, including the “presence” setting
- Budget pacing, and where budgets are running out
The mistakes that cost the most
Counting things that aren’t sales
If a WhatsApp click or a contact page view counts as a conversion, Smart Bidding learns to buy the wrong traffic. This one mistake undermines everything after it.
No negative keywords in Arabic
Arabic search terms pile up wasted spend because nobody reads the search terms report in Arabic. On regional accounts this is often the biggest leak.
A neglected product feed
Shopping results depend mostly on the feed. Titles, product details and disapprovals change results more than bid tweaks do.
Performance Max taking your brand searches
Performance Max will happily take credit for brand searches you were getting for free. Excluding your brand is usually the right call. The reported ROAS looks worse, and the business does better.
Arabic and regional details
A Google Ads account in Egypt, Saudi Arabia or the UAE is different from one you’d build for a UK business:
- People search in Arabic, in English and in Arabic typed with Latin letters, often in the same session
- Language targeting doesn’t work the way most people assume: it targets the language of the user’s interface, not the language of the search
- The “presence” versus “presence or interest” location setting matters a lot in markets with many expats
- Call extensions and WhatsApp convert differently from forms in each of the three markets
- Ramadan changes both ad prices and the hours when people buy
Common questions.
Do you use Performance Max?
When the tracking and the product feed can support it, with limits in place so brand searches and cheap traffic don't make the results look better than they are.
Can you run Arabic search ads?
Yes, written in Arabic from the start for people searching in the Gulf or Egypt.
Do you charge a percentage of ad spend?
I prefer a fixed fee, so my advice never depends on how much you spend.
Your next move.
Tell me where things are now and where you want them to be. I reply within one business day, in Arabic or English. If I'm not the right person for it, I'll say so.