Anthony McGrath

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Google Ads

Google Ads managed for profit, not clicks

Your Google Ads account managed by a senior specialist, every week, not handed to a junior after the sales call. Search, Shopping, Performance Max and YouTube, built around what makes you money and backed by tracking you can trust.

Get your account reviewedWhat's included
  • 22 years in digital marketing
  • Hands-on: you work with me, not a junior
  • UK, US, Dubai and Australia

By Anthony McGrath · Updated

What does Google Ads management involve?

Google Ads management covers campaigns, keywords and search terms, bidding and budgets, ads and assets, tracking and reporting. Most accounts I audit waste a large share of their budget: broad keywords with no negatives, Performance Max spending on the brand name, conversions counted twice and bids chasing cheap leads that never buy. Anthony McGrath does the work himself, with 22 years in digital marketing, for businesses in the UK, the US, Dubai and Australia.

Best for
Businesses spending, or ready to spend, on paid ads and wanting profit, not clicks
What you get
Campaigns, Keywords and search terms, Bidding and budgets, Ads and assets, Tracking, Reporting
First step
Audit: your account, tracking and landing pages checked, with a plain-English list of what is wasting money.
Where
The UK, the US, Dubai and Australia, working remotely across time zones
Who does the work
Anthony McGrath, hands-on, with 22 years in digital marketing

Why accounts waste money

Most accounts I audit waste a large share of their budget: broad keywords with no negatives, Performance Max spending on the brand name, conversions counted twice and bids chasing cheap leads that never buy.

Good management fixes the foundations first: tracking, structure and targets. Then it is steady weekly work: search terms, bids, ads, landing pages and budgets moved to what is working.

Before and after

An example of taking over an account with wasted spend and messy tracking.

  • Wasted spend on irrelevant searches: 34% before, 6% after
  • Cost per acquisition: 96 before, 58 after
  • Return on ad spend: 2.4x before, 4.1x after

An example of the kind of change this work aims for, based on typical starting points. It is not a promise or a specific client result: every business starts somewhere different. Money figures are shown without a currency: the same pattern applies in pounds, dollars, dirhams or Australian dollars.

What's included

Everything in the account, managed hands-on.

Campaigns

  • Search, Shopping and Performance Max
  • YouTube and Demand Gen
  • Display and remarketing
  • Local and call campaigns

Keywords and search terms

  • Keyword research and match types
  • Negative keyword lists
  • Weekly search term reviews
  • Brand and competitor strategy

Bidding and budgets

  • Target CPA and ROAS bidding
  • Profit-based targets
  • Budgets moved to what works
  • Seasonality adjustments

Ads and assets

  • Responsive search ads
  • Images, video and sitelinks
  • Ad tests
  • Asset reports reviewed

Tracking

  • Conversions and Enhanced Conversions
  • Offline and call conversions
  • GA4 linked properly
  • Values that reflect profit

Reporting

  • Monthly plain-English report
  • What was spent and what it made
  • What changed and why
  • A call each month

How it works

  1. AuditYour account, tracking and landing pages checked, with a plain-English list of what is wasting money.
  2. PlanCampaigns, budgets and targets agreed around profit, not vanity numbers.
  3. Build and launchCampaigns built or rebuilt cleanly, with conversion tracking tested first.
  4. Manage and reportHands-on weekly management and a clear monthly report on what your spend made.

Platforms and tools

  • Google Ads
  • Google Ads Editor
  • Performance Max
  • Google Merchant Center
  • GA4
  • Google Tag Manager
  • Looker Studio
  • Optmyzr
  • Microsoft Ads

Latest Google Ads management news

Short, plain-English updates on what is changing and what to do about it.

All marketing news

Questions

How much should I spend on Google Ads?

Enough to get a clear result in a reasonable time. That depends on your cost per click and conversion rate; you get a recommended starting budget based on your market.

Do you work with accounts in different countries?

Yes. Accounts targeting the UK, the US, the UAE and Australia, including multi-country and multi-language setups.

Will I own my account?

Yes, always. The account, the data and the tracking stay yours.

How quickly will I see results?

Fixes to wasted spend and tracking often show within weeks. New campaigns usually need four to eight weeks to settle.

Do you also manage Microsoft Ads?

Yes. Microsoft Advertising is often cheaper per click and imports from Google Ads easily, so it is worth testing for most accounts.

Anthony McGrath

About Anthony McGrath

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A UK-based freelance digital marketer with 22 years across Shopify, WordPress, WooCommerce, Magento, conversion rate optimisation, funnels, Google, Meta and TikTok ads, SEO and tracking. He works directly with businesses in the UK, the US, Dubai and Australia, so the person who plans the work is the person who does it. More about Anthony or connect with him on LinkedIn.

Find out what your account is wasting

Give me read access to your account. You get a frank view of what is working, what is wasted and what to change.

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