Google Ads management

Search, Display & Performance Max — Built to Scale From Day One

Google Ads is the most measurable paid channel available to a modern business, yet most accounts bleed budget through poor structure, broad match abuse and campaigns that were set up once and never revisited. CWA Europe builds accounts from the architecture outward: tightly themed ad groups, negative keyword frameworks and bidding strategies matched to your actual margin profile — not Google’s default recommendations, which are written to increase spend, not profit.

We run Search campaigns alongside Performance Max where the two complement rather than cannibalise each other. PMax is powerful for feed-heavy e-commerce and lead gen at scale, but it requires strong asset groups, audience signals seeded from your CRM data, and diligent search term monitoring to keep it honest. Display and remarketing layer on top to close the gap between initial interest and conversion, using segmented audience lists so a user who viewed a pricing page sees something meaningfully different from someone who bounced off the homepage.

Ongoing management is where accounts win or lose. Every fortnight we review search term reports, test bid strategy adjustments, and rotate creatives before fatigue sets in. Larger accounts get weekly check-ins. Nothing in our workflow is automated without a human reviewing the output first.

• Account architecture. Campaigns segmented by intent, product line and margin so budget flows where it earns most.
• Performance Max oversight. Asset groups and audience signals built from first-party data, with placement exclusions applied from launch.
• Negative keyword management. Ongoing cross-campaign negative lists that protect budget from irrelevant queries.
• Bid strategy alignment. Target CPA or ROAS targets set against real business data, not platform defaults.
• Remarketing segmentation. Audience lists tiered by funnel stage, recency and product interest for relevant re-engagement.

The result is an account that compounds — one where each optimisation cycle leaves less waste and more headroom to scale.