Tracking the wrong conversions
Page views or button clicks counted as leads. Smart bidding then chases the wrong thing and your real cost per lead is hidden.
Google Ads in Perth, run by a senior Google Partner. Our performance-based Google Ads services come with no lock-in contracts. We track every click through to enquiry and sale, and report it live in AgencyAnalytics.
We’re a Google Partner
Our Google Ads work meets Google’s standards for performance, spend and certified expertise.
Month-to-month agreements. We earn your business every month.
Every click tracked through to enquiry and sale.
See spend, leads and cost per lead any time you like.
Your account is run by the people you actually meet.
Clicks and impressions look nice on a chart. They don’t pay your bills. We report on the Google Ads numbers that show whether your ads are actually making you money.
We don’t waste your budget. Every week we cut the searches, locations and times of day that don’t convert, and push that money into the ones that do.
We don’t just follow Google reps and auto-recommendations. A lot of them push you to spend more, not earn more. We test every suggestion against your numbers and only keep what makes your budget work harder.
Animation of the Anahaw Google Ads strategy. First, wasted spend on search terms that never convert is found and cut with negative keywords. Second, vanity numbers like clicks, impressions and click-through rate are struck out and replaced with CPA, CPL and ROAS. Third, a senior lens built on business acumen, experience, research and data reveals insights a junior would miss: the best leads land after 5pm, a rival bids on your brand name, a low-margin service needs its spend capped, and the best suburb is under-funded. Finally, the saved budget flows into campaigns that grow leads while cost per lead falls. Every dollar earns.
By John Conigliaro, Director and Lead Consultant, Anahaw Media. Updated September 2026
Who runs your account
Your Google Ads are run by John Conigliaro, a senior Google Ads expert, not handed to a junior. John has spent 15 years working as and with Google Partners, and he still trains with Google regularly. So your account runs on what works now, not what worked five years ago.
He has taught search marketing at university, and he has managed more than 300 campaigns around the world with about $5M in ad spend behind them.
The life part? John was one of the very first search engine advertisers in the Philippines. Since then he has run almost every type of campaign, from Search and Shopping to Performance Max and YouTube, and fixed almost every kind of problem along the way. So he gets straight to what’s actually holding your campaign back, instead of guessing.
Our strategy, not a Google script. We don’t just follow Google reps and their recommendations. We build our own strategy around your numbers, while still meeting the high optimisation standards our Google Partner status requires.
Anahaw Media is John’s own Google Ads management company. He’s grateful for everything this career has given him, and helping other businesses grow is his life’s mission. So he backs your products and services like they are his own, and puts them in front of the people ready to buy.
100% free. Pop in your Google Ads customer ID and John will review your account himself.
working as and with Google Partners
Google Ads campaigns managed around the world
in ad spend managed (approx.)
In previous roles, John ran Google Ads for brands including
If your Google Ads feel like a black hole for money, the problem is usually not Google Ads itself. It is how the account is set up, managed and measured. These are the patterns we see most.
Problem 01 of 05
What usually happens
Conversions are missing, doubled up or counting the wrong things, like page views. Smart bidding then chases the wrong goal and spends your money on the wrong people.
How we do it
We fix tracking first, so every lead and sale is counted once and counted properly.
Problem 02 of 05
What usually happens
Broad keywords and loose settings let your ads show for searches that will never buy, such as jobs, free advice or DIY questions.
How we do it
We review the actual search terms every week and block the waste before it adds up.
Problem 03 of 05
What usually happens
The account was built once and left to run. Costs creep up, competitors get smarter and results quietly slide.
How we do it
Weekly optimisation of bids, budgets, ads, keywords and landing pages.
Problem 04 of 05
What usually happens
Ads send people to a homepage that doesn't match what they searched for, so they leave.
How we do it
Every ad group points to a page built for that exact search.
Problem 05 of 05
What usually happens
The agency earns more when you spend more, whether it works or not.
How we do it
Transparent fees agreed upfront. We measure ourselves on your cost per customer.
Our approach is built to fix every one of these problems. It starts with how we measure success.
All our Google Ads services are performance-based and run month to month. Here is what that means in plain English.
We judge our work by one thing: how many of your ad clicks become paying customers, and what each one costs you. Clicks, impressions and click-through rates matter, but only because they lead to customers.
That changes how we manage your account. We don’t chase cheap clicks from people who will never buy. We chase the searches that bring in profitable customers, even when those clicks cost a little more.
Our agreements run month to month. If you are not happy with the results or the service, you can leave. No exit fees and no fine print.
That keeps us honest. We have to show value early, communicate clearly and keep delivering every single month.
A quick note on honesty: Google Ads can bring in leads within days, but the first few weeks are about learning. Smart bidding needs data, and we need to find which searches, ads and pages work best for you. Most accounts improve steadily over the first two to three months.
The search, keyword, ad and campaign that brought them in.
Calls, form fills, bookings, quote requests and purchases.
Matched to your CRM or store data where it is available.
Cost per lead, cost per sale and return on ad spend.
Our Google Ads services come in four parts, with one goal: more customers for every dollar you spend. Pick a tab to see exactly what we do.
Good Google Ads starts before a single ad runs. If Google can’t see which clicks turn into customers, it can’t find you more of them. This is the foundation everything else sits on.
We set up key events for every action that matters to your business: calls, forms, bookings, quote requests and purchases. Each one is counted once, given the right value, and shared with Google Ads so bidding learns from real results.
Many Australian customers still prefer to pick up the phone. We track calls from your ads and from your website, including how long each call lasted, so genuine phone leads are never missed or undercounted.
This uses details your customers already give you, like an email address, to match clicks to sales more accurately. It helps Google Ads measure results properly even when cookies are blocked.
If you close sales by phone, by email or in person, we can feed those results from your CRM back into Google Ads. That lets smart bidding optimise for real sales, not just enquiries.
We manage your tracking tags in one tidy place, test every one before it goes live, and document what each tag does so nothing breaks quietly later.
We organise campaigns by product, service, location and margin. That way budget flows to the parts of your business that earn the most, not just the parts that get the most clicks.
Already running ads? We start with a full Google Ads audit that shows where money is being wasted, what is working, and exactly what we would fix first. You keep the audit even if you don’t work with us.
Different campaign types do different jobs. We choose the mix that fits your business, your budget and the way your buyers search.
Text ads that show when people search for what you sell. Usually the best starting point for service businesses, because buyer intent is high and you control exactly which searches you pay for.
Google’s AI-driven campaign that runs across Search, Shopping, YouTube, Display, Gmail and Maps. It can be powerful, but it needs strong conversion data, good images and videos, and close watching so it doesn’t waste budget.
For online stores. Product ads with images and prices, driven by your product feed. We clean up titles, categories and attributes so the right products show for the right searches.
Google’s newer AI features for Search campaigns can find extra searches and tailor ads automatically. We test them carefully and keep them only when they lower your cost per customer.
Visual ads that reach people before they search, on YouTube, Discover and Gmail. Useful for building demand and brand awareness alongside your Search campaigns.
Ads that follow up with people who visited your site but didn’t buy or enquire. Often some of the cheapest conversions in the whole account.
For businesses with a shopfront or service area, we use location targeting and Google Business Profile links so nearby buyers can find you, call you or get directions.
The right ad, shown to the right search, sending people to the right page. That is where most of the gains in Google Ads live.
We find the searches your buyers use when they are ready to act, then check what each one costs and how likely it is to turn into a customer.
We use broad, phrase and exact match on purpose, not by accident. Broad match can work well with strong tracking and smart bidding, but only when it is watched closely.
We build and keep updating lists of searches you should never pay for, like jobs, free, cheap, DIY or support searches for other brands.
Every week we check the actual searches that triggered your ads. It is the single best way to find and stop wasted spend.
Clear headlines, real benefits, proof and a reason to act now. We write several versions for every ad group and let the data pick the winners.
Sitelinks, callouts, images, prices, locations and call buttons make your ads bigger and more useful. That usually lifts clicks and can lower your costs.
We review the pages your ads send people to and tell you exactly what to change, so more clicks turn into enquiries. If you need new pages built, our team can do that too.
Google Ads is never finished. The accounts that win are the ones that get looked after every week, not once a quarter.
We choose the right bidding strategy for your goals and your data, such as target cost per acquisition or target return on ad spend, then adjust it as the account learns.
We move budget toward the campaigns, products and locations that bring in customers at the best cost, and away from the ones that don’t.
We look at when and where your best customers come from, then adjust bids by time of day, day of the week and area.
We use your customer lists and website visitors to help Google find more people like your best customers, while keeping your data private and secure.
We test new ads, landing pages, audiences and bidding approaches in a controlled way, so every change is backed by real data.
We keep an eye on who else is bidding on your searches, how often they show up and how their offers compare with yours.
Search terms, bids, budgets, ads and settings are reviewed every week. Small, regular improvements add up to big savings over a year.
| Area | What we check | Why it matters |
|---|---|---|
| Tracking | Every conversion counted once | Smart bidding learns from real results |
| Search terms | Weekly review and negatives | Stops paying for useless clicks |
| Structure | Campaigns by margin and intent | Budget flows to what earns most |
| Ads | Several versions tested | Better ads win more clicks for less |
| Landing pages | Match between search and page | More clicks become enquiries |
| Bidding | Right strategy for your data | Lower cost per customer over time |
Google Ads moves faster than SEO, but the best results still build over time. Here is what usually happens, and when.
We audit your account or plan a new one, check your tracking and fix it. You get a clear plan that shows what we will do first, and why.
You will see: A clear plan, and tracking you can trust.
We launch or restructure campaigns, add negative keywords, improve ads and connect every conversion properly.
You will see: Less wasted spend, and cleaner data.
Smart bidding now has enough data to work properly. We test ads and landing pages, and move budget to what works.
You will see: Cost per lead starting to fall, and lead quality improving.
We grow the campaigns that bring in customers at a good cost and keep testing to find the next gain.
You will see: More leads and sales at a steady or lower cost. This is where Google Ads really pays.
Busy markets like legal, finance or trades cost more per click.
Too small a budget slows learning and limits results.
Accurate conversions help smart bidding find real buyers.
Slow or confusing pages waste good clicks.
A strong offer and fair price make every click count.
Every market is different. We will give you realistic expectations for your industry and budget in your free audit.
We use AgencyAnalytics to pull your Google Ads, Google Analytics 4, call tracking and other data into one live dashboard. You can log in any time and see exactly what your ad spend is doing. No waiting around for a monthly PDF.
We track every important action on your site, count calls from your ads, and where possible match leads to sales in your CRM or online store. That lets us report cost per customer, not just cost per click.
It also shows which campaigns, keywords and ads bring in your best customers, so we can put more budget behind them.
Every month you get a short summary: what happened, why it happened, what we changed and what comes next. If something isn’t working, we say so straight, along with the plan to fix it.
These are two of the most common questions we get. The honest answer is that most accounts need both, used for different jobs.
You choose the keywords, write the ads and control where your money goes. Search is usually the best place to start for service businesses and anyone with a tight budget.
You can see every search that triggered your ads, which makes it easy to cut waste quickly.
Google’s AI finds customers across Search, Shopping, YouTube, Display and Maps. It can work very well for online stores and for businesses with strong conversion data.
It gives you less control and less visibility, so it needs good tracking, good creative and close management.
Google Ads brings in customers straight away, while SEO builds traffic that keeps coming. Your ad data also shows which keywords convert best, which helps us prioritise SEO. Many of our clients run both.
Google Ads works best when people search for what you sell and you can handle the leads that come in. These are the Perth and WA businesses our Google Ads services help most.
Shopify and WooCommerce stores selling across Australia. We focus on Shopping and Performance Max, clean product feeds and return on ad spend. Our team has built its own global eCommerce brand, so we understand margins and stock, not just clicks.
Plumbers, electricians, builders and other trades that need the phone to ring. Search campaigns, call tracking and local targeting do the heavy lifting.
Lawyers, accountants, clinics and consultants, where one new client can be worth a lot. We focus on lead quality, not just lead volume.
Suppliers and manufacturers with technical buyers and longer sales cycles. We track leads through to the CRM so you can see which campaigns create real deals.
Venues, restaurants and function spaces that need bookings and enquiries, often around peak seasons and events.
Perth is a big city with a small-market feel. There are fewer searches than in Sydney or Melbourne, and in most industries you are bidding against the same handful of local competitors. That makes wasted spend easier to spot, and good management shows up fast.
We are based in Perth and Mandurah, and we manage Google Ads in Perth, across WA and around Australia.
New to Google Ads, or never quite sure what your agency is doing? This guide explains how it works, what it costs and what to watch for, without the jargon.
Every time someone searches on Google, an auction happens in a split second. Advertisers who want to show for that search compete for the ad spots at the top and bottom of the page.
You don’t simply win by bidding the most. Google looks at how much you are willing to pay, how relevant and useful your ad is, and how good the page is that you send people to. A well-built ad with a strong landing page can beat a bigger bidder and pay less per click.
You only pay when someone clicks your ad. That is why it is called pay-per-click, or PPC. Showing your ad without a click costs nothing.
Your cost per click is not a fixed price. It changes with competition, time of day, location, device and the quality of your ads. Three things have the biggest effect:
This is why two businesses in the same industry can pay very different amounts for the same click.
There is no single answer, because every industry and location is different. Some trades and professional services pay a lot per click because each customer is worth a lot. Many online stores pay less per click but need more clicks to make a sale.
The better question is: what can you afford to pay for a new customer? Once you know that, you can work out whether Google Ads makes sense for you, and how much to spend.
Your total cost has two parts. The first is your ad spend, which goes to Google. The second is the management fee, which pays for the people running your account. At Anahaw Media, we agree our fee upfront, and it never rises just because your ad spend goes up.
Here is a simple way to think about it. The numbers below are an example only, not a quote or a promise.
If the searches you need cost less than that, Google Ads is likely to be profitable. If they cost much more, you need a better conversion rate, a stronger offer, or a different channel. We do this maths with you, using real data from your market, in the free audit.
Most service businesses should start with Search campaigns. They are easier to control, easier to measure, and they target people who are already looking for you. Once tracking is solid and you know your numbers, you can test Performance Max, remarketing or YouTube.
Online stores are different. Shopping and Performance Max campaigns usually do most of the work, because buyers like to see products and prices before they click.
Google Ads captures demand. It shows your business to people who are already searching. Meta Ads creates demand. It puts your offer in front of people who weren’t looking yet. SEO builds long-term traffic that doesn’t stop when you stop paying.
If people already search for what you sell, Google Ads is usually the fastest way to get results. If your product is new or very visual, Meta may work better. Most growing businesses end up using a mix, and your data tells you where to put the next dollar.
You don’t need to be an expert to spot a healthy account. Look for these signs:
If two or more of these sound familiar, there is almost certainly money to be saved. Our free audit will show you where.
A good report answers a few simple questions. How many leads or sales did we get? What did each one cost? Is that better or worse than last month, and why? What are you changing next? If your report can’t answer those, ask your agency to add them. Ours always does.
You can. Google makes it easy to start, and some small businesses run simple campaigns well on their own. The risk is that Google’s default settings are designed to spend your budget, not to protect it.
Running Google Ads well takes time every week: checking search terms, testing ads, adjusting bids and fixing tracking. If you don’t have that time, or you are spending enough that small mistakes cost real money, a Google Ads expert usually pays for themselves.
When we build an account from scratch, we follow the same careful order every time. Skipping steps is where most accounts go wrong.
For eCommerce, your product feed is your ad copy. Product titles, images, prices and categories decide which searches your products show for and how many people click.
We clean up feeds so titles include the words buyers actually search, fix disapproved products, and group products by margin so best-sellers and high-margin lines get the budget they deserve. We then measure return on ad spend by product, not just by campaign, so you know exactly what is making money.
If you serve a local area, every click from outside it is wasted money. We set tight location targeting, link your Google Business Profile so your address and reviews show in your ads, and use call ads and call buttons so people can ring you straight from the search results.
We also schedule ads around the hours you can actually answer the phone, because a missed call from a paid click is the most expensive lead you will ever lose.
Not every click is a real customer. Some come from bots, accidental taps or competitors. Google filters out a lot of invalid clicks automatically and refunds some of them, but it doesn’t catch everything.
We watch for strange patterns, like sudden spikes in clicks with no conversions, clicks from places you don’t serve, or odd placements in display networks. When we find them, we exclude them and, where it makes sense, ask Google for a credit.
Your ad gets the click, but your landing page gets the customer. If someone searches for “commercial roof repairs Perth” and lands on a general homepage, they have to work to find what they wanted. Many won’t bother, and you have paid for the click anyway.
A good landing page matches the search, loads fast on a phone, explains the offer in plain words, shows proof like reviews and results, and makes the next step obvious. Small improvements here often do more for your cost per lead than any change inside Google Ads.
Often, yes. If competitors bid on your brand name, their ads can appear above your own listing when people search for you. A small brand campaign protects those searches, usually at a low cost per click because your ads are so relevant.
It also lets you control the message people see, such as a current offer or a phone number. If nobody else bids on your name and your organic listing sits at the top, we may keep brand spend very small or pause it. We decide based on your data, not a rule of thumb.
B2B buyers search differently. They use technical terms, compare suppliers carefully and often take weeks or months to decide. A click today might become a contract next quarter.
For B2B accounts we focus on specific, high-intent searches, exclude consumer searches, and track leads all the way into your CRM. That way we can optimise for the enquiries that become real deals, not just the ones that fill in a form.
Cost per click. What you pay each time someone clicks your ad.
Cost per acquisition. What you pay, on average, for each lead or sale.
Return on ad spend. Revenue from ads divided by what you spent on them. A ROAS of 5 means $5 back for every $1 spent.
An action that matters to your business, such as a call, form, booking or purchase.
Google’s rating of how relevant your keyword, ad and landing page are. Higher scores usually mean cheaper clicks.
How often your ads showed, compared with how often they could have shown.
The actual words people typed before seeing your ad. Not the same as your keywords.
A word or phrase you tell Google never to show your ads for.
Google’s automated bidding, which uses AI to set a bid for each auction based on your goal.
Showing ads to people who have already visited your website.
We audit a lot of Google Ads accounts. These are the problems we see most often, and most of them are quick to fix. Flip a card to see how we fix it, and tick any that sound like your account.
Page views or button clicks counted as leads. Smart bidding then chases the wrong thing and your real cost per lead is hidden.
Ads showing for searches that have nothing to do with your business, quietly eating your budget every day.
Different products, services and locations lumped together, so budget can't go where it earns the most.
People have to hunt for the thing they searched for. Many give up and click a competitor instead.
The easiest place to find wasted spend, and the one most often skipped.
Some of Google's auto-applied recommendations mainly increase spend. We review each one before it goes live.
Phone leads go uncounted, so campaigns that are working well look like they aren't.
The Google Ads Leak Check walks you through 25 checks, with where to look for each one in your account. Free, fillable and done in about 30 minutes.
Get the free PDF See all downloadsWhether you work with us or someone else, these questions will help you find a Google Ads agency or expert worth paying for.
A freelance Google Ads expert can suit a small, simple account. The catch is you depend on one person, with no backup when they are sick, busy or on holiday. A bigger Google Ads agency gives you a team, but often hands your account to a junior once the contract is signed.
We sit in the middle. A senior Google Ads expert runs your account day to day, backed by a Google Partner agency with the tools, tracking and processes to match.
We are happy to answer every one of these on a call. That is part of our free audit.
Straight answers to the questions business owners and marketing managers ask us most.
It depends on your market, your cost per click and how many leads you need. In your free audit we estimate what it takes to be competitive, so you can decide before you spend a dollar.
Our fee depends on the size and complexity of your account. We agree it upfront so it never rises just because your ad spend does. There are no lock-in contracts.
Ads can start bringing in clicks and leads within days. The first few weeks are about learning and cleaning up, and most accounts improve steadily over the first two to three months.
No. All of our Google Ads management runs month to month with no lock-in contract. You stay because the results are there.
You do. We work inside your account, and your data, history and campaigns stay with you if you ever leave.
Yes. Most of our work starts with auditing and restructuring accounts that are already running. We keep what works and fix what doesn’t.
It means we measure our success by how many clicks become customers and what each one costs, not by clicks or impressions alone.
Yes. We use Performance Max where it suits your business, with strong tracking, good creative and close monitoring so it doesn’t waste budget.
Yes. We set up call tracking so calls from your ads and your website are counted as conversions in your reports.
Yes. We review the pages your ads point to and recommend changes. If you need new landing pages, our team can design and build them.
They do different jobs. Google Ads brings in customers straight away but stops when you stop paying. SEO takes longer but keeps working. Many businesses get the best results using both together.
Yes. We are based in Perth and manage Google Ads for businesses right across Australia.
Where they help. We test AI features carefully and keep the ones that improve your cost per customer, not the ones that simply increase spend.
Yes, as long as the budget is enough to gather data and win some clicks in your market. We will tell you honestly in the audit if your budget is too small to work well.
Access to your Google Ads, Google Analytics and Google Tag Manager accounts, plus a conversation about your goals, your margins and what a good lead looks like for you.
It depends on what a customer is worth to you. A good cost per lead is one that still leaves you a healthy profit after your close rate and margins. We work this out with you before we set targets.
The usual causes are poor tracking, ads showing for the wrong searches, or landing pages that don’t match what people searched for. An audit of your search terms and landing pages usually finds the problem quickly.
Every week at a minimum, and daily during the first couple of weeks after launch or a big change.
Yes. We set up campaigns and budgets by location, so each area gets the right ads and you can see results for each one separately.
We can create simple image ads and brief short videos for YouTube and Demand Gen. For bigger productions, we work with your designer or video team.
We audit your account and tracking, fix anything that is broken, and agree clear targets with you. Then we launch or restructure campaigns and review them closely while Google’s smart bidding learns. You will see every change we make in your AgencyAnalytics dashboard.
Yes. Every change we make is visible in your Google Ads change history, and we summarise the important ones in your monthly report in plain English. Nothing happens behind a curtain.
We plan budgets around your busy and quiet periods, lift spend ahead of peak demand, and pull back when searches drop. Seasonal adjustments also help smart bidding react properly to sudden changes in demand.
About the author
Director and Lead Consultant, Anahaw Media
John Conigliaro is the Director and Lead Consultant at Anahaw Media, a Perth digital marketing agency focused on performance. A Filipino-Australian digital marketer now based in Perth, WA, with more than 15 years’ experience across Singapore and Australia, he has led agencies in Australia on technical execution and growth strategy, founded a globally recognised eCommerce brand, and managed almost 300 campaigns, from small businesses to multinational brands, including Canon, Uniqlo, Benefit Cosmetics, Asiana Airlines, Changi Recommends, APM and Golfbox. He completed an MBA and a dissertation on Digital Transformation, holds a specialisation in Computer Applications from De La Salle-College of Saint Benilde (DLSU-CSB), and is also a consumer tech critic and publisher. His mission is to use his talent and passion for digital marketing to change businesses for the better, in how they win customers and how they build their brand.
Get a free audit of your Google Ads account and tracking. We will show you where money is being wasted and what we would fix first.
Free guides
Plain-English, step-by-step guides from our team. Use them to do it yourself, or to know what good looks like before you hire anyone. See all guides
How to Structure a Google Ads Account That ScalesHow to structure Google Ads campaigns, ad groups, match types and negatives so your budget goes where it should and the account…Read the guide 
How to Write Google Ads That Get Clicks (and the Right Ones)How to write Google Ads that get clicks from people who buy: headlines, descriptions, pinning, assets, qualifying copy and honest claims.Read the guide 
How to Set a Google Ads Budget (Work Backwards from Profit)How to set a Google Ads budget from profit, close rate and lifetime value, plus how daily budgets, learning periods and scaling…Read the guide 
How to Use Performance Max Without Wasting BudgetHow to set up and run Google Performance Max with the right tracking, asset groups, brand exclusions, negatives and reports.Read the guide 
