Google Ads Management

Google Ads management is the practice of building, measuring and continuously adjusting paid campaigns on Google Search, Shopping, Display, YouTube and the Google Display Network so that ad spend produces profitable, traceable revenue. Google is the channel where purchase intent is easiest to read: the user types what they want in their own words, and your job is to appear in front of that query at the right moment, with the right message, at a cost that still leaves margin.

Moon Workshop has been building Google Ads accounts since 2013 around one question: how much revenue does this spend actually return?

We build a revenue architecture, not a pile of campaigns

Most accounts grow by accumulation. A Search campaign competes with a Shopping campaign for the same query, brand traffic makes performance look better than it is, Performance Max resells to existing customers, and the monthly report looks healthy while profit stays flat.

We build the other way around. First we map the margin structure of your products or services. Then each campaign receives its own target ROAS and its own audience segment. Budget flows toward the segment that leaves the highest contribution margin, and low-margin volume stops absorbing spend that belongs elsewhere.

Why brand traffic needs to be separated

Branded searches convert cheaply because the customer already decided. Mixing them into a generic campaign inflates the average and hides which non-brand keyword is actually working. We isolate brand terms into their own campaign so that the acquisition cost of new demand stays visible.

If measurement is wrong, optimization is guesswork

Smart bidding is only as good as the signal it receives. That is why measurement is built before campaigns:

• Technical audit of the existing GA4 and Google Tag Manager setup
• Enhanced conversions to improve match rates on first-party data
• Offline conversion import so that real closed deals in your CRM reach Google
• Conversion values calculated on gross profit rather than gross revenue
• Server-side tagging where cookie restrictions or ad blockers distort the picture

Skip this step and the algorithm optimizes toward the wrong target. Spend rises, profit falls, and no amount of bid tuning fixes it.

Which campaign type, and when

The table is a starting point, not a rule. A B2B account with a six-month sales cycle and an e-commerce account selling a €40 product need different structures even when both technically qualify for the same campaign type.

The product feed decides Shopping performance

For e-commerce accounts, most of the work sits in Google Merchant Center rather than in the campaign interface. Titles, GTINs, product types, availability and shipping data determine which queries a product can appear for at all.

1. Feed diagnostics: disapprovals, missing attributes, mismatched prices
2. Title restructuring so that the most searched attribute appears first
3. Custom labels for margin tiers, seasonality and stock depth
4. Supplemental feeds for values the platform cannot pull automatically
5. Ongoing monitoring, because a feed breaks quietly and costs money for weeks

International campaigns need local structure

Moon Workshop is based in Antalya, Türkiye, and a large part of our Google Ads work targets customers in Germany, the United Kingdom, the Netherlands and the United States. We do not duplicate one campaign and translate the copy.

Every market has its own search volume, competitive density, click cost and conversion behavior. A bid strategy that works in Germany can burn the budget in the United Kingdom, where auction pressure in some verticals is far higher. Currency, VAT treatment and shipping expectations all change the true value of a conversion.

We work with market-level account structure, ad copy written by people who write the language naturally, conversion values that reflect local pricing and tax, and a separate target ROAS per market. Reporting stays comparable across markets because the measurement definitions are identical everywhere.

Time zones and support hours

Serving European and North American markets from Türkiye is an advantage rather than a constraint. Our working day overlaps almost fully with Central European and UK business hours, and campaign changes for US markets are scheduled before the American morning peak.

Reporting that survives scrutiny

Monthly reports do not open with impressions and clicks. They answer three questions:

1. How much did we spend this month, and how much revenue came back?
2. Which campaign, audience and product group produced profit, and which did not?
3. Where is the budget moving next month, and what is the reasoning?

You can also open Google Ads and GA4 at any time and check the same numbers yourself. Account ownership stays with you permanently, including if you decide to work with someone else later.

What we expect from you

Good accounts are a two-sided effort. We ask for accurate margin data, honest information about stock and capacity, access to your CRM or order data for offline conversions, and a single decision-maker who can approve changes without a three-week loop. In return you get a documented account, weekly optimization notes and a strategy you can explain to your own board.

Last updated: August 2026.