Running Google Ads without reliable conversion tracking is spending money on questions you cannot answer.
The most consistent problem we encounter when inheriting a Google Ads account from another provider is broken conversion tracking. Campaigns are active, budget is spending, and the account reports look like things are working — but the attributed conversions do not correspond to actual business outcomes. Calls that came in are not tracked. Form submissions fire twice. Revenue is reported from sessions that never purchased. Without reliable measurement, the account's automated bidding is making decisions based on corrupted data.
Before touching anything else, we audit and rebuild the conversion tracking layer. This means verifying Google Tag Manager event firing, confirming GA4 conversion import into Google Ads, setting up call tracking where appropriate, and eliminating any double-counting. Only when measurement is reliable do we look at campaign structure.
Campaign architecture is rebuilt around search intent. Search campaigns use tightly-themed ad groups targeting specific query patterns rather than broad match keywords that bleed budget into irrelevant searches. Shopping campaigns are segmented by product margin and competitive dynamics. Retargeting connects the buying funnel with sequenced messaging adapted to where the user is in their decision process.
For businesses in Puglia and the Salento running seasonal campaigns — tourism, hospitality, food and agriturismo — we build campaign structures that account for the distinct booking season patterns of the southern Italian market.
Ortofrutticola Messapica achieved 6.4x blended ROAS from a Google Ads programme we built from scratch, after their previous setup had been running for 18 months with conversion tracking that was recording zero purchases.
A Lecce accommodation business reduced cost-per-booking from €94 to €21 in 3 months by rebuilding campaigns around intent-specific booking queries with dedicated landing pages.
