Most underperforming accounts have a measurement problem, not a bidding problem
When a new account comes to us losing money, the bidding strategy is rarely the first thing wrong. Far more often the conversion tracking is counting the wrong events. Form views counted as submissions. One lead counted three times because the thank-you page fires on refresh. Phone calls not counted at all. Offline sales never fed back to Google.
This matters more than it sounds. Google's automated bidding optimises toward whatever you tell it a conversion is. Feed it inflated or wrong conversion data and the algorithm will confidently spend your budget finding more of the wrong thing. It is doing its job correctly on bad instructions.
So the first two weeks of any engagement are spent on the measurement layer: server-side conversion tracking, deduplication, call tracking, and where a CRM exists, offline conversion import so Google learns which leads actually became revenue rather than which forms got filled in.
Campaign types we run
Search
The core of most accounts. Tightly themed ad groups, aggressive negative keyword management, and ad copy written against the specific intent behind each query. We review search terms weekly, because at scale even a well-built phrase match campaign drifts into irrelevant queries that quietly consume budget.
Performance Max
Powerful and easy to get wrong. Run carelessly it cannibalises your branded search and reports the result as new performance. We separate brand traffic, use asset group structure deliberately, and hold PMax accountable against incremental performance rather than headline ROAS.
Remarketing and demand capture
Most people who visit a service business site do not enquire on the first visit. Sequenced remarketing across Search, Display and YouTube keeps you present through a considered buying cycle without burning budget on people who bounced in four seconds.
Landing pages
Sending paid traffic to a homepage is one of the most expensive habits in the channel. Each campaign gets a page built for its specific intent with a single conversion goal, which usually moves cost per lead further than any bid adjustment.
What Google Ads costs in Pakistan
Cost per click in Pakistan is low by international standards. In our own research across marketing and agency terms, cost per click sits between roughly $0.12 and $1.60 depending on the keyword, with specialist categories such as Amazon PPC services reaching around $4.74. That is a fraction of equivalent US or UK costs, which is why Pakistani businesses can often reach profitability on paid search faster than their counterparts abroad.
The practical implication is that a modest test budget genuinely can produce statistically useful data here within weeks. We would rather start you smaller and scale on evidence than take a large budget before we know which keywords convert.
Who this is not for
Google Ads works when there is existing demand to capture, meaning people are already searching for what you sell. If nobody is searching for your category, paid search is the wrong first channel and we will say so rather than take the retainer. In those cases paid social to build demand, or a content and SEO programme, usually makes more sense.
It also does not fix a weak offer. If your pricing, proposition or sales follow-up is the problem, more traffic makes the problem more expensive. We look at that on the audit call before recommending spend.
How we prove any of this
Every number on this site comes from an ad account we can open in front of you. On the strategy call we screen-share real Google Ads and Meta accounts with client identifiers redacted, so you see the spend, the conversions and the dates rather than a claim in a slide. If we agree there is a fit, we connect you directly with a current client in a comparable market and leave you to ask them whatever you want without us on the call.
You own your ad accounts and your reporting from day one. Nothing sits behind our agency login, so you can audit any claim we make about your campaigns, and you keep everything if you leave.