How much should a US business spend on Google Ads?

Enough to collect useful data on your main keywords, which depends on cost per click and conversion rate. We estimate this from keyword data during the audit rather than quoting a generic minimum.

Do you manage Shopping and Performance Max?

Yes, alongside Search. We choose the mix by your margins, feed quality and how much conversion data the account has.

Will I own my Google Ads account?

Yes. The account stays in your name and we are added as a user.

Can you work with my in-house team?

Yes. Many brands keep strategy in-house and use us for management, creative testing or audits.

What budget do I need for Google Ads?

There is no single number. A useful starting point is a budget that can deliver enough clicks and conversions each month to judge performance. In competitive categories this needs to be larger. We will estimate it after reviewing your keywords and margins.

Should I use Performance Max?

For ecommerce with a clean product feed and conversion data, often yes, alongside Search. For lead generation or new accounts with little data, we usually start with Search and add Performance Max later.

How do you handle conversion tracking?

We set up the Google tag or Tag Manager, enhanced conversions and call tracking, then test that conversions match real orders or leads before increasing spend.

Google Ads

Google Ads Agency for US Brands

Google Ads captures people who are already searching for what you sell, which makes it one of the most reliable channels for US ecommerce and lead generation brands, when tracking and structure are right.

What our Google Ads management covers

Search campaigns built around buying intent, with tight match types and a maintained negative keyword list
Shopping and Performance Max for ecommerce, with a clean product feed and asset groups by margin
Lead generation campaigns with call tracking and form tracking tied to real leads, not just clicks
Remarketing to bring back visitors who did not buy
Landing page feedback tied to the search intent behind each campaign

Tracking and measurement

Every account starts with conversion tracking: the Google tag or Tag Manager, enhanced conversions and, for lead businesses, call and offline conversion imports where possible. Without this the platform optimises towards the wrong signals. We test tracking before spend increases.

We set targets from your break even, not from industry averages. See what a good ROAS is for the method.

Market specifics for the US

US search is the most competitive market for many categories, so cost per click can be high and waste hurts quickly. That is why we start with negative keywords, location targeting and a budget that matches how many conversions you need to judge a test. Geographic targeting can follow states, metro areas or delivery zones, which matters for local services and for shipping coverage.

Peak periods such as Black Friday, Cyber Monday and the end of year change auction pressure. We plan promotions, feed updates and budgets ahead of them.

How reporting works

You get a weekly summary of spend, conversions, cost per result against your break even, what we changed and what we will test next. Accounts are yours, and you have access at all times.

Choosing an agency

If you are comparing options, read our guide to choosing a Google Ads agency. It lists the questions to ask any provider, including us. For the wider service, see our Google Ads agency page.

How we structure Google Ads accounts

Structure decides how much control you have later. We separate campaigns by intent and by margin: brand terms, high intent non brand terms, broader research terms, and for ecommerce, Shopping or Performance Max with asset groups by product margin. Each campaign has its own budget, so a weak area cannot quietly drain a strong one.

For the United States we also set location targeting by state, metro area or ZIP radius, and review it often, because the wrong location setting is one of the most common causes of wasted spend.

Keywords and negatives

We start with phrase and exact match for terms that show buying intent, then use the search terms report to find new ideas and to build a negative keyword list. Typical negatives include job seekers, free or DIY searches and unrelated product types. Broad match and automated bidding can work well, but only with solid conversion data and strong negatives in place.

Ads, extensions and landing pages

Ad copy should repeat what the searcher typed, state the main benefit and make the next step obvious. We use responsive search ads with several distinct headlines, sitelinks, callouts, structured snippets, call and location assets where they fit. Landing pages need to load quickly on mobile and show price, proof and a clear call to action. For the United States that often means showing sales tax that differs by state and free shipping thresholds and easy returns before checkout.

Budgets and bidding

Budget should match how many conversions you need to judge a test. As a rule of thumb, a campaign needs a steady flow of conversions per month before smart bidding can learn well. We start with manual or capped strategies where data is thin, move to target ROAS or target CPA when it is not, and change targets in small steps. We never promise a specific cost per click or conversion in advance, because these depend on your category, competition and website.

Common Google Ads mistakes we fix

Search partners and display expansion turned on without anyone checking placements
Conversion actions that count page views or button clicks as sales
No negative keywords, so budget goes to irrelevant searches
Campaigns run across several countries when only the United States matters
Ads paused during Black Friday, Cyber Monday and the holiday quarter, plus Prime Day weeks when Amazon pulls shoppers away instead of being prepared for them