Pittsburgh Google Ads management for companies that want better ROI
Google Ads
You’re burning through ad spend every month but not seeing results.
We manage Google Ads with the whole picture in view, from campaign settings, to bid strategies, and the landing page people reach when they click on your ads.
What we found in one Google Ads campaign.
A regional B2C company headquartered in Pittsburgh had been running Google Ads with another agency, and the campaigns looked active. Clicks were coming in and the budget was going out every month.
When we opened the account, the campaigns were running on Google's recommended location settings, and part of every month's budget was going to clicks from people outside the area the company serves. Some keywords were bringing in clicks that had nothing to do with what the company sells, and those clicks were using up the budget. Some demographic groups were converting poorly with no bid adjustments in place, and the ad copy wasn't giving people much reason to choose this company over the next one.
What we check before your budget goes up
A Google Ads campaign succeeds or fails in more places than the account, so we look at all of them before recommending you spend another dollar.
01
Search terms
The search terms you're actually paying for, and the ones that should be blocked.
02
Location and audience
Settings that make sure your ads reach people you can actually serve.
03
Ad copy
Ads written around why someone should choose you.
04
Landing pages
A page matched to each campaign, designed and built by us.
05
Tracking
Calls and form fills tied to real leads, handed off cleanly to your CRM.
Why your ad copy changes what you pay
Google scores every ad on how likely people are to click it, how closely it matches what they searched, and how useful the page behind it is. Higher scores bring down the price of each click. Ads that read like every competitor's get fewer clicks from the right people, and you pay more for each one.
That makes your message a cost question as much as a brand question. Getting specific about who you serve and why you're the better choice is work we've done with clients for years, and in Google Ads you can see it in your cost per lead.
Google Ads Grants for nonprofits
Eligible nonprofits can receive up to $10,000 a month in Google search ads through Google Ad Grants. Keeping the grant takes steady work. Accounts have to hold a 5% click-through rate, track conversions, and show regular changes, and organizations without the time to keep up can lose the grant or leave much of it unspent.
A grant account runs inside the same Google Ads platform we've managed for more than ten years, and it succeeds or fails on the same things, who the ads reach and what they say. We've also spent years writing fundraising and donor messaging for nonprofits, which is what the ads in a grant account have to do well.
The person who reviews your account runs it
When you work with Deep Varnish, you work with me. I'm Shawn Graham, and I've managed Google Ads campaigns for more than ten years, alongside brand strategy, messaging, and websites. That includes campaigns for a Pittsburgh retailer, an e-commerce company, and a white water rafting and river tours company that brought me in to optimize its campaigns.
Landing pages are designed and built with John Mahood, so the ad and the page are planned together from the start.
FAQs
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It depends on how many people search for what you sell in the area you serve, and what a new customer is worth to you. The review looks at both and ends with a recommended starting budget.
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Monthly management is $1,000. Your ad spend is separate and paid to Google directly. The review is free.
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Yes. A review is a useful second opinion before you renew a contract or raise your budget, and you don't have to change anything to get one.