Stan Consulting · Service
Every Google Ads account Stan Consulting audits has the same structural problem: brand, category, and prospecting traffic all mixed into one or two campaigns with shared budgets and shared bids. The fix is architecture. Not a new ad.
Quick answer
Stan Consulting runs Google Ads PPC management across Search, Shopping, and Performance Max for ecommerce brands, professional services, and local businesses. Campaigns are structured in three layers - cold purchase, always-on ATC brand, and retargeting - with first-party conversion tracking. The $999 Conversion Second Opinion is the diagnostic-first entry. Higher-tier engagements scope on the intake call.
20+
Years Google Ads Experience
Search + Shopping + PMax
Campaign Types
$999
Audit Entry Point
72 Hours
Second Opinion Delivery
What breaks accounts
These are the structural problems Stan Consulting finds in almost every audit. They are not fixed by increasing the budget.
Your brand keywords and your category keywords compete for the same budget. When a competitor searches your name, you pay the same CPC as a new prospect. Brand campaigns need to be separated and protected.
Broad match keywords with no negative keyword list are matching to searches that have nothing to do with your offer. You are paying for traffic that was never going to convert.
One campaign containing all products or all services, with all audiences, at all stages of intent. The algorithm cannot optimize because the signals are diluted across too many variables.
PMax campaigns launched without audience signals, asset group segmentation, or a separate brand search campaign running alongside. PMax then cannibalizes existing branded traffic and claims credit for revenue it did not produce.
The account is optimizing to a conversion event that does not represent actual revenue. Page views counted as conversions. Cart adds counted as purchases. The algorithm is making decisions based on false data.
Campaign-level changes are made weekly while the landing page that receives the traffic has not been changed in months. The bottleneck is on the page, not in the account.
What you get
Every engagement begins with an audit. No campaigns are changed until the diagnosis is documented.
01
Full review of existing campaign structure, ad group logic, keyword match types, negative keyword coverage, and bidding strategy before any changes are made.
02
Brand, category, and non-brand campaigns built and separated with independent budgets, bid strategies, and CPA targets appropriate to each layer.
03
Conversion events audited and corrected before optimization begins. No campaign is optimized to a metric that does not represent real revenue.
04
Documented negative keyword strategy at account and campaign level. Monthly search term review to eliminate wasted spend before it accumulates.
05
Every campaign has a landing page reviewed for message match and conversion readiness before traffic is sent. Campaign and page are diagnosed together, not separately.
06
Campaign-level revenue attribution reported monthly with explanation of what changed, why, and what the next optimization priority is.
Campaign types
Keyword-triggered ads for high-intent searches. Best for services and considered purchases where the buyer is actively looking.
Product listing ads for ecommerce. Requires correctly structured product feed. Managed alongside Performance Max.
AI-optimized across all Google inventory. Requires audience signals, asset group segmentation, and a brand campaign running separately to prevent cannibalization.
Retargeting existing site visitors and warm audiences. Structured separately from prospecting with different creative and bid logic.
The process
1
Account structure, conversion tracking, keyword strategy, and landing page performance reviewed before any campaign changes. Findings documented.
2
Three-layer campaign architecture built. Conversion tracking corrected. Negative keyword lists established. Bidding aligned to CPA targets.
3
Monthly optimization based on conversion data. Search term review. Budget reallocation. Every change documented and explained in the monthly report.
Scope
Common questions
The three layers are: brand campaigns (capturing people already searching your business name), category campaigns (capturing purchase-intent searches in your product or service category), and non-brand prospecting (expanding reach into high-intent adjacent searches). Each layer has different bidding logic, budget allocation, and conversion targets. Mixing all three into one campaign is the most common structural error Stan Consulting finds in audits.
Campaigns with correct structure and a converting landing page typically produce usable conversion data within 30-60 days. Campaigns with structural problems or weak landing pages can run for months without producing meaningful data. The $999 Conversion Second Opinion identifies which situation you are in before management begins.
Yes. Google Shopping and Performance Max are managed as part of the Shopify PPC service for ecommerce accounts. The key difference from generic PMax management is that product feeds are audited and corrected before campaigns launch, and brand search campaigns are structured separately to prevent PMax from cannibalizing existing revenue.
Management fees are set on a fit call based on account complexity and monthly ad spend. The fastest entry point is the $999 Conversion Second Opinion, which audits your current Google Ads structure and landing pages in 72 hours and delivers a prioritized fix list before any management engagement begins.
This is the most common symptom of a landing page problem, not a campaign problem. Clicks are reaching your page but the page is not converting them. The $999 Conversion Second Opinion reviews both the campaign structure and landing page separately and identifies which layer is causing the drop-off.
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$999 one-time · 72-hour written diagnostic · no retainer
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