GOOGLE ADS
Profitable Google Ads. Measurable ROI.
Every dollar tracked. Every lead attributed.
The average self-managed Google Ads account wastes 50–60% of its budget on irrelevant clicks, wrong match types, and automated bidding with insufficient data. Outlier is a certified Google Partner agency — we build accounts that convert, manage them weekly, and report on what actually matters: leads, revenue, and ROAS.
View our workThis Month vs. Last Month
▲ Improving-42%
CPA reduction
4.2×
ROAS
30 days
To results
Avg. CPA reduction
-42%
Certified
Google Partner
4.2×
Average ROAS across managed accounts
-42%
Average CPA reduction vs. self-managed
30 days
To first meaningful optimisation cycle
Partner certified specialists
Most Google Ads accounts waste more than they cost to fix.
Google Ads is the fastest path to qualified inbound leads — but only when managed correctly. Done poorly, it's an extremely efficient way to fund your competitors' growth. The average self-managed account sends 50–60% of its budget to irrelevant searches, overbroad match types, and landing pages that don't convert. Professional management recovers that waste and redirects it toward the clicks that actually become customers.
As a certified Google Partner agency, Outlier manages campaigns across Search, Local Service Ads, Performance Max, and YouTube for local service businesses. We specialise in the verticals where inbound leads matter most: legal, healthcare, home services, fitness, trades, and professional services. Every campaign is built to your specific business economics — not a generic ROAS template.
4.2×
Average ROAS across managed accounts
-42%
Average CPA reduction vs. self-managed
30 days
To first meaningful optimisation cycle
Partner certified specialists
A 42% CPA reduction isn't magic — it's the systematic elimination of waste.
When we audit a self-managed or underperforming Google Ads account, we find the same problems repeatedly: broad match keywords without negative coverage, Smart Bidding launched with fewer than 30 conversions per month, ad groups too large to test copy, no call tracking, and landing pages sending high-intent traffic to a generic homepage. Each of these issues is individually fixable. Fixed together, the impact is compounding.
The 42% average CPA reduction we achieve comes from: eliminating irrelevant search terms (typically 25–35% of spend on day one), restructuring campaigns around intent (so bidding algorithms have meaningful signals), fixing landing page alignment (the single biggest conversion rate killer), and setting up attribution correctly (so we actually know what's converting and can scale it).
Every service under one roof.
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High-intent search campaigns built to capture buyers, not browsers.
Search campaigns targeting the exact queries your customers use when they're ready to buy. Tightly structured ad groups, intent-matched landing pages, and comprehensive negative keyword coverage that prevents budget waste. We don't run broad match without constraints — every campaign is controlled, tracked, and optimised for your specific cost-per-acquisition target.
Active coverage area
High-intent search campaigns built to capture buyers, not browsers.
View
1/5
Intent
Buyer need
Proof
Trust signal
Action
Lead path
Keyword research and intent segmentation
Ad copy testing (3+ variants per ad group)
Negative keyword architecture
Not sure where to start?
Talk to our teamBuilt for performance at every layer.
Campaign Architecture
Intent-layered campaign structures built around your specific customer journeys — not generic templates. Every campaign has a clear objective, a defined audience, and a conversion target.
Conversion Tracking
Full attribution setup before any spend goes live: call tracking, form events, chat, purchases, and CRM offline conversions. You always know exactly what your campaigns are producing.
Negative Keywords
Comprehensive negative keyword lists built from real search term data. Updated weekly. Typically eliminates 25–35% of wasted spend in the first 60 days of management.
Landing Page Optimisation
Ad traffic is only valuable if the landing page converts it. We audit, redesign, or create landing pages specifically built to convert the intent of each campaign's target query.
Local Service Ads
Google Guaranteed setup and management for qualifying local businesses. Pay per verified lead, not per click — the most cost-efficient paid channel for eligible service businesses.
Search Term Reviews
Weekly search term analysis identifies new negative keywords, new positive keyword opportunities, and ad copy improvements. Active management, not set-and-forget.
Performance Max
AI-powered campaigns across Search, YouTube, Display, Maps, and Gmail — structured correctly with proper asset groups, audience signals, and negative keyword coverage.
Weekly Optimisation
Bids, budgets, ad copy, and audiences reviewed and adjusted every week. Performance is a function of iteration frequency — we act on data before it becomes a problem.
ROAS & CPA Reporting
Monthly reports showing ROAS, CPA, conversion volume, and spend efficiency — with clear explanations of what changed, why, and what we're doing next.
The platforms we build on.
We're platform-agnostic but opinionated. Every platform recommendation is made after understanding your business model, your team's capability, and your growth plans — not because it's easiest for us.
Google Ads
Primary platformExpert management across all Google Ads campaign types: Search, Display, Shopping, Performance Max, Local Service Ads, YouTube, and Demand Gen.
Google Analytics 4
AttributionGA4 connected to every account for cross-channel attribution, audience creation, and goal tracking that goes beyond platform-reported conversions.
Google Tag Manager
Tracking infrastructureGTM used for all conversion tracking implementation — call tracking events, form submissions, micro-conversions, and custom audience triggers.
CallRail
Call attributionDynamic number insertion for call tracking at the keyword and ad level. Call recordings available for quality assessment and landing page optimisation.
Looker Studio
Client dashboardsCustom reporting dashboards combining Google Ads, GA4, and CRM data. Every client has a live performance view they can access at any time.
Optmyzr
Bid managementRules-based automation for bid adjustments, budget pacing, and Quality Score monitoring — applied on top of Google's native automation with human oversight.
Proven outcomes.
-52%
Cost per lead
+2×
Qualified leads
Axiom Law PC
Personal injury firm with a bloated, underperforming Google Ads account. We rebuilt with intent-layered campaigns and dedicated practice area landing pages. CPL dropped 52% and qualified lead volume doubled within 60 days of taking over.
-52%
Cost per lead
+2×
Qualified leads
4.8×
ROAS at month 3
-38%
Wasted spend eliminated
GTA Home Pros
HVAC and plumbing company spending $8k/month on self-managed ads with no conversion tracking. We set up full call and form tracking, restructured campaigns around service categories, and eliminated 38% of wasted spend in 30 days. ROAS improved from 1.4× to 4.8× in 3 months.
4.8×
ROAS at month 3
-38%
Wasted spend eliminated
-44%
Cost per new patient
+3×
Implant enquiries
Apex Dental Group
6-location dental group running one broad campaign across all locations. We built location-specific campaigns with treatment-level ad groups (implants, Invisalign, emergency) and dedicated landing pages. New patient CPL dropped 44%, implant enquiry volume tripled.
-44%
Cost per new patient
+3×
Implant enquiries
Our Strategic Process
Full account audit — every issue documented before we touch anything.
We audit your current account (or analyse competitor data for new accounts): campaign structure, keyword strategy, negative keyword coverage, match type distribution, bid strategies, conversion tracking, Quality Scores, and landing page alignment. The audit shows exactly where budget is being wasted and what the highest-impact fixes are.
Book a Free CallPhase 1 of 6
Audit
All phases
Next: Strategy
Answers, before you ask.
The most common questions we hear about services, process, timelines, and fit — answered plainly.
Properly set up Google Ads campaigns typically start delivering leads within the first 1–2 weeks. The first 30–60 days are a structured learning phase where we optimise based on real data — CPA and ROAS tend to improve significantly in months 2 and 3. Unlike SEO, Google Ads can produce same-week results for businesses that need immediate lead flow.
Industry perspectives.
Practical guides and data-backed insights from our senior team.
Google Ads
How Much Does Google Ads Cost in Fredericton?
How Much Does Google Ads Cost in Fredericton?
A practical budgeting guide covering ad spend, management fees, industry examples, and realistic local campaign planning.
Google Ads
What Does a Google Ads Agency Actually Do?
What Does a Google Ads Agency Actually Do?
A Cambridge business guide to campaign structure, tracking, optimization, landing pages, and what professional management should include.
Google Ads
Why Some Barrie Businesses Fail With Google Ads
Why Some Barrie Businesses Fail With Google Ads
The most common reasons campaigns waste budget, attract poor leads, or fail to turn search demand into booked enquiries.
Let's build something that
compounds over time.
One senior team. Every channel. No hand-offs. Book a Free Call and we'll review your current setup before we speak.