Spend on the wrong searches
Broad match without a negative keyword strategy pays for searches that were never going to buy, book or inquire.
Google Ads Management
I'm Umer Iftikhar, a Google Ads expert based in Karachi, Pakistan. I set up and manage Google Ads campaigns for ecommerce stores that want online sales and for service businesses that want calls and inquiries, working with clients in Pakistan and abroad.
People searching on Google are often close to a decision. My job is to show your ads for the right searches, keep spend away from irrelevant ones, and make sure conversions are tracked correctly so automated bidding learns from real leads and sales.
What to expect
The Problem
Most underperforming accounts share a handful of problems. None of them is unusual, and most show up clearly in an audit.
Broad match without a negative keyword strategy pays for searches that were never going to buy, book or inquire.
Without clear asset groups, audience signals and conversion goals, Performance Max can spend on placements and searches you would never choose.
When page views or button clicks count as conversions, Smart Bidding optimizes toward people who look engaged but don't buy.
High-intent searchers land on a slow or generic homepage instead of a page that matches what they searched for.
What I Manage
As a Google Ads specialist working independently, I handle your account myself: research, setup, weekly optimization and reporting. Whether you're comparing Google Ads management or PPC management services, the principle is the same: I choose campaign types to fit your goal and the conversion data available, rather than running every type by default.
Keyword research by intent, tightly themed ad groups, responsive search ads and assets, and negative keyword lists that keep spend on relevant searches.
Merchant Center feed review and setup, Shopping campaigns structured around your products, and product-level reporting for Shopify and other stores.
Asset groups, audience signals and conversion goals set deliberately, used once conversion tracking is reliable enough for automation to learn.
Google Ads conversion actions, enhanced conversions and GA4 linking checked or set up, with bid strategies matched to your conversion volume.
Larger measurement projects, such as rebuilding GA4 and Tag Manager or adding server-side tracking, are scoped through my analytics and tracking service. When visitors click but don't convert, the fix often belongs to conversion rate optimization rather than the ads.
Process
Each step is completed before the next begins, so spend only increases once tracking and structure are in place.
I review account history, search terms, conversion settings and competitors, and map keywords by intent and commercial value.
I confirm that conversion actions, enhanced conversions and GA4 linking record real leads and sales before budget is scaled.
I build Search, Shopping or Performance Max campaigns with ad copy, assets and audience signals suited to your goal.
I review search terms, add negatives, adjust bids and budgets, and test ads and landing pages based on conversion data.
You get reports on spend, conversions and cost per result. Once core campaigns meet their targets, I recommend where to expand next.
Measurement
I report on the outcomes your business cares about, not impressions or clicks on their own.
Google Ads, GA4 and your store or CRM rarely report identical numbers, because each uses different attribution rules. I tell you which figure I use for each decision and why.
Tools & Platforms
Keyword campaigns for high-intent searches
Cross-channel campaigns with controlled asset groups
Remarketing and awareness campaigns
Product feeds for Shopping and Performance Max
Conversion paths and audience building
Conversion and enhanced conversion tags
Who It's For
The right campaign mix depends on what you sell and how customers buy.
Shopping and Performance Max campaigns built from your product feed, with conversion value tracked so spend is judged against sales.
Search campaigns for the services people look for, optimized for calls, inquiries and booked consultations rather than clicks.
A Google Ads audit focused on search terms, tracking, structure and landing pages before anything new is built.
Weekly search term reviews, negatives, bid and budget changes and ad testing, with a note of what changed and why.
Proof
Google Search campaigns targeting corporate gifting searches, run alongside Meta Ads, SEO and email, with inquiries and quote requests tracked as conversions.
FAQ
A Google Ads expert plans, builds and manages campaigns so ad spend produces leads or sales. In my work that means keyword research, campaign setup, ad copy, conversion tracking checks, bid and budget management, search term reviews and regular reporting.
It depends on what you sell and how much conversion data you have. Service businesses usually start with Search, which captures people looking for a specific service. Online stores often use Shopping or Performance Max built on a product feed. Performance Max works better once conversion tracking is reliable and there are enough conversions for it to learn from, and many accounts use more than one type with clear roles.
There is no single right budget; it depends on click costs in your market, how often visitors convert and how many conversions you need. I estimate click costs and likely volumes during keyword research and recommend a starting budget based on those numbers.
Yes. Your ad spend is paid directly to Google from your own Google Ads account. My management fee is a separate charge, which I quote after reviewing your account and goals.
A Google Ads audit reviews account structure, search terms, negative keywords, conversion tracking, bid strategies, ads and assets, and the landing pages ads send people to. It's the same review a Google Ads consultant would do before changing anything, and you receive the findings in priority order before ongoing management begins.
I need access to your Google Ads account, and for ecommerce, your Merchant Center account. Access to GA4 and Google Tag Manager is needed if tracking has to be checked or changed. I work inside your own accounts, so the campaigns and data stay with you.
I measure results by conversions and cost per conversion, plus conversion value and return on ad spend for ecommerce. For lead generation I also ask which inquiries became customers, because a cheap lead that never buys isn't a good result. I compare Google Ads figures with GA4 and your own sales or CRM data.
Search campaigns can start producing clicks and inquiries soon after launch, but judging performance takes enough conversions to compare. Budget, competition, conversion rate and the length of your sales cycle all affect how long that takes, so I agree a review point with you at the start instead of promising a fixed timeline.
Works Well With
GA4, Tag Manager and enhanced conversions work beyond the ad account itself.
Landing-page improvements when visitors click but don't inquire or buy.
Facebook and Instagram campaigns that reach people before they start searching.
Work With Me
Tell me what you sell, where your customers are, and whether you already run Google Ads. If you do, include your approximate monthly spend and the conversions you currently track. I'll review it and reply with the opportunities I see.