Paid Precision

The most consistent problem we encounter inheriting a Google Ads account from a previous provider is measurement failure. Campaigns appear active, the account interface shows conversion data, and monthly reports look like things are working — but the attributed conversions do not correspond to actual business outcomes. Form submissions double-fire. Revenue attribution tracks sessions that never completed checkout. Phone calls go untracked entirely. The automated bidding strategy makes decisions based on corrupted measurement and optimises toward the wrong outcome.

Before touching campaign structure, we audit and rebuild the measurement layer. This means verifying Google Tag Manager events against actual site behaviour, confirming GA4 conversion import into Ads, setting up call tracking where appropriate, and eliminating double-counting. Only when measurement is reliable do we look at campaign performance and structure.

Campaign architecture is then rebuilt from intent. Search campaigns use tightly themed ad groups with keyword-to-query match discipline — not broad match campaigns that bleed budget into searches with no commercial intent. Shopping campaigns are structured by product margin and competitive dynamics. Retargeting is layered with messaging adapted to funnel position.

For Florence and Tuscany businesses running seasonal campaigns — hospitality, leather goods, wine and food tourism — we build campaign structures that account for the specific patterns of the Italian and international tourist market, including language targeting, geographic bid adjustments for key source markets, and booking season timing.