Google Ads management with business context, not platform metrics in isolation.
Cardo manages Google Ads accounts for B2B companies that need paid search to produce qualified pipeline. Query architecture, negatives, ads, bidding and landing pages are managed together, and the account learns from downstream signals — not just form fills.
Not sure this is the real constraint? Run the Growth Diagnostic.
Smart Bidding is only as smart as the signal it receives.
Google's automated bidding is good at finding more of whatever you count as a conversion. If that is every form submit, it will find cheap, low-quality leads. A Google Ads consultant's job is to decide what the account should learn from, control where it spends, and connect results to the business.
- Broad match and Performance Max spending on irrelevant queries
- Conversions counted that sales would never qualify
- Ads and landing pages making different promises
- Budget decisions based on platform-reported ROAS alone
What Cardo manages.
Search strategy
Which intents to buy, which to avoid, and how branded, competitor and category search are separated.
Query & keyword architecture
Campaign and ad group structure, match types and systematic search-term review.
Negatives
Maintained negative lists that keep spend on commercial intent.
RSAs & creative
Responsive search ads written from positioning and tested with intent.
Bidding & budget
Bid strategy chosen for the data volume available, with budgets tied to marginal economics.
Signals & lead quality
Enhanced and offline conversions so bidding learns from qualified leads and opportunities.
How the account is operated.
- 01
Account audit
Structure, queries, tracking, landing pages and lead quality reviewed together.
- 02
Signal design
Decide which conversions the account optimises for and connect CRM outcomes.
- 03
Restructure
Campaigns, negatives, ads and budgets rebuilt around commercial intent.
- 04
Operate and experiment
Weekly query review, ad testing and controlled bid experiments.
- 05
Report
Spend, qualified leads and opportunities in one view.
What you receive.
- Google Ads account audit
- Campaign, keyword and negative architecture
- Responsive search ad testing
- Bidding and budget strategy
- Enhanced / offline conversion setup
- Reporting on qualified pipeline
Managed service or product — choose how you want to work.
Want Cardo to manage the account?
This page: Cardo's team plans, operates and reports on your Google Ads as a managed service.
Discuss Google Ads managementWant your team to operate it with Cardo GO?
Cardo GO is the product: an AI growth operator that helps your team investigate Google Ads performance and execute approved changes. Start with the Google Ads audit if you want a root-cause view first.
See Cardo GO for Google AdsA strong fit when
- B2B offers with existing search demand
- Accounts where lead quality matters more than lead volume
- Teams willing to feed CRM outcomes back to Google Ads
Not the right fit when
- Categories with no meaningful search demand yet
- Sites that do not convert the traffic they already get
- Wanting cheaper leads regardless of quality
Integrated-system proof.
Infinito Software is the relevant reference: Cardo rebuilt positioning, website, conversion architecture, tracking, SEO, outbound and paid acquisition as one system. As an early signal reported by the client, qualified conversations began entering the pipeline after roughly a year of very little commercial activity. That is integrated-system proof — it is not attributed to this channel alone, and it is a leading indicator, not a revenue claim.
See client outcomesPaid search inside the wider system.
Google Ads is one part of paid media, and depends on tracking and a site that converts. For a self-serve root-cause review, see the Cardo GO Google Ads audit.
- Do you still need an agency if you use Smart Bidding?
- Smart Bidding handles bid-level decisions. Someone still has to decide what it learns from, which queries to exclude, what the ads and landing pages say, and whether spend produces qualified pipeline.
- What is the difference between this service and Cardo GO?
- Here Cardo's team manages the account. Cardo GO is a product your own team uses to investigate and operate the account with approval controls.
- Can you work with Performance Max?
- Yes, with attention to asset groups, search-term visibility, exclusions and the conversion signals it optimises for.
- How quickly can results change?
- Structural and tracking fixes can change spend quality quickly; learning from offline conversions takes longer and depends on lead volume.
Discuss this capability.
If you know which capability you need, let’s discuss scope and fit.
Book a Strategy CallNot sure this is the real constraint? Run the Growth Diagnostic.