The challenge
Cost-per-click is rising. ROAS is declining. The agency running your campaigns reports on impressions and click-through rates. When you ask what those clicks are producing in actual revenue, the answer involves a lot of caveats. The problem is usually upstream of the campaigns: an attribution model that isn't tracking the full conversion path, campaigns structured around search volume rather than buyer intent, and no CRO work on the landing pages receiving the spend. The ads aren't broken — the architecture around them is.
What's included
Before spending a dollar, we verify that your conversion tracking is correct: GA4 goal setup, Google Ads conversion import, offline conversion tracking where applicable. You need to trust the data before you optimise toward it.
Existing campaigns audited for match type strategy, negative keyword coverage, ad group structure, and Quality Score impact. We identify where spend is leaking to irrelevant queries or low-intent terms.
A paid keyword strategy built around buyer-intent tiers — separating high-intent bottom-of-funnel terms from awareness-stage terms with different bidding logic and landing page assignments.
Responsive search ad copy and display creative built around the conversion objective. Headlines tested against documented intent.
We review the pages your ads send traffic to and flag misalignment between ad promise and page content. For clients also running CRO, landing page testing is integrated into the paid programme.
Monthly reporting structured around business metrics — cost-per-qualified-lead by campaign, conversion rate by ad group, and ROAS where e-commerce tracking is available. Not a vanity metric dashboard.
How it works
No assumptions. No surprises. You see the roadmap before work begins.
We audit every conversion tracking touchpoint before touching campaigns. If tracking is broken, we fix it first. Building on bad data is how ad spend gets wasted.
Full account audit identifying waste spend, structural issues, and quick wins. You see what your current spend is producing — in writing.
New campaign architecture, keyword strategy, and bidding approach approved before launch. Budget allocation mapped to intent tiers.
Campaigns live. Initial 30 days used to gather conversion data before aggressive optimisation. Month two data is more reliable than month one.
Bi-weekly bid adjustments, negative keyword additions, ad copy testing, and Quality Score improvement. Monthly reporting against CPL targets.
Case study
Illustrative example based on representative client outcomes.
B2B SaaS
$18,000/month in Google Ads with a reported ROAS the marketing team couldn't validate. Conversion tracking was firing on form views, not submissions.
Result
Actual cost-per-qualified-lead reduced 44% within 60 days of restructure
Our previous agency showed us good-looking dashboards for 18 months. When Volta Ad audited our tracking setup, they found the conversion data was wrong. We'd been optimising toward the wrong goal the entire time. That honesty was uncomfortable, but it was the most valuable thing anyone had told us about our marketing.
FAQ
Not necessarily. We audit first and identify what to keep, what to restructure, and what to cut. We won't recommend a full rebuild if a restructure achieves the same result.
Yes. We manage paid search (Google, Microsoft Bing) and paid social (Meta, LinkedIn). Channel selection depends on where your buyers spend their attention and your offer type.
In most B2B categories, a minimum of $3,000–$5,000/month in ad spend produces enough conversion data to optimise toward. Below that, the learning phase takes longer and management fees represent a disproportionate share.
Yes — and it works better when coordinated. Paid search covers the high-intent queries while organic builds. Conversion data from PPC informs content priorities for SEO.
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