Stop wasting your
Google Ads budget on
existing customers
Google Ads management for eCommerce brands ready to scale past 7 figures. We rebuild your Search, Shopping and Performance Max around new customer acquisition to maximise growth and scalability.
Trusted by brands in every niche
The AI shift
The new Google playbook
you’re getting wrong
Google has rebuilt its entire ads platform around AI, and most accounts are still set up with old frameworks. Here’s how a Google Ads account used to work, and what’s changed.
Bidding
Then
Manual bids by keyword, device and hour, run off a spreadsheet.
Now
Google sets the bids now, off your sales data. Feed it clean data and a real profit target and it bids well. Give it a vanity target and it will happily buy your own brand traffic.
Targeting
Then
Keyword lists did the targeting. More reach meant more keywords.
Now
Google now matches your ads to searches well past your keyword list. Keywords are just the starting point. Your negatives, signals and brand exclusions do the steering.
Shopping
Then
One All Products campaign on a feed exported once and forgotten.
Now
Your product feed is the targeting now. Titles, prices, stock and reviews decide where you show up. Split the catalogue by margin, or Google just pushes whatever sells easiest.
Creative
Then
Three headlines, two descriptions, written once and left to run.
Now
Google assembles the ad on the fly from the headlines, images and video you give it. It handles the volume. The offer, the angle and the guardrails are still yours.
Measurement
Then
The tag counted what it saw. The keyword report was the report.
Now
Google’s bidding is only as good as the sales data you send it, so tracking comes first. Reports now show where the money went. We judge it on profit, with brand split out.
Where ads show
Then
Ten blue links and a Shopping carousel at the top of the page.
Now
Ads now sit inside AI Overviews and AI Mode, not just the blue links. Search, Shopping and Performance Max all qualify. Chattier searches reward good signals over big keyword lists.
What most brands
struggle with on Google
“Performance Max is eating our brand traffic.”
What we do
Brand gets its own campaign with its own target, Performance Max gets brand exclusions, and both are judged on incremental sales. If a customer searched for you by name, Google doesn’t get the credit for that sale.
“Our CPCs keep rising and our ROAS is flat.”
What we do
CPCs rise when you fight for the same generic terms with the same offer as everyone else. We move spend to the categories, products and intents where your margin wins, and let Smart Bidding pay more only where the data says it’s worth it.
“We’ve got one Shopping campaign called All Products.”
What we do
One campaign means Google spends on whatever converts easiest, usually your cheapest product. We split the catalogue by category, margin and role so each line gets its own budget and target, the way we rebuilt Milligram’s account.
“We don’t trust the conversion numbers.”
What we do
We rebuild the measurement first: the Google tag, enhanced conversions, GA4 and server-side events checked event by event against your store, with one source of truth agreed before the first bid is changed.
“Search is working but we can’t scale past it.”
What we do
Search captures demand; it can’t create it. YouTube, Demand Gen and Performance Max widen the funnel, and the Meta account next door creates the searches Google then catches. We run both from one plan.
“The report says 8x ROAS. The bank balance doesn’t.”
What we do
You get a live dashboard built on MER, CAC and margin, with brand and non-brand split out and incrementality tests when the number matters, so you see what Google caused rather than what it claimed.
Google campaign types
The full Google Ads toolkit,
run by one senior team
A Google Ads agency that runs every campaign type Google offers, and measures each one against the sales and profit it brings in.
Search Campaigns
Captures demand
Keyword strategy, ad copy and bidding tuned for qualified traffic and sales, with tight ad groups keeping your cost per click down.
- Keyword and intent research
- Quality Score optimisation
- Ad copy testing
- Negative keyword management
Shopping & Feeds
Wins the product shelf
Product feed optimisation, campaign structure and bidding for eCommerce brands that want Shopping to scale profitably.
- Merchant Center feed optimisation
- Campaigns split by margin
- ROAS targets by product line
- Competitor price monitoring
Performance Max
Scales across every surface
Performance Max built for control and transparency, so you see what it does with the money instead of trusting the black box.
- Asset group strategy
- Audience signals
- Brand and search exclusions
- Reporting that makes sense
YouTube Advertising
Creates demand
Video campaigns for awareness, consideration and direct response across YouTube, Shorts and the Google video network.
- Formats matched to the goal
- Audience targeting
- YouTube remarketing
- Brand and search lift tests
Display & Remarketing
Brings them back to buy
Display and remarketing campaigns that support the whole customer journey and bring warm audiences back to the checkout.
- Audiences segmented by stage
- Dynamic product remarketing
- Placement targeting
- Frequency capping
Account Audits
Finds the waste
A thorough audit of your existing Google Ads account, with prioritised recommendations and a clear plan of what to fix first.
- Structure review
- Waste identification
- Opportunity mapping
- Competitor benchmarking
The Pulp Google Growth Engine
Our 4 phase approach
to scaling on Google
This is how we scale Google Ads accounts like yours to $1M+ per month in sales while maintaining a profitable CAC.
-
Account & Tracking Audit
What the account is really doing, before anything gets touched.
- Full audit of structure, keywords, feed, assets, bidding and conversions
- Google tag, enhanced conversions and GA4 checked event by event
- Brand vs non‑brand, break‑even CAC and the real scale ceiling worked out
-
Measurement & Structure
The data and the feed fixed so Google can be trusted with more budget.
- Conversion tracking rebuilt so margin and first‑party data reach Google
- Merchant Center feed cleaned, enriched and split so each category gets budget
- Roadmap with targets, budget steps and the campaign types each stage needs
-
Build & Launch
Campaigns built by intent and product line, live within the first month.
- Search, Shopping, Performance Max and YouTube built by intent, brand separate
- Smart Bidding targets set from margin, assets and copy written per audience
- Landing pages and offers matched to the search, and tested from day one
-
Scale & Optimise
Budget moved in steps to where the incremental sales are.
- Weekly calls made off search‑term, channel, auction‑insight and feed reports
- Budget scaled in steps into the campaigns adding incremental sales
- Monthly reporting on MER, CAC and new customers, not platform ROAS
What Google Ads management includes with Pulp
Strategy, feed, creative and media buying from one senior team in Cremorne, inside your own Google Ads and Merchant Center accounts.
- Google Ads strategy, structure and scaling plans
- Search, Shopping, Performance Max, YouTube and remarketing
- Merchant Center and product feed optimisation
- Enhanced conversions, GA4 and server‑side tracking
- Keywords, negatives and bidding targets tied to margin
- Ad copy, responsive search ads and creative assets
- Brand and non‑brand split with incrementality testing
- Live dashboard on MER, CAC and margin
Built for brands
ready to grow today
Think of us as a growth partner, not just another Google Ads agency. The best results always start with the right fit.
Good fit
- $50k+ a month in revenue.
- Spending $10k+ per month.
- Know your margin, or want help finding it.
- Creative is a major constraint.
- You want profit, not platform ROAS.
Not a fit
- You don’t have a marketing lead.
- Zero internal creative capabilities.
- Product margins are very low.
- You need results this fortnight.
- Cashflow is limited to scale.
What our clients
say about us
“Pulp is like no other agency we have ever worked with. Milligram has been with Pulp for over four years and we have seen incredible results across Meta and Google. They really are thought leaders when it comes to strategy in the digital marketing space. The team are extremely generous with their time, knowledge, and have heaps of input into our content and media planning, which really sets them apart. Plus we love our weekly meetings!”
“Pulp scaled our spend with the right strategies and unique creatives. They were instrumental to the level of scale we achieved in a short time. From ad account structure to daily creative testing, every touchpoint was mapped out and optimised so nothing was left to guesswork. What used to take us weeks of trial and error now happens in days, and the results speak for themselves. It’s rare to find a team that moves this fast without cutting corners on strategy, and rarer still to find one that keeps communicating clearly the whole way through.”
“Working with the Pulp team has been a refreshing experience from our previous 3 agencies. The building framework that Pulp has implemented in our business has helped optimise the way we manage our digital & content strategy. We have never been so collaborative with an agency and the results have been fantastic. Since engaging Pulp, our digital business is on track to double sales sustainably within the first 4 months of working together.”
“As a new business, we had no idea how to run and scale ads. We were burnt by previous agencies who made big promises but didn’t deliver. The Pulp team have been a game-changer for us. From day one, they’ve been nothing but professional, reliable, and on top of the latest strategies. They consistently bring fresh ideas and innovative approaches that deliver incredible results. Pulp exceeded our expectations which gave us the confidence to trust in their expertise to help us reach and exceed our goals.”
“We’ve been with Pulp Digital since November 2024 and our growth in that time has been huge. They go above and beyond every single time. Our Creative and Digital Strategist Ciara is fantastic. I actually look forward to our regular weekly calls, not just for the ideas and expertise she brings to the table, but for the genuine interest she takes in helping our business grow. It never feels like just another client call. And they don’t churn staff either, so you’re not constantly re-explaining your business to someone new. The owner Sam Despo is an absolute legend, the GOAT. As a small family business, having a team like this in our corner has made a real difference. Couldn’t recommend them more highly.”
“Sam and the team at Pulp have been incredible to work with since day one. While we engaged with them to purely manage our Meta account, they’ve gone above and beyond to help support our business in other ways. It’s very easy to hit a wall and not have any creative ideas for content, but the Pulp Digital team have a constant ‘finger on the pulse’ and recommend organic content ideas when we need it. We look forward to seeing our businesses grow together in the future!”
Google Ads questions, answered
How much does a Google Ads agency in Melbourne charge?
What Google Ads budget do I need to compete in Melbourne?
How quickly will I see results from Google Ads?
What does your Google Ads management include?
Google Ads or Meta ads: where should we start?
Who runs my account, and what reporting should I expect?
Do you work with brands outside Melbourne?
Let's find out what's
holding you back
Apply for your free discovery call and we will showcase all your missed opportunities.
Book a Call