How do I track conversions and measure ROI in Google Ads?

Paid marketing refers to any digital advertising where you pay to promote your business, products, or services. This includes ads on Google, Facebook, Instagram, LinkedIn, TikTok and more. You set a budget, choose your audience, and your ads are shown to people who fit your criteria. The goal is to drive traffic, generate leads, or make sales.

At Pacing.Agency, we handle everything from strategy to creative to ongoing optimisation, so your ad spend works harder and delivers measurable results.

Paid marketing is suitable for most businesses looking to grow their audience, generate leads, or increase sales. If you want fast, measurable results and the ability to target specific audiences, paid marketing is a great fit. We’ll help you assess your goals, budget, and current marketing efforts to determine the best approach for your business.

We run paid marketing campaigns on platforms like Google Ads, Facebook, Instagram, LinkedIn, and more. The right platform depends on your audience and goals. We’ll recommend the best mix for your business and manage campaigns across all relevant channels.

Budgets for paid marketing vary based on your goals, industry, and competition. We work with clients of all sizes and can recommend a starting budget that fits your needs. The key is to start with a budget you’re comfortable with, then scale as you see results. We’ll help you maximize your return on every pound spent.

Success is measured using key performance indicators (KPIs) like cost per acquisition (CPA), click-through rate (CTR), return on ad spend (ROAS), and overall conversions. We set clear goals at the start, track every metric, and provide transparent reporting. Our focus is always on delivering measurable business outcomes, not just vanity metrics.

Optimisation is ongoing. We constantly test ad copy, creative, targeting, and bidding strategies. Using A/B testing and real-time analytics, we refine campaigns to improve performance. We also monitor audience segments, adjust budgets, and scale what works. Our goal is to maximize your ROI and ROAS and keep your campaigns ahead of the curve.

Paid search (like Google Ads) targets users actively searching for products or services, making it intent-driven. Paid social (like Facebook or Instagram ads) targets users based on interests, demographics, and behaviors, often reaching them earlier in the buying journey. Both have unique strengths—paid search captures demand, while paid social builds awareness and nurtures leads. We often recommend a mix for full-funnel impact.

Google Ads reaches users at the exact moment they're searching for your products or services, making it incredibly effective for capturing high-intent traffic.

Key advantages over other platforms:

• Intent-based targeting vs interest-based advertising
• Immediate visibility in search results and Google network
• Advanced audience insights and remarketing capabilities
• Multiple ad formats across Search, Display, YouTube, and Shopping
• Comprehensive conversion tracking and attribution
• Integration with Google's ecosystem for seamless data flow

Our paid marketing service leverages these advantages to create campaigns that convert at higher rates than traditional advertising methods while providing measurable ROI and business growth.

Meta advertising focuses on interest-based and demographic targeting across social platforms, while Google Ads targets intent-based searches, creating complementary approaches for comprehensive marketing strategies.

Key differences include:

• Social discovery vs search intent targeting
• Visual and video-first creative formats vs text-based ads
• Interest and behaviour targeting vs keyword targeting
• Brand awareness and engagement focus vs direct response
• Younger demographics vs broader age ranges
• Social proof through likes, shares, and comments

Our paid marketing service combines Meta and Google Ads for comprehensive audience coverage and optimal campaign performance.

Start with what you can afford to lose while testing, typically £500-£1,500 monthly for small businesses. Allow 2-3 months for optimization before scaling based on performance and customer lifetime value.

Google's integrated marketing platform allows data and insights to flow seamlessly between tools, creating a comprehensive view of customer behaviour and campaign performance.

Key integrations include:

• Google Ads and Analytics for conversion tracking and audience insights
• Search Console and Analytics for organic search optimisation
• Tag Manager connecting all tracking and measurement tools
• YouTube and Google Ads for video advertising campaigns
• Google Business Profile and Search for local marketing
• Looker Studio for unified reporting across all Google platforms

Our technical tracking service ensures all Google tools work together seamlessly for comprehensive marketing measurement and optimisation.

Google Ads offers sophisticated targeting beyond simple keywords, including demographic, geographic, device, audience, and remarketing options that help you reach exactly the right customers at optimal moments.

Performance Max campaigns use machine learning to automatically optimize across all Google properties. They work best with clear conversion goals, sufficient historical data, and high-quality creative assets.

SEMrush provides comprehensive PPC tools that help optimize ad campaigns through competitor analysis, keyword research, and ad copy insights across Google Ads and other platforms.

PPC optimization features include:

• Competitor ad analysis and copy inspiration
• Keyword research specifically for paid campaigns
• Ad spend estimation and budget planning
• Landing page analysis and optimization recommendations
• Negative keyword suggestions to reduce wasted spend
• PPC keyword grouping and campaign structure guidance

We combine SEMrush PPC insights with Google Ads management as part of our paid marketing service for comprehensive campaign optimization.

You'll see traffic immediately, but meaningful optimization typically takes 2-3 months. Week 1-2 focuses on data collection, Month 1 on basic optimization, and Months 2-3 on refined targeting for consistent performance.

Measuring ROI across Google's marketing ecosystem requires proper attribution setup and unified reporting that tracks customer journeys across search, display, video, and organic channels. Our ongoing management service includes comprehensive ROI tracking and reporting across all your Google marketing investments.

Google Shopping campaigns showcase products with images and prices directly in search results, requiring Google Merchant Center and product feeds rather than keyword targeting.

They typically deliver higher conversion rates for e-commerce businesses compared to standard text ads.

Google Ads optimization requires systematic testing and data analysis across keywords, ad copy, bidding strategies, landing pages, and audience targeting.

Key optimization areas include:

• Keyword performance analysis and negative keyword additions
• Ad copy testing and creative optimization
• Bid strategy adjustments based on conversion data
• Landing page optimization for better Quality Scores
• Audience refinement and remarketing list optimization
• Geographic and demographic performance analysis

We use comprehensive reporting and combine insights with content optimization to ensure your ads drive traffic to pages that convert effectively.

Google Ads policy compliance is essential for maintaining account health and avoiding disapprovals, suspensions, or bans that can severely impact your advertising efforts. Our paid marketing service includes ongoing policy compliance monitoring and account management to keep your Google Ads campaigns running smoothly and effectively.