Who should own the Google Ads account?

You should. The account must be created under your own Google account with your billing attached, and the manager account is granted access rather than owning it. If a vendor runs your ads from an account they own, you lose the entire performance history the day you leave, and that history is what the bidding algorithms depend on.

What is a realistic minimum ad budget in Nepal?

It depends entirely on your cost per click and how many conversions you need before the data means anything. The practical constraint is that automated bidding needs a meaningful number of conversions per month to work at all. If the budget cannot produce that volume, manual or enhanced CPC on a tightly scoped keyword set is the honest recommendation.

Why is conversion tracking the first thing you fix?

Because without accurate conversion data, every optimisation decision and every automated bidding strategy is guessing. A large share of the underperforming accounts I audit are either tracking nothing, tracking page views as conversions, or double counting. Fixing measurement usually improves results before a single bid is changed.

Should I use Performance Max?

Sometimes, but not as a starting point on a small budget. Performance Max gives away channel-level control and works best with strong conversion data and good creative assets already in place. On limited budgets, a tightly controlled search campaign usually produces cheaper and more attributable leads.

Do you charge a percentage of ad spend?

I prefer a fixed management fee. A percentage of spend rewards a manager for spending more of your money, which is exactly the wrong incentive when the goal is a lower cost per lead. You pay Google directly for media in every case.

Google Ads Management (Nepal)

Short answer, if that is all you need: effective Google Ads management on a limited budget comes down to four things — conversion tracking that is actually correct, a tight keyword set with disciplined negative keywords, an account structure that lets you control where money goes, and a landing page that matches the search intent. Most underperforming accounts I audit are failing on the first of those, which invalidates everything downstream.

Measurement comes first

Before touching bids or keywords, I verify what the account is actually counting as a conversion. The recurring problems are consistent: no conversion tracking at all, a page view counted as a lead, the same conversion firing twice, form submissions tracked but phone calls ignored, or conversions imported from an analytics property that is measuring something different.

This matters more now than it used to, because Google's automated bidding strategies optimise toward whatever you tell them a conversion is. Feed them bad data and they will efficiently buy you the wrong thing. Fixing measurement frequently improves cost per lead before a single bid changes.

On a Nepali account this also means handling the fact that a large share of enquiries arrive by phone or messaging rather than through a form. If those are invisible to the account, the campaigns look far worse than they are and get cut for the wrong reason.

Account structure and spend control

The structural question is simple: can you tell where the money went and stop the parts that are not working? A sprawling account with overlapping campaigns and broad match everywhere fails that test. I rebuild toward a small number of clearly scoped campaigns, grouped by intent rather than by whatever the account grew into.

Negative keyword hygiene is the unglamorous half of this and usually the highest-return single activity on a small budget. Search term reports get reviewed regularly, irrelevant queries get excluded, and the excluded list is maintained rather than written once and forgotten. On limited budgets, most of the waste is not in bidding strategy, it is in paying for searches that were never going to convert.

I documented the full approach, including the structural mistakes that inflate cost per lead, in this write-up on cutting cost per lead without increasing spend.

Bidding strategy, chosen to fit the budget

Automated bidding is genuinely better than manual — once it has enough conversion volume to learn from. Below that threshold it thrashes, spends unevenly and produces expensive noise. So the strategy is chosen against your actual conversion volume rather than against the default recommendation, and it changes as volume grows.

The same reasoning applies to Performance Max. It can work well, but it removes channel-level visibility and depends on strong conversion data and decent creative. On a small budget with thin data, a tightly controlled search campaign is usually the honest recommendation, even though it is the less fashionable one.

The landing page is part of the campaign

Ad spend is wasted efficiently by a page that does not match the promise in the ad. If someone searches for a specific service and lands on a generic homepage, you have paid for a click and given away the intent. Where the landing page is the constraint I will say so rather than continue optimising bids against a page that cannot convert — the recurring structural problems are catalogued in the five conversion leaks I fix on every project.

Reporting

Monthly, from your own account, in plain language: what was spent, how many qualified leads it produced, cost per lead, what changed, and what will be tried next. If a month went badly, the report says that. I do not report impression share as a success metric when enquiries are flat.

Ownership

The Google Ads account is created under your Google account with your billing attached. I am granted manager access. You pay Google directly for media. If the engagement ends you keep the account, the history and the learning — which matters more than most people realise, because the bidding algorithms depend on that history and starting a fresh account throws it away.

I charge a fixed management fee rather than a percentage of ad spend. A percentage fee pays the manager more for spending more of your money, and that is the wrong incentive when the goal is a lower cost per lead.

Common questions

What is a realistic minimum budget?

Enough to generate meaningful conversion volume in your vertical. Rather than quote a number that would be wrong for most readers, I will look at your likely cost per click and target volume and tell you whether the budget can work. If it cannot, saying so is more useful than taking it.

Ads or SEO?

Ads produce traffic now and stop when payment stops. SEO compounds slowly and persists. Running ads first has an underrated benefit: it tells you which keywords actually convert, which is the best possible input into an SEO plan.

Google Ads or Meta Ads?

Google captures existing demand from people already searching for a solution. Meta creates demand among people who were not looking. If you sell something people actively search for, start with Google.

Can you audit an existing account?

Yes, and that is usually the sensible first step. You get a written assessment of what is wrong and what it is worth fixing, whether or not you continue with me.

See Meta Ads management, SEO consulting and AI automation for routing the leads once they arrive. Full list of services.

Send me the account

If you are already running ads, read-only access and a note on what you are paying per lead is enough for me to tell you where the waste is. If you have not started, tell me what you sell and to whom.

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