Google Ads Management in Nepal
You've spent money on Google Ads and can't say what a lead cost. Or you're about to start, and the quote you were given is a percentage of whatever you spend. This is the moment to get the counting right before another rupee goes in.
Animated ad auction: four bids rise side by side, the winning bid flies into the top ad slot of a search results page, the ad's headline and description fill in, and a click lands on it, showing Google Ads management as winning the auction for the right slot at the right price.
I'm Shashikant Shah, a digital marketing expert in Kathmandu. Google Ads management is the paid search half of what I do: search campaigns, Performance Max where it earns its place, conversion tracking and the landing pages the clicks go to, for consultancies, clinics, service businesses and shops across Nepal. It sits next to SEO and Meta ads in the work I describe on the Google Ads expert page, and I run it in your own account. If you searched for a Google Ads agency in Nepal or a Google Ads service in Nepal, this is the same work, often called PPC (pay per click) management, done by one consultant and not by a team. The Google Ads campaign types I use are explained on the expert page.
Short answer: Google Ads management in Nepal means fixing conversion tracking first, so the account stops counting page views and records form enquiries, call clicks and WhatsApp clicks separately. After that I build a small set of search campaigns grouped by intent, review search terms and add negatives every week, match the landing page to the ad, and report cost per lead in NPR every month. Expect the first number you can trust in four to six weeks.
When you need this
Someone in Nepal types "MBBS consultancy in Kathmandu" or "AC repair Lalitpur" and the first thing they see is an ad. If it's yours and the page behind it answers the search, you get the call. If the page behind it is your homepage, you paid for the click and handed the enquiry to the next ad down.
Most accounts I open have run for months on the defaults. Broad match on everything, Google's recommendations applied by whoever last logged in, and a conversion that fires on a page view. The bidding then buys more of whatever it was told a conversion is.
The other pattern is the account nobody owns. An agency set it up inside their own manager account, and the business has never seen a search term report. When the agency goes, the history goes with it.
The problems I see most often:
- Conversion tracking that counts a page view, or the same form twice, so the cost per lead looks better than it is.
- Phone calls and WhatsApp enquiries the account can't see, so the campaigns look worse than they are and get cut for the wrong reason.
- Broad match everywhere and a negative keyword list written once and never touched.
- Performance Max switched on with thin conversion data, spending without telling you where.
- A landing page that is the homepage, or one that loads slowly on a phone on Ncell or NTC data.
What I actually do
- Conversion tracking: Google Tag Manager, GA4 (Google Analytics 4) and the Google Ads tag set up so each form enquiry, call click and WhatsApp click is recorded once, under its own name. A click to call or open WhatsApp shows intent, so I report it separately from confirmed enquiries. You get a cost per lead you can trust. The wider setup is on the tracking page.
- Account structure: a small number of search campaigns grouped by what the searcher wants, with match types and budgets you can read at a glance. You see where every rupee went and pause what isn't working.
- Search terms and negatives: I read the search term report every week and exclude what was never going to convert. On a small budget this is usually the single biggest saving in the account.
- Bidding and Performance Max: the bidding strategy is chosen against the conversion volume you actually have, and Performance Max only goes on once the conversion data can support it. You get spend that grows with proof, not with Google's recommendations tab.
- Ads and landing pages: ad copy written from the words people actually search, and a page that keeps the promise the ad made. Where the page is the problem I fix it myself, as landing page optimisation.
- Budget in NPR: a monthly budget agreed in rupees against what a lead is worth to you, with the card that pays Google sorted before launch. Area targeting for Valley businesses is on the Kathmandu page.
How I count a lead
A report only helps if you know what each number means. So we agree three definitions before the first campaign goes live.
- Contact click: someone taps your phone number, your email address or your WhatsApp button. It shows intent. It doesn't prove a conversation happened.
- Delivered enquiry: a form your website confirmed it received, or a call or message your team actually got.
- Qualified lead: a delivered enquiry from a real person you can reach, who wants something you sell. Your team marks these, because only you know which enquiries were worth having.
Cost per lead in my reports means cost per qualified lead wherever your team records that. Where it doesn't yet, I report cost per delivered enquiry and label it that way.
How it works
First call and audit. The first thirty minutes are free. You give me read only access, or tell me what you sell and to whom if you haven't started, and I tell you where the waste is and whether ads can work at your budget. If you go ahead, the Google Ads account audit follows the five steps set out below. You get a written 30 day plan, with what's not included.
The work. The tracking fix and the rebuild go in over the first two to three weeks, in your own Google Ads account, with your billing attached and me added as a manager. After that it's a weekly routine: search terms, negatives, bids, ad copy, and the landing page when it's the constraint.
Reporting, and what you keep. Every month you get a plain language report from your own account: spend in NPR, qualified leads, cost per lead, what changed and what I'll try next. If a month went badly, the report says so. The account, its history and the learning stay yours if we stop, and I charge a fixed fee, never a percentage of your spend.
How I audit a Google Ads account
A Google Ads audit is a written review of what an account counts, where it spends and why. I audit a Google Ads account in five steps with read only access, and you keep the findings whether or not you hire me.
- Conversions: what the account counts as a conversion, and whether each one is a real enquiry recorded once.
- Search terms: the searches that took the spend in the last 90 days, and the share that could never have become a customer.
- Structure: campaigns, match types, locations and bidding, checked against the conversion volume the account really has.
- Budget: which campaigns show "Limited by budget", and how much impression share each one loses to budget and to Ad Rank.
- Landing pages: whether each page matches its ad and loads fast on a phone.
The audit costs USD 249, about NPR 34,000 as of November 2026, and comes with a 30 day action plan.
Two Google Ads terms owners ask me about
What does "Limited by budget" mean in Google Ads?
"Limited by budget" is a campaign status. Google Ads Help says it appears when your average daily budget is lower than the recommended amount, so your ads show less often than they could. It isn't an error, and it isn't always a reason to spend more. In my work the first check is whether the campaign buys the right searches. If it does, a higher budget makes sense. If it doesn't, I cut the wasted searches before any money is added. Google's own steps are in Fix "Limited by budget" status.
What is Search lost IS (budget)?
Search lost IS (budget) is the percentage of time your ads weren't shown on the Search Network because the budget was too low. IS stands for impression share, and Google reports this figure for campaigns only. A high figure on a campaign with a good cost per lead shows me where the next rupee should go. A high figure on a campaign with a poor cost per lead tells me nothing until the search terms are fixed. Google defines the column in Get impression share data.
Proof from Google Ads management work
I don't put a cost per lead on this page unless it's from my own account work, dated, measured from a baseline and published with the client's permission. So here is the baseline I set for you instead. In the first week I write down your last 90 days of spend in NPR, conversions that are real enquiries, cost per lead and the share of spend going to search terms that never convert. Every monthly report measures against those four numbers.
I also ran route campaigns for an airline, for international and domestic sectors. I don't publish numbers for that work. Right now I run Google Ads for Compressor Systems, an industrial air compressor supplier in Australia, alongside its SEO and website, and ad campaigns for NECTA, a training college in Sydney. My delivered scopes are listed on the case studies page, and my education page explains why I judge ads on cost per enquiry rather than reach. Bring your account to the free call and I'll pull your baseline while we talk.
What Google Ads management costs
My prices are published. An audit of your Google Ads account, its tracking and its landing pages with a 30 day action plan is USD 249, about NPR 34,000. A four week sprint is USD 899, about NPR 122,000. Ongoing work is USD 1,800 a month, about NPR 245,000. What each one leaves out is on the pricing page. The first thirty minute call is free, and if your budget is too small to produce a reliable cost per lead, I'll say so instead of taking the fee.
My fee and your ad spend are two separate payments. This table shows who gets paid for what.
| What you pay for | Who you pay | How it is set |
|---|---|---|
| Tracking setup and account rebuild | Me, inside my fee | Done once, over the first two to three weeks, in your own account |
| Weekly management and the monthly report | Me, inside my fee | A fixed fee, never a percentage of your spend |
| Ad spend | Google, from your own card | A monthly budget you agree in NPR. It never goes on my card and carries no fee of mine on top |
| VAT | Added to my invoice where it applies | Nepal's 13% VAT shows as a separate line on an invoice in NPR |
The audit on its own is a written plan you can run yourself. Setup and management happen inside a sprint or the retainer.
Questions about Google Ads management
What is a realistic minimum budget for Google Ads in Nepal?
It depends on what a click costs in your category and what a lead is worth to you, so I won't quote one number for every reader. On the first call I tell you whether your budget can produce a reliable cost per lead, and if it can't, I say so rather than take the fee. What Google Ads costs in Nepal has the ranges I see.
How long before the ads bring leads?
Clicks start the day the campaigns go live. A cost per lead you can trust takes four to six weeks, because the tracking has to be right first and the bidding needs conversions to learn from. The bigger drops in cost per lead usually come in the second and third month.
Google Ads or Meta ads?
Google catches people who are already searching for what you sell, so if there is search demand for your service, start here. Meta ads create demand among people who weren't looking, which suits offers, launches and products people discover by scrolling.
How do I pay Google for the ads from Nepal?
You pay Google directly, from your own billing, and the card has to be one that works for international payments. I get that sorted before anything goes live, because an account that stops for a failed payment loses what the bidding learned. I never put your media spend on my card.
Can you audit an account someone else is running?
Yes, and that's usually the sensible first step. Read only access is enough for me to write up what is being counted as a conversion, where the spend goes and what I'd change, whether or not you continue with me.
How will I know a lead became a customer?
Google Ads can't see your sales on its own. Your team marks which enquiries became customers, in your CRM (customer relationship management system) or a shared sheet, and I match those back to the campaign and search term that produced them. If nobody records the outcome, I can report cost per enquiry but not cost per customer, and I tell you that at the start.
Do you write the ads, or do I?
I write them, from the words people actually search. You know your customers, prices and offers better than I do, so I ask you for the facts each ad can promise, and the landing page has to keep that promise.
When are you not the right person?
If you want impressions and clicks reported as success, or a manager paid as a percentage of your spend, I'm the wrong fit. If nobody is searching for what you sell, I'll point you at Meta ads instead. And if your landing page can't convert and you don't want it touched, ads won't fix that.
Pages related to Google Ads management
All services · Google Ads in Kathmandu · Meta ads management · Google Ads expert in Nepal · What Google Ads costs in Nepal · Pricing.
Tell me about your account
Send me read only access, or just the number you're paying per lead, and I'll tell you the first thing I'd fix, whether or not you hire me. If you haven't started, tell me what you sell and to whom. I reply within one working day, Nepal time. If you'd rather talk, call +977 9845451010.