Google Ads Management

It’s Time to Turbocharge your Google Ads Performance.

Higgins Marketing Group Are Smart Goals Right for You measure
  • Laser-focused on getting you more leads for less money
  • Personalized attention from a small team of Ads Pros
  • Total transparency – We work together. You see everything.
  • No long-term contracts. You’re never locked in.
  • 100% money back guarantee

Google Ads: Amazingly Simple yet Remarkably Complex

On the surface, Ads seems simple enough. Create your ads, set your budget, and watch the leads roll in… right? Well, yes and no. Ads is very simple on the surface. But just beneath that simplicity you’ll find many layers of complexity that require real time, effort, and expertise.

It’s these layers that separate a low-performing account from an account that consistently outperforms your competition. As a Certified Ads Partner Firm, This is where Higgins Marketing Group excels!

You Hire Us for Only One Reason.
To Get Results (and we’re just fine with that!)

While every client is different, we’re confident we can delivery solid results – and we are 100% accountable for achieving this. It’s very common for HMG to deliver our clients a 20-30% overall boost in Google Ads ROI within only a few weeks of taking over management responsibility.

Here are some recent client examples

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A Florida-based insurance agency saw a 79% INCREASE in site visitors with zero increase in Google Ads spend.

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A national ecommerce retailer saw their cost per conversion DROP by 57% over a 3 month period.

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An industrial printer lifted its ad click-through rate by 568% within three weeks of hiring HMG.

What’s Included

Part 1

The Initial Setup

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How do you define “success?” We’ll talk about your specific objectives. Where Google Ads makes sense to your business… and where it doesn’t. We’ll define a set of realistic short and long-term goals and timelines that we’ll work hard to achieve.

HMG will do our homework to understand your business, your products and services, and your competitors. We’ll also take a hard look at your historical Google Ads data and external keyword research to uncover clues about what may (or may not) work as we move forward.

Based on your goals and our learnings, HMG will present you with a recommended game plan for the account. This includes a recommended account structure and budget breakdown, campaign types, targeted keywords, approach to ad copy, split testing and the keyword-level bidding strategy.
We put our heads down and start to execute the gameplan – building out all the campaigns, adgroups, keyword lists, ads, bids, and tracking codes to meet your objectives. When everything is ready to roll, we flip the switch. This is GO LIVE day. (An exciting day for us!)
While GO LIVE is exciting, it actually kicks off the hard part – WAITING. At this stage, we all need to be patient and listen to what your prospects are telling us about the new campaigns. We’ll soon be armed with the data to start the optimization process!

Part 2

The Optimization

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If you REALLY want to be successful with Google Ads, it’s important that you view it as more of a marathon than a sprint. Top 1% Google Ads results come from making tens of thousands of minor adjustments over the long haul (no exaggeration). We know… this is sometimes hard for clients to believe and appreciate until they get a taste of the rewards!

Here’s what we’ll do on a month-to-month basis to optimize your account.

  •  Adding additional keywords
  •  Eliminating wasteful keywords
  •  Adding negative keywords based on actual search queries
  •  Adding new ad groups based on promising keywords
  •  Making ad improvements based on split testing results
  •  Optimizing keyword level bids based on performance
  •  Monitoring quality scores and taking action to increase these scores
  •  Adjusting ad placements to increase click-through rates and conversions (Display Network)
  •  Eliminating duplicate keywords across ad groups
  •  Monitoring impression share and recommending budget changes
  •  Monitoring performance across devices, time and day, and geography to optimize
  •  Staying up to date on new features that hold promise for your account

You’re Always in the Loop.

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Weekly Performance Stats

Every week you will receive a quick summary of the previous week’s key stats. It also includes historical stats for comparison. This allows you to clear see the impact we’re having over time and whether we are tracking toward our goals.

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Monthly Scorecard and Web Meeting

Every month we’ll meet online and review your “Performance Scorecard Report.” This report details all stats, from impressions through conversions, quality score trending, top performing keywords, top performing ads, and a detailed accounting of all the tasks that took place in your account during the last month. We also use this time to discuss key opportunities and priorities for the current month.

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Ongoing Communication

Aside from the weekly reports you’ll receive, we almost always connect with you each week via phone or email. Honestly, some clients want to be very involved in the day-to-day and other are fine just knowing that their account is trending in a positive direction. Either case is fine with us. Your dedicated HMG Google Ads Manager is here for you whenever you need help!

Pricing

One-time setup fee (to setup your campaign): $599
Monthly Management Fee: Depends on projected ad spend and complexity of account (Average cost is $599 – $1,499/month)
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Got a question?

Chances are good it’s addressed here in our Google Ads FAQs. If not, we’re just an email
(info@higginsmarketinggroup.com) or phone call (407-680-3735) away.

Frequently Asked Questions

Whose Google Ads account is used?

All improvements and ongoing optimizations occur with your account.  As a Certified Google Ads Partner Firm, Google provides us with a means to securely link to your account.  It allows us the access what we need to do our job, while keeping you in control when it comes to account access and billing information.

 

Do you delete my existing Google Ads campaigns?

Absolutely not. Any work we do on your behalf will be contained within HMG-specific campaigns. We will not modify your existing campaign in any way. This makes is easy to do a clean “switch-over” by pausing your past campaigns while enabling the new campaigns. It also gives us a clear date by which we can measure pre and post results.

If you ever decided to revert back to your previous campaigns, it’s as simple as a click of a button. (but seriously… we’ve never seen a client want to do this )

What’s included in the first month’s setup fee?

Typically there is some real heavy lifting during the setup process. During setup, we want to go deep to understand your business, your industry, and your competitors. We then want to define some very specific “success measures” for our relationship… What are the main objectives for the account? What specific results are we shooting for during the first month, 3 months, 6 months?

Next, we go to work optimizing the account including performing keyword research and selection, establishing the account structure, configuring campaign settings, creating many ad groups and ads, and defining a bid strategy. In some cases, this truly is “optimization,” but in most cases, it takes the form of a significant overhaul.

Do you guarantee specific results?

Every client’s account is different; every client’s competitive market is different. Guaranteeing specific results is a red flag in the industry (Google actually warns of this practice). Having said that, it’s very common for HMG to deliver our clients a 20-30% boost in Google Ads performance within weeks of taking over management responsibility. In fact, we’re so confident we’ll deliver the goods, we offer you a 100% money back guarantee.

When can I expect improved results?

Frankly, a lot depends on how bad of shape your account is in today.

If you’re a relative beginner with Google Ads or your account has been neglected over the last few months, chances are high that you will see DRAMATIC results within 60 days. By that, we mean a significant increase in quality scores and click-through rates, while seeing a significant decrease in your average cost per click. Bottom line, your ROI should improve fast!

If you’re a seasoned Google Ads manager and you’ve been continuously following best practices prior to turning things over to HMG, the results will be a little least dramatic in the short-term, HOWEVER you will likely see surprising performance gains over the first 6 months as we dig deep and consistently split test your ads and refine your bidding and keyword strategies.

How often do I receive performance reports?

All our clients receive performance tracking reports on a weekly basis that include the most critical metrics: click through rate, average cost per click, average ad position, number of clicks, website conversions, conversion rate, and cost per conversion.

Then, on a monthly basis, we meet via phone or web meeting and review your graphical, in-depth Google Ads Scorecard Report.  This report covers trends for your key stats, quality score indicators, top performing keywords, top performing ads, specific activities taken during the month, and priorities for the month ahead.

Frequently Asked Questions

Can we pay our monthly management fees via company check?

In cases where our monthly management fee exceeds $2,000 per month, we do accept payment via company check. For any monthly fees lower than $2,000, clients are billed automatically via credit card at the beginning of the monthly management cycle. We find this to be the most efficient way to bill… and it keeps our resources focused on delivering Google Ads results for you!

Do I pay HMG for my Google Ads?

No. You pay these fees directly to Google through your Google Ads account. HMG’s monthly management charges are billed separately via credit card through our secure Infusionsoft Payments processing platform.

Is there a minimum contract length?

No. Everything is month-to-month. If, at any point, you’d like us to stop managing your account, you just need to provide us with a written notice 15 days prior to the start of your next billing cycle (an email is just fine). We’ll stop the credit card billing and we’ll give you specific instructions to “de-link” your Google Ads account from our Google Ads Management account.

What does it cost and how am I billed?

There are two types of fees, an initial, one-time setup fee and an ongoing monthly management fee. Both fees are determined by your broad Google Ads spending tier. Fees are billed via credit card at the beginning of each monthly management cycle.

Do you charge a percentage of my Google Ads spend?

No.  We find this pricing model to be complicated for our clients and us.  Instead, each month we charge a predictable and flat management fee.

The monthly management fee is based on your broad spending tier and it is billed via credit card at the beginning of each month.

Frequently Asked Questions

If I cancel, do I lose all the work HMG has done?

Nope. You’ve paid us for that work and you own it.

There is one exception to this, however. As part of our 30-Day Money Back Guarantee, we allow you to cancel and receive a refund of 100% of the fees you have paid during the first 30 days (we refund both your setup and your first month’s management fee). In this case, we’ll set your account back to its original pre-optimized state and you will lose the work we have done.

What if I want to change my plan or cancel?

No problem!

Plan Changes: When your Google Ads spending moves you up or down in our tiered billing structure, well make you aware and confirm this is the level you are likely to remain in for the next month. If so, we make the change on our end and your next monthly credit card charge will be adjusted up or down to reflect the change in plan.

Cancellation: All our Google Ads Management agreements are strictly month-to-month, so you always have the ability to cancel, no questions asked. To do this, we simply require a written notice (email is fine) at least 15 days prior to the beginning of your next management cycle. This gives us time to stop the automatic charge, and you will see no more charges from us.

Frequently Asked Questions

What makes HMG tick?

There are four principles that underscore our approach to every client relationship:

  • We work shoulder-to-shoulder with clients to significantly improve your business. HMG is not a vendor that seeks to push a specific product.
  • The direction we give our clients meets the same standards as the advice we would give people that are closest to us. We will be frank, honest and always recommend an approach that meets your needs.
  • We have a job to do – help you increase sales. We don’t shy away from this and openly work with you to measure the impact we’re having. If we’re not moving the needle in the right direction, we shouldn’t expect to be around for very long.
  • We educate. Our job is to help you define a clear and realistic game plan and execute on that plan. But we also educate you along the way. You may choose to work with us for the long haul, but we’ll take steps to ensure you’re not dependent on us.

Why choose HMG?

We believe there are a few things that clearly set us apart. Other managers may offer some of these things, but very few offer ALL of them:

  • Full 30-Day Money-back Guarantee
  • No long-term contracts – all agreements are month-to-month
  • A single point of contact with years of in-the-trenches Google Ads experience (we’re not a call center environment with newbie Google Ads managers and high turnover)
  • Attractive pricing starting at $499 per month

Don’t Be Shy. Get in Touch

If you’re looking for an Orlando marketing company, send us an inquiry and we’ll get back to you as soon as we can!