Google Ads
Google Ads managed for profit.
Acquisition Intelligence manages your Google Ads account day to day. I lead the strategy. We train bidding on your sales data, report on profit and scale spend when the numbers hold.
What we do
Six parts of Google Ads management.
Each part feeds the next. Clean data trains bidding. Better bidding funds growth.
Account management
Search terms, bids, budgets, ad copy and feeds across Search, Shopping and Performance Max. The team works in your account day to day. I stay close to strategy and the commercial questions.
Training the algorithm
Smart bidding learns from the conversions you send. We send sales, booking values and accepted leads through offline conversion imports. Bidding learns to find customers worth having.
Optimising for profit
ROAS and CPA targets set from your margins. We bid on profit per sale or per lead and cut spend where revenue looks strong and margin is thin.
Reporting
One dashboard joining ad spend to sales. You see cost, revenue and profit by campaign, on the same numbers your finance team uses.
Insights for your team
Search terms show what customers want in their own words. We share which products, routes and messages win. Your sales and product teams act on the findings.
Scaling the account
Budgets rise in steps while profit targets hold. New campaigns, markets and audiences start on a test budget and earn a larger one.
How the work gets done
I lead the strategy. Acquisition Intelligence delivers the work.
I co-founded Acquisition Intelligence in 2024. Every account has a delivery team behind it. I stay close to strategy, measurement and the commercial questions. Day-to-day management, builds and reporting sit with the team.
This site
Matt James
Founder and specialist. Writes about travel PPC, lead quality and measurement. Leads strategy on agency accounts. Works across Google Ads, Microsoft Ads, GA4, BigQuery and Looker Studio.
The agency
Acquisition Intelligence
Runs Google Ads, Microsoft Ads and Meta campaigns for travel, finance and insurance businesses in the UK and Germany.
Want a second opinion on a travel or lead generation account?
Book a call. We will talk through the account, the tracking and the numbers your business cares about.
What happens next
Discovery call
You tell me about the business, the goals and where PPC falls short.
Audit
With read access to Google Ads, Analytics and Merchant Center, the agency team and I review current performance.
Proposal
We meet again to go through the findings and a plan for working together.