Most Google Ads accounts are set up once, left on broad match, and quietly bleed budget on searches that were never going to convert. I run Search, Shopping, and Performance Max campaigns as an ongoing loop — built around your actual cost-per-acquisition target, not a "spend the budget" mandate.
This is run alongside Meta Ads for most clients, as one combined paid-media system rather than two disconnected accounts, tracked against a single set of CAC and ROAS numbers — the same approach that has managed close to ₹3 lakh a month in combined Meta & Google spend while holding a construction brand at #1 for its category keywords in Gurgaon & Delhi.