We run Search, Performance Max, Shopping, and YouTube for Irish brands. Account structure decisions are made by the people writing the ad copy, not handed off.
Google Ads at Rooftop is a fully-managed service. We audit what's already running, restructure where the account is leaking, and build out the campaigns that actually map to your buyer's journey. Search for high-intent demand capture. PMax for retail and lead gen with strong creative supply. Shopping for e-commerce. YouTube for upper-funnel where the brand work is good enough to earn the attention. Every account is built so the metrics map directly back to commercial outcomes, not vanity ROAS.
How we run Google Ads
Built around what people search.
Six steps, from the first keyword list to the monthly report.
Step 1 of 6
Goals and search plan
We agree what a good result looks like, whether that's calls, bookings, enquiries or sales, and which searches are worth paying for.
Brand searches protected
High-intent searches prioritised
Cost per enquiry or sale agreed
Budget set against the target
Step 2 of 6
Keyword research
We build the keyword list from real search data and group it into tightly themed campaigns and ad groups, so every ad matches what was searched.
McCarthy Insurance Group: keywords grouped into campaigns and ad groups
Step 3 of 6
Campaign structure and ad copy
Each ad group gets its own headlines and descriptions, written to match the search and lead to the right page.
Search, Performance Max, Shopping or YouTube, picked to fit
Headlines written for each ad group
Landing pages matched to each search
Negative keywords from day one
Step 4 of 6
Conversion tracking
We set up tracking so every call, form and sale is counted, and the data Google sees matches what reaches your inbox or CRM.
Google Analytics 4
Enhanced conversions
Call and form tracking
CRM or booking system links
Step 5 of 6
Weekly search-term review
Every week we check what people actually searched, cut the waste and add what's working.
Wasted searches excluded
New winning terms added
Bids and budgets adjusted
Ads tested against each other
Step 6 of 6
Monthly report
A plain-English report on cost, enquiries, sales and what we're changing next month.
Results against the agreed target
What changed and why
What's next month
A call to talk it through
What’s included
Everything Google Ads should cover
01Search, Performance Max, Shopping, and YouTube campaign management
02Account restructure where existing campaigns are duplicating or cannibalising
03Audience build with first-party data + customer match
04Ad copy and creative production matched to campaign type
05Server-side conversion tracking (GA4 + CAPI)
06Weekly optimisation cadence with monthly reporting
Yes. PMax accounts for a meaningful share of our managed spend, particularly for retail and lead-gen clients. We build creative supply against PMax explicitly, the algorithm only performs as well as the asset library you feed it.
How do you track conversions in 2026?
Server-side via Google's enhanced conversions + first-party data wherever possible. We build the GA4 + CAPI plumbing alongside the account, so the data the algorithm sees actually matches what's hitting your CRM.
Can you take over an existing account?
Yes. Most of our Google Ads clients arrive with an existing account that needs a restructure rather than a rebuild. We start with an audit, then decide together whether we restructure in-place or rebuild parallel.
How do you structure Google Ads engagements?
Every engagement is scoped to your goals, channel mix, and account complexity, with strategy, build, optimisation, and creative production all included. We'll put a clear proposal together once we understand what you're trying to achieve.
Let's talk about where you're headed.
Tell us what you're scaling, launching, or rebuilding. We'll come back with a thoughtful reply and a time to talk it through.
