Search, Shopping, and Performance Max managed around one number: what each new customer costs versus what they're worth. A37 runs your Google account like a P&L line, not a dashboard.
ROAS-focused · Senior operators · No ad-spend markup
Built on the platforms you already run
Performance Max hides where the money goes. Smart Bidding chases conversions your CRM never sees. Broad match quietly widens until you're paying premium CPCs for searches that were never going to buy. Most D2C brands don't have a Google problem — they have a Google-on-autopilot problem.
Google's defaults optimise for Google's revenue. Left alone, they spend into brand terms you'd win for free, lump prospecting and retargeting into one untraceable campaign, and report a ROAS that double-counts customers your email already had.
A37 takes the account back to first principles: clean conversion tracking, campaigns split by intent, PMax fenced so it can't cannibalise brand or Shopping, and every decision measured against contribution margin — not the number Google wants you to celebrate.
Google reports the ROAS that makes Google look good — crediting itself for customers your brand, email, or SEO already won. We feed real margin into conversion values and judge every campaign on blended contribution, so the account optimises for the profit that hits your bank, not the number on the dashboard.
Three things we watch that autopilot accounts miss:
How much you're paying Google for clicks you'd have won organically anyway.
Whether Performance Max is finding new demand or reselling your existing customers.
Where broad match and Smart Bidding are quietly widening into unprofitable queries.
Week 1
Account structure, historical spend, Merchant Center health, and conversion tracking verified end to end. We don't scale spend on numbers we can't trust.
Week 2
Campaigns split into brand, non-brand, Shopping, PMax, and remarketing, with PMax fenced so it can't quietly eat your cheapest conversions.
Week 2–4
Merchant Center feed cleaned and prioritised by margin; responsive search and video assets briefed and launched in structured tests.
Weekly
Search-term mining, negative sculpting, and bid shifts reviewed against contribution margin. Winners scale, wasted spend dies fast.
Monthly
Blended CAC and ROAS review, next month's test plan, and a straight answer on what Google's data does and doesn't prove.
Ad Platforms
Feeds
Tracking
Reporting
Is this the right fit?
USD 699/month
Ad spend is billed directly to your Google account, never marked up by us.
No hidden fees · No ad-spend markup · Month-to-month
Book a consultation with Sid, A37's founder — he'll review your brand and show you where the fastest wins are.
Book a consultation
Let's Work Together
Start your free 15-day trial. We'll show you exactly how A37 would run your brand's growth, no fluff, no pressure, no pitch deck.
No card required · Cancel anytime · Custom plan for your brand
Google's defaults optimise for Google's revenue. Performance Max spends into customers your brand and email already owned, Smart Bidding chases conversions your margin never justified, and broad match widens until you're paying premium CPCs for searches that were never going to buy. A37 manages Google Ads the way an operator manages a P&L line: campaigns split by intent, PMax fenced so it can't cannibalise brand or Shopping, and every decision judged on contribution margin. It's the Google half of the performance marketing system, run by people who've owned the profitability number.
Google is the highest-intent channel in acquisition — people are searching for what you sell right now — which is exactly why running it on autopilot is so expensive. The account gets taken back to first principles: clean tracking, intent-split campaigns, and conversion values that reflect real margin so the algorithm optimises for profit instead of vanity ROAS.
Engagements cover the full Google surface: Search built on high-intent buyer keywords with weekly search-term mining, Shopping structured by margin off a clean Merchant Center feed, Performance Max fenced with brand exclusions and asset-group segmentation, and YouTube or Demand Gen for brands ready to grow beyond bottom-funnel search. Tracking gets the unglamorous discipline it needs — GA4, server-side tagging, and Enhanced Conversions — so budget moves toward what actually produces orders.
Paid clicks only pay back if the destination converts: pair Google Ads with UI/UX optimization to lift the conversion rate every click lands on, feed high-intent search demand into SEO so you stop renting clicks you could own, or run the whole system under the Managed plan. Either way, start with the 15-day free trial and get your Google account audited first.
Monthly reports are built to survive scrutiny: spend, blended CAC, and contribution by campaign; the brand-term tax you're paying for clicks you'd win organically; and an honest read on whether Performance Max is finding new demand or reselling customers retention already owns. If a founder forwards the report to an investor unedited, it should raise confidence, not questions.
That standard exists because Google-reported ROAS eventually collapses into a hard conversation — usually mid-scale, when it's most expensive. Starting from margin truth keeps the scaling decisions boring, which is exactly what you want them to be.
Performance marketing runs your full paid mix across Meta and Google together. This page is the Google-specialist engagement — Search, Shopping, Performance Max, and YouTube — for brands whose growth lever is Google specifically. Most brands run both under one team.
Yes, but fenced — brand exclusions and asset-group segmentation so PMax can't quietly cannibalise your cheapest brand and Shopping conversions and take credit for them. Run on defaults, PMax flatters its own numbers; that's the first thing we fix.
No. Ad spend is billed directly by Google to your own account, which you always own. Our flat fee covers strategy, feed and campaign build, management, and reporting — we never mark up your spend.
We report Google's ROAS but optimise for contribution margin — revenue after discounts, returns, fees, and shipping. Google credits itself for customers your email and brand already had; margin is the only number that proves the ads actually made money.
Enough search volume and conversion data for Smart Bidding to learn — typically ₹1L+/month in India or AED 5K+/month in the GCC. Below that we'll usually recommend fixing conversion or feed quality first, honestly.
The account audit and Merchant Center review land during your 15-day trial; rebuilt campaign structures typically go live within the first two weeks of a paid engagement, faster if your conversion tracking and feed are already healthy.
