Google Ads
Search, Shopping and Performance Max. Search terms, feeds and bidding worked against what a sale is worth rather than against reported conversion counts.
How I use it ↗Platforms and access
What I work in
The platforms I work in day to day, and what I do inside each one. If your setup is on this list, I can pick it up without you teaching me the basics first.
Nothing here needs buying. These are accounts you already have, or ones I set up as part of the work.
Get a project review ↗Campaigns
Meta Ads
Campaign structure, audiences and creative testing, judged on the sales or enquiries produced rather than on the numbers Meta reports back.
How I use it ↗Measurement
Google Analytics 4
Event and conversion setup, and reconciling what GA4 says against what the ad platforms say when the two disagree.
How I use it ↗Google Tag Manager
Container work including server-side tagging and Consent Mode, checked for tags that fire twice or not at all.
How I use it ↗Meta Pixel and Conversions API
Browser and server events with deduplication, so one purchase is counted once instead of twice.
How I use it ↗Google Search Console
Indexing and query data, used to tell what paid is buying that organic already earns.
How I use it ↗Ecommerce
Shopify
Store builds, theme work and custom Liquid, keeping whatever is already earning. I have run my own Shopify store since 2017.
How I use it ↗Google Merchant Center
Feed setup and disapprovals, product data and the attributes Shopping and Performance Max bid against.
How I use it ↗Landing pages and CRO
Message, proof, forms and checkout rebuilt around the promise the ad made.
How I use it ↗Reporting
Looker Studio
Reporting that shows the number a decision turns on, with the source and period it came from stated on the same screen.
How I use it ↗Access I ask for
Agreed before anything starts, and never more than the work needs.
- Your own admin access stays yours. I work under my own user on your accounts, which you can revoke at any time.
- Read access first. Write access only for the platforms the agreed scope covers.
- No passwords. Google Ads, Meta, GA4, Tag Manager, Merchant Center and Shopify all support inviting a user by email.
- If a tag or template needs changing, you see the change before it goes live.
About the author
Vince Servidad
PPC & Creative Strategist
I find why paid traffic is not turning into customers, then fix it. Google Ads, Meta Ads, creative strategy, landing pages, Shopify development, conversion tracking.