We do one thing: Google Ads. Search, Shopping, Performance Max, YouTube, Display, Demand Gen and remarketing, built on verified conversion tracking and managed against the cost per lead or sale that actually matters to your business.
Free Google Ads audit. If Google Ads isn't right for your business, we'll tell you.
Google decides who appears in milliseconds, and the winner isn't simply whoever bids most. Ad relevance, expected click-through rate and landing page experience all feed into it, which is why account structure and tracking move performance more than bid changes do.
The panel opposite is a simplified illustration of what managing an account looks like day to day.
| Campaign type | Bid | CPA | Result |
|---|
Google Ads is nine different products sharing one login. Each is bought differently, and most accounts only need three or four of them working well.
The highest-intent traffic on the internet. Keyword research, match type structure, ad copy testing and weekly negative keyword work to stop budget leaking into irrelevant queries.
Merchant Center setup, feed optimisation and campaign structure split by margin and brand. Bids can't fix a bad product title, so the feed is treated as part of the campaign.
Powerful and opaque. We structure asset groups deliberately, exclude brand traffic where it inflates results, and pull the placement data Google doesn't surface by default.
In-stream, in-feed, Shorts and bumper ads. Hook testing in the first five seconds decides cost per view, so creative iteration is planned alongside media buying.
Cheap impressions and easy waste. Aggressive placement exclusions, app inventory removal and frequency capping do more for Display performance than targeting changes.
Creative-led campaigns across YouTube, Discover and Gmail, using your first-party audiences and lookalike segments to find demand before it reaches search.
Dynamic remarketing, Customer Match and GA4 audiences, with converters excluded so you stop paying to reach people who already bought.
LSA verification, Google Business Profile linking, call tracking and geo bid adjustments for businesses that win work by phone rather than by form.
GA4, Google Tag Manager, enhanced conversions and offline conversion imports. Every engagement starts here, because everything after it depends on the numbers being real.
Someone typing your product into Google is the closest thing to a raised hand you'll get. Search is also where structure matters most: match types, negatives and ad relevance decide whether you pay $2 or $9 for the same click.
Shopping performance is decided in the product feed more than in the campaign. Manufacturer titles and missing attributes stop Google understanding what you sell, so feed work comes before bid work.
Google's most automated campaign type, and the easiest to be misled by. Left unstructured it absorbs brand traffic, reports it as new demand, and looks excellent while cannibalising what you already had.
The first five seconds decide everything. We plan creative iteration alongside media buying, because on video the hook moves cost per result far more than targeting adjustments do.
Cheap impressions, easy waste. Most underperforming Display campaigns aren't badly targeted. They're running on mobile game inventory nobody excluded. Exclusion lists do the heavy lifting here.
Creative-led campaigns across YouTube, Discover and Gmail, designed to create demand before anyone searches. Works best fed by your own customer data rather than broad interest targeting.
The most commonly misused part of an account. Plenty of remarketing budget goes on people who already bought, which flatters the numbers while adding nothing. Exclusions matter as much as inclusions.
For businesses that win work by phone rather than by form. Local Services Ads sit above everything else in the results and charge per lead, which changes how the whole account is managed.
Every engagement starts here. Smart Bidding optimises toward whatever you tell it to value, so if conversion tracking is wrong the algorithm will efficiently buy you the wrong outcome.
A small budget spread across Search, Shopping, Performance Max, Display and YouTube means none of them collect enough conversions for Smart Bidding to learn. Most accounts do better on three, run properly.
Which three depends on how people find you, and that comes out of the account analysis rather than a template.
These are the parts that decide whether a Google Ads account becomes profitable. All of them are included in management.
Strategy & planningKeyword research, competitor analysis, auction insights, campaign planning and budget modelling before any spend is committed.
Conversion trackingGA4, Google Tag Manager, enhanced conversions, consent mode, call tracking and offline conversion imports from your CRM.
Account structureCampaign and ad group architecture, match type strategy, asset groups and shared budgets built for how you actually sell.
Ad copy & assetsResponsive search ad testing, pinned headline strategy, sitelinks, callouts, images and structured snippets kept current.
Search term hygieneWeekly search term review and negative keyword lists. Dull work, and where most wasted spend actually hides.
Feed managementMerchant Center diagnostics, product titles, attributes and custom labels rebuilt so Shopping and Performance Max can bid intelligently.
Bidding & budgetsBid strategy selection, tROAS and tCPA target management, budget pacing and portfolio strategies where they help.
Landing page strategyReview and recommendations on the pages your clicks land on. Quality Score and conversion rate both live there, not in the account.
Every account starts with the outcome you're paying for. Campaign type and bid strategy follow from that, not the other way round.
We don't move live budget in week one. Tracking and structure get fixed first, or you end up optimising toward numbers that were never accurate.
We learn your offer, margins, sales process and what a customer is worth. Then we agree the single metric the account will be judged on.
A full review of your existing Google Ads account: wasted spend, structure, tracking accuracy and the opportunities already sitting in your search terms.
Conversion tracking verified end to end, campaigns restructured or rebuilt, audiences and exclusions configured, ad copy and assets prepared.
Changes go live in stages rather than all at once, so early data stays readable and we don't reset the learning period unnecessarily.
Weekly search term reviews, ad copy tests, bid strategy adjustments and landing page experiments, each documented.
Regular reporting against the agreed KPI, a monthly review call, and budget increases only where the numbers support them.
Commitments about how the work is done, the part we control.
No SEO retainers, social posting or website builds bolted on. One platform, learned deeply, rather than eight learned adequately.
Changes are made on measured performance, not hunches. If something can't be measured properly, fixing the measurement comes first.
You see the same numbers we do, inside your own Google Ads account, reported against a KPI agreed at the start.
Accounts are worked on weekly, not set up and left. Most of the gains arrive after launch, not at it.
No recycled templates. Campaign structure is built around your margins, your sales process and your search demand.
Your Google Ads account stays registered to your business under your billing, and everything we build in it stays with you.
Plenty of Google Ads reporting is designed to look impressive rather than be useful. Ours is built so you can answer one question without help: did this spend produce profitable business?
Reporting frequency and format are agreed during onboarding, and the underlying data always lives in an account you own.
A cross-section of the markets our clients sell into. Search behaviour, customer value and seasonality differ in every one of them, so the account structure does too.
These are commitments about our own process, not claims about anyone else's results.
digitalfadi is run by Fawad Hussain. You speak to the person managing your campaigns; there's no account manager relaying messages to a media buyer you never meet.
Fawad Hussain has spent five years inside Google Ads accounts, running campaigns for more than 100 businesses across the US, UK and Australia. That includes agency work and direct clients, some of them spending six figures a month. digitalfadi is the direct version of it: one platform, no SEO or social or website projects bolted on, and no account manager sitting between you and the person changing your bids. Twenty five accounts are live right now, across twelve sectors from HVAC and landscaping to skincare, SAAS and logistics.
Based in Pakistan, working across US, UK, Australian and European time zones, in English and Urdu. Top Rated Plus on Upwork with a 100% job success score.
Opinions, formed from working inside Google Ads accounts. You may disagree with some of them, and that's a useful conversation to have before we start.
If conversions aren't measured correctly, every optimisation afterwards is guesswork dressed up as data. We fix measurement first, even when it makes early reports look worse.
A small budget spread across Search, Shopping, PMax, Display and YouTube means none of them collect enough conversions for Smart Bidding to learn. Three, run well, beats eight run thinly.
Smart Bidding does the bid maths better than any human. What it can't do is fix a bad account structure, a broken conversion action or a landing page nobody converts on.
Your Google Ads account sits under your business and your billing. Keeping clients through account ownership rather than results isn't a business model we're interested in.
Week one is an account analysis and a tracking rebuild, not a campaign launch. Week two is structure and ad assets. From week three, changes go live in stages so early data stays readable and we avoid resetting learning unnecessarily.
You get a named point of contact, a weekly note on what changed, and a monthly review call. Nothing is done to your account that you can't see in your own dashboards.
Nothing unusual, but having these ready speeds up the first week considerably.
Years running Google Ads accounts, and nothing but Google Ads accounts.
Businesses served across the US, UK and Australia. 25 accounts live today.
Google Ads campaign types managed in-house.
Verified reviews left by clients on Upwork, where digitalfadi holds Top Rated Plus status and a 100% job success score.
He carried out a very detailed and data-driven audit of our Google Ads account and clearly went beyond a surface-level or checklist review. He identified several important areas for improvement and explained his recommendations clearly and practically. Highly recommended for anyone looking for a serious and in-depth Google Ads account analysis.Upwork review, account analysis
Fawad Hussain did an excellent job managing our Google Ads account. He was professional, responsive, and kept us updated throughout the process. His work helped improve the performance and organization of our campaigns, and we were very satisfied with the results.Upwork review, account management
Fawad did an excellent job setting up and troubleshooting our Google Ads and GA4 conversion tracking across multiple international stores. He successfully resolved our UK tracking issues, fixed the Canada purchase value tracking, and ensured everything was working correctly. I appreciated that he continued investigating issues until they were resolved rather than taking shortcuts.Upwork review, conversion tracking
The absolute easiest analytics & conversion specialist I've ever worked with. His communication skills & rapid response & delivery was exceptional. I never need another contractor.Upwork review, analytics and tracking
Awesome Google Ads Expert. Knows what he's doing and took my business to the next level. Helpful and very responsive. A gem amongst freelancers.Upwork review, campaign management
Fawad completed the Google Ads account audit quickly, and presented a professional report. Easy to collaborate with.Upwork review, account analysis
Great to work with and very responsive. Was able to suggest some Google ad account optimisations that have had a positive result.Upwork review, account optimisation
Very knowledgeable, professional and nice. We continue working with Fawad on other projects and any future projects.Upwork review, ongoing work
Filter by the campaign type that did the heavy lifting. Each one shows what was found in the account, what changed, and what moved as a result.
Broad match with almost no negatives meant the account paid for job applicants, competitor research and freight categories the company does not handle. We cut spend back to the terms that produced quotes and rebuilt the negative lists from twelve months of search query data.
Manufacturer titles, no product type taxonomy and a third of the catalogue disapproved on missing identifiers. Rewriting titles around how people actually search, then separating Shopping from Performance Max, made the account legible before a single bid changed.
With no brand exclusions, PMax absorbed existing demand and reported it as new business, while remarketing chased people who had bought that same week. Excluding brand terms and capping frequency showed what the account was genuinely adding.
Video ran on a single hero asset with no variation, so cost per view climbed as frequency rose. We moved to a monthly batch of short hooks, cut anything below the view rate threshold at day seven, and fed the survivors into Search remarketing.
Every call over fifteen seconds counted as a lead, including suppliers, recruiters and wrong numbers. Once calls were qualified against the booking system the true cost per job turned out to be far higher than reported, and bidding had been optimising towards noise.
Audience lists had no exclusion for people who had already signed, so budget reached tenants and recent applicants. Segmenting by tour booked and application started, then bidding only on the pre-tour stage, moved the money to people still deciding.
The six above are illustrative. They describe problems we genuinely find and the shape of the fix, with representative figures rather than audited client results. Named accounts and verified numbers replace them once clients have approved being quoted.
Six problems turn up often enough that we check for them before anything else. None are exotic, and every one of them costs money for as long as it goes unnoticed.
The same purchase firing from a hard-coded tag and a GA4 import, or a thank-you page counted on every refresh. Smart Bidding then optimises towards a number that was never real, and every report built on top of it inherits the error.
Brand terms convert cheaply and make an account look healthy, but most of those clicks were already yours for free. We separate brand from non-brand before judging anything, because averaging the two hides what the account is actually buying.
Left unrestricted, PMax absorbs existing demand and reports it as new business. Without brand exclusions and a channel-level breakdown there is no way to tell what it genuinely added.
Broad match is only as good as the negatives behind it. We pull the search terms report back as far as it goes and usually find whole categories of traffic nobody chose to pay for.
A newsletter signup and a signed contract weighted the same teaches the algorithm to chase whichever is easiest. Conversion values have to reflect what each action is actually worth to the business.
Manufacturer titles, missing attributes and stale availability decide Shopping performance long before bidding does. Most feed problems are invisible in the Ads interface and only show up in Merchant Center.
No setup fees and no hidden costs. Your Google Ads spend is paid directly to Google from your own account, never through us.
Not sure which fits? Start with the analysis: it tells both of us whether ongoing management is worth it.
Yes. Search, Shopping, Performance Max, YouTube, Display, Demand Gen, remarketing and Local Services Ads. We don't take on SEO, social media or website projects. If one of those is the real bottleneck we'll say so, then get on with the advertising.
It depends on your cost per conversion and what a customer is worth, not on a fixed rule. Practically, a budget needs to generate enough conversions monthly for Smart Bidding to learn and for you to make decisions from real data. We work that figure out with you rather than quoting a number blind.
Usually one to two weeks. Most of that is conversion tracking, account structure and ad assets. We could go faster, but launching before tracking is verified normally costs more than the time it saves.
Yes, and it's the more common starting point. We begin with an account analysis so improvements build on your existing conversion history rather than discarding it. Rebuilding from scratch resets learning, so we only do it when the structure genuinely can't be salvaged.
Yes. Google Ads conversion actions, GA4, Google Tag Manager, enhanced conversions, consent mode, call tracking and offline conversion imports from your CRM. If tracking is incomplete we fix it before changing campaigns.
Yes. Merchant Center and feed work, Shopping campaigns, Performance Max structured by margin, and dynamic remarketing, all managed to ROAS rather than clicks.
Yes. Search campaigns with tight negative keyword control, and lead quality tracked through to your CRM so bidding optimises on qualified enquiries rather than form fills.
Deliberately. Asset groups structured by product or service rather than dumped into one, brand traffic excluded where it inflates apparent performance, audience signals set from first-party data, and placement reporting extracted so you can see where impressions actually went.
Against a metric agreed before launch, normally cost per lead, cost per acquisition or ROAS. Google-reported conversions are cross-checked against your own CRM or order data, and where the two disagree we report the more conservative figure.
You do. It stays registered to your business under your billing, and every campaign, audience, ad and conversion action we build stays with you if we stop working together.
Yes. We hold Google Partner status, which Google reviews against ad spend, certification and account performance criteria. Partner status is verifiable in Google's public Partners directory, so you never have to take an agency's word for it.
We reply within one working day. If it looks like a fit, we'll suggest a short call to go through your accounts and numbers. If it doesn't, we'll say so and point you somewhere more useful.
Prefer to start with the paid $200 analysis? Mention it in the form and we'll send details rather than book a call first.
Send us read-only access and we'll come back with the specific campaigns, keywords and placements burning your budget, plus what we'd change first. No obligation, no slide deck.
Or email fawadgads@gmail.com · See pricing