Google Ads specialists with MCC account. Server-side API and offline conversion tracking via sGTM. Purposefully underreport conversion values by dividing by 2.
Google Ads
Overview
Google Ads is our primary paid media platform for driving high-intent leads and sales for clients. As Google Ads specialists, we manage multiple client accounts through our MCC (My Client Center) account, currently overseeing £222,941.20 in annual ad spend across 9 client accounts with 1.8M+ impressions and 71k+ clicks in 2025.
Our approach emphasizes technical precision:
- Server-side API integration and offline conversion tracking via sGTM
- Purposeful value underreporting (dividing by 2) to optimize for volume over value
- Precise keyword targeting (phrase/exact match only, no broad match)
- Strategic campaign types (PMAX for ecommerce only, standard search for lead gen)
We use n8n workflows to automate offline conversion uploads (phone calls) and are expanding our API automation capabilities with MCC scripts for reporting, anomaly detection, and broken link checking.
Account Structure
MCC Account: Pacing.Agency (This manager) - 552-422-5300
We are Google Ads specialists managing multiple client accounts through our MCC (My Client Center) account.
Managed Accounts (2025 Performance)
| Account Name | Account ID | Impressions | Clicks | CTR | Avg CPC | Cost | Conversions | Conv. Rate |
|---|---|---|---|---|---|---|---|---|
| Aqualona Products Ltd | 933-696-2547 | 620,055 | 8,528 | 1.38% | £0.52 | £4,421.63 | 233.00 | 2.10% |
| Breaking Barriers | 856-527-8408 | 92,106 | 8,787 | 9.54% | US$10.26 | US$90,139.52 | 6,991.00 | 79.56% |
| FE FUNDINFO LIMITED | 593-199-7660 | 470,187 | 35,289 | 7.51% | £2.22 | £78,316.43 | 341.66 | 0.97% |
| Hear Me London | 546-056-4937 | 32,025 | 1,614 | 5.04% | £1.13 | £1,821.51 | 0.00 | 0.00% |
| MTL - Max The Locksmith | 303-500-9600 | 560,321 | 13,825 | 2.47% | £4.57 | £63,184.00 | 1,148.50 | 7.02% |
| Pacing.Agency Ltd | 490-219-0735 | 10 | 1 | 10.00% | £3.94 | £3.94 | 0.00 | 0.00% |
| Sector7 | 708-888-7703 | 0 | 0 | — | — | US$0.00 | 0.00 | 0.00% |
| Socratic Tutoring | 252-126-5129 | 4,264 | 92 | 2.16% | US$16.50 | US$1,517.59 | 31.00 | 33.70% |
| SteveBurns.Coach Limited (TTL) | 395-007-2834 | 57,684 | 3,442 | 5.97% | £1.71 | £5,869.66 | 104.00 | 3.02% |
| Total | 9 Accounts | 1,836,652 | 71,578 | 3.90% | — | £222,941.20 | 8,849.16 | 11.54% |
Data represents full year 2025 performance at top level
Our Approach & Philosophy
Conversion Tracking Strategy
We believe strongly that well-connected conversions via server-side API and offline conversions is the best way to produce results. Our approach includes:
- Server-side API integration: Properly integrating all Google data sources
- Consent Mode: Full implementation for privacy-compliant tracking
- Offline conversion tracking: For phone calls and other offline actions
- Value underreporting: Purposefully underreport conversion values to Google by dividing by 2 to optimize for volume over value
Keyword Match Types
- No broad match: We don't use broad match (basically ever)
- Phrase and exact match only: Focus on precise targeting with phrase or exact match keywords
Campaign Types
- Performance Max (PMAX): We only believe in using PMAX for ecommerce
- Standard search campaigns: Used for lead generation and other non-ecommerce objectives
Current Use
- Conversion ID:
17079344453. - Label lookup maps
lead_form_submit→_s7WCJf7mscaEMW6iNA_. - Conversion Linker enabled (web and server).
- Traffic routed through sGTM; GA4 client feeds server tag.
- Offline conversion tracking for phone calls via n8n workflows.
n8n Automations
Offline Conversion Upload
Two active workflows upload offline conversions to Google Ads for call-based conversions:
| Workflow | ID | Purpose |
|---|---|---|
| Google Ads Offline Conversion - CALL | lvWrOkP2lyFnVbQV | Uploads call conversions to Google Ads |
| Google Ads Offline Conversion - CALL NON-CL | kFpW5Ahu63kGfrSL | Uploads call conversions (non-CircleLoop) to Google Ads |
How it works:
- Trigger: Google Sheets row update when "Ready To Send To Google?" column is set to
true - Data Source: Google Sheets containing processed call data (from Twilio call processing workflows)
- Upload: Calls Google Ads API
uploadCallConversionsendpoint - Customer ID:
3035009600 - Conversion Data: Includes call details, conversion value, conversion date/time, caller ID, and conversion action
Integration Flow:
- Twilio call data → n8n call processing workflow → Google Sheets → n8n offline conversion workflow → Google Ads API
Workflow Tags: MTL (client assignment)
Benefits:
- Tracks phone call conversions that don't happen on website
- Attributes offline conversions to Google Ads campaigns
- Improves conversion tracking accuracy for call-based leads
- Automates conversion upload process
See tools/n8n.md for complete workflow documentation and tools/twilio.md for call processing details.
API Access & Automation
Current Status
- API Access Level: Basic access (applying for standard access)
- Goal: Scrape all account info via the API once standard access is granted
Planned MCC Scripts
We need to spend time investigating MCC Google Ads scripts for:
- Reporting: Automated performance reporting across all managed accounts
- Anomaly Management: Detection and alerting for unusual performance patterns
- Broken Link Checking: Automated detection of broken links in ads and landing pages
Implementation Plan:
- Research MCC script capabilities and best practices
- Develop scripts for cross-account reporting
- Build anomaly detection workflows
- Create automated broken link monitoring
Problematic Settings Documentation
We need to create a separate detailed overview of individual settings that often cause problems. This will include:
- Common misconfigurations that impact performance
- Settings that affect conversion tracking accuracy
- Account-level settings that can cause issues across campaigns
- Campaign and ad group settings that frequently need adjustment
This documentation will be added as we identify and document specific problematic settings.
Dependencies
- Termly consent; ensure Consent Mode active.
- Event coverage: lead/demo form submits currently mapped; others GA-only.
- n8n workflows for offline conversion tracking.
- Google Ads API access (currently basic, applying for standard)
TODO
- Confirm additional conversion labels and events (demo, newsletter if needed).
- Verify Consent Mode signalling to Ads.
- Apply for and obtain standard Google Ads API access
- Research and develop MCC scripts for reporting
- Research and develop MCC scripts for anomaly management
- Research and develop MCC scripts for broken link checking
- Create detailed documentation of problematic settings
- Document API integration patterns for server-side conversion tracking
Note Context
Importance Rating: Critical - Core advertising platform managing £222k+ annual ad spend across 9 client accounts
Focus Areas for Note:
- Emphasize our role as Google Ads specialists with MCC account management
- Highlight our conversion tracking philosophy (server-side API, offline conversions, value underreporting by dividing by 2)
- Include key operational preferences: phrase/exact match only, PMAX for ecommerce only
- Note current API access status (basic, applying for standard) and planned MCC scripts
- Reference 2025 performance data showing scale (1.8M+ impressions, 71k+ clicks, £222k spend)
- Mention n8n workflows for offline conversion tracking
- Include plans for problematic settings documentation
Additional Context:
- This is an active, critical tool with significant spend and multiple client accounts
- Focus on current state and near-term plans (MCC scripts, API access upgrade)
- The "problematic settings" documentation is a planned future addition, not yet created