Paid ads, run to a published standard.
Skayze manages Google and Meta advertising for small businesses under six operating rules, published in full below. Each rule states what it costs you, because a method with no downside is a method being sold to you. Every change we make in an account is written down, and you keep the record.
The operating standard
Six rules · each with what it costs youEvery account Skayze manages runs under these six rules. Each is published with its price, because a rule you can read and check is worth more than a promise.
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01
One keyword per ad group. If the ad can’t say back the words they searched, it doesn’t run.
What it costs youDays of build time instead of an afternoon. Nothing else.
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02
One variable changes at a time. Change two and you’ve learned nothing.
What it costs youSlower to a winner. Then you know which change made it win.
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03
Volume settles a test, not taste. We run enough creative to find the winner, whichever one it turns out to be.
What it costs youWe will run work you wouldn’t have picked, and sometimes it beats the work you would.
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04
A campaign that can’t pay for itself gets killed, not optimised.
What it costs youYou’ll watch spend stop mid-month. That’s the standard doing its job.
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05
Every change is written down in plain English, with what it cost.
What it costs youYou get the bad weeks in writing too. We don’t get to edit them later.
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06
No number goes on this page that we can’t back with the account it came from. Which is why there are none on it yet.
What it costs youOn request we walk through redacted account screenshots.
Rule 01, applied.
Fig. 01 · search term → ad group → headlineThe common build pools many keywords into a few broad ad groups, so a search for “emergency plumber dallas” can trigger an ad written for drain cleaning. Google reads that mismatch as low relevance, scores the ad down, and charges more per click for the same position. One ad group per keyword takes days to build instead of an afternoon, and it is why the ad can say back the exact words the customer typed.
- Drawing
- Search account structure
- Method
- One variable per test
- Built in
- Dallas, TX
- Revision
- 01
The ledger
Rule 05 in practice · kept weeklyEvery client holds the log for their own account, kept in plain English: what was done, why, and what it cost. Bad weeks are entered in the same hand as good ones, and nothing is edited after the fact.
Rebuilt the search campaign from three broad ad groups into single-keyword ad groups, one per term the account has actually matched.
The old structure could not tell which search term was earning the clicks.
Four working days of build time before anything new ran.
Moved budget from the Meta prospecting ad set to the retargeting ad set, and changed nothing else.
With one change in play, whatever moves next week has a cause.
Every other planned change waited in queue for a week.
Reverted the ad we recommended in the headline test and reinstated the original.
Our variant lost to the client’s original in its own test.
Two weeks of spend went to the losing headline, on our recommendation.
Killed the weekend search campaign outright instead of trimming its budget a third time.
It had not paid for itself in any full week since launch.
Spend stopped mid-month and the account’s click volume dropped with it.
Scale your business.
The standard is published above. Read it, then take it to the agency you have now and ask them to work under it. If the answer is no, book a call and we will walk through how an account gets built and what it will cost you to build it.