Most businesses waste more than they make on Google Ads — not because the platform does not work, but because the management is wrong. At M’ai Digital, every campaign is managed personally by a CMO-level strategist. No juniors. No guesswork. No percentage-of-spend fees.
All Google Ads accounts at M’ai Digital are managed personally by Michael Say — 10+ years of CMO-level experience, 100+ brands across Singapore and Asia Pacific.
Google Ads (also called SEM — Search Engine Marketing) is a paid advertising platform that places your business at the top of Google search results when customers are actively searching for your product or service. Unlike organic SEO which builds over months, Google Ads delivers visibility from day one. M’ai Digital manages the full scope of Google Ads — Search, Display, Performance Max, Shopping, YouTube and Remarketing — all campaigns built, managed and reported on personally by Michael Say, a Singapore-based senior digital strategist with 10+ years of CMO-level experience.
The May 2026 Google Core Update and the simultaneous rollout of Google AI Mode changed how search results are displayed. For many queries, AI-generated answers now appear above traditional organic results — changing the visibility dynamics for businesses relying solely on organic rankings. For businesses running Google Ads, this creates a distinct opportunity: paid search positions sit above AI-generated answers on many queries, maintaining premium visibility regardless of organic changes. At the same time, AI Mode has introduced new ad formats within AI-generated responses — a developing area we monitor and test for relevant clients. The practical implication is not that one channel is more valuable than another — the right combination of Google Ads and organic strategy depends entirely on your business objectives, budget and timeline. What has changed is that each channel now operates in a more complex search environment, and managing them without understanding how they interact is a costly oversight. At M’ai Digital, Google Ads and SEO/GEO are managed with full awareness of how they complement each other — so your paid and organic strategy work together, not in silos.
Google Ads delivers leads and sales from day one of launch. Your business appears at the top of Google the moment someone searches for what you offer — and you only pay when they click. Done well, Google Ads is your most controllable, scalable and measurable marketing channel. You set the budget, define the audience, track every conversion and can pause or adjust at any time. It is marketing with full accountability — every dollar traced.
Immediate visibility — your business appears at the top of Google from the moment your campaign goes live
Every dollar of your ad spend is traceable. We never take a percentage of your media budget — our fee is fixed and separate
Conversion rate sustained over a 3-year Google Ads engagement — significantly above industry average for Singapore campaigns
Every campaign managed personally by Michael Say — no juniors, no templates, no handoffs
Campaign Strategy & Architecture
Campaign naming, structure, ad group organisation and objective-setting — built for your specific business goals, not a generic template
Keyword Research & Match Type Strategy
Comprehensive keyword mapping across exact, phrase and broad match types. Negative keyword list built and maintained from day one
Ad Copy Creation & Testing
Responsive search ads, display ads and Performance Max assets — written, tested and refined continuously for click-through and conversion performance
Bid Strategy & Budget Management
Manual and smart bidding strategies selected based on campaign maturity and objective. Budget pacing monitored daily — no end-of-month surprises
Conversion Tracking Setup
GA4, Google Tag Manager and conversion actions set up correctly from the start. Every lead, sale and call tracked and attributed accurately
Landing Page Performance Review
Ongoing assessment of where paid traffic lands — flagging poor conversion rates and recommending improvements before spend scales
Search Term Analysis & Negative Keywords
Weekly review of actual search terms triggering your ads — converting terms added as keywords, irrelevant terms added as negatives
Remarketing Campaigns
Audience lists built and remarketing campaigns configured — re-engaging visitors who did not convert on first visit
Performance Max Campaigns
PMax campaigns managed with correct asset groups, audience signals and exclusions — preventing Google from over-optimising for cheap, low-intent clicks
Monthly Performance Report
Delivered by the 10th of every month — impressions, clicks, CTR, CPC, conversions, cost per conversion, budget utilisation and next month’s plan
24/7 Live Reporting Dashboard
Real-time access to all Google Ads metrics — any time, any device, without waiting for a report
| Component | What It Covers |
|---|---|
| Campaign Strategy & Architecture | Campaign naming, structure, ad group organisation and objective-setting — built for your specific business goals, not a generic template |
| Keyword Research & Match Type Strategy | Comprehensive keyword mapping across exact, phrase and broad match types. Negative keyword list built and maintained from day one |
| Ad Copy Creation & Testing | Responsive search ads, display ads and Performance Max assets — written, tested and refined continuously for click-through and conversion performance |
| Bid Strategy & Budget Management | Manual and smart bidding strategies selected based on campaign maturity and objective. Budget pacing monitored daily — no end-of-month surprises |
| Conversion Tracking Setup | GA4, Google Tag Manager and conversion actions set up correctly from the start. Every lead, sale and call tracked and attributed accurately |
| Landing Page Performance Review | Ongoing assessment of where paid traffic lands — flagging poor conversion rates and recommending improvements before spend scales |
| Search Term Analysis & Negative Keywords | Weekly review of actual search terms triggering your ads — converting terms added as keywords, irrelevant terms added as negatives |
| Remarketing Campaigns | Audience lists built and remarketing campaigns configured — re-engaging visitors who did not convert on first visit |
| Performance Max Campaigns | PMax campaigns managed with correct asset groups, audience signals and exclusions — preventing Google from over-optimising for cheap, low-intent clicks |
| Monthly Performance Report | Delivered by the 10th of every month — impressions, clicks, CTR, CPC, conversions, cost per conversion, budget utilisation and next month’s plan |
| 24/7 Live Reporting Dashboard | Real-time access to all Google Ads metrics — any time, any device, without waiting for a report |
We start by understanding your business goals, target audience, competitors and current marketing performance. We audit any existing Google Ads account — identifying wasted spend, missed opportunities and structural issues. You receive an honest assessment before any campaign goes live.
Campaign structure built from the ground up — naming, ad group organisation, keyword strategy by match type, negative keyword lists, ad copy creation and conversion tracking implementation. Every element built for performance, not aesthetics.
Campaigns launch and enter the learning phase — Google’s algorithm needs data to optimise bidding and targeting. We monitor daily, making manual adjustments and flagging any policy or performance issues immediately. All visible in your live dashboard in real time.
Once learning is complete, we optimise aggressively — converting search terms added as exact match, irrelevant terms added as negatives, bid strategies refined, ad copy A/B tested, what works scaled and what does not cut.
By the 10th of every month: comprehensive report covering impressions, clicks, CTR, CPC, conversions, cost per conversion and budget utilisation. Quarterly deeper strategy review — priorities refreshed, market changes addressed.
Your ad spend goes directly from your account to Google. We never take a percentage of your media budget or hold your ad dollars. Our fee is a fixed management fee — separate, transparent and never tied to your spend. You always know exactly where your money is going.
Michael manages every Google Ads account personally. 10+ years of CMO-level experience across Google Search, Display, Performance Max, YouTube, Shopping and Remarketing. Every campaign strategy decision comes from someone who understands your business — not someone following a playbook.
Too many agencies run Google Ads without proper conversion tracking — meaning they cannot tell you if the campaigns are actually generating leads or sales. We set up GA4, Google Tag Manager and conversion actions correctly from the start. Every click is traceable.
Unlike SEO which has outsourced delivery costs, Google Ads management is handled entirely by Michael at zero additional delivery cost. Every dollar of your management fee goes directly into senior expertise applied to your account — not split between Michael and outsourced labour.
Google Ads policy violations can suspend your account overnight. We stay rigorously compliant — particularly for healthcare, finance and education clients where Google’s policies are most restrictive. We check before launching, not after.
Your live reporting dashboard shows your Google Ads metrics — impressions, clicks, conversions and spend — updated daily. Log in any time and see exactly how your budget is performing without waiting for a monthly report.
Tourism
Six-figure online sales generated through Google Ads. Multi-year partnership built on consistent performance.
Medical Clinic
Consistent 2-digit monthly enquiries for 2–3 years through sustained Google Ads management.
Healthcare
Conversion rate consistently above 5% — sustained over a 3-year engagement. Significantly above industry average.
| Client | Google Ads Results |
|---|---|
| Tourism | Six-figure online sales generated through Google Ads. Multi-year partnership built on consistent performance. |
| Medical Clinic | Consistent 2-digit monthly enquiries for 2–3 years through sustained Google Ads management. |
| Healthcare | Conversion rate consistently above 5% — sustained over a 3-year engagement. Significantly above industry average. |
- Broad match keywords with no negative keyword list — your budget is consumed by irrelevant searches
- Conversion tracking not set up — nobody can tell if clicks are turning into leads or sales
- Traffic sent to a generic homepage instead of a conversion-optimised landing page
- Campaigns built by a junior or a generalist who does not understand your industry or buying cycle
- Smart campaigns or auto-applied recommendations left on — Google optimising for its own revenue, not yours
You own your Google Ads account — and you always will. M’ai Digital works directly inside your account, so every campaign, every keyword, and every dollar spent is visible to you at any time, without asking.
No third-party dashboards. No screenshots in a PDF. No waiting until the end of the month to find out where your budget went. Log into Google Ads any time and see exactly what’s running, what it’s costing, and what it’s returning — in real time, straight from the source.
This is what transparency looks like: your agency working inside your account, not around it.
100% Transparent Spend — We Never Touch Your Media Budget
Your ad spend goes directly to Google from your account. We never take a percentage of your media budget. Our fee is a fixed management fee — separate, transparent and never tied to your spend.
Michael Manages Every Account — Not a Junior
The person who pitches you is the person who manages your account. 10+ years CMO-level experience across Search, Display, Performance Max, YouTube, Shopping and Remarketing. Every decision from him directly.
Conversion Tracking Done Properly from Day One
Too many agencies run Google Ads without proper conversion tracking — meaning nobody can tell if clicks are turning into leads. We set up GA4, Google Tag Manager and conversion actions correctly from the start.
Zero Delivery Cost = Maximum Value
Google Ads management is handled entirely by Michael at zero additional delivery cost. Every dollar of your management fee goes directly into senior expertise applied to your account — not split with outsourced labour.
Policy Compliance — We Do Not Take Shortcuts
Google Ads policy violations can suspend your account overnight. We stay rigorously compliant — particularly for healthcare, finance and education clients where Google’s policies are most restrictive.
Real-Time Dashboard — Full Transparency Always
Underconfigured smart campaigns give Google too much control with too little signal — wasted spend
| Differentiator | What It Means for You |
|---|---|
| 100% Transparent Spend — We Never Touch Your Media Budget | Your ad spend goes directly to Google from your account. We never take a percentage of your media budget. Our fee is a fixed management fee — separate, transparent and never tied to your spend. |
| Michael Manages Every Account — Not a Junior | The person who pitches you is the person who manages your account. 10+ years CMO-level experience across Search, Display, Performance Max, YouTube, Shopping and Remarketing. Every decision from him directly. |
| Conversion Tracking Done Properly from Day One | Too many agencies run Google Ads without proper conversion tracking — meaning nobody can tell if clicks are turning into leads. We set up GA4, Google Tag Manager and conversion actions correctly from the start. |
| Zero Delivery Cost = Maximum Value | Google Ads management is handled entirely by Michael at zero additional delivery cost. Every dollar of your management fee goes directly into senior expertise applied to your account — not split with outsourced labour. |
| Policy Compliance — We Do Not Take Shortcuts | Google Ads policy violations can suspend your account overnight. We stay rigorously compliant — particularly for healthcare, finance and education clients where Google’s policies are most restrictive. |
| Real-Time Dashboard — Full Transparency Always | Underconfigured smart campaigns give Google too much control with too little signal — wasted spend |
Google Ads is one of the most powerful lead generation tools available — but it is also one of the easiest to waste money on when managed incorrectly. If you have run Google Ads before and felt underwhelmed by the results, there is almost always a specific reason why.
Broad match keywords with no negatives
Budget consumed by irrelevant searches — you pay for clicks from people who will never buy from you
Category-specific keyword strategy by match type. Negative keyword list built from day one and reviewed weekly
Conversion tracking not set up
Nobody can tell if clicks are turning into leads or sales — you are flying blind
GA4, Google Tag Manager and conversion actions set up correctly before launch. Every click traceable from day one
Traffic sent to the homepage
Generic pages do not convert paid traffic. Visitors land with no clear path to action
Landing page performance reviewed at setup. We flag poor converters and recommend specific improvements before scaling spend
Campaigns built by a junior or generalist
No understanding of your industry, buying cycle or customer psychology — campaigns built from templates
Michael personally builds every campaign structure. 10+ years CMO-level experience across 20+ industries
Auto-applied recommendations left on
Google optimises for its own revenue — broadening targeting, inflating impressions and consuming budget on low-intent traffic
Auto-apply turned off on every account. Every recommendation reviewed manually before any change is made
Smart campaigns without proper setup
Underconfigured smart campaigns give Google too much control with too little signal — wasted spend
Performance Max managed with correct asset groups, audience signals and exclusions set from the start
Before we take on any Google Ads account, we conduct a full audit and show you exactly where your previous spend went and what we will do differently. No obligation. No spin.
These results were delivered personally by Michael Say across his 10+ year career in digital marketing — for clients in tourism, healthcare and professional services across Singapore.
Tourism (Singapore)
Six-figure online sales generated through Google Ads. Multi-year partnership built on consistent performance.
Medical Clinic (Singapore)
Consistent double-digit monthly enquiries sustained over 2–3 years through ongoing Google Ads management.
Healthcare (Singapore)
Conversion rate consistently above 5% — sustained over a 3-year engagement. Significantly above industry average for Singapore healthcare campaigns.
| Industry | Google Ads Results Delivered |
|---|---|
| Tourism (Singapore) | Six-figure online sales generated through Google Ads. Multi-year partnership built on consistent performance. |
| Medical Clinic (Singapore) | Consistent double-digit monthly enquiries sustained over 2–3 years through ongoing Google Ads management. |
| Healthcare (Singapore) | Conversion rate consistently above 5% — sustained over a 3-year engagement. Significantly above industry average for Singapore healthcare campaigns. |
Google Ads is a powerful lead generation tool — but it works best for specific business situations. Here is an honest
assessment to help you decide if it is the right investment for your business right now.
You need leads or sales now — Google Ads delivers results from day one of launch
Your product or service has very low search volume in Singapore — not enough demand to target cost-effectively
You have a product or service that people actively search for on Google
Your average transaction value is very low — the economics of paid clicks may not work for your margin
You have a realistic monthly ad spend budget of at least SGD $1,000–$1,500
You are not willing to invest in a proper landing page — sending paid traffic to a generic homepage wastes budget
You want to test new markets or offers quickly before committing to long-term strategies
You want brand awareness without conversion focus — there are more cost-effective channels for pure awareness
You have tried Google Ads before but felt the results did not justify the spend — and suspect poor management was the issue
—
You want full transparency on where every dollar of your budget is going
—
| Google Ads Is Right for You If… | Google Ads Is Probably Not Right for You If… |
|---|---|
| You need leads or sales now — Google Ads delivers results from day one of launch | Your product or service has very low search volume in Singapore — not enough demand to target cost-effectively |
| You have a product or service that people actively search for on Google | Your average transaction value is very low — the economics of paid clicks may not work for your margin |
| You have a realistic monthly ad spend budget of at least SGD $1,000–$1,500 | You are not willing to invest in a proper landing page — sending paid traffic to a generic homepage wastes budget |
| You want to test new markets or offers quickly before committing to long-term strategies | You want brand awareness without conversion focus — there are more cost-effective channels for pure awareness |
| You have tried Google Ads before but felt the results did not justify the spend — and suspect poor management was the issue | — |
| You want full transparency on where every dollar of your budget is going | — |
FAQ's
No — your ad spend goes directly to Google and is billed to your account separately from our management fee. This is standard practice and means 100% of your ad budget goes to Google — we never take a cut of your media spend.
We recommend a minimum of SGD $1,000 per month in ad spend for Singapore campaigns. Below this level, campaigns often struggle to exit Google’s learning phase and generate enough conversion data to optimise meaningfully. The right budget depends on your industry, competition and goals — we will give you a specific recommendation during your free audit.
Google Ads can generate leads or sales from day one of launch. However, the first 1–2 months is a learning phase — campaigns need time to gather data and optimise bidding. Consistent, predictable results typically stabilise from month 3 onwards. Unlike SEO, Google Ads results are immediate — but require ongoing management and spend to maintain.
We manage Search Ads, Display Ads, Performance Max, YouTube and Video Ads, Shopping Ads and Remarketing campaigns across all formats available in Google Ads. The right mix depends on your business objectives and budget — we recommend the appropriate combination at the strategy stage.
A one-time setup fee applies to new Google Ads engagements. This covers full campaign architecture, keyword research, ad copy creation, audience setup and conversion tracking. Clients on a 12-month annual contract have the setup fee waived and receive a 5% discount on the total management fee for the year.
Book a free Google Ads Audit via our contact page. We will review your current account (or discuss a fresh setup if you are starting from scratch), identify the biggest opportunities and give you an honest assessment of what Google Ads can realistically deliver for your business.