Powell Street Media · Ads optimization
Make every
ad dollar work.
I find where your Google and Meta budget is leaking, then fix it. Start with a flat-fee audit: every fix ranked by impact, in 5 business days, from $400. Run it yourself, or hand it to me.
Where I've worked
How it works
Audit first.
Then you decide.
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01 · Audit
I go through tracking, targeting, budget and creative, line by line.
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02 · Fix list
A written report that says what to fix first.
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03 · You choose
Do it yourselfDone for you
Either way, nothing commits you to more.
What you get
A report you
can act on.
- 1Conversion tracking counts page views as leadsFix High
- 2Spend going to search terms that never convertFix High
- 3Clicks landing on the homepage, not the booking pageFix Med
- 4Bidding set up for clicks, not booked jobsFix Med
- 5Ad copy untested in nine monthsFix Low
Every report covers what's working, where the budget is leaking and a fix list ranked by impact. Pick the size that matches your account.
One ad account spending under $5,000 a month. Most Ad Grant accounts and smaller Meta accounts fit here.
Accounts spending $5,000+ a month, multiple accounts or locations, or a deeper look at conversion tracking.
Every audit: 5 business days · Read-only access or data exports · Nothing due until it's delivered
Ongoing work: Ad creative and copywriting included · No long contract
Not sure which size you are? Tell me on the form and I'll confirm before I start.
01 · For nonprofits
Google Ad Grants Spend all $10,000. Keep it every month.
Google gives eligible nonprofits $10,000 a month in free search ads. Most use a fraction of it, and some lose it over compliance. I fix both, and point the clicks at people who donate, volunteer and sign up.
What changes when it's fixed
- More of the grant gets used. Conversion tracking set up to Google's rules lets the account move to Maximize Conversions, which lifts the grant's $2-per-click cap.
- Clicks turn into supporters. Traffic goes to your donate, volunteer and sign-up pages, and those actions get counted.
- The grant stays yours. Regular checks against every Google rule, so a warning never turns into a suspension.
How I target
Donors, volunteers and the people you serve each get their own campaign, keywords, ads and landing page, so every click lands somewhere it can convert.
Your service area and donor regions, targeted by where people are rather than what they browse, so the grant isn't spent on clicks you can't use.
Specific, multi-word keyword sets built to clear Google's 5% click-through minimum, with negatives for job seekers, freebie searches and look-alike causes.
Site visitors and relevant interest segments layered on in observation mode, so the account learns who is most likely to give, volunteer or sign up.
Do it yourselfMost people start here
The Ad Grant audit From$400Every fix your grant needs, ranked by impact and spelled out step by step. Yours to keep.
- Compliance check against Google's grant rules: the 5% click-through minimum, single-word keywords, low Quality Scores and required account structure
- Where your unspent budget is going, and why, from bidding to keyword reach
- Whether clicks land on your donate and volunteer pages, not just the homepage
- Conversion tracking in Google Ads and GA4 that counts donations and sign-ups, not page views
Done for you
Year-End Giving Sprint From$1,750I make the fixes and run your grant through December 31, timed for Giving Tuesday.
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- Daily optimization recommendations
- Pacing analysis on the 1st, 15th and last day of the month
- Compliance monitoring against every grant rule
- New ad copy tested every month
After the sprint, or instead of it, monthly management is available, priced on a call.
An October audit leaves time to fix the account before Giving Tuesday on December 1.
Recent nonprofit client
Same free grant. More people at the donate page.
56%more donate page visits from Google Ad Grant traffic
- The problem
Grant spend slipped this summer, and clicks were landing on pages that couldn't convert.
- What I did
Rebuilt the strategy around what supporters search for and sent the clicks to the pages that matter.
- What happened
The grant was back near full budget the next month, with more people reaching the donate page.
02 · For small businesses
Meta Ads Pay to reach buyers. Not everyone.
Most small-business Meta accounts aren't short on budget. They're short on setup: a pixel that misses sales, audiences that are too broad and every placement switched on. I fix all three, so your budget follows the people who actually buy.
- 01TrackingThe pixel counts every sale and lead
- 02AudiencesBuilt around your best customers
- 03PlacementsSpend goes where buyers are
- 04ResultsLower cost per result, more leads and sales
Do it yourselfMost people start here
The Meta Ads audit From$400Your pixel, audiences, placements and creative, with every fix ranked by impact. Yours to keep.
- Pixel and Conversions API health in Events Manager: missing or duplicate events and match quality
- Audiences that are too broad or overlapping, and how Advantage+ is set up
- Placements spending on low-quality inventory
- Creative fatigue and frequency: what's tired, what's working and what to test next
Done for you
Monthly optimization From$1,500/moI make the fixes, rebuild your campaigns around leads or sales and run them every month.
- Fresh ad creative and copy, tested every month
- Pixel and Conversions API kept clean, so every lead and sale counts
- Audiences set by hand, and spend focused on the 4 to 6 placements where your buyers are
- A plain-English report on cost per result and sales
Not sure which fits? Book a free 20-minute call.
Recent Meta Ads client
Working with me over the last 12 months, a recent client saw their ad results turn around.
More visits. Lower cost. Same budget.
87%lower cost per website visit
Last 12 months vs. the 12 months before
- The problem
The ads reached plenty of people, but very few of them made it to the website.
- What I did
Fixed the tracking, set audiences by hand and cut spend to the placements where buyers actually were.
- What happened
Website visits climbed 761% while the budget barely moved, and a new vehicle-donation campaign brought in 262% more revenue.
Want numbers like these?
Get an audit03 · For businesses
Google Ads Pay for searches that turn into customers.
If your Google Ads spend keeps going up and the phone isn't ringing more, something in the account is working against you. The audit finds it.
What changes when it's fixed
- Wrong searches stop costing you. Negative keywords and tighter match types keep out the clicks that were never going to buy.
- Bids follow real leads. Smart Bidding optimizes for leads instead of clicks.
- Every lead gets counted. Tracking that records calls and bookings, so the budget stays the same and more of it reaches customers.
An Ad Grant runs inside a regular Google Ads account under tighter rules than a paid one, so the same tools and scripts behind the nonprofit results above are what I bring to your account.
How I target
Searches like "near me", emergency and pricing split from research searches, with budget weighted to the ones that turn into calls and bookings.
Radius targeting around each location you serve, and bids that follow the hours someone is there to answer the phone.
Site visitors and, where Google allows it, your customer list, used to bid up on likely buyers and leave out people who already bought.
Negative keywords and exclusions for job seekers, DIY searches, out-of-area traffic and placements that never convert.
Do it yourselfMost people start here
The Google Ads audit From$400Wasted spend, bidding, tracking and landing pages, with the fixes in order of impact. Yours to keep.
- Wasted spend in your search terms report, and the match types and missing negatives letting it in
- Bidding strategy and budget split, including impression share lost to budget or ad rank
- Whether conversion tracking (Google Ads, GA4, enhanced conversions) counts real leads like calls, forms and bookings, or just page views
- Ads, assets, Quality Score, landing pages and any Performance Max campaigns, with a written plan ranked by impact
Done for you
Campaign build + automation From$3,500A one-time project. I rebuild your campaigns and install my automation, so the account stops depending on someone remembering to log in.
- Campaigns rebuilt around the searches that become customers
- Pacing scripts that hold daily spend to target
- Performance alerts, plus ad tests that retire weak copy
- Conversion tracking you can trust
Ongoing management after the build is quoted on a call.
The toolkit
Built on live accounts.
Running on day one.
No ramp-up, and no building from scratch on your budget. Every Done for you plan runs on my own system: automation scripts and AI-assisted Meta Ads workflows I've built and sharpened over two years of live campaigns, checking real accounts every day. It plugs straight into your account and goes to work on day one. I set the strategy and approve every change, and the system makes sure nothing slips through.
- Pacing check: 98% of daily targetOK
- Budget moved +12% to the top converting campaignShift
- Click-through rate down 31% in one ad groupFlag
- Copy test: variant B ahead after 1,200 impressionsTest
Keep Google Ads and Ad Grant spend on target every day, and move budget toward the campaigns that convert.
Daily checks flag drops in clicks, conversions or spend before they cost you a month. Ad variations are measured, so the weak ones retire.
Keyword and audience frameworks refined on live accounts, then adapted to your market and goals.
Audience and creative analysis that turns your account data into the next round of tests. I review every recommendation before anything changes.
Works with Google Ad Grants, Google Ads and Meta Ads.
Get started
Two ways
to start.
Talk it through first, or send a few details and I'll confirm the right audit within one business day. Either way, no obligation.
01Talk first
Not sure which audit fits? Walk me through what you're running and what isn't working, and leave knowing what's worth fixing first.
Book a callPrefer email? bryce@powellstreetmedia.com
02Request an audit
Questions
Your email offered a free one-page plan. How do I get it?
Just reply to that email, or send the form below and mention it in the notes. You get the first three changes I'd make to your account, free, with no obligation to buy the audit.
What does the audit actually give me?
A written report on your account. It opens with an account health score and an estimate of how much budget is at risk each month. Then come the findings across tracking, targeting, budget and creative, ranked by impact from high to low. Every fix is spelled out step by step, so whoever runs the account knows what to do first and how to do it. The report is yours to keep, whatever you decide next.
What happens after the audit?
That's up to you. Plenty of teams take the fix list and work through it themselves, or hand it to their agency or a new hire. You don't need me for any of it, and nothing commits you to more.
If you'd rather not do it alone, you can move on to working with Powell Street. I put the fixes into the account and set up my automation, then keep an eye on performance month to month. Google and Ad Grant accounts get daily optimization recommendations and a pacing check on the 1st, 15th and last day of each month. Meta accounts get a monthly report on cost per result and sales. Stay for as long as it's useful. The Year-End Giving Sprint for Ad Grants starts at $1,750, a Google Ads campaign build with automation starts at $3,500, and Meta management starts at $1,500 a month. For ongoing Google and Ad Grant management, the monthly price is set on a call, once the account's needs are clear.
Some agencies audit Ad Grants for free. Why pay $400?
A free audit is often the first step of a management pitch, paid back as a monthly fee or a cut of your grant spend. Mine is a flat fee with no contract after it. You get a written fix list you can hand to anyone, including your own team, and you never have to hire me to use it.
What do you need from me?
Either read-only access to your ad account, historical data exports (campaign, search term and conversion reports), or both. Access gives the fullest picture, but exports work if you'd rather not share a login. You keep full ownership, and nothing in the account changes during the audit.
What does read-only access mean?
In Google Ads you add my email as a user with read-only access. In Meta you add me in Business Settings with view-performance access to the ad account. Either way I can see everything and change nothing, and you can remove me whenever you like.
Is my Ad Grant at risk of being suspended?
Google can deactivate a grant after two months in a row under the 5% click-through minimum. It also checks for single-word keywords, keywords with a Quality Score of 1 or 2, missing conversion tracking and a minimum account structure. The audit checks every one of these and flags what to fix first. If your grant is already paused, the fix list covers what needs to change before you ask Google to reactivate it.
We already have an agency or someone in-house. Is this still useful?
Yes. Think of it as an outside second opinion. The fix list is written so whoever runs the account can act on it, and nothing changes in the account while I look.
We're about to hire an in-house ads person. Is this still worth it?
That's one of the best times for it. Your new hire starts with a written read on what's working and what's leaking instead of spending their first month figuring it out, and you get numbers to measure them against.
Is it $400 or $750?
$400 for one account spending under $5,000 a month. $750 for accounts spending more, multiple accounts or locations, or a deeper conversion-tracking review. I confirm the size before I start.
How does payment work?
Nothing up front. Send the request form and I reply within one business day to confirm the scope. The 5 business days start once your access or data are in. Your QuickBooks invoice arrives with the finished report and is due within 7 days of delivery. It comes by email with everything you need to pay it, so it's easy to settle the same day you read the report. The fixes are worth the most in the first few weeks, so the sooner it's settled, the sooner work on them can start if you'd like my help. For ongoing monthly work, each month's invoice is due within 30 days.
What do I see while you're running my account?
For Google Ads and Ad Grant accounts, you get daily optimization recommendations, plus a pacing analysis on the 1st, 15th and last day of every month showing spend against target, what changed and what needs fixing next. Meta accounts get a monthly report on cost per result and sales.
Who does the work?
I do, start to finish. No account managers and no hand-offs.