Google Ads · Google Partner
Google Ads, paid per conversion.
Search, Shopping, Performance Max, Demand Gen and YouTube — built, funded and optimised by LeadPlay on a Google Partner account, and billed to you only for conversions you can verify.
What we run
Google Ads campaigns we build and fund.
- 01
Search
Intent-led account structures, responsive search ads with asset testing, and negative-keyword sculpting that keeps every click accountable to the agreed price per conversion.
- 02
Shopping & feeds
Merchant Center hygiene, feed enrichment and supplemental feeds so Shopping and Performance Max can prioritise the SKUs that convert at margin.
- 03
Performance Max
Asset groups built around product and audience signals, brand-term exclusions by default, and search-term reporting that tells us what is actually working.
- 04
Demand Gen & YouTube
Video action and Demand Gen campaigns that feed the funnel from Discover, Gmail and YouTube, measured on the same conversion definition as search.
The mechanics
How Google Ads becomes pay-per-conversion
The platform does not change the model. These are the four things we put in place so that every Google Ads conversion we invoice is real, verified and incremental.
See the full process- 01
Tracking that matches the business goal
GA4, Enhanced Conversions, offline conversion imports and Consent Mode v2 are set up or audited so the signal we optimise to is the conversion you pay for — not a proxy.
- 02
Bidding aligned to the agreed price
Target CPA and target ROAS strategies are tuned to the price per conversion we agreed, with portfolio-level guardrails so efficiency never drifts.
- 03
Incrementality by design
Brand terms and existing customers are excluded unless we agree otherwise, so the conversions we invoice are new demand we created — not demand you already had.
- 04
Monthly reconciliation
Platform conversions are reconciled against your analytics or order data every month. Discrepancies are resolved before, not after, invoicing.
Best for
Where Google Ads pays on a per-conversion basis
- Marketplaces and retailers with large, well-structured product feeds
- DTC brands with proven unit economics and a known target CPA
- Apps and browser extensions measuring retained installs, not raw installs
- Brands already running Google Ads that want a second, incremental engine
Results
Brands we run Google Ads for, paid per result.
AliExpress
Global marketplace · Europe · Americas
Multi-market order growth for a global marketplace on a pure commission model.
- 45k+
- Validated orders per month
- 12
- Markets running
Capital One Shopping
Fintech · Browser extension · United States
Scaling verified browser-extension installs on a strict cost-per-install.
- 120k+
- Retained installs delivered
- −18%
- Below target CPI
DHgate
Cross-border B2B marketplace · Global
Cross-border marketplace orders at scale, on commission only.
- 300k+
- Validated orders
- −22%
- Cost per order vs. target
Do we need our own Google Ads account?
No. Because LeadPlay funds the media, campaigns run in our Google Partner account. Your conversion tracking stays in your GA4 property and tags, so you always see the results in your own data.
Can you work alongside our in-house team or current agency?
Yes — most of our clients have one. The usual split is that we take non-brand, new-customer acquisition while the in-house team keeps brand and retention. We agree exclusions in writing so nobody double-counts.
What about brand keywords?
By default we exclude your brand terms. Conversions that would have happened anyway are not ours to invoice, and keeping them out is the simplest way to keep the model honest.
Which conversion types can you work with?
Purchases, qualified leads, installs or signups — anything that is measurable, defined in writing and visible in your own systems. We will tell you on the first call if a conversion type is too far from revenue for the model to work.
See whether Google Ads pays per conversion for you.
A 30-minute fit check. We look at your margins, tracking and growth targets and tell you honestly whether our model fits.
No fees · No prepaid budgets · No lock-in