# Murtaza Rangwala — Senior Google Ads Consultant > Independent practice, capped at four concurrent clients. Eight years, 1,900+ campaigns shipped, $60M+ in lifetime ad spend managed, $250M+ in client revenue generated. **4 of 4 client slots open** this quarter (Q2 2026). I make Google Ads accounts dramatically more profitable. Every account is mine personally — strategy, account work, weekly review — and the dashboards on my case studies are from live engagements. ## What I do Six things I get hired for: ### Account audit & strategy — from $750 (one-off) 30+ point teardown of your account. Wasted spend, structural issues, conversion-tracking gaps, bid-strategy fit, landing-page diagnosis. Loom walkthrough plus written 90-day plan. ### Campaign build & launch — from $3,500 (project) Greenfield campaigns from zero. Keyword architecture, audience signals, conversion tracking, bid strategy, ad copy. Wired correctly the first time. ### Ongoing management — from $4,000/month Hands-on weekly optimisation across Search, Performance Max, Shopping, Display, YouTube. Never autopilot. 8–12 contracted hours per week. ### Shopping & Performance Max — specialist retainer ROAS-focused PMax and Shopping management. Feed optimisation, asset groups, audience signals, AOV plays. ### Lead generation — monthly retainer Call-only campaigns, smart conversion tracking, dayparting, ad-to-LP message match. Engineered for the lowest sustainable CPL. ### Conversion-rate optimisation — paired with management Most "paid-search problems" aren't paid-search problems. I rebuild the click-to-convert journey: hero, copy, CTA hierarchy, mobile UX, tracking. ## My approach — five operating principles ### 01. Smarter beats bigger Most accounts don't need more budget. They need better structure. In a recent local-services rebuild I cut spend by 8.7% and grew phone calls by 231% in 90 days, by killing broad keywords and building tightly themed call-only ad groups around high-intent local terms. ### 02. Beyond the ad account If your landing page is broken, no bid strategy can save you. I rebuild the post-click experience: message match, CTA hierarchy, mobile UX, conversion tracking. That's where most of your CPL lives. ### 03. Compounding over spikes Anyone can manufacture a 5× day. The real work is delivering month-on-month compounding for a year. Q4 2025 was the strongest quarter of one eCommerce client's life — not from a single hack, but from feed, audience, and creative work compounding for 90 days. ### 04. Read the data the platform isn't pointing at Optimisation scores and Smart-bidding "advice" aren't free guidance. They're Google's revenue plan. I make decisions from auction-time data, n-gram analysis, and search-term hygiene, not from the metrics the platform pushes at the top of the home tab. ### 05. Be early on the platform's edges I implemented Google Things-To-Do ads before most of the sector had heard of them, and presented at Google Marketing Live 2022 in Dubai. Early-mover advantage on a Google product release is one of the cheapest forms of growth that exists. ## Pricing | Service | Starting at | Cadence | |---|---|---| | Account audit | $750 | One-off | | Campaign build | $3,500 | Project | | Ongoing management | $4,000/month | Monthly retainer | | Strategic advisory | $2,500/month | Monthly retainer | No percentage-of-spend deals. No performance-only contracts. Both incentives are broken. ## Who I'm not for - Affiliate, gambling, adult — outside my categories. - Performance-only / rev-share deals — distorts strategy. - Accounts spending under $5K/month — won't pay back the fee. - Founders who want to micromanage keyword bids — we'll fight by month two. - Anyone expecting a 5×-in-30-days miracle — real compounding takes 60–90 days. - Stuck on attribution arguments — if we can't agree on what counts as a conversion, optimisation can't help. ## Recent case studies ### Case 01 — Local services: +231% phone calls on the same budget - Phone calls: **+231%** (160 → 530 in 3 months) - Average CPC: **-43%** ($1.78 → $1.02) - Click growth: **+59%** - Total spend: **-8.7%** - Spend band: $5–10K/month ### Case 02 — B2C services: -34% cost per lead, +52% volume - Cost per lead: **$198 → $130** (-34%) - Conversions per period: **62.87 → 95.73** (+52%) - Impressions: **+9.7%** - Budget: unchanged - Spend band: $25–40K/month ### Case 03 — eCommerce (KSA): ~3× transactions in one quarter - Conversion value: **SAR 4.96M** (+SAR 1.92M Q/Q, +63% revenue) - Transactions: **~3×** (5.3K → 15.4K orders) - Impressions: **+75%** - Spend band: SAR 750K–1M / quarter ## About Hi, I'm Murtaza. I started in performance marketing in 2018 after a Bachelor of Engineering — which is why I read paid-search accounts the way an engineer reads a system: in flows, bottlenecks, and feedback loops, not in vibes. Since then I've personally built and managed 1,900+ Google Ads campaigns, generated 750K+ conversions, and delivered a peak ROI of 71× on a real-estate engagement. The campaigns I run today move millions in monthly ad spend at an average 12× ROAS across the active eCommerce portfolio. I run a small independent practice, capped at four concurrent clients, taking on a hand-picked roster of DTC, eCommerce, and lead-gen brands. The thing I'm most proud of: my clients stay — the longest is in year five. **Speaker:** Google Marketing Live 2022, Dubai. **Certifications:** Google Partner — Search, Display, Shopping. **Based:** Nagpur · Dubai · Remote. ## FAQ ### How do you charge — retainer, project, or performance? One-off audits are flat-fee from $750. Campaign builds are scoped projects from $3,500. Ongoing management is a monthly retainer from $4,000 priced against account size and complexity — never a percentage of spend. ### How quickly will I see results? For accounts with obvious wasted spend, week 2–4. For accounts already well-run, results compound over 60–90 days as Smart-bidding learns and CRO changes ship. ### Do you only work on Google Ads? Google Ads is the discipline I'm best at, but most accounts also need Bing, Apple Search Ads, and Meta in the mix. I run all four. ### Can you work with my in-house team? Yes — that's most of my engagements. I plug in as the senior PPC specialist alongside your in-house marketer or growth lead. ### What's the free audit, exactly? Read-only access to your Google Ads account. Within 5 working days I send back a 15–25 min Loom plus a written brief covering the 5–10 highest-leverage things you should do — whether you hire me or not. ### Where are you based, and what hours do you work? Based in Nagpur, India (IST). I currently run accounts in IST, GST, AEDT, BST/GMT, EST and PST timezones. Weekly check-ins are scheduled in your timezone, not mine. ## Stats - $60M+ lifetime ad spend managed - $250M+ client revenue generated - 1,900+ Google Ads campaigns built - 750K+ conversions delivered - 143+ clients across 8 years - 20+ industries served - 12× average ROAS across active eCommerce portfolio - 231% best 90-day uplift (2026) - 5 yrs longest client retention ## Contact - **Book a 30-min call:** https://calendly.com/murtaza_rangwala/30min - **Email:** murtaza.mycap@gmail.com - **WhatsApp:** +917350299845 - **LinkedIn:** https://linkedin.com/in/murtazarangwala - **Locations served:** Nagpur · Dubai · Remote · Worldwide remote --- *Last updated: May 11, 2026* *HTML version: https://murtazarangwala.com/* ============================================================ # Blog — Murtaza Rangwala > Posts on Google Ads, Performance Max, Smart-bidding, attribution, and CRO. Field-tested from inside live client accounts. 3 posts published. ## [The PMax audit checklist I run before quoting a single dollar](https://murtazarangwala.com/blog/the-pmax-audit-checklist) **Category:** Performance Max · **Published:** May 04, 2026 · **Read time:** 9 min read > Eleven things I check inside every Performance Max account before I'll talk pricing. Asset-group hygiene, audience-signal density, brand exclusion, search-term coverage, and the four feed mistakes that throttle the algorithm. Tags: PMax, Audits, Feed, Audience signals Markdown version: https://murtazarangwala.com/blog/the-pmax-audit-checklist/index.md --- ## [Smart-bidding doesn't read your business — it reads your conversions](https://murtazarangwala.com/blog/smart-bidding-reads-conversions) **Category:** Bidding · **Published:** Apr 22, 2026 · **Read time:** 6 min read > Why 90% of "Smart-bidding isn't working" complaints are conversion-tracking complaints in disguise. Tags: Smart bidding, tROAS, Conversion tracking, GA4 Markdown version: https://murtazarangwala.com/blog/smart-bidding-reads-conversions/index.md --- ## [The "message-match" mistake costing your account a third of its CPL](https://murtazarangwala.com/blog/the-message-match-mistake) **Category:** CRO · **Published:** Apr 14, 2026 · **Read time:** 5 min read > One of the most predictable wins I see when auditing lead-gen accounts. The diagnostic and the fix. Tags: Landing pages, Quality Score, Lead gen, CRO Markdown version: https://murtazarangwala.com/blog/the-message-match-mistake/index.md --- Book a 30-min call: https://calendly.com/murtaza_rangwala/30min ============================================================ # The PMax audit checklist I run before quoting a single dollar > Eleven things I check inside every Performance Max account before I'll talk pricing. Asset-group hygiene, audience-signal density, brand exclusion, search-term coverage, and the four feed mistakes that throttle the algorithm. **By Murtaza Rangwala** · **Published:** May 04, 2026 · **Read time:** 9 min read · **Category:** Performance Max Every prospect call starts the same way. They tell me Performance Max is "underperforming" or "going up and down" or "spending the budget but not converting." Before I quote a number, I open the account and run this list. ## 1. Conversion goal hierarchy Open the account-level conversion settings before you do anything else. PMax bids against whichever conversions are marked Primary. If "Add to cart" is Primary alongside "Purchase," you're optimising toward carts. ## 2. Asset-group structure One asset group per campaign is fine for a small catalogue. It's a problem the moment you have meaningfully different products or audiences. !!! The net of the audit: if an account fails 6+ of these eleven checks, the right move is rarely to "tweak" — it's to rebuild. --- **Tags:** PMax, Audits, Feed, Audience signals ## About the author Murtaza Rangwala is a senior independent Google Ads consultant. 8 years, 1,900+ campaigns shipped, $250M+ in client revenue generated. Independent practice capped at four concurrent clients. - More posts: https://murtazarangwala.com/blog - Book a 30-min call: https://calendly.com/murtaza_rangwala/30min - Free Google Ads audit: https://murtazarangwala.com/#audit ============================================================ # Smart-bidding doesn't read your business — it reads your conversions > Why 90% of "Smart-bidding isn't working" complaints are conversion-tracking complaints in disguise. **By Murtaza Rangwala** · **Published:** Apr 22, 2026 · **Read time:** 6 min read · **Category:** Bidding Every other prospect call has the same opening: "We tried Target ROAS for two months and it tanked our account." Smart-bidding isn't a personality. It's an algorithm reading a single input — your conversion stream. ## What Smart-bidding actually optimises against Target ROAS doesn't optimise against revenue. It optimises against the conversion value you're sending it. --- **Tags:** Smart bidding, tROAS, Conversion tracking, GA4 ## About the author Murtaza Rangwala is a senior independent Google Ads consultant. 8 years, 1,900+ campaigns shipped, $250M+ in client revenue generated. Independent practice capped at four concurrent clients. - More posts: https://murtazarangwala.com/blog - Book a 30-min call: https://calendly.com/murtaza_rangwala/30min - Free Google Ads audit: https://murtazarangwala.com/#audit ============================================================ # The "message-match" mistake costing your account a third of its CPL > One of the most predictable wins I see when auditing lead-gen accounts. The diagnostic and the fix. **By Murtaza Rangwala** · **Published:** Apr 14, 2026 · **Read time:** 5 min read · **Category:** CRO Click an ad. Land on the page. Read the hero. If the headline of the page doesn't repeat the promise of the ad you just clicked, you have a message-match problem. ## The diagnostic — five minutes, on your phone Open your top-spending ad. Click it. Look at the screen for two seconds, then look away. --- **Tags:** Landing pages, Quality Score, Lead gen, CRO ## About the author Murtaza Rangwala is a senior independent Google Ads consultant. 8 years, 1,900+ campaigns shipped, $250M+ in client revenue generated. Independent practice capped at four concurrent clients. - More posts: https://murtazarangwala.com/blog - Book a 30-min call: https://calendly.com/murtaza_rangwala/30min - Free Google Ads audit: https://murtazarangwala.com/#audit ============================================================