Roger Cooney, Co-founder at MoonSauce Agency, joins E-Coffee with Experts to discuss how paid search teams can improve Google Ads performance by connecting campaign optimization to real business outcomes.
Roger shares lessons from more than a decade in digital marketing, including the differences between white-label agency work and working directly with businesses, why an overarching strategy matters as tools and platforms change, and how personal authority can help an agency stand out.
The conversation goes deep on conversion tracking, offline conversion imports, CRM data, lead quality, and why optimizing for revenue can influence the search terms and targeting Google Ads chooses. Roger also discusses negative keywords, AI-driven search experiences, AI Overviews, Demand Gen campaigns, and choosing channels based on the customer’s actual intent.
If you work in PPC, performance marketing, lead generation, or agency growth, this episode offers practical guidance for building a more focused and outcome-driven paid search strategy.
Takeaways:
- Strategy helps evaluate whether new marketing tools are worth testing.
- Direct clients often focus on revenue, profit, and lead quality.
- Offline conversion imports can improve Google Ads optimization.
- CRM data helps connect campaigns to actual business outcomes.
- Conversion actions can affect the search terms Google Ads targets.
- Personal authority can help agencies stand out in crowded markets.
- Negative keyword structure supports cleaner testing and account management.
- AI-powered search is changing how marketers assess search intent.
- Demand Gen can support businesses with lower existing search demand.
- Channel selection should follow customer intent, not tool familiarity.