Data warehouse
Your ads data in a warehouse you own.
The gap
The Google Ads interface shows you what Google wants you to see, for the period you happen to have selected. The Looker Studio template on top of it is the same data with a logo. Neither joins the ads to what the CRM says happened, neither tells you when something has drifted, and neither survives changing agency.
What we build
A BigQuery warehouse with Google Ads, GA4, Microsoft Ads and CRM exports landing on a schedule. Cheap to run, yours forever, and the same place we do our analysis.
Weekly variance alerts. n8n runs the checks every Monday: spend against budget, CPA and value against the trailing period, search term mix, impression share, conversion action volumes by type. Anything outside its normal range is flagged before anyone opens the account. That is the machine half of the weekly loop. The human half is deciding what to do about it.
A lifetime value model, where the volume supports it. For the ecommerce client we run, first-order value predicts lifetime value well enough that the segments decide who the campaigns chase. Book printers are worth more than dissertation printers. The ads know that because the warehouse told them.
Competitor ad monitoring from the Ads Transparency Centre, so you know who is live, where and with what, without paying for a tool.
Dashboards on the warehouse. Your numbers, joined to your outcomes, in a form you can hand to your accountant.
One honest limit, stated plainly: matching CRM outcomes to clicks is attribution hygiene, not proof that the ads caused the job. Some of those customers would have found you anyway. The warehouse is also where that question gets answered properly, with holdout and geo tests, when the volume justifies running them. Most accounts never get the hygiene, let alone the causation test. We do them in that order.
What you get
The warehouse and the pipelines. The alert rules, written down. The dashboard. LTV segments where they exist, with the ads audiences that use them.
Related: The weekly loop · Targets from unit economics
FAQ
Is this overkill for £10k a month?
The alerts alone pay for it. The LTV model needs volume; we will tell you if you don't have it.
Who owns it?
You. It sits in your Google Cloud project. If we part ways, it keeps running.
What does it cost to run?
BigQuery at this scale is usually a few pounds a month. The exports are free or nearly so.