Roger Cooney: How Better Conversion Tracking Improves Google Ads Results

About

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.

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In this episode, we discuss:

00:00 - 02:57: Introduction

02:57 - 05:05: White-Label Agency Work vs. Direct Clients

05:05 - 06:26: Why Strategy Matters More Than New Tools

06:26 - 07:35: Winning Clients in a Crowded Agency Market

07:35 - 09:22: Building Authority Through Thought Leadership

09:22 - 12:57: Connecting Ad Spend to Revenue

12:57 - 15:12: AI Search, Negative Keywords, and Changing Intent

15:12 - 16:49: The Future of Paid Search and Demand Gen

16:49 - 18:14: Final Thoughts

Connect with Roger Cooney

https://www.linkedin.com/in/roger-cooney/

https://www.moonsauceagency.com/

Website: https://www.digitalwebsolutions.com/

Facebook: https://www.facebook.com/digiwebsol

Instagram: https://www.instagram.com/dws_global

LinkedIn: https://www.linkedin.com/company/digital-web-solutions./

E-Coffee with Experts