About Omologist

I have been running Google Ads since 2001, about a year after it launched.

Back then it was close to a CPM platform with a handful of settings and a keyword box. I have watched it become what it is now: Performance Max, Smart Bidding, asset groups, audience signals, and a system that will spend your budget enthusiastically in the wrong places if nobody tells it otherwise.

That last part is the whole reason this business exists.

What I have actually done

For the last ten years I have managed Google Ads two ways. Directly, for my own clients. And white-labelled for agencies who needed someone who genuinely knew the platform rather than someone who had read the help docs.

The work has spanned retail, B2B, ecommerce and heavy industry, for businesses in Australia and internationally. Construction and agricultural equipment, telecommunications hardware, workwear, professional services, events, photography, hosting, consumer goods.

Some of it was straightforward. Most of it was not. Industrial equipment in particular teaches you quickly that search volume is not the same as demand, and that a campaign structure which works for a shoe retailer will quietly waste money for a company selling excavators.

Where the approach comes from

I came to paid search from finance. I am a CFA charterholder, and before digital marketing became the whole job I held senior client strategy roles at Commonwealth Bank of Australia and was an Executive Director at Morgan Stanley Wealth Management. I later took Columbia Business School’s digital marketing program to formalise the other half.

That background is the reason this product works the way it does.

Financial analysis trains you to distrust a number until you know what produced it. Search volume is not demand. A high-volume keyword with the wrong intent is a cost centre wearing an opportunity’s clothes. Most wasted ad spend I have seen came from treating a keyword tool’s output as a finding rather than a hypothesis, and from nobody asking what a click is actually worth before bidding on it.

Every build you receive has had that question asked of it.

Every build includes a budget forecast — estimated clicks, conversions, cost per acquisition, and whether your budget is actually large enough for Google’s bidding to learn from. That sheet exists because of the training, not despite it.

What Omologist does now

Managing accounts month to month only ever helped a handful of businesses at a time, and it priced out exactly the people who most needed the help: owners running their own ads, and marketers who know what good looks like but do not have a spare day to build it.

So Omologist now does one thing. You answer a few questions about your business, and you receive a complete, ready-to-launch Google Ads campaign as a spreadsheet you own. Keyword research validated against real demand. Ad copy written for what you actually sell. The negative keyword list that stops your budget leaking. A plain-English explanation of why it is built the way it is.

No account access. No subscription. No dashboard to learn.

The human review

Every build is checked by me before it reaches you.

That is not a marketing line, it is the actual process. Automation does the heavy lifting — keyword expansion, volume and cost validation, character counts, structure. Then I read it, because there are judgement calls no system makes reliably: whether a keyword means what it appears to mean, whether the brand group is protecting the right terms, whether a category is worth bidding on at all.

Twenty-five years is mostly useful for knowing what to look for. The finance training is useful for knowing what not to believe.

Get in touch

Questions before you order, or something unusual about your business you want to check first?

support at omologist.com

Sean Cooney on [LinkedIn]

Build my campaign →/