Standard Google Ads management
This is what most agencies sell, and it is written here fairly because a lot of it is fine.
A standard engagement builds campaigns by match type and theme. It writes responsive search ads, adds sitelinks and callouts, sets a daily budget and a target CPA or ROAS. It installs the Google Ads tag, or GTM, and counts form submissions and phone calls as conversions. It adds negative keywords from the search terms report. It sends a monthly report from the interface or a Looker Studio template. Someone looks at the account a couple of times a week.
Run well, that produces a working account. Plenty of businesses have grown on it.
Where it stops
The target is sometimes a number someone chose from a feeling or a trailing account average rather than from unit economics. Google treats target CPA as an average, not a per-conversion ceiling. An expensive auction can change volume, spend and efficiency, but cheaper clicks are not automatically worse and a price movement alone does not explain lead quality.
When Maximise conversions or target CPA uses several actions in one goal, it optimises conversion count rather than their configured monetary values. A completed job and a duration-only wrong number can therefore be presented as equivalent selected conversions unless the goal or imported outcome distinguishes them.
Tracking often stops at the website. Calls made directly from responsive search ad call assets can have no site visit and no CRM quality layer unless a supported call-tracking and feedback route is built.
In a standard setup, CRM outcomes may not go back. Unless those outcomes are supplied through an eligible conversion import, Google cannot use them as the bidding goal.
The weekly check is a person scrolling the interface. Anomalies are found when the client rings.
The boundary
Fire Pixel is not a standard account-maintenance service.
If a conventional setup is all the account needs, I will say so. The diagnostic can document the gaps and leave the implementation with your existing team.
Ongoing management is split by the evidence the business actually has. Lead generation management uses calls, forms, CRM outcomes and later sales stages. Ecommerce management uses Merchant Center, transactions, order lines, customer status and product margin.
Standard account work still happens inside either engagement. It is not the whole product.