Aquarius Infotech
Performance marketing
Aquarius Infotech provides structured Google Ads management for businesses requiring campaign execution, measurement, optimisation and transparent agency oversight.
We work as an independent agency. The business being advertised remains the advertiser; our role, our access and our fees are defined by a written engagement before any campaign goes live.
Engagement at a glance
Service overview
Most advertising problems we are asked to solve are measurement problems first. A campaign cannot be optimised toward an outcome the account cannot see, so we treat conversion definitions, event instrumentation and account structure as part of the advertising work rather than as a prerequisite someone else supplies.
In scope
Out of scope
These exclusions are stated in the engagement, not only on this page. If a requested activity falls into this column, we will say so before the engagement begins rather than after.
Independent agency declaration
Aquarius Infotech operates as an independent digital advertising and technology agency. When engaged by a client, we may receive authorised access to the client's Google Ads account directly or through a Google Ads Manager Account.
The business being advertised remains the advertiser. Aquarius Infotech's role may include campaign management, technical implementation, reporting, analytics, budget coordination and, where contractually applicable, payment coordination.
Where Aquarius Infotech is identified as payer for advertising charges, this payer relationship is separate from the identity of the advertiser being promoted. Acting as payer does not make Aquarius Infotech the advertiser, and it does not transfer ownership of the client's business, application, website, trademark, product or service.
Aquarius Infotech is not Google LLC, is not owned by Google, and does not act as Google's representative or authorised agent. We do not describe ourselves as a Google Partner or as a Google-certified agency.
Capabilities
Campaign selection follows the objective and the data available to measure it — not the other way round. Where an objective cannot be measured reliably, we say so before recommending spend against it.
Acquisition programmes for Android applications, built on the Firebase and Google Ads events that the application actually emits.
Demand capture for businesses whose customers are actively searching, structured so that spend can be attributed to the intent it served.
Reach and remarketing programmes where the objective is measurable rather than notional, with placement quality kept under review.
Used selectively — when conversion data is dense enough and clean enough for automated bidding to have something meaningful to optimise toward.
Measurement
Because we also build applications and backend services, tracking is usually implemented by the same team that optimises against it. When a conversion is missing or double-counted, the investigation goes to the event schema and the code path, not to a support queue.
Property and data stream configuration, event and conversion definitions, audience creation and Google Ads linking.
In-app event instrumentation, conversion events for app campaigns, crash and performance monitoring, and remote configuration.
Export pipelines and queries for analysis that the platform interfaces do not support, including cohort and monetisation reporting.
Web and app conversion actions, value assignment, deduplication, and server-side integrations where the environment requires them.
Ad monetisation measurement
For applications that earn revenue from advertising, we also work with AdMob and mediation platforms including TradPlus and TopOn, so that acquisition cost and in-app advertising revenue can be compared on the same event definitions rather than reconciled across disconnected dashboards.
Agency model
Advertising through an agency involves several distinct parties, and the roles are easy to confuse. The diagram below sets out the management chain and the billing arrangement side by side, because they are separate questions with separate answers.
Management chain
Stage 01
Client business / advertiser
Owns the business, application, website, trademarks, business registration and the offer being promoted. Remains the owner throughout and after the engagement.
Stage 02
Client Google Ads account
Advertiser identity reflects the business actually being promoted. Where Google requires advertiser verification, it is completed against that business.
Stage 03
Aquarius Infotech — managing agency
Linked directly or through a Google Ads Manager Account, at the access level the client grants. Agency access is governed by the account permissions and management structure applicable to the engagement and can be changed in accordance with those controls.
Stage 04
Campaign management, measurement & reporting
Structure, bidding, creative, conversion tracking and optimisation, reported against the objectives agreed in the engagement.
Billing arrangement
Charge origin
Google Ads billing
Google raises charges for advertising inventory against the billing profile attached to the account. This is media cost, not an agency fee.
Option A
Direct client billing
Under this arrangement the client's own payment method or billing profile is attached to the account, and the client is the payer charged by Google directly.
or
Option B
Approved agency billing / Monthly Invoicing
Where the account is eligible and the client agreement provides for it, media charges are processed through an approved agency billing profile.
Payer
Aquarius Infotech as payer
Where the approved billing arrangement provides for it, Aquarius Infotech is recorded as payer for the media charge and disclosed as such through the applicable Google Ads billing and advertiser verification workflows. This applies only to accounts on that arrangement, and the advertiser remains the client business.
Close of cycle
Reporting & reconciliation
Where media cost is settled by us, it is stated separately from agency service fees on the invoice, so the client can see what was paid to the platform and what was paid for our work.
Advertiser identity and payer identity are different fields with different answers. The advertiser is the business being promoted. The payer is whoever is contractually responsible for the media charge under the approved billing arrangement. Where those are different parties, both are disclosed through the relevant Google Ads billing and verification processes — the payer relationship is never used to replace or obscure the advertiser's identity.
Advertiser identity, agency identity and payer identity are separate concepts. They are sometimes the same party and legitimately sometimes not.
Roles defined
Three roles, defined side by side, so that nothing depends on inference.
Role 01
Role 02
Role 03
Commercial terms
Which billing route applies to a given account depends on the account's eligibility with Google and on the commercial arrangement agreed with the client. Neither route changes who the advertiser is.
Option A
The client attaches its own payment method or billing profile to the Google Ads account. Google charges the client directly for advertising inventory, and Aquarius Infotech invoices only its service fee.
Option B
Where the account is eligible and the engagement provides for it, media charges are processed through an approved agency billing profile — which may include a Google Ads Monthly Invoicing arrangement — and reconciled to the client afterwards.
Aquarius Infotech may manage eligible client Google Ads accounts through an agency Manager Account. Depending on account eligibility and the commercial arrangement, Google Ads media charges may be processed through an approved Monthly Invoicing billing profile associated with Aquarius Infotech or its legally registered proprietor.
Where Aquarius Infotech acts as the payer for a client's Google Ads account, this payer relationship is disclosed through the applicable Google Ads billing and advertiser verification workflows. The underlying advertiser continues to be identified according to the business actually being promoted.
Agency billing does not change the ownership of the advertiser's business, application, website, trademark, product or service. Payment by Aquarius Infotech for advertising charges, where applicable, does not mean Aquarius Infotech owns the advertiser's business.
Not every account uses Monthly Invoicing, and eligibility is determined by Google rather than by us.
Aquarius Infotech is the trade name of a proprietorship operated under the legal name GOPAL MANSUKHBHAI SAVALIYA. Depending on the applicable invoice, agreement, payment profile or approved advertising billing arrangement, formal billing records may reference the proprietor's legal name, the Aquarius Infotech trade name, or both.
The appearance of the proprietor's legal name as payer or billing party does not change the advertiser identity of an independent client business being promoted.
Media spend is not an agency fee
Money spent on advertising inventory is paid to the advertising platform. Aquarius Infotech's service fee is always a separate charge for management, technical implementation, analytics and reporting. Development work and third-party costs — cloud providers, API vendors, domains, hosting, app platforms — are separate again. Where media cost passes through us, it is itemised as media cost and never presented as a fee for our services.
Verification
When Google requires Advertiser Verification, the advertiser is expected to provide truthful information corresponding to the actual advertiser and business being promoted. Aquarius Infotech may assist clients with the process but does not fabricate, substitute or misrepresent advertiser identities.
What we do
What we do not do
The client supplies the information
When Google requests documents or business information, clients are responsible for supplying accurate, current and authentic information relevant to the actual advertiser. Verification outcomes are determined by Google. Read the full verification assistance page for the detailed process and the distinctions between advertiser, agency, payer, business owner and website or app owner.
Reporting
Reporting cadence and format are set in the engagement. What does not vary is the separation of costs and the traceability of the numbers back to a documented definition.
01
Platform media cost for the period, by campaign, shown separately from any agency service fee and from any third-party or infrastructure charge.
02
Conversion actions and values against the definitions agreed at setup, with the attribution model and any measurement limitation stated rather than assumed.
03
Performance by campaign and segment, the changes made during the period, and what those changes were intended to affect.
04
Where the account structure permits it, clients hold or can be granted their own access to the Google Ads account and the analytics properties, so the underlying data is inspectable without going through us.
05
The service fee for the period, on its own line, calculated on the basis set out in the engagement rather than derived from a percentage that is never shown.
06
Anything unresolved: pending verification steps, tracking discrepancies, disapprovals under appeal, and what is being done about each.
Reporting describes measured performance for the period covered. Past performance is not a forecast, and no figure in a report should be read as a guarantee of future results.
Operating principles
These are internal principles that govern how we take on and run client advertising. They are ours, not a certification granted by any platform.
We do not intentionally misrepresent advertiser identity, payer identity, business ownership, website ownership, app ownership, client relationships or campaign purpose.
Google Ads services are performed only where an advertiser has authorised Aquarius Infotech to perform agreed services, and only within the access granted.
Where practicable and permitted by account structure, clients have appropriate visibility into their advertising activity, reports and commercial arrangements.
Platform advertising cost, agency service fee, applicable taxes and third-party services are identified separately in commercial documentation.
We do not intentionally substitute our identity for the advertiser's where Google requires identification of the actual business being promoted.
Campaigns are expected to comply with Google Ads policies, destination requirements, applicable local laws, misrepresentation rules and unacceptable business practice policies. We cannot override a platform's enforcement decisions.
Working agreement
Set out before an engagement begins, so that nothing important depends on an assumption about who was going to handle it.
Client responsibilities
The client is responsible for:
Aquarius Infotech responsibilities
Depending on the engagement, Aquarius Infotech may:
Account ownership
Client advertising accounts are managed under documented authorisation. Management access does not represent ownership of the client's business, products, websites, applications, trademarks or advertiser identity. When an engagement ends, access is returned or removed at the client's direction and the client's assets remain entirely its own.
Questions
No. Client advertising accounts are managed under documented authorisation. Management access does not represent ownership of the client's business, products, websites, applications, trademarks or advertiser identity. Ownership and authorised management are separate things: the client owns the business and its assets, and we hold whatever access the client has granted for as long as the client chooses to grant it.
It depends on the account's eligibility with Google and on the commercial arrangement agreed with the client. Where an approved agency billing arrangement applies — which may include Google Ads Monthly Invoicing — media charges can be processed through an agency billing profile and reconciled to the client afterwards. Where it does not apply, the client attaches its own billing profile and is charged directly.
No. The payer is whoever is contractually responsible for settling the platform's charge for advertising inventory. The advertiser is the business actually being promoted. Where those are different parties, both are disclosed through the applicable Google Ads billing and advertiser verification workflows. Paying for advertising confers no ownership of, licence to, or control over the advertiser's business, application, website or trademarks.
The actual advertiser provides the information and documentation, which must be truthful, current and authentic and must correspond to the business being promoted. Aquarius Infotech may assist with the workflow: explaining what is being asked, identifying which client records correspond to each field, and completing steps that fall within the access granted. We do not create, alter or misrepresent documents, and we do not submit our identity in place of the advertiser's.
No. Ad approvals, account status and verification outcomes are decided by Google. We prepare campaigns, destinations and account configurations with the applicable policies in mind and we correct issues that are within our control, but no agency can guarantee a platform's review decision.
No. Enforcement decisions belong to Google, and no third party can reverse or bypass them. Where a client's account is affected, we can help assemble an accurate account of how the account is operated and submit an appeal through the channels Google provides. The outcome remains Google's to determine, and we do not offer guaranteed reinstatement.
No. They are stated separately. Media cost is money spent on advertising inventory and is paid to the advertising platform. The agency fee is a separate charge for management, technical implementation, analytics and reporting. Where media cost passes through an agency billing arrangement, it appears on the invoice as media cost with the service fee itemised on its own line. Development charges and third-party costs such as cloud, hosting or API vendors are separate again.
Where practicable and permitted by the account structure, yes. Our preference is that clients hold or can be granted their own access to the Google Ads account and the analytics properties, so that reporting can be checked against the source. Access arrangements are agreed at the start of the engagement, and access is returned or removed at the client's direction when an engagement ends.
Start a conversation
Send the objective, the current account situation and how success is measured today. We will respond with scoping questions, the access we would need, and how the commercial arrangement would be structured.