Track and Adapt?
Google traffic is important and for that you need a google account.
Always start with the basics, this is where we can assist in setting up your google account correctly. A Business Listing and verification on google is important, even if you do nothing else, do this.
Google Reviews, get people talking about you. You need a Business Listing for this.
Google Analytics, you need to know how to track and adapt your website to get the best in conversions.
Finally Ads, these are paid for and can be monitored by you through your google account.