Account structure
Campaigns and groups organised by intent and profitability, so budget is controllable and the data is readable.
Google Ads is the most direct channel to a customer already looking for what you sell. They typed the query themselves — the intent is there. Which is why mistakes here are paid for literally: every click on an irrelevant query is budget spent with no chance of return.
Most accounts we take over lose money for the same reasons: broad match with no negative keyword list, campaigns optimised for clicks instead of enquiries, and conversion tracking that counts a page view as a sale. Our first job is usually to stop the spend on queries that will never buy.
We report the cost per genuine enquiry, not cost per click. A click is not a result — a call, a completed form or an order is.
What it includes
Keyword research and negatives
Which queries are worth bidding on and — no less important — which must be blocked. The negative list is maintained continuously, not built once.
Ads and assets
Copy written for the specific query, plus the assets that take up more space in the results and lift click-through rate.
Conversion tracking
Correct measurement of calls, forms and orders. Without it the algorithm optimises toward the wrong goal and budget scatters.
Landing pages
Review and correction of the page the ad points to. A good campaign pointed at a poor page is still a poor result.
Remarketing
Bringing back people who visited but did not complete. Usually the cheapest conversion in the account.
How it runs
01 — Audit or setup
If you have an account we start with an audit of what is spending without result. If you do not, we build the structure from scratch.
02 — Tracking
We set up measurement before campaigns run. Advertising without correct tracking is spend without data.
03 — Launch
We start with a controlled budget and watch which queries actually produce enquiries.
04 — Optimisation
Weekly work on search terms, bidding, copy and negatives. This is where the difference is made.
05 — Reporting
A monthly report of spend, enquiries received and cost per enquiry, with a clear conclusion on what comes next.
What We Do
01
Search campaigns
02
Shopping ads
03
Display ads
04
Performance Max
05
Remarketing
Ideal For
·High-intent searches
·E-commerce
·B2B services
·Local business
Related Services
FAQ
It depends on the sector, because click prices are set by competition for the same queries. In some sectors a click is a few cents, in others several euros. The practical approach is to start with a budget that buys enough clicks to gather meaningful data, and increase it only once the data shows enquiries are profitable. We can give a figure once we have looked at the queries in your sector.
Only limited. The ad brings the person to the page; from there the page decides. If it loads slowly, does not answer the question behind the query or offers no clear action, you are paying for visits that leave. In those cases we recommend fixing the landing page first — that is cheaper than compensating with budget.
They are different in nature. Google captures search — the person already has a need and has articulated it. Meta interrupts — you show something to someone who was not looking for you. For services with explicit intent ("air conditioning repair") Google is usually the more direct channel. For visual products and for creating demand that does not exist yet, Meta works better. Many businesses benefit from both, with different expectations of each.
No. Access to the ad account stays yours throughout, and we do not work in accounts the client does not own. If you decide to stop, the account, its history and its data stay with you — it is your asset, not ours.