We set up and manage Google Ads search campaigns, Performance Max and remarketing campaigns. We have one rule: we don’t run ads until conversion tracking is in place. We don’t manage budget we can’t measure.
That’s what’s missing from most of the accounts we take over. The ads are running and the clicks are coming in, but nobody knows which campaign actually brings in quote requests. At that point optimization turns into guesswork, and the budget melts away in campaigns that don’t work.
Campaign types and when to use them
| Campaign | What it does |
|---|---|
| Search | Reaches users with high purchase intent. If there’s active demand, this is the first campaign to set up. |
| Performance Max | Automatic distribution across all of Google’s inventory. Powerful for scaling once data has built up, but set up as your first campaign, it hides what’s actually working. |
| Remarketing | Brings back people who browsed the site and left. Usually the campaign type with the lowest cost per conversion. |
| Shopping / Merchant | For e-commerce: your products show up in search with an image and a price. |
How we work
- Measurement setup. Conversion tags, form and call tracking, data layer. We don’t go live until this step is complete.
- Account and campaign structure. Keyword research, negative keyword list, campaign and ad group structure, ad copy.
- Landing page check. If the page the ad sends people to is slow, or its message doesn’t match the ad, the budget goes to waste. If needed, we fix the page too.
- Launch and learning period. The first weeks are for collecting data; stepping in too early throws off the algorithm.
- Optimization. Negative keywords from the search terms report, bid and budget allocation, ad copy tests.
- Monthly reporting. Spend, conversions, cost per conversion and reallocation of the budget.
When do you see results?
A properly set up search campaign starts bringing in qualified traffic the week it goes live. But the data from the first weeks isn’t enough to optimize on; the campaign needs a learning period of a few weeks to settle in and for the cost per conversion to start coming down.
Google Ads captures demand; SEO steers that demand to you for good. Planning the two together reduces your dependence on ads in the medium term — see our SEO and GEO page.
Frequently asked questions
Is the ad budget included in the service fee?
No, it’s separate. The ad budget is paid directly to Google; our service is the setup and management. The budget is spent from your account, and you can see the spend yourself.
Whose name will the Google Ads account be in?
We recommend having the account in your name. That way the historical data, the campaign structure and everything the account has learned stay with you — even if you switch agencies, you don’t start from scratch.
How much should we budget per month?
It depends on your industry and the competition; click costs vary a lot from keyword to keyword. In the discovery call we look at the estimated cost of your target keywords and recommend a realistic starting budget. Starting small but steady and scaling with data is more efficient than a one-off big spend.
Can you take over our existing campaigns?
We can. First we review the account and check whether measurement is set up correctly; in most of the accounts we take over, that’s the first job.
Do you also run Meta (Instagram/Facebook) ads?
We do. The logic is simple: Google captures demand, Meta creates it. For visually driven products, using the two together brings in both sales and brand awareness.