Google Ads.When you need a result today.
SEO works over months, ads work within the hour. The difference is that ads stop the day you stop paying - which is why the two are worth running together, not instead of each other.
What you get
What we do on the account.
The ad budget goes straight to Google. We charge for management, not a percentage of spend - so we have no interest in you spending more than you need to.
Search
Ads on queries with intent. This is where the money is made, and where most of it gets wasted.
- Ad groups by intent, not by product
- Negative keywords, regularly
- Ad copy that puts the wrong client off
- Extensions and quality score
- Bidding on value, not on clicks
Shopping and Merchant
The feed is ninety percent of the job. A bad feed means your best products never appear at all.
- Setting up and cleaning the feed
- Product titles and categories
- Disapproved products and why
- Campaigns by margin, not by revenue
- Tied in with organic search
Landing pages
An expensive click onto a bad page is money thrown away. This is often where the biggest quick win is.
- The ad and the page matching each other
- Speed on mobile
- A form and a call button above the fold
- Removing the obstacles to an enquiry
- Testing two versions where that makes sense
Measurement and reporting
Clicks and impressions are not a result. The result is how many enquiries arrived and what they were worth.
- Goals and conversions set up correctly
- Call tracking
- Cost per enquiry and per client
- A report covering spend and revenue
- A recommendation when the budget should come down
How it runs
How it runs.
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Week 1
Setup
Account structure, measurement and the first campaigns. It starts on a smaller budget.
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Week 2 - 4
Learning
Negative keywords, switching off whatever spends without returning. This is where most of the saving is.
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Months 2 - 3
Optimisation
Bidding on value, better pages, expanding into what works.
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Ongoing
Upkeep
An unwatched account starts spending into thin air within a few weeks.
Who this is for
Who it works for, and who it does not.
It makes sense if:
- You need traffic quickly, while SEO gets going
- You have a season or a promotion with a clear deadline
- Your margin can carry the cost per click in your field
It does not make sense if:
- Your ad budget is under a few hundred euros a month - at that level the account never gets to learn
- You sell something where a click costs more than your margin
- You have nobody to answer the enquiries the ads bring in
They work best together: ads tell you which queries actually buy, and that steers the SEO. The other way round, organic positions cut the need to pay for the same queries.
Frequently asked questions