Google Ads
Meta interrupts people mid-scroll. Google catches them at the moment they go looking for a solution themselves. That is a pricier click but a warmer person - which is why the two channels are never judged by the same number.
Who it is for
The problem
Why the budget goes and the phone stays quiet
Google is happy to spend money. Without negative keywords, the campaign pays for clicks from people looking for a job, a school assignment, or the cheapest option going. The bill grows, the enquiries do not.
Broad match with no negative keywords pulls in the wrong searches
The ad leads to the homepage instead of a page that matches the search
Conversions are not set up, so Google optimises for clicks
Nobody reads the search terms report, so the same mistakes repeat for months
What you get
Concrete, in your hands
- Keyword research based on real buying intent
- Search campaigns with a clean structure
- A negative keyword list maintained every week
- A landing page that matches what the person actually typed
- Conversions set up, with form and call tracking
- A monthly report with cost per enquiry, per campaign
How we work
Four steps, same order every time
Keywords
We separate searches that buy from searches that only browse. The second kind gets excluded before it spends the budget.
Structure
Campaigns and groups arranged so each ad answers one intent, not all of them at once.
Measurement
Conversions, calls and forms set up before launch. Without them, Google optimises into thin air.
Cleanup
A weekly review of actual search terms. Whatever does not buy goes on the negative list.
How it is measured. Cost per enquiry per campaign, and the share of searches that are genuinely relevant. Both numbers sit in the monthly report.
Questions
Answers before the call
Google or Meta - which first?
If people actively search for what you offer on Google, Google. If it is the kind of thing they do not know to search for, Meta. Someone planning a build searches for an architect, so that side starts with Google. A developer who has not started planning yet will not search for you at all, so that side starts with LinkedIn and Meta.
What does a click cost?
It depends on the field and the competition - anywhere from a few tens of cents to a few euros. The number that matters is cost per enquiry, not cost per click.
Do I need SEO if I pay for ads?
Ads work from today and stop the day you stop paying. SEO takes months to build and stays. A healthy split is ads for now, SEO for next year.
Do you run Google Shopping?
No. We work with service businesses, not online shops. For retail you want somebody who lives in product feeds.
Next step
Three places, and one number every month.
We work with three clients at a time, in 90-day cycles. If the number is not heading the right way after the first cycle, we suggest we stop - and tell you why.