Service
Strategy-led Google Ads management, from your website to measurement
We provide Google Ads management nationwide if your company needs new customers, whether you sell to other businesses or to consumers. First, we look at the page that visitors arrive on when they click your ad, because Google assesses that too. Once the landing page is in order, we build the campaign, set the budget together with you, and then continuously refine the ads based on the data. We document every step and explain what every figure means. We won't leave you on your own, and we don't send you Excel spreadsheets without any commentary.
Google Ads Partner certification
01
What does our Google Ads campaign management include?
For us, Google Ads campaign management is one joined-up piece of work, running from defining the target audience to regular feedback. If you've come across it elsewhere as PPC campaign management, it's the same service. These are pay-per-click ads: in search campaigns, you typically pay when someone clicks on your ad. The service consists of seven elements:
- defining the target audience,
- building and launching the campaigns,
- setting the budget together,
- developing keywords from a Google Ads perspective,
- continuously optimising the ads,
- measuring the results and refining the campaign based on analytics,
- documentation and feedback on everything.
We describe what these mean in practice further down, in the workflow section.
Two things are not part of campaign management. One is the advertising cost: Google bills you for the clicks, and this amount is completely separate from what you pay for the management. The other is creating or reworking the landing page. If your current website isn't suitable for receiving visitors from your ads, we put that right as a separate job.
02
Why do we start with the website, and only then move on to the ads?
Google assesses not only the ad but also the page the ad takes the visitor to. In search campaigns, this is measured by the Quality Score, which is made up of three factors: expected click-through rate, ad relevance and landing page experience. The better this score, the better the position and cost per click the ad can achieve. A weak landing page therefore costs you twice: you pay more for each click, and some of your visitors leave without requesting a quote.
If you're wondering why your current website doesn't work as an ad landing page, it's worth going through the typical reasons. Sometimes the ad is about a specific service, yet after clicking, the visitor lands on the homepage and has to find what they were looking for themselves. Many sites load slowly on mobile, or the content falls apart on smaller screens. It's also common for the phone number and the quote request form to appear only after lengthy scrolling, while the copy doesn't make clear how you're better than your competitors.
That's why, with us, a campaign starts with a well-written, search-engine-optimised website that is credible in its field. If you don't have a site like that yet, we'll build one for you as well, with an SEO-optimised structure from the outset, so it doesn't need patching up afterwards and Google can interpret it more easily. The site is responsive (mobile-friendly), and every service has its own subpage, so each ad group leads to the page that matches it. If you also ask for search engine optimisation, the same site works for you in the organic results too.
03
What do we need from you to get started?
To get started, there are a few things we need to receive from you or find out, because they can't be read from the ad account data:
- access to your website and your existing Google Ads account, if you have one, so that we can see the data so far;
- access to Google Analytics, if you already use it to measure your traffic;
- a list of the products or services that generate most of your revenue and that you want to advertise;
- who your customers are: individuals or businesses, from which region, and with what problem they come to you;
- what you count as a result: a phone call, a quote request, a webshop purchase or a booking;
- an idea of how much you would like to spend on advertising each month.
You don't need to give an exact figure for the last point. We set the budget together; at the start, it's enough to know how much room for manoeuvre we have when planning.
04
What do the budget and the management fee depend on?
The cost of Google Ads has two parts: what you pay Google for the clicks, and the campaign management fee. We can't give you a price for either sight unseen, because both depend on your company and your market.
Your advertising budget is mainly determined by how many advertisers are competing for the same searches. Where many companies are advertising for the same customer, a click costs more than in a narrow niche. Geographic targeting matters too: advertising nationwide needs a different budget from looking for customers in a single county. The monthly amount is also shaped by ad scheduling, for example if you only advertise during working hours, when you can answer the phone. Finally, your goal also affects how big a budget it makes sense to plan for.
The management fee depends on how much work the account requires. A single service in one city is a completely different task from dozens of products across several campaigns. It also matters whether we're building a new account or taking over an existing one that needs to be put in order first, and whether work is needed on the landing pages before the campaign. Once we've got to know your company and your goals, we'll give you a specific quote.
05
How the work runs, from target audience to refinement
We build and maintain the campaign in seven steps. The first four steps are part of the launch; the last three we repeat throughout the campaign's entire run.
- Step
We define the target audience
We clarify who your customer is, where they live or operate, what device they search on, and in what situation they turn to you. A B2B service is typically searched for during working hours by a purchasing manager or company director, whereas a consumer service may be searched for by a private individual in the evening, on their phone. This tells us where, when and to whom the ad should be shown.
- Step
We build and launch the campaigns
We split your services or product groups into separate campaigns and ad groups, each with its own ad copy and a matching landing page. We also set up conversion tracking so that, alongside clicks, we can see quote requests, calls and purchases.
- Step
We set the budget together
We decide the monthly budget together with you and divide it between campaigns according to which service brings in the most revenue. While the campaigns are running, we adjust it to the results: more money goes where customers come from, and we take it away from where they don't.
- Step
We develop keywords from a Google Ads perspective
Keyword research for advertising follows different criteria from keyword research for search engine optimisation. Here we look at how much a click costs, how strong the purchase intent behind the search is, and which match type is worth targeting with. The negative keyword list is just as important, so that your ad doesn't appear for searches along the lines of ‘job’, ‘DIY’ or ‘download’.
- Step
We continuously optimise the ads
We test several ad copy variants in parallel and regularly review the search terms report, which shows exactly what people searched for before they clicked. Based on this, we extend the exclusions and adjust the bids.
- Step
We measure the results and refine based on analytics
The conversion data shows us which campaign, keyword and ad brings in customers, and which only spends money. We base our changes on this data; we cover this in detail in the next section.
- Step
We document everything and give you feedback on everything
We record every change: what we changed, why, and what the result was. That way, it can be traced back later what brought about the improvement, and you can see what the budget was spent on.
06
What does the data show, and what do we do with it?
Besides revenue growth, the biggest advantage of Google Ads is measurability. In the past, it took a lot of juggling to find out how many people had seen an ad, how many had clicked on it and where the enquiries had come from. Google Ads shows you this with accurate, continuously updated data.
You can see where your visitors come from, what device and what time of day they click at, and which ad copy or keyword they respond to. These details show how effective the ad is and where it needs refining. So instead of guessing, you can rely on facts.
Data only turns into results if someone knows what to do with it. We don't just pull the statistics; we interpret them and put them to use: in every advertising cycle, we look at how we could target more precisely and how the campaign could work more efficiently. For example, if it turns out that mobile visitors click but don't request a quote, we examine the mobile landing page. If clicks are expensive at a certain time of day and conversions are few, we allocate less budget there. Facts are stubborn things; there's no point arguing with them.
07
Why does it matter that you're working with a Google Ads Partner?
We hold Google Ads Partner certification. Google awards this status according to its own criteria: it monitors our specialists' Google Ads certifications and the health of the accounts we manage, and it reviews the status from time to time. For you, this means your account is managed by a team whose work is measured by Google itself.
Besides our Partner status, it also matters that, with us, advertising is part of a bigger picture. We also do website design and search engine optimisation, so the landing page, the ads and your organic presence are all in one pair of hands. If the campaign data shows that a keyword converts well, we can use that when planning organic content too, while the copy on well-performing subpages provides ideas for the ad copy.
Google Partner
- Google Ads Partner certification
- Account management measured by Google
08
Google Ads management with us, in brief
- / 01
The work runs from defining the target audience, through building the campaigns, keywords and measurement, to documented feedback.
- / 02
You pay Google directly for the clicks; this is separate from the management fee. Creating or reworking the landing page is also a separate job.
- / 03
The management fee depends on the size and condition of the account, and on whether work is needed on the landing pages first. We decide the advertising budget together with you.
- / 04
We look at the landing page first, because landing page experience is one of the factors in the Quality Score.
What is Google Ads?
Google's advertising system. Your ads can appear above and below the search results, on Google Maps, on YouTube and on Google's partner sites when someone searches for a term related to your service, or belongs to your target audience based on their interests.
So does Google Ads just swallow money, or does it really bring in traffic?
Either can happen, and which one depends on the settings. If the campaign runs on poorly chosen keywords, without exclusions, and sends people to a weak landing page, the budget really will run out with no results. If the target audience, the keywords and the landing page are in order, and conversion tracking shows what brings in customers, the money goes where it generates revenue.
I've launched an ad, so that's Google Ads already, isn't it?
That means the campaign has started, but the management is only just beginning. A campaign can be put together in a few minutes in Google's interface, but the default settings often show the ad to a wider audience than you need. After the launch comes reviewing the search terms, extending the exclusions, testing the copy and reallocating the budget.
What are your prices?
We don't sell ‘off-the-shelf’ products, so the price is tailored to the task: the number of campaigns, the condition of the account and whether work is needed on the landing page. We set the advertising budget together, and you can read the details in the section on costs above.
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Where should your ad management start?
“Professional team, reasonable prices. A high level of expertise :)”
- / 01
If the landing page is weak or missing, we work on the website before the campaign. In that case, it's worth writing to tell us which of your services you'd like to advertise first.
- / 02
If you're already running a campaign you set up yourself, we start by reviewing the account's data so far, because the existing settings may need to be put in order first.
- / 03
We start building a brand-new account by clarifying the target audience. To help with this, it's worth telling us on the contact page who your customers are and roughly what monthly budget you have in mind.