Google Ads & Search
demand that already exists.
When people are already looking for you, we help them find you. Search, Shopping, Performance Max and YouTube, steered on one number: what a customer may cost you.
Why Google
What it is
Google is the channel where people tell you what they’re looking for before you spend a euro. That makes it a strong place to be, and a place where careful set-up matters: a broad keyword without negatives can easily spend budget on searches that won’t convert.
We manage all of Google as one account, so the campaign types work together on the same budget:
- Search: the intent that’s already there. Keyword structure, match types, negatives and ad copy per search intent.
- Shopping & Performance Max: feed first, because a campaign builds on the product data underneath it.
- YouTube: for demand you want to create, once Search is well covered.
- Demand Gen / remarketing: for visitors who didn’t convert the first time.
How we run it
Structure, feed, then bidding.
One number first.
We agree what a customer may cost before anything goes live. Every decision after that gets measured against it.
Structure.
Campaigns split by intent and margin, not by your catalogue tree.
Feed.
For Shopping and PMax we improve the product feed before adjusting bids: titles, categories, missing attributes and out-of-stock handling. In our most recent feed project, the 14,317 products in the feed didn’t fully match the webshop. We aligned that first, before changing any bids.
Search terms, weekly.
We review the search terms of every account and exclude terms that aren’t paying off in that same week.
Bidding.
We use Smart Bidding once conversions are measured correctly (see the measurement layer), so it learns from the right signals.
Every day we look at spend, cost per conversion, new search terms and tracking for the accounts we manage. If something needs attention, you hear from us that day, and nothing changes in your budget without your approval.
What you get
Clear and in your hands.
- A structure that’s easy to follow, also without us
- Ad copy per search intent, tested against each other
- A weekly meeting and a chat that’s always open
- A direct line to the person doing the work
Simplify first
“Often an account improves most by switching a few things off.”
Verdi van der Steege · founder, aida ads
Result (anonymised)
A B2B manufacturer of aluminium profile systems.
The Search account had been running for years. 86% of measured search-term spend went to terms that had not yet produced a conversion, and over €140 a month of brand traffic was bought through generic campaigns. The restructure starts there: reduce the waste, protect the brand, then grow on the same budget.
More cases →FAQ
Frequently asked questions.
How long before Google Ads pays off?
Search usually shows a direction within 2 to 4 weeks. Shopping and PMax need 4 to 6 weeks before the data becomes meaningful. We’d rather be realistic about that from the start.
Do I need a minimum budget?
It helps to have a steady budget, so Google has enough data to learn from and the management pays for itself. In the first conversation we’ll tell you honestly whether your budget is a good fit.
Can you take over an existing account?
Yes, that’s usually how it goes. We start by looking at what’s already there, which is how almost every collaboration begins.
Do you use automated bidding?
Yes, once conversions are measured correctly. Automated bidding works best with reliable data, and that starts with the measurement layer.
What don’t you do?
We don’t spread a small budget across many campaign types, because the data then stays too thin to learn from. We don’t bid heavily on your own brand name unless a competitor is bidding on it and we can show it adds something. And we focus on results rather than impressions.
Share your account with us.
We’ll show you what you pay per result, what may be measured incorrectly, and the first 5 things we’d improve. Free and without obligation.
Let’s talk →