Google Ads is the fastest channel for people searching with an intent to buy to find you today. On its own, though, an ad only buys traffic. Whether that turns into revenue depends on three things: how accurate the conversion tracking is, how good the landing page is, and how disciplined the daily management of the campaigns is. As developers we can do something about all three, because we have access not only to the ad account but to the website as well.

That is why our work does not start by opening a campaign, but by putting the measurement in order. If we do not know exactly which click turned into a quote request or an order, then optimisation is guesswork and the Google algorithm learns from bad data. In our experience this is the most common reason an account spends for months with no visible result.

Typical places where Google Ads adverts appear

What exactly we do

1. Survey and measurement in the first week. We connect GA4 to the ad account, set up Enhanced Conversions and, where needed, server-side tracking. We check the conversion events with a test quote request or a test order, so we do not take the interface at its word, we try it.
2. Campaign structure fitted to the goal. A separate campaign for the brand name and another for purchase-intent terms. For a webshop, Shopping and Performance Max carry the product traffic. We only start a Performance Max campaign once there is enough conversion data for it to learn from. Without that the system buys the cheap but worthless impressions.
3. Ad copy and landing page together. Every ad group gets its own copy, and the message of the landing page is the same as that of the ad. If the landing page is slow, incomplete or unusable on mobile, we can fix that too, because we build websites.
4. Daily management, not a monthly login. We go through the actual search terms, extend the negative keyword list, and change the bidding strategy when there is data behind it. We stop the loss-making ad groups and scale up the profitable ones.
5. A monthly report in plain language. Conversion count, cost per conversion and return on ad spend, plus one page on what we changed during the month and why. We do not send a 40-page automated export.

How this differs from an ad agency

• For us the product feed is a development question. In our own webshop system and in Magento 2 we produce the feed ourselves, so the price, the stock and the variant data are accurate. Shopping and Performance Max campaigns work from this, so a faulty feed spends money directly.
• We do not pass the measurement on to someone else. We set up GA4 server-side tracking and Enhanced Conversions ourselves. We have a separate page about it: server-side tracking.
• We have access to the landing page. Speed, forms, the mobile view, the checkout flow. A bad landing page hurts the return more than any bidding strategy, and an outside campaign manager cannot touch it.
• Results anyone can verify. In search engine optimisation we have reached first places on highly competitive keywords. The same analytical work sits behind the paid campaigns.

When we do not recommend Google Ads

Selling campaign management is easy. Our interest, though, is that you stay a client for the long run, so we say it when this is not the next step for you right now.

• If there is no measurable conversion on the site, that is, no form, no cart and no call button. That has to be built first, otherwise there is nothing to optimise.
• If the margin on the product cannot carry the cost per click in that market. We work this out at the survey. If it does not add up, we say so.
• If the website is slow or out of date. You lose the paid visitor just as you lose the free one, except that you paid for this one.
• If you would enter a fiercely competitive market with a budget that runs out during the learning phase. In that case it is better to start with narrower targeting or another channel.

In these cases we recommend fixing the landing page, search engine optimisation or webshop development. We do not start a campaign that we can see in advance will use up your budget without results.

Prices and terms

There are two items to reckon with. One is the ad budget, which you pay directly to Google. The other is the management fee, which covers building the campaigns, the daily optimisation and the reporting. The management fee depends on the size of the account and the number of campaign types, so we quote for it after the survey.

There is no annual contract to tie you in; the management can be cancelled monthly. The ad account, the campaigns and all the measurement data stay yours even if you later take them elsewhere. Write to us about what you would advertise and what budget you would start with: the first review is free.