Advertising and social media
Advertising campaigns
in Google Ads
You pay for clicks from people looking for your service. We make sure those clicks turn into enquiries, and every month we show you how much each one cost.
When Google Ads makes sense, and when it does not
Search ads work best when someone already knows what they want and is looking for a provider. The query “timing belt replacement Lublin price” is typed by someone ready to place an order. The query “how does a timing belt work” is typed by a reader who may buy one day, but not today. You will pay for their click too, unless queries like this are excluded.
Advertising will not replace the offer. If competitors do the same thing cheaper and faster, a campaign will only speed up a comparison that goes against you. We check the offer before launch, and if it loses to the competition, we say so plainly.
The second condition is a page that can take the traffic, meaning a page describing the advertised service, not the home page.
How we run campaigns
We start with measurement. If the ad system does not know which clicks ended in an enquiry or a sale, it learns from bad data, and every bid change is guesswork.
- Conversion setup: forms, phone calls, orders
- A campaign structure that is still clear after several months
- A negative keyword list built from day one and expanded regularly
- Schedule and locations matched to your business hours and service area
- Separate ads for each group of queries
- Brand traffic separated from the rest
- Monthly report with the cost per enquiry
Negative keywords: which queries not to pay for
The search terms report shows which queries your ads actually appeared for. In new campaigns, some clicks come from queries that do not lead to orders: DIY guides, job ads, competitor names, pupils' homework.
We review this report every week in the first month and every two weeks after that. Every accurate exclusion leaves money in the budget for queries that could turn into an order.
Your own company name in generic campaigns. Someone who types in your company name is looking for you anyway. In reports these clicks look the best and inflate the performance of the whole campaign.
What determines the ad budget
You pay the ad budget directly to Google, separately from our fee. The amount depends on cost-per-click rates in your industry, the number of services you advertise and the area where you want to appear. In highly competitive industries such as insurance or legal services, a click costs noticeably more and the entry threshold rises.
With too small a budget, a campaign collects too little data to be optimised. We check this before launch and tell you plainly if the budget will not cover a meaningful test.
| Budget | What you can expect | Who it is for |
|---|---|---|
| Small, to test the channel | A narrow set of keywords, one service, one city | A company checking whether the channel works |
| Medium | Several services, a steady flow of enquiries | A typical service business |
| Large | Many services and locations, Shopping campaigns | Shops and companies with several branches |
| Very large | Full structure with testing and seasonality | A shop with a large catalogue |
The boundaries between these levels lie in different places in every industry: a budget that covers several services in one industry may only fund a test of one keyword in another. That is why at the start of our work together we give you an estimate of bids for your industry and region.
Our fee is fixed and does not depend on the size of the budget. We do not take a commission on spend, because such a commission rewards spending rather than results.
Shopping campaigns for online shops
For online shops, the foundation is Google Shopping campaigns. The ad shows the product image, price and name, so the person who clicks knows what they are looking for and sees the price before entering the shop. This requires a correct product feed in Google Merchant Center, which is why we start there.
We tidy up the data: product titles written for search queries, categories that follow Google's taxonomy, and availability and prices updated automatically. A raw export from the shop's admin panel is often not enough: the titles do not match what people type into the search engine, and missing fields exclude some products from ads.
Performance Max and what it needs
Performance Max is a single campaign that distributes the budget by itself across Search, Shopping, YouTube, Gmail and the Display Network. It works well when it has something to learn from: it needs a correct product feed, images, several text variants and a steady flow of conversions.
With a small budget and a few orders a month, the system has nothing to draw conclusions from. It may then collect the cheapest clicks, often from people who were typing in your company name anyway. The report looks good, but some of those conversions would have happened without the ad.
That is why, during setup, we separate brand traffic from the rest and assess these two figures separately. We build asset groups for individual product categories rather than one for the whole shop, and we check where the ads actually appeared.
With a small budget we suggest a standard Search campaign. It shows which queries you are paying for and can be managed manually.
Monthly report: cost, enquiries, conclusions
Every month you get a summary with three figures: how much we spent, how many enquiries or orders came from it and how much each one cost. Plus a comment on what we changed and what we plan for the next month.
Impressions and click-through rate are working data. We use them for optimisation, but in the report they only serve as background to the cost per enquiry.
Ad copy: specifics instead of generic slogans
A search ad has a few dozen characters to persuade someone to click. Slogans such as “professional and reliable” carry no information and many competitors use them, so they do nothing to set you apart.
Specifics work better: lead time, service area, what makes the offer different. A mention of a quote within 24 hours gives the reader something concrete, and a stated location saves a click for someone outside your area.
We write separate ads for each group of queries. Someone looking for an urgent repair and someone comparing offers need different messages, even if they are searching for the same service.
Landing page: where the click leads
You pay for the click even when the landing page does not answer the question raised in the ad. Before launch, we check that every advertised service has a page that describes it, states a timeframe and shows a clear way to get in touch. We match the landing page to the ad copy.
If there is no such page, we tell you before the campaign goes live. Sometimes it is better to delay the launch and prepare the missing page first, because a campaign that sends people to the home page spends budget on visitors who will not find an answer there.
Working together
How we work together, step by step
Measurement and preparation
We set up conversions and check the landing pages before the campaign launches.
Launch and the first month
We start narrow, watch the search terms report and expand the negative keywords every week.
Optimisation
We move the budget to where enquiries come from and switch off what does not work.
Report and plan
A monthly summary with the cost per enquiry and a plan for the next month.
Questions
Frequently asked questions
No. You pay a fixed fee for campaign management, and you settle the ad budget directly with Google in your own ad account.
Ads start showing once Google approves them. We draw the first conclusions after 2–3 weeks, and a reliable assessment of a campaign needs at least a month of data.
No, but there must be a page describing the advertised service, with a timeframe and a clear way to get in touch. An ad that leads to the home page spends part of the budget on people who will not find what they were looking for.
We start with an audit. It can often be fixed rather than rebuilt from scratch, which keeps the account history.
Related services
What else may be useful
Your city
Google Ads campaigns in your city
For each of these cities we have a separate page describing the local market and how we work with companies there.
Let's work out what one enquiry costs you
Tell us your industry and region. Within 24 hours we will send back a preliminary bid estimate and a sensible starting budget.