Google Ads management
Google Ads measured in enquiries and sales
Google Ads puts you at the top of search results the same day. But without the right keywords, accurate conversion tracking and a proper landing page, the budget quickly goes on clicks that bring no business. We run campaigns to drive enquiries and sales.
In short
What Google Ads is and when it pays off
Google Ads shows your ad to people at the moment they search Google for the service or product you sell. You pay for the click, not the impression, so your budget goes on people who already intend to buy.
Google Ads pays off fastest for businesses with a clear service and a measurable enquiry: a call, a form or a purchase in an online store. That is why we always set up conversion tracking before a campaign goes live, so that at the end of every month you know exactly how much business the ads brought in.
What's included
Real work, not promises
Every item comes with its own deadline and its own measure of success.
Search campaigns
Ads for people who are searching for your service right now, with keywords that show clear buying intent and regular exclusion of irrelevant searches.
Google Shopping
Connecting your online store to Google Merchant Center, a clean product feed and campaigns split by margin and best-selling products.
Performance Max
Campaigns that cover Search, YouTube, Gmail, Maps and Shopping, but only once we have accurate conversion data.
Conversion tracking
Google Tag Manager, GA4 and Google Ads conversions for calls, enquiries, purchases and WhatsApp clicks.
Landing pages
Pages built for the ad: the same message as the ad, a clear call to action and fast loading on mobile.
Reporting
Monthly: spend, enquiries, sales, cost per enquiry and what we will change next month.
What Google Ads is and how it works
Google Ads is Google’s paid advertising platform. Ads appear in search, on Google Maps, YouTube, Gmail, in Google Shopping and on partner websites. Most often you pay per click: the impression is free, and you pay when someone clicks the ad.
Which ad is shown and how much a click costs doesn’t depend on the bid alone. Google also calculates a quality rating: how closely the ad relates to the search, how many people click it and what the page it leads to is like. That is why a well-built campaign can pay less per click than a competitor and still sit above them.
This page is about Google Ads. For Facebook and Instagram ads, see Facebook and Instagram advertising, and for a combined plan across both channels, Google and Meta advertising.
The types of Google Ads campaigns we run
Search
Text ads above the organic results, for people who are searching for your service or product right now. The best value for most service businesses, because they hit the moment of purchase.
Shopping
Ads with the product image, name and price. For online stores they are often the most profitable channel. Their quality depends on the feed: titles, categories, attributes and availability must be accurate.
Performance Max
A campaign that covers every Google channel with one budget and decides by itself where to show the ad. It is powerful when it has enough accurate conversion data. Without that, it spends on impressions that don’t sell, so we don’t launch it until tracking is in order.
YouTube and Display
Video and banner ads for brand awareness and remarketing. Useful for products where the buyer takes days or weeks to decide.
Remarketing
Ads for people who have already visited your site, added a product to the basket or looked at your offer. Usually the cheapest enquiries in the whole account.
Keywords and negative keywords
Most of the money lost in Google Ads goes on the wrong searches. If you sell “garden pools”, you don’t want to pay for a click on “public swimming pool opening hours” or “pool drawing”. So we:
- choose keywords with clear commercial intent (price, buy, service, town);
- build a negative keyword list before launch and add to it every week from the search terms report;
- split campaigns by service or product category, so every ad matches the search;
- track impression share, so we know where a competitor is taking searches that could be yours.
Conversion tracking: no optimisation without it
Google Ads is only as good as its conversion data. If nobody measures what brought in a call or a sale, campaigns are optimised for clicks, and clicks don’t pay the bills. Before launch we set up:
- Google Tag Manager and GA4 with events for enquiries, calls, purchases and clicks on WhatsApp or Viber;
- Google Ads conversions with purchase value for online stores;
- enhanced conversions and consent mode for cookies;
- call tracking from ads and from the site where needed.
More on this in the article How to choose a Google Ads agency.
The landing page decides the cost of an enquiry
The same ad can bring enquiries at half the cost simply because it leads to a better page. A good landing page repeats the ad’s promise in its headline, shows straight away what the offer is and who it is for, has proof (work, reviews, a guarantee), one clear call to action, and loads fast on mobile. When your existing page doesn’t match the ad, we build a new one or suggest changes.
The account is always yours
We open the Google Ads account in your name or use your existing one, and we get access as your agency. You pay the ad budget directly to Google. If we ever stop working together, the account, the campaign history and all the data stay with you. For a specialist view of Google advertising, see also Google advertising on Optimizacija-Sajta.rs (in Serbian).
How we build the account structure
A badly set-up account wastes budget quietly: one campaign for every service, broad keywords, the same ad for everything. We build the account around how you make money:
- campaigns by service or product group with different margins, so budget can shift towards what earns more;
- ad groups by intent: “price”, “urgent”, “best” and “near me” are not the same search and don’t deserve the same ad;
- a separate brand campaign, so competitors can’t take the people looking for you specifically, and brand spend doesn’t get mixed up with new customers;
- locations and ad schedule based on where you work and when you take calls;
- negative keyword lists at account and campaign level, updated every week from the search terms report.
Ads, assets and ad quality
Responsive search ads have up to 15 headlines and 4 descriptions, which Google combines. We write them so that every headline has a job: the keyword, a benefit, proof (experience, number of products, delivery time) and a call to action. We add every asset that makes sense: sitelinks, calls, location, prices, promotions, callouts and images.
Quality Score depends on expected click-through rate, ad relevance and landing page experience. A higher score means a lower cost per click for the same position, so work on the ad and the page saves money directly.
Bidding strategies: which one when
| Strategy | When we use it |
|---|---|
| Manual CPC or maximise clicks | At the very start, when there is no conversion data yet |
| Maximise conversions | When tracking works and the campaign has its first conversions |
| Target CPA | When we know how much you can afford to pay per enquiry and there are enough conversions each month |
| Maximise conversion value / target ROAS | For online stores with accurate revenue per order |
Smart bidding only works well with accurate conversions. If Google counts every tap on a phone number as a sale, the algorithm learns the wrong thing. So measurement comes first, automation second. Work out which CPA and ROAS are profitable for you in the ROAS calculator.
Google Shopping and Merchant Center for online stores
For an online store, Shopping and Performance Max are usually the most profitable campaigns, but only with a good feed. In Merchant Center we sort out product titles (brand, model, key feature), categories, GTIN codes, prices and availability that match the site, shipping and returns. We connect the WooCommerce feed automatically, so price and stock changes apply to the ads straight away.
We split products by margin, best sellers and season, so the campaign doesn’t spend the budget on the cheapest products that get lots of clicks but earn little. More on this on the SEO and advertising for online stores page.
What we do in the account every week
- review the actual search terms and add negative keywords;
- check spend by campaign and shift budget towards what brings enquiries;
- check conversions: are all calls, forms and purchases still being recorded;
- test new ad headlines and descriptions;
- check disapproved ads and products;
- monitor competitors in the auction (Auction insights).
Once a month you get a report: spend, number and cost of enquiries, sales or revenue where measurable, what was changed and the plan for next month.
Taking over an existing account
If you already have a Google Ads account, we don’t delete its history. First we review it: which campaigns and keywords spent money without results, whether conversions measure the right things, what the location and schedule settings are like and how good the landing pages are. After the review you get a prioritised list of changes, and we introduce them gradually so the algorithm doesn’t lose what it has learned.
How we work
Three steps to measurable growth
01 Analysis
A review of your website, your competitors and your keywords. You get a clear list of what is holding back growth.
02 Plan and delivery
Priorities ranked by their impact on sales. We handle the technical side, the content and the campaigns, with no wasted effort.
03 Measurement and growth
A monthly report with enquiries, rankings and spend. We double down on whatever brings in business.
Work
Where we have already done this
FAQ
Google Ads: questions and answers
It depends on your industry, the competition and the area. In the first conversation we estimate how much a click costs for your keywords and what budget gives enough data to make decisions. We don’t publish prices on the site, because we work out every case individually.
You always pay the ad budget directly to Google, from your own card or account. The account stays yours, and all the data in it stays with you even if we stop working together.
Ads start showing the same day they are approved. We use the first 2 to 4 weeks for learning: we look at the searches, exclude the irrelevant ones and shift the budget towards what brings enquiries.
Google Ads brings visits straight away, but only while you pay. SEO grows more slowly, but the visits stay. They work best together: ads show which searches sell, and SEO wins those searches for the long term.
Yes. First we review the account: the campaign structure, keywords, the searches that waste money and conversion tracking. The quickest savings often come from excluding the wrong searches.
Google Ads is Google’s paid advertising platform. Ads appear in search, in Shopping results, on YouTube and on partner websites, and you mostly pay when someone clicks the ad.
Performance Max is a campaign type that shows ads across all Google channels from a single budget. It works well for online stores with a good feed and accurate revenue tracking, but it needs keeping in check so it doesn’t spend the budget on the easiest clicks.
It is Google’s rating, from 1 to 10, of how relevant your keyword, ad and landing page are. A higher score usually means a lower cost per click and a better ad position.
The most common causes are keywords that are too broad with no negative keywords, poor conversion tracking, a landing page that doesn’t lead to an enquiry, and ads shown outside your area or working hours.
Usually yes, in a separate campaign. Brand clicks are normally cheap, and it stops competitors taking the people who are looking for your company specifically.
Small changes, such as negative keywords and budgets, are made weekly. Bigger changes to strategy and structure are made less often, once there is enough data, so the algorithm doesn’t keep starting its learning from scratch.
Further reading
More detail on Optimizacija-Sajta.rs (in Serbian)
Google Ads step by step: how we run campaigns
Good Google advertising doesn’t start in the ads account, it starts on your website. First we check whether the page the ad leads to works fast on mobile, says clearly what you offer and makes it easy to send an enquiry. Only then does it make sense to pay for clicks.
1. Keyword and intent research
We choose searches that signal a purchase, for example the name of a service with a town or a product model, and straight away exclude searches like “free”, “jobs” or “how to do it yourself”. That way your Google Ads budget is spent only on people who can become customers.
2. Conversion tracking before the first click
We connect Google Ads with Google Analytics 4 and Google Tag Manager, and measure calls, forms and purchases, plus order value for online stores. Google publishes instructions for setting up conversions in the Google Ads Help Centre, and we apply and check them on every account.
3. Campaign structure
Search campaigns for services, Shopping and Performance Max for online stores, remarketing for visitors who didn’t buy. Every ad group has its own landing page and its own keywords.
4. Weekly optimisation and a monthly report
We track search terms, cost per enquiry and sales by campaign. Once a month you get a report in English: what Google Ads delivered, what we changed and what we recommend for next month.
Google Ads works best alongside SEO: ads bring enquiries straight away, while SEO lowers the cost of every new customer over time. See also the Google Ads budget calculator and our case studies.
Enquiry
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