Google Ads & PPC
Paid search measured in customers, not clicks
We plan, launch and optimise campaigns on Google Ads and Microsoft Advertising, built on properly configured conversion tracking, landing pages that convert and an account structure you can actually follow. The account, the billing and the data are yours from day one.
Why paid search
Immediate demand while SEO builds for the long term
SEO takes months to pay off; a well-configured search ad can bring qualified visitors on the day it goes live. That makes paid search the right tool in three specific situations: when you launch a product or enter a new market, when you need to capture highly commercial keywords where the organic results are crowded, and when you want to validate a message or an offer before investing in content.
The catch is that Google Ads is also the fastest way to spend a budget without learning anything. Accounts with overly broad match types, poorly defined conversions or automated campaigns fed with low-quality data optimise towards whatever is easy to get, not towards what is valuable to your business. That is where our work begins: deciding what a real conversion is, measuring it properly, and only then letting automated bidding do its part.
If you are not yet sure which channel suits you, we walk through it in SEO or Google Ads?.
- Account and billing in your company's name; we access it as managers
- Goals tied to enquiries, sales or value, not clicks
- A monthly report on what we changed and why
What's included
Everything a healthy account needs
Search campaigns
A structure organised by intent and business line, responsive ads with tested messaging, complete assets (extensions) and match types chosen deliberately rather than left on default.
Performance Max
Asset groups by product or service, audience signals, brand exclusions where appropriate, and close attention to where the budget is really being spent.
Shopping and product feeds
Merchant Center set-up, optimisation of feed titles, attributes and categories, and segmentation by margin or sell-through so you bid where it pays.
Remarketing and audiences
Visitor and customer lists, behavioural segments and exclusions. In the EEA, Google's audience features require Consent Mode v2 to be implemented correctly.
Conversion tracking
Primary and secondary conversions, values, enhanced conversions, and offline conversion imports when the sale closes away from the website.
Negative keywords
Regular reviews of the search terms report and shared negative lists that cut spend on searches that will never buy.
Landing pages
Landing pages aligned with each ad group: a consistent message, fast loading, a short form and a value proposition that makes sense within five seconds.
Microsoft Advertising
Importing and adapting campaigns for the Microsoft search network (Bing and its partners), with its own UET tag and its own consent mode.
Reporting and reviews
A Looker Studio dashboard with cost, conversions and cost per acquisition by campaign, and a monthly review built around decisions, not just numbers.
Campaign types
Which campaign to use, and when
Not every account needs every campaign type. These are the criteria we use to choose, and what we watch in each case.
| Type | When it fits | What we watch |
|---|---|---|
| Search | Services, B2B and any demand with clear intent (‘employment lawyer Marbella’, ‘hotel booking software’). | Actual search terms, impression share lost to budget or rank, quality of conversions. |
| Performance Max | E-commerce with a solid feed, or businesses with enough conversions for automation to learn from. | How spend splits across channels, brand cannibalisation, quality of creative assets and signals. |
| Standard Shopping | Catalogues where you want fine control by product, margin or season. | Feed quality, products with no impressions, profitability by product group. |
| Remarketing (Display, YouTube, Demand Gen) | Long buying cycles or high-ticket purchases where people compare before deciding. | Frequency, excluding recent customers, consent for audiences in the EEA. |
| Brand campaigns | When competitors or intermediaries bid on your name, or to control messaging during a launch. | Real cost versus branded organic traffic you would receive without paying. |
| Microsoft Advertising | B2B and desktop-heavy audiences, and as an extension of searches that already perform on Google. | Differences in volume and cost per click versus Google, search partner placements. |
How we work
From an empty (or inherited) account to one that learns
Diagnosis and measurement
If you already have an account, we audit it: structure, match types, search terms, bidding strategies, conversions and how they are configured. Very often the biggest problem is not the ads but a miscounted conversion (thank-you page views that fire twice, phone clicks counted as sales).
Before touching bids, we make measurement reliable: the Google tag or Tag Manager, Consent Mode v2, enhanced conversions and, if you sell by phone or in person, a plan to import offline conversions from your CRM.
Activities
Outputs
- Diagnostic report with priorities
- Measurement plan with agreed conversions and values
Strategy and structure
We define what to target, in which markets and languages, with what budget per business line, and against what cost-per-acquisition or return target. Structure follows intent: ad groups bring together searches that share the same landing page and the same promise.
We research keywords with planner and Search Console data, and prepare negative lists from the outset: job searches, training, free products or services you do not offer.
Activities
Outputs
- Documented account structure
- Budget forecast and targets per campaign
Launch
We write ads with multiple headlines and descriptions covering benefits, proof and call to action, complete the assets (sitelinks, callouts, structured snippets, call, location) and review or build the landing pages.
We launch with bidding strategies that match the amount of data available. A new account with no conversions should not start on a strategy that optimises towards a target return: it needs data first.
Activities
Outputs
- Live, verified campaigns
- Landing pages published and tracked
Ongoing optimisation
Every week we review search terms, negatives, spend anomalies and performance by device, time of day and location. Every month we shift budget between campaigns based on real cost per acquisition and test new ad and page variants.
Every quarter we review the strategy with you: which business lines to scale, which to pause, and which lessons to carry over into SEO and content.
Activities
Outputs
- Monthly report on changes and results
- Quarterly roadmap
PPC + SEO
Paid search data makes your SEO better
A well-run Google Ads account is also an excellent research tool. The search terms report shows real queries that convert, with a level of conversion detail that organic traffic rarely gives you. We use that data to decide which pages to create, which topics to prioritise in the content plan and which keywords are worth pursuing organically.
It works the other way round too: the ad headlines with the best click-through rates give us clues for rewriting titles and meta descriptions, and linking Google Ads with Search Console lets you see organic and paid visibility side by side for the same query. With that view we decide where to lower bids because you already rank well, and where to push harder because organic is not there yet.
- Keywords validated by conversions before you invest in content
- Messages tested in ads carried over to titles and pages
- Budget decisions based on a combined organic and paid view
Your account, your data. Always.
We create or keep the Google Ads account in your company's name, with your payment method, and access it through a manager account. If we ever stop working together, you remove our access and keep the full history, audiences and conversions. The same applies to Merchant Center, Analytics and Tag Manager.
FAQ
Common questions about Google Ads
What budget do I need to get started?
It depends on cost per click in your sector and how many conversions you need to make decisions. In our proposal we give you an estimate based on data from your market and clearly separate media spend, which you pay directly to Google or Microsoft, from our management fee.
Why is Consent Mode v2 mandatory?
For users in the European Economic Area, Google requires advertisers to pass consent signals (including ad_user_data and ad_personalization) in order to use audience features such as remarketing and measurement based on user data. Without a correct implementation, lists stop growing and measurement degrades. We explain it in detail on our analytics page.
Does Performance Max replace search campaigns?
Not necessarily. Performance Max works well with good conversion data and good assets, especially in e-commerce, but it offers less control and less transparency. In many service accounts we combine search for the core keywords with Performance Max only where it adds incremental volume.
Should I bid on my own brand?
Sometimes: when competitors or intermediaries bid on your name, or when you need to control the message. Other times you are simply paying for clicks you would have received free from the organic result. We decide using data from your account, not out of habit.
Do you manage campaigns in several languages and countries?
Yes. We work in Spanish and English and structure campaigns by market and language, with ads that are adapted rather than literally translated and landing pages in the right language. For other languages we work with native copywriters.
Can you guarantee a number of leads?
No. No honest manager can guarantee results in an auction that depends on competition and market conditions. What we do commit to is a clear plan, reliable measurement, goals agreed in writing and full transparency about every change.
Related
Related services and guides
Analytics & data
Web analytics with GA4, Google Tag Manager and Consent Mode v2: measurement plans, Looker Studio dashboards and tracking of traffic from AI assistants.
Web development & CRO
SEO-first web development and CRO: architecture built on search research, Core Web Vitals, WCAG accessibility and A/B testing to turn visits into customers.
SEO or Google Ads?
SEO or Google Ads? How each channel works, cost structure, time to results, when to use each and how to combine them, with a table to help you decide.
Shall we review your Google Ads account?
Start with an audit of your account, your tracking and your landing pages. We will tell you what to change first, and why.