What a Google Ads plan covers
We start with an audit of your account and your measurement: which conversions count, which consent signals come in, where the budget goes and which searches actually trigger your ads. Then we agree on a goal per campaign, in margin, revenue or qualified leads, and set up the structure: Search for demand that already exists, Shopping and Performance Max for your product feed, YouTube and Demand Gen to build demand. Every month you see what was spent, what it delivered and what we change next.
What we do in Google Ads
Google Ads is several channels behind one login. We choose the campaign types that fit your goal and your margin, and do not run everything just because it exists:
Search: text ads on searches that show intent, with keyword sets, negative keywords and ad copy per product group or service.
Shopping: product ads from your Merchant Center feed. The feed decides what Google shows, so we treat it as part of the campaign.
Performance Max: one campaign across Search, YouTube, Display, Discover, Gmail and Maps, with brand exclusions and negative keywords so it does not take credit for your own brand searches.
YouTube and Demand Gen: video and image ads on YouTube, Discover, Gmail and the Display Network, to reach people before they search.
Lead generation: for B2B and services, campaigns that optimise for qualified leads from your CRM instead of form fills.
For Kuyichi we ran Google and Meta in the Netherlands and Germany, aimed at value-aligned buyers rather than volume; the campaigns reached a ROAS of 30. For financial adviser Auréus, advertising performance rose by 545% and leads by 340%.
Google Ads is one part of our marketing services. For Facebook and Instagram, see Meta Ads.
Measure before you scale
Smart Bidding learns from the conversions you feed it. If those are incomplete or wrong, more budget only buys more of the wrong thing. Before we scale, we check the measurement (status October 2026):
Consent Mode v2: since March 2024, Google requires advertisers to pass the consent choices of users in the EEA, including the ad_user_data and ad_personalization signals, to keep using measurement, personalisation and remarketing.
Enhanced Conversions: first-party data such as an email address is hashed with SHA-256 before it is sent, and helps Google match conversions to signed-in users who engaged with an ad.
Server-side tagging: a Tag Manager server container in a first-party context gives more control over which data leaves your site, and improves data quality.
Offline conversions from your CRM: for B2B, the form fill is not the result. HubSpot can send lifecycle stages such as sales qualified lead or customer to Google Ads, so bidding learns which clicks turn into pipeline.
Conversion values: purchases pass the real order value, and for leads we set a value per stage, so bidding knows that a customer is worth more than a download.
As a certified HubSpot partner we connect CRM data to campaigns as standard, see HubSpot. At Capital C Amsterdam, where we implemented HubSpot’s Sales and Marketing Hubs, lead generation rose by 63%.
Steering on margin and revenue, not clicks
A low cost per click says little. What counts is what remains after ad spend, product cost and returns. That is why we set targets per product group or service, not for the account as a whole:
Feed quality: titles, product types, GTINs and images in Merchant Center decide which searches your products appear for. We fix disapprovals and enrich the feed, also straight from Shopify.
Bidding: Target ROAS and Maximise conversion value only work with reliable values. Where margins differ widely, we split campaigns or pass values based on margin.
Brand versus non-brand: we report brand and non-brand searches separately, so growth from people who already know you is not mistaken for new demand.
Search terms: every week we read which searches triggered your ads and exclude what does not fit.
Markets: when you sell in several countries, we split campaigns and budgets per market and language, so a strong market does not hide a weak one.
Traffic only pays off if the site converts. With Shopify CRO we look at product pages and checkout too, so the extra visitors you pay for actually buy.
Approach and collaboration
When you outsource Google Ads to us, the work follows fixed steps, so you know what happens when:
Audit: account, measurement, feed and search terms, with a list of what costs money today.
Set-up: conversion actions, consent check, campaign structure, feed fixes and the first campaigns.
First 90 days: weekly changes to search terms, bids and assets. Big budget shifts only once there are enough conversions to judge them.
Reporting: a monthly report in plain language on spend, revenue or leads and the next steps, plus a dashboard you can open at any time.
Who does what: our Google Ads specialists run the account; you supply product, margin and sales information and approve budgets.
Coordination: Google Ads, Meta, email in Klaviyo and SEO work from the same conversion data and the same calendar, so channels do not compete for the same customer.
The account stays yours. We work through a manager account with access you grant and can revoke, so data and history stay with you if you ever stop working with us. Want more than paid search? See all our marketing services.
Brands growing with our campaigns
Want a second look at your Google Ads?
Tell us what you sell, whether you want sales or leads, which campaign types you run and how conversions are measured today. We reply with a first view on where the account loses money and what we would check first, and suggest a short call to walk through it.
