Google advertising brings you customers who are searching for what you sell right now
On Google the customer types in what they're looking for, and you only pay when they click your ad. We run Search, Performance Max, Google Shopping and YouTube campaigns in your own account and keep moving the budget to wherever the campaigns sell. The account, the data and the Decision Log, with every change of direction, stay with you.
When Google Ads is the right choice
A shop with products people search for
Someone types in a product or category name and sees your price and photo before they even reach your website. We optimise Google Shopping and Performance Max for margin, because revenue alone can hide products that sell at a loss.
A local or B2B service that runs on enquiries
The customer types their problem into Google and calls the business whose ad gives a straight answer. We count calls and forms as conversions. When the campaign learns which enquiries turned into jobs, bids go up where the real customers are.
A brand people search for by name
Competitors bid on your brand name and pick up customers who were looking for you. Flattering that they think so highly of you, less flattering that they profit from it. A brand campaign costs little and closes that gap.
What we do in your account
Our monthly work covers five areas. Each one comes with a sample entry from the Decision Log: the change, the reasoning behind it and how we check the result.
Strategy
We set goals, the budget and the split between campaigns, taking into account your margin, seasonality and how much you can pay to win a customer.
Sample Decision Log entryWe move 30% of the budget to keywords with purchase intent.WhyInformational keywords brought 4% of enquiries in 60 days.We'll checkCost per enquiry after 4 weeks.Structure
We organise campaigns, ad groups and exclusions so that each part of the account can be judged on its own results.
Sample Decision Log entryWe separate the brand campaign from the generic campaigns.WhySearches for the company name were inflating the overall result.We'll checkCost per conversion of the generic campaigns after a month.Creative
We prepare search ads, Performance Max assets and YouTube videos. We test one change at a time, so we know exactly what worked.
Sample Decision Log entryWe test two headline variants for 4 weeks.WhyCustomers ask about price and timing, while the headlines talk about the company.We'll checkCTR and conversion rate of both variants.Analytics
We set up conversions, Google Analytics 4, Google Tag Manager and Consent Mode v2. We base our decisions on figures from correctly configured analytics.
Sample Decision Log entryWe count shop conversions at their margin value.WhyOptimising for revenue, the algorithm was promoting the lowest-margin products.We'll checkCampaign profit in the monthly report.Monitoring and optimisation
Every week we check how the campaigns are doing, including CPC, CTR, budget spent and cost per conversion. That tells us whether a deeper analysis and optimisation are needed, and it keeps your budget from being burnt on clicks that don't sell.
Sample Decision Log entryWe exclude 42 search terms with no purchase intent.WhyTerms containing "free" and "jobs" took 11% of the budget without a single conversion.We'll checkThe search terms report after 2 weeks.
What Google Ads costs
The cost of Google Ads has two parts: campaign management and the media budget, which is the amount you pay Google directly for clicks and ad impressions.
Campaign management
Campaign management starts from €500 a month excl. VAT. We agree a fixed fee in writing before launch, based on the scope of work and the media budget. With several platforms or accounts, we set the price for the whole scope of work. For multi-platform coordination and large budgets we can also work on a percentage of spend.
Included in the fixed fee
- Campaign strategy and structure
- Ads and testing
- Conversion tracking
- Weekly monitoring, optimisation when needed
- Decision Log
- Status update by email and a report
Media budget: a sample calculation
- Cost per click (CPC)
- €0.50
- Clicks
- 1,500
- Media budget
- €750
- Website conversion rate
- 3%
- Enquiries
- 45
- Cost per enquiry: budget ÷ enquiries
- about €17
The example shows how the cost per enquiry is calculated.
Typical rates by campaign type
| Campaign type | Typical rate |
|---|---|
| Search | CPC €0.25 to €2 |
| Performance Max | CPC €0.15 to €0.50 |
| Google Shopping | CPC €0.15 to €0.35 |
| Demand Gen and YouTube | CPC €0.07 to €0.25 |
Rates are indicative for the Polish market, as of October 2026. In law, finance and healthcare a search click usually costs from €1.40 to €4.30. In your account, rates depend on the industry, the competition and the quality of the campaigns.
Work out your budget in the calculatorQuestions we hear most often
Who will run our account?
An experienced Google Ads specialist runs your account and discusses results and campaign plans with you. Every decision that changes a campaign's direction goes into the Decision Log, so the full history of our work is always at hand in your Project Chronicle. You can read about who else works on the project on the About us page.
Who works on your campaignsWho owns the account when we stop working together?
You do. From day one the campaigns run in your own Google Ads account and your own analytics. When we stop working together, you keep the account, the data and your Project Chronicle.
How much ad spend do we need to start?
We run campaigns with ad spend from €500 a month. For local services that is usually enough. In industries with expensive clicks a realistic start is most often €1,000 or more, because bid strategies need a few dozen conversions a month to learn. You can work out your own case in the budget calculator.
Budget calculatorWhen will we see the first results?
The first data shows up after a few days, and conclusions after a full month. You get the first report by the 10th of the month after launch.
What does moving a Google Ads account involve?
The campaigns stay in your account, so you don't need a new account and your ads keep running. We'll start with an audit of what works, and every campaign we switch off goes into the Decision Log with the reason behind it.
Performance Max or standard Search?
Search gives you control over keywords and ad copy. Performance Max adds Shopping, YouTube and the Display Network, but hands the decisions to the algorithm. For a shop with a product feed, Performance Max often goes live straight away. For services we start with Search and add Performance Max once the account collects enough conversions for the algorithm to learn from.
How long is the contract?
The shortest contract runs for 3 months. After that, we extend it with an amendment or sign a new one. Contracts for 6 or 12 months have a three-month notice period, effective at the end of a calendar month. There are no contractual penalties.
Let's talk about your Google Ads campaigns
Tell us about your Google Ads account and what your customers are searching for, and within 3 to 5 working days we'll prepare a proposal with the scope, the fee and a start date.