// SERVICE 02

Google Ads. Intent over interest.

Search + Performance Max + YouTube. We capture existing demand, we do not build it from scratch. More efficient when your product is actively searched for.

Who it works for

Google Ads is a good fit if:

✓ Your product is actively searched for — users know what they want and search with intent (e.g. "air conditioning installation Brașov", "urgent divorce lawyer", "natural stone kitchen countertop")
✓ You have a good margin per sale — Google CPC is higher than Meta and requires aggressive ROAS
✓ Your website is ready to convert — fast landing page, clear CTA, visible trust signals
✓ You want predictable volume — Search Ads scale predictably, with fewer surprises than Meta

It is NOT a good fit if:

✕ Your product has no search demand (new category, aspirational lifestyle)
✕ Very small media budget — in RO, Search has an average CPC of 1-5 EUR and requires money for meaningful testing
✕ Your website does not convert (Google Ads surfaces UX/conversion problems more brutally than Meta)

// APPROACH

Our Google Ads strategy

01

Search-first, automation second

Good accounts start with manual Search campaigns (Manual CPC or target CPA), not with Performance Max. We build a data baseline before handing control to the AI.
02

Aggressive negative keywords

30% of the monthly work is cleaning out irrelevant searches. Budget wasted on "tangential searches" is the #1 loss of Google campaigns.
03

Landing page alignment

Every ad group has a dedicated landing page. The ad message = the landing page message. Higher Quality Score = lower CPC.
04

Performance Max strategic, not impulsive

We use PMax only after we have a clear Search baseline. We build asset groups around semantic themes, not a bulk dump.
05

Enhanced conversion tracking

Enhanced Conversions, server-side tracking, offline conversion import for B2B with a long sales cycle.

// DELIVERABLES

What you actually get

Deep keyword research

→ Tool stack: Google Keyword Planner + Ahrefs + Semrush + AnswerThePublic
→ Clustering by intent (informational vs commercial vs transactional)
→ Long-tail keywords with sustainable CPC

Clean account structure

→ Campaign separation by goal (Search Brand / Search Generic / PMax / Display Retargeting)
→ Thematic ad group structure, NOT keyword stuffing

Tested ad copy

→ Responsive Search Ads with 15 headlines + 4 descriptions per ad group
→ Systematic testing, data-driven decisions after 14 days
→ Alignment of ad message and landing page

Full tracking setup

→ GA4 + Google Ads conversion tracking
→ Enhanced Conversions with first-party data
→ Offline import if you have a CRM (Hubspot, Salesforce, Pipedrive)

Negative keywords management

→ Initial list based on research
→ Weekly audit of the Search Terms Report
→ Negative list shared across campaigns

Strategic Performance Max

→ Asset groups by semantic themes (not bulk)
→ Audience signals for bootstrapping
→ Clear brand exclusions

Monthly report with analysis

→ Performance by ad group, not just by campaign
→ Quality Score trends
→ Concrete recommendations for next month

// KPI

How we measure success

Primary

CPA — compared with the target LTV
ROAS on e-commerce campaigns
Qualified conversion volume (NOT clicks)
Profit margin after ad spend

Secondary

Quality Score (target 7+ on primary keywords)
Impression Share (search lost — budget vs rank)
CTR per ad group
Conversion rate per landing page

What we do NOT track as an end goal

✕ Click volume without conversion context
✕ Absolute position (position 1 does not = profitable)
✕ "Brand awareness" through Search (Display exists for that)

Want a free audit of your Google Ads account?

We analyze your existing account (or your current setup if you are self-managed). A document with findings, free if we work together.

Book a Google audit →