Google Ads Management

Google is where intent happens. People aren't just browsing — they're actively looking to buy, find a solution, or get in touch. That's what makes Google Ads one of the most powerful sales tools: it puts you in front of people who already want what you have.

But that power comes with a trap: without proper structure and optimization, your budget "burns" on irrelevant searches and the wrong audience. The difference between a profitable and a losing campaign is in the strategy, not the budget size.

As certified Google Partners, we set up and manage campaigns with clear goals and complete transparency. You always know how much each customer costs, which campaign is performing, and where every euro goes.

We don't "set and forget." We monitor, test, and continuously optimize, because the market and competition constantly change.

How do we structure a Google Ads account?

Structure is the first thing we look at in every audit, because it decides where the budget goes and what the algorithm learns. One "general" campaign with dozens of keywords in the same ad group cannot be optimised, however well the ads are written. We split the account by user intent and by the job of each campaign.

Search: separate campaigns per intent

Brand, generic keywords per service or category and, where it pays, competitors, each in its own campaign with its own budget. Ad groups stay thematically tight, Responsive Search Ads fill every asset slot with headlines that answer the query, and match types start with phrase and exact. Broad match only opens up once Smart Bidding has reliable conversion data. Negative keyword lists are shared at account level and refreshed weekly from the search terms report.

Performance Max and Shopping: a structure that follows the catalogue

For an eShop, Performance Max is set up with asset groups per product category and listing groups that follow the catalogue and the profit margin, using custom labels in the feed. We add brand exclusions so PMax does not claim the easy brand sales that Search would have brought anyway. Standard Shopping stays useful when you need full bid control per product or for controlled tests.

Remarketing and YouTube: separate budget, separate KPIs

Awareness and remarketing campaigns cannot be judged by the same cost per conversion as Search. They get their own budget and their own targets, so they do not blur the picture of the account.

tROAS or tCPA? Which bidding strategy, and when is it wrong?

Smart Bidding works as long as it has data. Choosing a strategy is not a matter of preference but of conversion volume, and the most common reason a campaign "dies" is that it was given a target it could not support.

The order we follow

In a new account we start with Maximize clicks with a CPC cap, or manual CPC, to collect search terms and clean up negatives. As soon as conversion tracking is verified we move to Maximize conversions without a target. Once conversions are steady, Google's indicative guidance is 30 or more a month per campaign, we set a target CPA close to the real history and tighten it gradually. Target ROAS only makes sense when conversions have different values, such as an eShop with baskets of very different sizes, and there is enough volume for the algorithm to tell them apart.

When the choice is wrong

• tROAS for lead generation. If every lead has the same "value", the algorithm has nothing to optimise. That is where tCPA belongs or, better, offline conversions carrying real customer value.
• An aggressive target from day one. The campaign loses impressions, collects less data and spirals. Targets move in steps, not jumps.
• Changes every few days. Each strategy or target change resets the learning phase. We let the data speak before touching anything.
• Sales without a seasonality adjustment. During Black Friday or promotions we tell Google about the expected change in conversion rate instead of hand-editing bids and losing the history.

How we measure conversions properly: Enhanced Conversions, Consent Mode v2 and GA4

A campaign is only as good as its data. Before we open any budget we check what exactly is recorded as a conversion, with which value, and how much of it is lost along the way to cookies and consent.

What we set up, in order

Google Tag Manager with a clean dataLayer. Every event that matters, purchase with transaction_id and value, generate_lead, a phone call from mobile, passes through one place, so Google Ads and GA4 see the same numbers. Consent Mode v2: since 2024 it is a requirement for remarketing and conversion modelling for EU users. We wire it to your cookie banner so you measure as much as the law allows without breaching GDPR. Enhanced Conversions: the email or phone number from the form or checkout is sent hashed, so Google can match conversions the cookie lost.

For bidding we prefer the native Google Ads tag as the primary conversion, because it is faster and shows fewer discrepancies, and we import GA4 key events as secondary for analysis. For service businesses the most important step is offline conversion import: we upload from the CRM which leads became real customers and at what value, so the algorithm learns to bring customers, not just forms.

Merchant Center and feed quality: why it decides Shopping

There are no keywords in Shopping or Performance Max. Google decides when, and for which search, to show your product purely from the feed data. A mediocre title or a wrong category costs impressions every day, silently.

What we work on in the feed

Titles built as brand, product type, key attribute, size or colour, with the important words first, because on mobile only the first words are visible. GTIN or MPN on every SKU so the product locks onto Google's catalogue and wins price comparisons. A correct google_product_category and a product_type that mirrors the store structure. Custom labels for margin, seasonality and best sellers, so each group gets the tROAS it deserves.

Prices and availability sync automatically from the eShop, because any mismatch between the feed and the product page leads to disapprovals. Changes we do not want to touch the store are made with supplemental feeds. And a frequent question: the Skroutz and BestPrice feed is not the same file as Merchant Center. They have different specifications and we build them separately, as we did for CarpetBook.gr, where feeds update automatically for thousands of SKUs with zero manual entries.

How much does Google Ads advertising cost?

There are two separate costs and you always see them separately: the spend paid to Google, the budget you set and can change from day to day, and our management fee. There is no minimum budget that applies to everyone, but there is a way to work out yours.

What shapes the cost

Cost per click depends on the competition in your industry and on the Quality Score of your ads and landing page. Conversion rate depends on the page we send the user to. And how much a customer can "afford" to cost depends on your margin and their lifetime value. If, for instance, your industry has expensive clicks and your page converts one visitor in a hundred, a very small monthly budget is not even enough for the algorithm to learn. In that case we tell you before we start, and often the right first move is the landing page, not more budget.

The management fee depends on complexity: number of campaigns, feeds and Merchant Center, countries and languages, landing pages and tracking needs. Setup is priced separately from monthly management, and we do not tie you into 12-month contracts. Request a quote with your numbers and you will get a concrete budget and fee proposal.