Performance Audit
Google Ads puts you in front of people at the exact moment they are searching for a specific product or service. We design targeted campaigns that generate leads, sales and commercial opportunities, while cutting out unqualified clicks and wasted budget.
Google Ads is the best tool for capturing demand that already exists. When someone searches for a specific product or service, they are often well into their decision-making process. Being there at that moment means getting into the shortlist before your competitors do.
Delivering results, though, takes accurate keyword research, ads that match search intent, and landing pages that turn a click into a measurable action. A well-built strategy reduces waste, makes the investment work harder and scales what is already working.
Google Ads and social media advertising follow different logics. They are not alternatives — they are complementary.
| Google Ads | Social Media Ads | |
|---|---|---|
| Type of demand | Active: the user is already searching | Latent: the user is not actively searching |
| Targeting logic | Keywords and search intent | Interests, behaviours, professional profiles |
| Stage of the journey | Close to conversion | Attention and shaping the decision journey |
| Primary objective | Reach people who are ready to convert | Build demand and brand recognition |
In many cases, the most effective strategy combines both channels. Google Ads covers the search and conversion stage. Social channels build attention, feed the decision-making process and strengthen brand recognition. The aim is not to pick the “better” channel, but to build an ecosystem that fits the market, the budget and the business objectives.
Google Ads can support a range of objectives, but each one calls for a specific set-up.
For lead generation, we work on high-intent keywords, ads geared towards enquiries, and landing pages designed to make the form easy to complete. For e-commerce, the priorities become feed quality, the structure of Shopping or Performance Max campaigns, conversion value tracking and ROAS management.
For local businesses, Google Ads reaches users in precise geographic areas, making the most of calls, directions, quote requests and store visits. For established brands, campaigns protect branded searches and defend strategic queries against direct competitors.
The point is to choose the campaign type to suit the objective, not the other way round.
An effective Google Ads campaign comes from combining technical, strategic and creative elements. It needs a structure the algorithm can work with, reliable data, and traffic that is genuinely useful to the business.
Our method starts with understanding the context. Before launching or changing a campaign, we study the business, the market, the competitors, the audience and the objectives. This tells us what role Google Ads should play in the wider strategy and what results are realistic to expect.
We review the website, the offering, the destination pages, the brand’s positioning and any campaigns already running. We identify issues, opportunities and priorities through an internal audit, avoiding quick fixes on elements that need to be read in a wider context.
We define the campaign structure, the budget split, the keywords to cover, the segments to exclude, the conversion goals and the KPIs to monitor. Planning is not based on off-the-shelf templates, but on the business model and the real margin behind the actions we want to drive.
We configure every campaign type available on the platform: Search, Performance Max, Display, Demand Gen, Shopping, App and YouTube. Each choice is judged on what it can realistically deliver: leads, sales, reach, calls, qualified traffic, app downloads or funnel support.
Once campaigns are live, the work continues. We monitor search queries, cost per conversion, conversion rate, traffic quality, assets, ads, audience segments and budget distribution. We step in with tests and incremental optimisations to improve the efficiency of the investment and reduce waste.
We share reports built around the metrics that matter. We do not stop at clicks, impressions and CTR: we look at the relationship between spend and results, the value of the conversions generated, and what needs to happen to improve performance in the months ahead.
There is no single right budget. It depends on the sector, how competitive the keywords are, the geographic area, the average value of a conversion and the objectives. A budget that is too low never gathers enough data to be useful. A large budget without a strategy simply creates waste. That is why we set the investment starting from a realistic estimate of clicks, conversions and cost per acquisition.
The first signals come through within the first few weeks, so there is no need to wait months to know whether the direction is right. That initial period is about identifying which keywords, ads and segments are showing positive signals. From there, we optimise step by step to improve traffic quality and cost per conversion over time.
It works where there is existing demand to capture, or where the channel is properly built into a wider strategy. If nobody is actively searching for that product or service, search campaigns on their own may not be enough. In that case, we add awareness channels to build the demand before capturing it.
In most cases, yes. A dedicated landing page improves consistency between the search, the ad and the page content, which can increase conversion rate and make the budget go further. If the site already has strong pages, we can start from those. If the journey is weak, the landing page becomes a priority before the campaigns even go live.
Contact our experts for further details
Contact us to define the most suitable approach together.
We analyse the starting context and identify the strategy that best aligns with your objectives.