Why the ad is the smallest part
Every click costs money — what happens next decides the price per enquiry. A campaign can be technically clean and still evaporate if the landing page loads slowly, talks past the search query or the form fails on a phone. That is why we treat Google Ads as a route, not a separate trade: ad, landing page, form, measurement. We build websites and online shops ourselves — if something on that route is broken, we repair it instead of optimising around it.
An honest start is part of the job: not every topic pays off in the ad auction. Where click prices and order values do not match, we say so in the first conversation — and suggest what works instead, often an SEO or content concept. Managing a budget that would better not be spent is not a business model we aim for.
Search campaigns: structure before budget
A search campaign does not start in the ad account. It starts with the question what your customers actually search for — and what only people search for who will never buy. Both shape the structure: campaigns by topic and region, ad groups with tightly focused keywords, plus a maintained list of negative keywords that protects budget from waste. That list is not a one-off: it grows with every search terms report.
In B2B, search volumes are often small — which is an advantage, not an obstacle: a few precise queries with clear buying intent beat broad campaigns with high waste. We write ad copy to qualify, not just to collect clicks: whoever cannot become your customer should not click in the first place.
Regional queries lead to pages that take the location seriously instead of a homepage that has nothing to do with the search. Our regional pages show how we build such landing pages — the same care goes into campaign landing pages.
Shopping and Performance Max for online shops
Shopping ads stand or fall with the product feed. Titles, attributes, prices, availability — nothing in the campaign settings can rescue what is missing or wrong in the feed. We set up the feed from Shopware or your ERP properly; pulling product data out of existing systems and refining it is interface work we do every day.
Performance Max can do a lot — and hides a lot. For the automation not to optimise into the void it needs clean signals: real conversion values instead of mere click goals, exclusions for brand searches that would have come anyway, and a feed quality that gives the machine something to work with. Used like that, PMax is a tool; without that groundwork it is budget drain with a pretty report.
For motor dealers there is Google Vehicle Ads on top: vehicle listings directly in the search results, with image, price and mileage, linked to the vehicle detail page on your own website. We have followed the format from its first steps in Germany and consider it one of the biggest opportunities for the trade — you pay per click, not per listing. More on our Motor trade sector page.
Measuring without guessing: tracking and data protection
Without reliable conversion tracking every budget decision is a guess. We wire up measurement through Google Tag Manager with Consent Mode v2: all signals stay on "denied" until visitors consent — exactly how we built it on this website. That is not window dressing; it is the order in which consent and measurement work: ask first, measure second.
You receive monthly reports in plain language rather than dashboard exports: what the budget cost, which enquiries it brought, what we changed and what comes next. And one fundamental question is settled on day one: the ad account belongs to you, not to us. We work with access, not ownership — if you leave, you take account, data and history with you.