Setting up, managing and optimising Google Ads, Microsoft Ads and social campaigns. Budget under control, results measured, trade-offs explained.
A 40-centime click is excellent, and perfectly useless if none of those clicks becomes a customer. Before spending, we establish two numbers with you: what you can pay for a customer, and your enquiry-to-customer rate. Without them, any optimisation is an opinion, and yet that is how half the accounts we take over are run.
In one audit out of two, tracking is wrong: thank-you pages counted repeatedly, double tagging, a cookie banner blocking measurement without anyone noticing. The campaigns then get blamed unfairly. We check and repair measurement first: almost always the most profitable lever, and the cheapest.
One campaign per commercial objective, not per keyword. Exact and phrase match on what matters, broad only under supervision. And a living negative list: in French-speaking Switzerland, excluding "free", "job", "training" and searches outside your delivery area quickly saves hundreds of francs a month.
Sending all traffic to the home page is the most common waste. Someone searching for a specific service must land on that service, with the proof and a way to reach you visible without scrolling. Ads buy visibility, not credibility: raising the budget on a page that does not convert only accelerates the loss.
How it runs
Margin per customer, target acquisition cost and conversion rate.
Checking and repairing conversion tracking, offline included.
Account structure, ads, negatives and landing pages.
Four to six week cycles, plain reporting on cost per customer.
Questions
It depends entirely on your sector and the competition on your keywords. We estimate your market’s cost per click before launching, and start on a test budget large enough to learn from: too little produces no usable data.
No. Our fee is fixed and independent of what you spend, so our interest stays aligned with yours. The media budget is paid by you directly to the platforms.
Yes, with no minimum term. The ad account is in your name: if we stop, you keep the history, the campaigns and the data. That is unusual in the industry, and entirely deliberate.
Further reading
Paid search
A low CPC means nothing. What matters is what a customer costs, and that number only exists if your conversion tracking is honest.
Read the articleRelated services
Describe it in three lines and we will come back within one business day with a first estimate.