Google Ads Advertising
Search campaigns, Performance Max, Shopping/Merchant Center, the Google Display Network (GDN), and YouTube video ads. Works best where someone is already searching for a solution, catching them the moment they're ready to buy or submit a request.
Who Google Ads is for
- Businesses with existing demand, where people are already searching for a solution
- E-commerce businesses with a product catalog (Shopping, Merchant Center)
- Companies that need transparent control over lead cost from the first weeks
- Local businesses and chains with multiple locations or branches
- Projects that have advertised before but saw CPA climb or results turn opaque
- B2B businesses with a complex deal cycle, where lead quality matters as much as lead cost
Campaign types available in Google Ads
Search Campaigns
+
Search Campaigns
Ads in search results built around commercial-intent queries: the person is already looking for a solution, and you catch them the moment they're ready to buy or submit a request.
- Shown only for relevant keywords researched specifically for the niche
- Ad extensions: sitelinks, callouts, and structured snippets to boost CTR
- Negative keywords cut off irrelevant impressions from day one
- Bid strategy matched to the goal: maximize conversions, target CPA, or target ROAS
Performance Max
+
Performance Max
One campaign across the entire Google inventory: Search, GDN, YouTube, Gmail, Discover, Maps. The algorithm allocates budget across placements automatically to hit the set goal.
- A single budget and goal spanning every Google channel at once
- Requires high-quality assets: copy, images, and video for every asset group
- Less manual control over placements, more reliance on the algorithm
- Performs best once the account has accumulated conversion data
Shopping and Merchant Center
+
Shopping and Merchant Center
Product listings with photo, price, and availability right in search results. The core format for e-commerce businesses with a product catalog.
- A product feed with titles, prices, and availability syncs with Merchant Center
- Product listings appear directly in the results, alongside organic listings
- Requires a properly structured feed and regular updates to prices and stock
- Can be combined with Standard Shopping or Performance Max
Demand Gen
+
Demand Gen
Visual campaigns on Discover, Gmail, and YouTube that build demand among audiences not yet actively searching. Learn more in our guide to Demand Gen campaigns.
- Visual formats: carousel, single image, video
- Targets audiences by interest and behavior rather than search query
- Suited to the top of the funnel, ahead of Search campaigns
- Requires a dedicated set of creatives adapted to the format
Google Display Network (GDN)
+
Google Display Network (GDN)
Banner ads across Google's partner sites, used mainly to retarget site visitors and sustain brand awareness.
- Banner and text ads across millions of Google partner sites
- The core tool for retargeting website visitors
- Responsive ads automatically resize to fit each placement
- Requires managing exclusions (sites, categories, apps) to keep impression quality high
YouTube Video Campaigns
+
YouTube Video Campaigns
In-stream and in-feed video ads for reach and awareness where Search campaigns alone aren't enough.
- In-stream format (before or during a video) and in-feed format (in the recommendations feed)
- Pay per view or per action, depending on the campaign goal
- Works well for brand awareness and remarketing to video viewers
- Requires a dedicated video creative built for the format, not a repurposed banner
Local Campaigns
+
Local Campaigns
Promoting specific store locations across Maps, Search, and the GDN. Learn more in our guide to Local campaigns.
- Runs across Google Maps, Search, and the GDN simultaneously from a single campaign
- Goal: driving visits to a physical location, not clicks to a website
- Requires a connected Google Business Profile
- Suited to chains with multiple locations or branches
Work stages
- 1+
Business, Niche, and Competitor Audit
I break down the product, target audience, current search presence, and the top 3 to 5 competitors both in search results and inside Google Ads itself.
- Analysis of the product, USP, and current sales funnel
- Identifying top competitors ranking for commercial-intent queries
- Reviewing their ads, landing pages, and estimated budget
- Assessing seasonality and competition across key directions
- 2+
Keyword Research
I build a list of queries by intent (transactional, commercial, informational), cluster them into ad groups, and put together the negative keyword list from the start.
- Gathering keywords from Keyword Planner, search suggestions, and competitor queries
- Segmenting by intent: ready to buy / comparing / just browsing
- Clustering into ad groups by query topic
- Building the initial negative keyword list
- 3+
Analytics and Call Tracking Setup
Optimization is impossible without accurate analytics, so this gets set up before launch, not after.
- Google Analytics 4 with goals for target actions (form submission, call, purchase)
- Call tracking for businesses where most leads come in by phone
- UTM tagging and end-to-end analytics through to the CRM, if one is in place
- Verifying that conversions are passed to Google Ads correctly
- 4+
Account and Campaign Structure
I split campaigns by demand type and product or service category, because a mixed structure keeps the algorithms from learning on clean data.
- Separate campaigns for hot and cold demand
- Ad groups organized by query topic rather than one group for all keywords
- Choosing a bidding strategy that matches the goal (CPA, ROAS, clicks)
- Setting up geo-targeting and ad scheduling
- 5+
Ads and Extensions
I build responsive search ads with multiple headline and description variants, plus extensions that lift CTR at no extra cost.
- RSAs testing multiple headlines and descriptions
- Sitelinks, callouts, structured snippets
- Call and location extensions for local businesses
- Aligning ad messaging with the landing page
- 6+
Shopping Campaigns and Merchant Center (as needed)
For e-commerce, I build a separate product feed and Shopping/Performance Max campaigns. This is a different level of setup than text ads.
- Creating and verifying the Merchant Center account
- Preparing or optimizing the product feed
- Setting up Shopping campaigns or Performance Max on the catalog
- Reviewing disapproved products and fixing the underlying issues
- 7+
Launch and the First Week
The first days matter most, since this is when Google's algorithm gathers its first learning data, and any mistake costs more here than during ongoing management.
- Daily monitoring of impressions, clicks, and initial spend
- Fast response to anomalies: sudden CPC spikes, zero impressions
- Verifying conversions are recorded correctly in Google Ads
- 8+
Weekly Optimization
Management isn't "set it and forget it": every week I clean up underperforming placements and keywords, and test new ads.
- Reviewing search terms and expanding the negative keyword list
- Adjusting bids by device, time, and audience
- A/B testing new ad variants
- Scaling campaigns that deliver consistent results
- 9+
Reporting and Recommendations
Every month I show not just the numbers, but what they mean for the business and what should change next.
- Report on CPA, ROMI, and lead volume trends
- Comparison with the previous period, with an explanation of what drove the changes
- Budget recommendations: scale up, hold steady, or reconsider the direction
Targeting methods I use in Google Ads
Keywords
The foundation of Search campaigns: ads show for the exact queries typed by someone already searching for a solution or comparing options.
Keywords
+
The foundation of Search campaigns: ads show for the exact queries typed by someone already searching for a solution or comparing options.
In-Market Audiences
Users whose behavior on Google shows they're actively comparing or getting ready to buy in a specific category. This isn't casual interest, it's proximity to a decision.
In-Market Audiences
+
Users whose behavior on Google shows they're actively comparing or getting ready to buy in a specific category. This isn't casual interest, it's proximity to a decision.
Affinity Audiences
Broader targeting based on lasting interests and lifestyle, used mainly on the GDN and YouTube for awareness rather than immediate conversion.
Affinity Audiences
+
Broader targeting based on lasting interests and lifestyle, used mainly on the GDN and YouTube for awareness rather than immediate conversion.
Remarketing
Re-showing ads to people who've already visited the site or interacted with previous campaigns. Usually the cheapest conversion in the account.
Remarketing
+
Re-showing ads to people who've already visited the site or interacted with previous campaigns. Usually the cheapest conversion in the account.
Geo-targeting
Showing ads in a specific city, a radius around a store, or a region, critical for local businesses and multi-branch chains.
Geo-targeting
+
Showing ads in a specific city, a radius around a store, or a region, critical for local businesses and multi-branch chains.
Device and Time-of-Day Adjustments
Raising or lowering bids by device, day of week, or hour where there's a clear difference in conversion rate between segments.
Device and Time-of-Day Adjustments
+
Raising or lowering bids by device, day of week, or hour where there's a clear difference in conversion rate between segments.
Results in Google Ads
Relaunched Google Ads and Meta Ads campaigns, set up product feeds and full-funnel order analytics.
Built a narrow keyword set targeting decision-makers, set up call tracking and CRM analytics to evaluate real deal value.
Continuous bid and budget optimization lowered cost per conversion over 9 months, despite growing monthly lead volume and budget.
Took over a project running at a loss: conversion cost was 1,110 ₴. After 1.5 years on bids and campaign structure, it now runs profitably.
Frequently asked questions about Google Ads
How much does launching Google Ads cost?
+
Cost depends on the scale of the keyword set and the number of directions covered. Base rates are listed on the Services and Pricing page, and I send an exact quote after a short brief.
Is the ad budget included in the service fee?
+
No, the service fee doesn't include the ad budget itself: it's paid directly in the Google Ads account, separately from the management fee.
What's the minimum ad budget needed for Google Ads?
+
I work with ad budgets starting at $1,000/month, separate from the service fee. Below that, the auction doesn't gather enough data for stable optimization, and lead cost stays volatile.
When will the first leads come in?
+
Usually within the first week after launch, with a stable CPA forming after 3 to 4 weeks of accumulated data.
Do you work with Performance Max and Merchant Center?
+
Yes, including Shopping campaigns and retargeting on the GDN and YouTube.
What guarantees do you offer?
+
I don't guarantee specific numbers upfront, since results depend on the niche, competition, and budget. Instead, I offer a transparent process: weekly updates, a monthly CPA and ROMI report, and an honest assessment of whether the current strategy is worth continuing.
How will I be able to monitor the process?
+
The ad account stays in your ownership with full access: you see all the data in real time and don't depend on me to check the numbers. On top of that, I provide weekly updates and a full monthly report.
What's the difference between launching and managing Google Ads?
+
Launch means keyword research, campaign structure, and analytics setup from scratch, a one-time job. Management means weekly optimization of campaigns that are already running: cleaning up bids and placements, testing new ads, and scaling what works.
Do I need my own website to advertise on Google Ads?
+
Yes, you need a landing page or website for the ad to lead to, otherwise there's nowhere for leads to land. If you don't have a site yet, I coordinate its development through a partner.
What if ads are already set up by another contractor but not delivering results?
+
I run an independent audit of the current account: checking structure, bids, negative keywords, and analytics accuracy, and give an honest verdict on whether to rebuild from scratch or make targeted fixes.
How often do you optimize campaigns?
+
Weekly: cleaning up negative keywords and underperforming placements, adjusting bids, and testing new ads. It's not a one-time action at launch, it's an ongoing process throughout the engagement.
Is it worth testing Demand Gen campaigns in Google Ads?
+
Demand Gen works best as a complement to Search campaigns, building demand through YouTube, Discover, and Gmail, rather than as a replacement for Search. For more on the format and when to add it, see our article <a href="/blog/google-ads-demand-gen-campaigns-guide" class="text-brand-600 hover:text-brand-700">"Demand Gen in Google Ads"</a>.