Keyword and competitor research
We analyse search queries, the competition and Google Ads forecast data, and assess which queries and campaign types fit your goal.
Google Ads campaigns
Google advertising with Google Ads (formerly Google AdWords) lets you reach people at the moment they are searching for a specific service or product. It also lets you use Google's other channels to generate demand and reach your audience again. We build campaigns around a business goal, with proper measurement and regular optimisation, so that budget decisions are based on data.
The campaigns we build
Search ads
Text ads in Google search results for queries related to your service or offer. We structure campaigns by search intent and business priorities.
Shopping campaigns
Product ads that use Merchant Center data, shown across Google Search and Shopping. Suited to online stores that have their product feed and measurement in order.
Display and Demand Gen
Visual campaigns that reach your audience outside traditional search, including follow-up ads to people who have already interacted with your business.
YouTube ads
Video campaigns that reach your audience on YouTube and across Google's other relevant ad placements.
Performance Max
Goal-based automated campaigns that can use Google's ad inventory across Search, YouTube, Display, Discover, Gmail and Maps. Results depend on correctly defined conversion goals, data and regular account monitoring.
A campaign isn't finished at launch
The Google Ads platform, search queries, the competition and automated systems keep changing after a campaign has launched. So we regularly review search terms, the budget split, ad creative, audience signals and conversion data. Optimisation decisions depend on properly configured measurement. In the European Economic Area (EEA), user consent affects which data can be observed, and that also has to be taken into account.
Measurement you can trust
Google Ads optimises for whatever we tell it is a valuable action, so faulty conversion data misleads both us and the automated bidding strategies. Before the campaigns go live, we put measurement in order:
- the Google tag or Google Tag Manager and conversion actions such as enquiries, calls, purchases or sign-ups
- enhanced conversions, which, with the user's consent, link conversions to ads more accurately
- consent mode (Consent Mode v2), which Google requires in the European Economic Area for personalised advertising and remarketing features
- a link to Google Analytics 4 and, if you see lead quality in your CRM, offline conversion imports, so that campaigns can be optimised for qualified leads
What a well-organised account looks like
We build campaigns and ad groups around your services, products and search intent, so that the budget can be moved to where it brings results. We regularly review search terms and maintain negative keyword lists so that ads don't show for irrelevant searches. We add extra elements to the ads, such as links to sections of your website, short callouts, a phone number or an address, where they help people choose.
We set location targeting to match where you operate, for example the whole of Latvia, Riga or a set radius around your business. In the language settings we take into account that some users in Latvia use Google in English or Russian.
What level of Google Ads activity makes sense for your business?
We reply within one working day.
How we work
Campaign structure and measurement
We define which actions count as valuable, then configure and test conversion tracking and, where needed, consent mode. Our reports also take the limits of measurement into account.
Ad creation
We write the ad copy the campaign needs and, depending on the campaign types chosen, prepare visuals or video as well as other ad assets.
Launch and optimisation
After launch we review search terms, the budget, goals, bidding strategies and ad assets, and make changes based on the data collected.
Reporting
You get a regular report, in line with the project's goals, covering ad spend, measurable conversions, their value and cost, and the optimisations made.
The budget starts with the goal
Tell us what you are advertising, in which market and what you want to achieve. During the research phase we can use Google Ads forecasts and market data to set a sound starting budget range. The actual cost per click and the results take shape in the ad auction and can be assessed more precisely once real campaign data has built up.
What you will see in the report
The report shows ad spend, measurable conversions, cost per conversion and, where conversions have a value, the return on ad spend (ROAS). It also shows which search terms and campaigns bring results, what we changed and why, and the next planned work. We agree how often you receive reports, and in what format, at the start of the work.
Frequently asked questions
What budget do you need for Google Ads?
The budget depends on the goal, the market, the competition, the campaign type and the data available. Before launch we can use Google Ads forecasts and search volume to set a sound starting range, but the actual cost per click and cost per conversion become clear in the ad auction and as the campaign runs.
How quickly does Google Ads deliver results?
Ads can start showing once the campaign and the ads have been approved, but you need enough data to assess the business results. How quickly you can draw sound conclusions depends on the budget, search volume, how often conversions happen, the campaign type and other factors.
How is Google Ads different from SEO?
Google Ads is a paid channel, where visibility is tied to an active campaign and a budget. SEO works on organic visibility, where you don't pay Google for each click, but rankings aren't permanent and have to be maintained. Depending on the goal, the two channels can be used together or separately.
Can you take over an existing Google Ads account?
Yes. Before making changes, we check the existing campaign structure, the goals, conversion tracking, search terms, the budget split and other key settings. Then we agree what to keep, what to rework and which fixes take priority.
Who owns the Google Ads account?
We recommend registering the Google Ads account and billing in your company's name, and we work in it through access from our agency manager account. That way the account, the campaign history and the data stay with you even if the cooperation ends.
Can ads be shown only in Riga or a particular region?
Yes. Location can be set by country, region, city or a radius around an address, and specific places can be excluded. We also check the setting that decides whether ads are shown to people who are in the chosen location or also to people who are only interested in it, as this makes a big difference to who sees the ad.
Is the ad budget included in your fee?
Usually not. Google charges the ad budget directly to the payment method in your account, while setting up and managing the campaigns and reporting is a separate service, with the scope and price stated in the proposal. That way you always see exactly how much was spent on advertising.
Related services
- SEO services Search is no longer just the traditional list of Google results.
- Website optimisation If potential customers are already reaching your website, the next question is what happens once they arrive.
- Social media marketing Social media marketing starts with your audience and the job to be done, not with how many profiles you have.
- Customer acquisition Lead generation and customer acquisition don't start with Google Ads, SEO or social media.