Google Ads campaign management
Most accounts we take over optimise a number that does not exist. The conversions the network reports exceed the orders actually collected, and nobody finds that surprising.
Measure before optimising
Serious steering starts with measurement. We install server side conversion tracking that does not depend on a script half of all browsers block, then reconcile what the network reports with what accounting collects.
The gap is often large. Closing it changes bidding decisions far more than any ad tweak.
- Server side conversion tracking, resistant to blocking
- Reconciliation between reported conversions and collected orders
- Conversion value based on margin, not on invoiced amount
- Cancelled orders and returns excluded
Steering on the break even point
Once margin is known, the return on ad spend threshold can be calculated instead of set by habit. Many advertisers starve themselves of volume by aiming three times too high, out of caution and for want of having done that calculation.
We establish the threshold with you, then steer bids accordingly, accepting campaigns that work near the threshold when they bring profitable volume.
- Break even threshold calculated from your gross margin
- Readable account structure, by intent rather than by catalogue
- Bid steering rather than budgets that never bind
- Segmentation between brand, generic and competitor terms
What we do not do
We do not charge a percentage of spend, because that rewards spending rather than results. Nor do we promise positions, or a figure, before having seen the account and the margins.
- No fee indexed on the amount spent
- Advertising account in your name, delegated access
- History and data kept on your side
- A recommendation to stop when a channel cannot hold the threshold
Google Ads campaign management
What minimum budget is needed?
Below two thousand francs a month, campaign learning is slow and steering gets noisy. It is not an absolute rule, but a smaller account often gains more from improving its product data and its measurement than from raising bids.
Why does the network report more sales than our accounts?
Because it counts conversions attributed after a mere impression, sometimes double counted, and without removing cancellations. Reconciliation with collected orders is the first piece of work we do on an account we take over.
Do you work other networks too?
Yes, with the same measurement method. The underlying work, margin based conversion value, carries over from one network to the next.
Advertising and acquisition
Paid campaigns, product feeds and conversion measurement, steered on margin rather than on clicks.
In the division Advertising and acquisition
Let us talk about what you want to build.
Describe your situation in a few lines. If it falls outside what we do well, we will say so immediately.
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