Google Ads search, Shopping, remarketing
Google Ads management means your ad appears in front of a person at the moment they search for your product or service on Google. We set up the campaigns in 5–7 days and then run them every month: we watch the search terms, the bids and what each inquiry costs you.
01 Definition
Someone types "post construction cleaning Chicago" into Google. Above the regular results they see a few listings marked as ads. If yours is one of them and they click it, you pay for that click. Appearing in search costs nothing.
The price of a click is set by an auction that Google runs for every query. The ad with the better mix of bid and quality ranks higher: how closely the text matches the query, and whether the person finds on the page what they were promised. So an advertiser with a more precise ad and a clearer page can pay less per click than the competitor next to them.
This kind of advertising is also called PPC, pay-per-click, or contextual advertising, because the ad depends on context: the words of the query, and on YouTube and partner sites also the content of the page and the person's interests. In practice it usually means Google Ads, and that is what we work with. Other ad systems we connect on request.
SEO services also bring people from search, but it takes months. Ads give you clicks on launch day and stop when the budget does. Facebook and Instagram ads show your ad in social networks to people who weren't looking for anything. Google Ads works with demand that already exists.
02 Formats
Google Ads has several campaign types. For most businesses the work starts with three of them, and we add a fourth once the account has gathered data.
They work for services and products that people search for in words: "family law attorney," "excavator rental." We collect the keywords, split them into groups and write an ad for each group.
We also build a list of negative keywords, so you don't pay for clicks from people who want instructions, repairs or rentals when you sell.
A format for online stores. Google takes the product data from a feed in Merchant Center, so the work starts there: titles, prices, availability, categories.
Before launch Google also reviews the site itself. It must show contact details and the terms of payment, delivery and returns.
Ads for people who looked at prices, put an item in the cart and left. They don't need to be told who you are. It's enough to remind them and give a reason to come back.
The visitor list needs a minimum size, so on a new site we turn remarketing on a few weeks after search.
One campaign shows ads in search, on YouTube, in Gmail and on maps, and an algorithm controls the split. It needs conversion data, so we turn it on once the account is already collecting inquiries or purchases.
We recommend banners on partner sites when the goal is for people to learn about you, not to get inquiries this week.
It shows faster than any other format whether there is demand and what an inquiry costs. For a store with a ready feed we add Shopping ads right away. The rest we turn on when there is something to build on: visitors for remarketing, conversions for Performance Max.
03 Example
This is how one group in a search campaign might look for a cleaning company in Chicago. The company, prices and ad text are made up. This is a teaching example, not anyone's real advertising.
| Group element | What is in it | Why |
|---|---|---|
| Keywords | "post construction cleaning chicago," "after renovation cleaning cost," "book apartment cleaning after renovation" | One group answers one intent. Deep cleaning and window washing go into separate groups with their own ads. |
| Negative keywords | "diy," "how to remove," "cleaner," "vacuum" | These people want advice or a product, not a crew. Without negative keywords their clicks would eat the budget. |
| Headlines, up to 30 characters | Post-construction cleaning Apartment cleaning in Chicago From $1.50 per sq ft We can come tomorrow at 9 am | The first repeats the query. The rest answer what people ask on the phone: what it costs and when you can come. |
| Descriptions, up to 90 characters | We remove building dust and wash windows and tile. The price comes before the visit. Open daily 8 am to 8 pm. We bring the vacuum, ladder and cleaning supplies. | Facts that can be checked, instead of "high quality and affordable." |
| Landing page | A "Post-construction cleaning" service page with the price per square foot on the first screen | The promise in the ad meets the person in the same words. If everyone is sent to the home page, some of the inquiries get lost. |
Within management we write the ad copy ourselves: a writer drafts it, and an editor checks every line against the character limits and Google's rules. If you run the ads yourself, you can order the copy separately as ad copywriting.
04 Launch
"Done for you" means you never have to open the ad account. We create the account under your email, set up inquiry tracking, build the campaigns and launch them. From you we need answers to the brief, access to the site and a card to pay the budget.
We ask what you sell, where, at what margin and how much you're ready to pay for one inquiry. We get access to the site and Analytics. If you have no ad account yet, we create it and you attach a card.
→ brief, account, access
In Analytics and Tag Manager we set up the events that count as a result for you: a submitted form, a click on the phone number, a purchase. Without this, after a month you'd know how many clicks there were but not how many became inquiries.
→ conversions in the account
We collect keywords, split them into groups, write the ads and negative keywords, and add the phone number, address and sitelinks to the site's sections. We look at the pages the ads will lead to and tell you what to fix before launch.
→ a structure for approval
We show you the structure, the ad copy and the daily budget. After your yes, we turn the campaigns on. Google's review of the ads usually takes up to one business day.
→ the ads are running
05 Management
The launch takes a week, and the result depends on what happens in the months after it. This is what management consists of.
Every day we go through the search terms report: the words the ads were actually shown for. We add negative keywords and switch off keywords that collect random clicks. The cost per inquiry jumps around in this period, and that's normal: the system needs data.
We check bids and budgets by campaign. We compare the ads in each group and replace the weaker ones with new variants. If people leave a page without an inquiry, we write to you about what to change on it.
We send a report: how much was spent, how many clicks and inquiries there were, what an inquiry cost in each campaign, what we changed and what we propose next. If you keep sales records, we match the inquiries against real orders. That is the only way to see which campaign earns money and which just brings calls.
06 Money
The budget goes to Google for clicks. You top up the ad account yourself, from your own card, and you see every dollar spent in it. The money doesn't pass through us.
The management fee covers our work: from $900 a month. We fix the amount in writing before launch and revisit it only when the scope changes, for example new campaigns or new directions.
We create the account under your email. If we stop working together, the campaigns, the statistics and the audience lists stay with you.
07 Pricing
We have two services for Google Ads, setup and management, and one price: from $900 a month. There is no separate fee for the launch, as it is part of the first month. For example, if you set aside $3,000 for clicks, the first month comes to $3,900. Of that, $900 is ours and $3,000 goes straight to Google.
| Service | What's included | Turnaround | Price |
|---|---|---|---|
| Google Ads management | Campaign structure, ads, tracking, optimization, report | launch in 5–7 days | from $900 / month |
| Facebook and Instagram ads | Audiences, creatives and copy, launch, optimization, report | launch in 5–7 days | from $900 / month |
| Ad copy | Several headline and body variants sized for each platform | 2–3 days | from $0.28 / word |
| Landing page development | Wireframe, copy, design, responsive build, form and analytics | 2–3 weeks | from $2,500 / landing page |
| Website and landing page copy | Brief, competitor review, wireframe, copy for every block | 5–7 days | from $1,200 / landing page |
The number of campaigns and formats: search alone costs less than search with Shopping ads and remarketing. The number of directions and cities that need separate groups. The state of the account: building a new one is easier than untangling someone else's. And whether inquiry tracking has to be set up from scratch.
You need two numbers: the cost of a click in your field and the share of visitors who leave an inquiry. If a click costs $3 and four visitors in a hundred leave an inquiry, one inquiry costs $75, and 40 inquiries need $3,000. The figures are hypothetical: this is arithmetic, not a forecast.
Before the start we take real click prices from Google's Keyword Planner.
If you plan to run the ads yourself afterward, order one month: from $900. It includes the launch and three weeks of tuning the campaigns. After that we hand over the account with an explanation of what to look at and where.
08 Mistakes
Most of them have nothing to do with bids. We check all six before launch, and in an account handed over to us we look for them first.
09 Questions
Google sets no minimum. In practice the budget should cover at least a few hundred clicks a month, or there won't be enough data to draw conclusions. How much that is in dollars depends on your field and city. Before launch we work out a forecast and name the amount that makes sense to start with.
Impressions and clicks begin on launch day, as soon as the ads pass review. Whether some of the clicks turn into inquiries depends on demand, your offer and the page. We draw the first conclusions about the cost per inquiry after three to four weeks, when the data has built up.
No. We control who sees the ads, for which queries and what a click costs. Whether a person leaves an inquiry also depends on your price, your terms and your site. We give a forecast before launch, but it is a forecast, not a commitment.
First we look: the structure, the search terms of recent months, the conversion tracking. If the campaigns can be fixed, we fix them. If it's simpler to build anew, we explain why. We keep the account history either way.
Not always. If the site has a service page with the price, the terms and a form, we send the ads there. A separate page is needed when you have several offers and one page, or when the site is slow and awkward on a phone. Then we build the landing page first, which takes two to three weeks, and launch the ads after it.
Yes. Campaigns are paused with one click, and the charges for clicks stop. Money the ads haven't spent stays in your Google account, not with us.
We rewrite a rejected ad as part of management. Some topics are restricted by Google or require certification: medicines, financial services, gambling, alcohol. If yours is one of them, we'll say so at the brief, before you pay.
Yes, they are the same Google Ads campaigns. We add video ads and banners once search is set up and the goal is to reach a wider circle of people. Videos need footage; we can write the script.
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