Google Ads

Is Google Ads worth the investment for your business?

For most businesses with a website and a clear product or service — yes. Google Ads is the only large advertising platform where you reach people at the exact moment they are actively searching for a solution. Unlike Facebook or Instagram, where advertising interrupts a person’s attention, Google Ads answers a question the person has just typed into search.

However, Google Ads is also the platform where a budget can be wasted fastest. A poorly built campaign can spend several hundred euros in the first weeks without a single conversion — not because the platform doesn’t work, but because it works too efficiently: if you tell it to work in the wrong direction, it does so very quickly.

Why do Google Ads campaigns often fail to pay off?

These are the most common technical problems we find when we join client accounts with low returns.

Keywords are too broad or in the wrong match type

Many accounts use only “Broad Match” keywords, which allow Google to show advertising to people searching for loosely related information rather than a purchase. The result — many clicks, few conversions. The solution is a combination of Phrase Match and Exact Match with a precise negative keyword list.

Negative keywords are missing

If an account has been managed for a year and the negative keyword list has fewer than 30–50 words, the budget is most likely being spent on “free”, “jobs”, “reviews”, and other searches that do not lead to a purchase. A Search Terms Report analysis usually reveals immediately where the money is being lost.

Conversions are not tracked, or tracked incorrectly

Without correctly set up conversion tracking, Google Ads optimisation is theoretical — the algorithm does not know what works and starts optimising for clicks rather than purchases. Before launching campaigns, we check the Google Tag Manager and Google Analytics 4 setup and, if necessary, set them up again.

Quality Score is low

Quality Score is a Google metric that determines how much you pay per click and how often your advertising appears at all. A low Quality Score means you pay 2–3 times more than competitors for the same click. The solution is connecting the advertising copy, keywords, and website in terms of content — not simply a higher budget.

A Performance Max campaign “eats” the budget without control

Performance Max is Google’s newest automated campaign type, which works well for online stores with a large product range, but very poorly for service businesses with small budgets. We often find Performance Max campaigns in client accounts that should have been ordinary Search campaigns.

What ACCESSIO does differently

Our approach to Google Ads management consists of four elements that many other companies either skip or do superficially.

In-depth keyword research and competitor analysis. Before launching a campaign, we analyse which keywords in your industry actually lead to a purchase, which search phrases competitors are actively buying, and where there is a relatively open niche that can be filled at lower cost. We use Google Keyword Planner, Auction Insights, and third-party tools.

Conversion tracking check and setup. Before spending advertising money, we make sure that every conversion (purchase, enquiry form, call, email) is correctly tracked back to the Google Ads account and Google Analytics 4. Without this, everything else is speculation.

Weekly Search Terms Report analysis. Every week we review which search phrases actually triggered your advertising and add to the negative keyword list. It is a simple task that saves 10–30% of the budget — and one that many do not do regularly.

Quality Score and ad testing. We monitor Quality Score in each keyword group and test several versions of advertising copy in parallel. The goal is to pay less for the same click than a competitor pays.

What kinds of Google Ads campaigns do we create?

Google Ads offers various campaign types for different business goals.

• Search campaigns — text ads that appear in Google search results. The main campaign type for most businesses with active demand.
• Shopping campaigns — product ads with an image and price that appear in search results. Critical for online stores.
• Performance Max — Google’s automated campaign type that uses AI to show advertising across several channels at once (Search, Shopping, YouTube, Display). Works well for online stores with a large product range.
• Display campaigns — banner ads on websites and apps that participate in the Google Display Network. Mainly for remarketing and awareness.
• YouTube advertising — video ads shown on YouTube. Described in detail on the YouTube management page.
• Demand Gen campaigns — visually oriented advertising in YouTube, Discover, and Gmail feeds.

The choice and combination of a specific type depend on the business model, product, and budget. During the conversation, we evaluate together which combination will work better in your situation.

Who is this service for?

Google Ads management from ACCESSIO is suitable for:

• Online stores with a product catalogue and a monthly advertising budget from 300 EUR
• Service businesses whose products people actively search for on Google (lawyers, translators, car repair, construction, hair salons, driving schools)
• B2B companies with specific professional services
• Medical and health services
• Real estate developers and brokers
• Businesses that want to complement existing Facebook advertising with a more precise, purchase-focused channel

Google Ads will work less well if your product is entirely new — people are not searching for it yet. In that case, it is advisable first to build demand with Meta or YouTube advertising and only then add Google Ads.

How much does Google Ads cost?

The cost consists of two parts: the advertising budget paid to Google, and the management fee paid to ACCESSIO.

The advertising budget is the money Google spends to show your advertising to people searching for related keywords. The cost per click (CPC) varies by industry, competition, and Quality Score — in one industry a click can cost 0.15 EUR, in another 5 EUR. We recommend a minimum advertising budget of 300 EUR per month so the algorithm has enough data for optimisation.

The management fee is payment for our work — keyword research, campaign creation, writing advertising copy, conversion tracking setup, optimisation, and reporting. We name a specific figure after the initial conversation, once we understand your situation, goals, and the scope of the campaign.

No long-term contracts — you pay month by month and can end the cooperation at the end of any month.

How does the work process go?

1. Conversation and existing account audit. We get in touch by phone or video call. If you already have a Google Ads account, we look at it and evaluate what works, what does not, and where money is being spent inefficiently.

2. Strategy and launch. Within 3 business days of receiving payment, keyword research is done, the campaign structure is developed, advertising copy is prepared, conversion tracking is set up, and the first campaign is launched — provided there is no delay on the client’s side in approving the materials. All advertising copy is approved in a Google Spreadsheets document before publication.

3. Weekly update and Search Terms Report analysis. Every week you receive a short message by email or WhatsApp, and we review which search phrases triggered your advertising in order to add to the negative keyword list and improve efficiency.

4. Optimisation. Based on data on conversions and Quality Score, campaigns are adjusted — keywords, advertising copy, bids, and budget allocation between campaigns are changed.

5. Monthly report. At the end of the month, a detailed report with conversions, cost per result, and a comparison of campaign performance. Based on it, we decide together on the next step.

Frequently asked questions

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