Google Ads
Google Ads built for growth, not for clicks.
From campaign structure and targeting to conversion tracking and optimisation, YA Digital builds Google Ads campaigns around what actually matters to your business. You work directly with the specialist managing your account and keep ownership of your account and data.
Approach
Search campaigns
Campaign structure driven by search intent and margin, not search volume. Tight themes, sharp ad copy and a negative keyword policy that cuts waste structurally.
Shopping & Performance Max
Feed quality decides your result. We optimise titles, attributes and product segmentation, and steer Performance Max with asset groups, audience signals and exclusions instead of trusting the algorithm blindly.
Conversion tracking & GA4
Without reliable measurement every optimisation is a guess. We set up GA4, Google Tag Manager, Consent Mode and enhanced conversions properly, with conversion values that reflect your actual margin.
Bidding & attribution
Bid strategies are chosen based on data volume and objective. Attribution is read alongside organic traffic and direct enquiries — never as an isolated channel.
Landing pages & CRO
Ads deliver clicks, pages deliver customers. We review message match, load speed, form friction and mobile conversion, then improve them iteratively.
Reporting
Reporting at decision level: which campaigns produce profitable enquiries, what the next action is, and where budget headroom sits. No dashboards full of vanity metrics.
How we work
- 01
Analysis
Business, audience, margins and customer value first. The account second: structure, search terms, waste, tracking and the quality of the data already there.
- 02
Strategy
Deciding where Google Ads genuinely adds value. Which intents are ready to buy, which belong to SEO, and which simply aren't worth the budget.
- 03
Build
Campaigns, ad groups, copy, assets, audiences, exclusions and conversion tracking — built around one measurable business outcome.
- 04
Launch
A controlled launch on limited budget, so we learn from real data before scaling anything.
- 05
Optimise
Search terms, bidding, ad variants, feed and landing pages. Every change has a reason and an expected outcome.
- 06
Scale
Budget goes up when the numbers justify it — not when the calendar says so.
What you get
- Account audit and restructure
- Keyword and intent research
- Search, Shopping and Performance Max
- Conversion tracking, GA4 and Consent Mode
- Ad copy and assets
- Landing page guidance and CRO
- Monthly reporting and review
More budget doesn't automatically mean more growth.
A bigger budget buys reach, not profitability. Before we advise scaling, we look at the things that decide whether extra spend can be profitable at all.
- Margin
- Without knowing your margin, a cost per acquisition means nothing. What counts as good differs per product and per customer type.
- Customer value
- A one-off purchase and a three-year customer don't deserve the same bid. Lifetime value sets what a click may be worth.
- Conversion quality
- A hundred forms with no buying intent are worth less than ten serious enquiries. We measure lead quality, not just lead count.
- Attribution
- Google Ads happily claims conversions that would have arrived via organic or direct. We read channels together.
- Incrementality
- The question isn't how many conversions the campaign reports, but how many wouldn't have happened without it.
- Saturation
- At some point you're buying more expensive traffic of lower quality. Then it's fairer to say the ceiling is reached.
Frequently asked questions
What does Google Ads management cost?
Management fees depend on account size, number of campaigns and pace. We quote once the scope is clear rather than publishing indicative prices that don't hold. Ad spend is separate and paid directly to Google.
How much Google Ads budget do I need?
Work back from your goal: how many customers, at what conversion rate, and what a customer may cost given your margin. At a €1.50 CPC and 3% conversion, one conversion takes roughly 33 clicks. If the required budget is unrealistic, Google Ads isn't the right channel for that keyword.
How quickly does Google Ads work?
Traffic arrives immediately. Reliable data takes longer: usually a few weeks to a month before there are enough conversions to base bidding and optimisation on.
What does a Google Ads specialist do?
Structure and keyword research, ad copy and assets, bidding, conversion tracking, exclusions, feed management, landing page guidance and weekly optimisation — plus translating all of it into one decision: continue, adjust or stop.
Can YA Digital optimise my existing campaigns?
Yes. We start with an audit of structure, search terms, tracking and waste. What works stays; we don't rebuild for the sake of rebuilding.
Does Google Ads work for small businesses?
Often yes, provided customer value is high enough and the offer matches ready-to-buy searches. With thin margins and expensive clicks we'll say plainly that another channel is more promising.
What is a good ROAS?
There's no universal number. A good ROAS is the one where you still earn after cost of goods, shipping, returns and management. At 20% margin you need a far higher ROAS than at 70%.
What's the difference between Google Ads and SEO?
Google Ads buys visibility and stops when payment stops. SEO builds visibility that lasts but needs time. In practice the combination works best: Ads for existing demand, SEO for durable growth.
How do you measure conversions?
With GA4, Google Tag Manager, Consent Mode and enhanced conversions, tied to conversion values that reflect your real margin. Without reliable measurement every optimisation is a guess.
Proof
Google Ads — cases
Premium fashion retailer
A premium women's fashion retailer faced limited organic visibility, an outdated shopping experience and high paid acquisition costs.
B2B SaaS platform
A project management platform struggled with low brand awareness in a crowded market, poor lead quality and communicating its distinct value.
Local healthcare practice
An established healthcare practice was hard to find online. Its mobile website was outdated and patients could not book appointments online.
Ways of working
Project
A one-off engagement with a clear endpoint: a website, an audit, a new account structure.
Fixed scope, fixed price, delivered result.
Monthly
Ongoing growth: SEO, Google Ads management or content production.
A fixed monthly fee based on scope and pace, cancellable monthly.
Custom
Several disciplines at once, or work that doesn't fit a standard shape.
A combined arrangement based on scope and priority.
Fees depend on scope, pace and complexity, and are only quoted once the scope is clear. We don't publish indicative prices that don't hold up in practice.
Client feedback is published only once it's real and cleared for attribution. Until then this space stays deliberately empty.
Why YA Digital
No agency layer. A specialist accountable for the outcome.
Direct contact
You work directly with the specialist doing the work. No account manager in between.
Strategy first
We don't launch a campaign or build a page without understanding what the business needs.
Performance
We steer on commercial outcomes: enquiries, orders, customer value. Not impressions.
Technology
Marketing, website, data and automation come together here instead of across three suppliers.
Transparency
You hear what works, what doesn't and what we advise against — including advice not to do something.
Not sure this is the right channel for your business? That's exactly the conversation we prefer to have — including advising against something.
Ready to grow digitally?
Tell us where you want to go. We'll map out what it takes to get there.