Capabilities
Four capabilities.
One shared direction.
We only switch on the ones each business actually needs.
Growth
Experience
Intelligence
Capabilities
Growth · Google Ads
We do not buy clicks. We decide which searches deserve budget, which ad meets them, where the click lands and what counts as a result. A campaign is not judged by what the platform reports, but by what it returns to the business.
This month’s budget
google ads agency
Service landing page
Answers the search.
google ads for ecommerce
Segment landing page
Its own segment page.
google advertising
Home page
A generic page.
More budget
More budget
Less budget
What each search returns decides the next split.
Left out of the split
Volume, not customers.
The starting point
Almost no account arrives idle. It arrives spending: live campaigns, clicks coming in and a report that goes out every month. What does not arrive is the link between that spend and what the business actually invoices.
What looks like a good signal
The question that decides
More budget
If the demand being captured has no intention of buying, more budget simply brings more of the same. Volume grows; opportunities do not. Scaling only works when what you are scaling already paid off.
Lower CPC
Paying little for a click that was never going to convert is expensive all the same, and sometimes the more expensive click is the one that brings the customer. The useful comparison is not between clicks: it is between what an opportunity costs and what it is worth.
More conversions
When any form, any tap on a phone number or any page view counts as a conversion, the account optimises towards a goal that is not the goal of the business. And it does it very well: that is why the problem takes so long to surface.
More automation
Performance Max and automated bidding work with whatever they receive. Given poor signals they optimise towards poor outcomes, and they do it fast and with the whole budget. Automating is not delegating judgement: it means having to set it first.
And a campaign can be well built and still not pay for itself, because much of what decides performance happens after the click.
What we manage
No account needs everything, or in the same order. These are the capabilities we bring in depending on the starting point.
When the blockage is not the campaign but what comes after the click, we solve it inside the same project: Web design, Custom web development and Ecommerce. Without changing supplier and without the spend carrying on paying for the problem.
How we run it
The first three moves put the account in order and happen at the start. The fourth is the one that decides the result, and it is the one that never ends.
What is being paid for, with what structure, with what measurement, and how all of that relates to the business. If the account starts from zero, the same work is done on the demand and on the offer.
Which campaigns exist, what each one is after, what budget belongs to it and what stays out. An orderly account is what makes results readable later on.
We go in with conversions properly defined and let the account learn from the right signals. The first few weeks are data; they are not performance yet.
Live
From here the work is deciding, week by week, where the money moves. The account changes because what it returns changes.
An account is not handed over finished. It is handed over running, and what makes it profitable is what gets decided afterwards.
Measurement
Inside the platform everything is measured in detail. What happens next —whether that contact was any good, whether they bought, whether it left a margin— is known only to the business, and the account can act on it only if we feed it back.
What the account receives
This is as far as the signal reaches in most accounts
What the business knows
Pushing the signal further
When the business can say which contact became a customer, that information goes back to the account. The platform carries on deciding just as fast, but with a far better signal.
Not every project can close that loop: it depends on the CRM, on the sales process and on what can be recorded. When it cannot, we say so, we work with the signal there is and we improve what is within our reach. We prefer that to showing an attribution that does not survive a question.
No campaign can optimise better than its signal allows.
The proof
Two years of continuous management on a real account, with the evidence in front of you.
Taxi service · Google Ads and city-by-city acquisition
From a local operation in Barcelona to 23 cities.
Strategy
Booking a taxi is an immediate, local decision: people search and book within the same minute. Google Ads was the channel able to be there at that moment in every new city, while the organic work built the base more slowly.
Execution
Search campaigns split by city and by type of service, negatives worked so the account does not pay for something else, ad copy written to filter, and one landing page per territory. Two years of continuous management, with the budget moving between cities according to what each one returned.
Result
The service now operates in 23 cities across Spain, with the search campaigns holding a CTR of between 12% and 23% and conversion rates of between 10% and 33%.
23 citiesreached from a single acquisition strategy, with Ads and organic pushing in the same direction.
2 yearsof continuous management of the account.
Real account screenshot. Financial figures hidden for confidentiality.
An account shows clicks, CTR and conversions. What decides the investment is what happens after them: when those conversions can be tied to real opportunities and sales, the budget is allocated on different information.
Fit
Models we work with
If what you want is someone to switch campaigns on and send a report at the end of the month, there are cheaper options than us. What we do here is decide, week by week, where the money goes.
Frequently asked questions
There is no single figure that works for everyone: it depends on the sector, on competition in the auction, on average order value and on how many searches with real intent exist in your market. The useful question before setting a budget is a different one: what an opportunity is worth to your business and how many you need each month. With that we can say whether the channel makes sense and where it is sensible to start, instead of picking a round number and seeing what happens.
Google Ads can bring visibility and first conversions within days, and that is its great advantage over organic search. Stable performance is another matter: at the start the account is learning and the data is not yet good enough to decide on. Well-founded decisions come once enough conversions have built up, not once a deadline has passed, and that depends on the volume of each business.
What the industry calls PPC management: an audit or an initial plan, campaign structure, keywords and negatives, ad copy, setting up and reviewing measurement, budget management, continuous optimisation and reporting. When it is needed, work on the landing page comes in too: if the click lands on a page that does not answer the search, the campaign ends up paying for a problem that is not its own.
Yes, and working on the account that already exists is the norm: its history has value and starting from zero throws it away. The account and the data always belong to the client. If the relationship ends at some point, the account stays where it is, with its history and its conversions, and the access is handed over.
It works worse, and it shows quickly. A campaign can bring in exactly the search you want and then lose half its value on the landing page: a message that does not answer the search, an unclear offer, or a form that asks for too much. That is why the page is part of the conversation from the start, and when the blockage sits there we say so, even if it is not what you came to buy.
Yes. In ecommerce much of the performance depends on the feed and on catalogue structure: titles, attributes, grouping by family or by margin, and campaigns separated by priority. Internationally, each market is treated on its own —searches, ads, budget and landing page per country or language— because mixing markets inside one campaign makes it impossible to read afterwards what is working.
No, and it is worth being wary of anyone who does: the result depends on the auction, on the competition, on the market and on the offer itself. What we do commit to is how decisions are made —on what basis the budget is allocated, what is measured and what gets corrected— and to saying so plainly when something is not working, even if the conclusion is that this channel is not for you.
Let’s talk
We look at your starting point —what is being paid for today, where the click lands and what is being measured— and tell you what we would change first and why. If the blockage is not in the campaigns, we will tell you that too.
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