Google Ads
Ads buy you time while SEO builds it. Run well, they're the fastest way to learn which words actually bring money. Run badly, they're a subscription to Google.
Measurement first, spending second
A lot of Google Ads accounts aren't tracking conversions properly, which means they've spent months optimising towards clicks instead of bookings. Before we add a euro of budget we set up the tracking: forms, calls, WhatsApp, and the actual booking where the engine allows it. Without that there's no campaign, just a raffle.
The season runs everything
A seasonal hotel doesn't need the same budget in January as in May, and a German's advance booking window is nothing like a British last-minute one. We move budgets and bids with your real trading calendar rather than leaving one campaign running all year at a flat spend.
Search, Performance Max and remarketing
We start with search, where the intent is and where you learn which terms convert. Performance Max comes later, once there's enough conversion data that the algorithm isn't burning your budget learning. Remarketing picks up the people who looked at rooms or properties and left without booking.
What you see each month
Cost per booking or per qualified lead, not impressions, not click-through rate. Which campaigns are winning, which we've switched off and why. Our fee is fixed and separate from your ad budget, so we don't earn more by making you spend more.
Common questions
How much budget do I need?
For a local business, €600 to €1,500 a month in ad spend is usually enough to produce useful data within a month. Below that it takes too long to learn anything worth acting on.
How do you charge?
A flat monthly management fee, separate from whatever you spend with Google. We don't take a percentage of spend, because that rewards the agency for spending more rather than selling more.
Ads or SEO?
Ads if you need bookings this quarter. SEO if you'd like to stop paying per click a year from now. What usually works is starting with both and tapering the ad budget as organic climbs.
Do you run Meta Ads too?
Yes, where it makes sense. For restaurants and events it usually works. For someone actively looking for a plumber or a lawyer, Google search wins nearly every time.
Keep reading
- Search engine optimisationRanking first on Google isn't luck and it isn't a bigger budget. It's architecture, content and patience, applied in the language each customer is actually searching in.
- Conversion rate optimisationDoubling your traffic is slow and expensive. Doubling the proportion of it that buys is often a fortnight's work, and nobody does it first.
- Ecommerce SEOAn online shop has a problem no other site has: it generates URLs faster than Google can crawl them, and most of them should never have existed.
- Estate agents and developersThe buyer of a million-euro second home starts on Google from another country entirely, eighteen months before they sign anything.