Google Ads

Our Google Ads management runs on a transparent monthly retainer, adjusted to the complexity of the account (number of campaigns, channels, markets, languages). A standard Search plus Shopping account, a multi-market account and a full international strategy involve very different workloads. We take no commission on media budget: 100% of your advertising budget goes to Google. That transparency guarantees fully aligned interests, since we optimise for your ROAS rather than for higher spend. A tailored quote is sent within 48 hours of the free initial audit.

The minimum media budget depends on your market, but we recommend a floor of 1000 euros per month to generate enough statistically usable data. Below that, Smart Bidding lacks the signals it needs to optimise and decisions stay qualitative. For local e-commerce businesses, 1500 to 3000 euros per month is generally the sweet spot. For competitive national markets (insurance, finance, construction), plan for 3000 to 10000 euros to see meaningful results. We calibrate the budget together with your CPA targets and unit margin so the channel is profitable.

No minimum term is imposed. The contract can be cancelled at any time with 30 days notice, with no justification required. That flexibility reflects our confidence in the results we produce: if you are not happy with the ROAS, you are free to leave. We do point out that the first 90 days are critical for stabilising campaigns (data collection, Smart Bidding optimisation, A/B testing). Stopping before then denies the account the maturity it needs to reach its full potential. The Google Ads account and all of its data belong to you entirely, permanently.

Search targets users actively typing a query into Google: high intent, higher CPC, immediate conversion. Display serves banners across 2 million partner sites: low intent, low CPC, ideal for awareness and retargeting. Shopping shows your products with image and price in commercial results, which is essential for e-commerce. Performance Max combines all of these channels in a single campaign driven by Google AI with one objective (conversions or ROAS). We combine these formats according to your funnel: Search to capture warm demand, Shopping as a product shop window, Performance Max to scale, Display and YouTube for branding and retargeting.

Performance Max does not fully replace classic Search campaigns, it complements them. PMax excels at scaling conversions by putting Google AI to work across every channel at once, and it is particularly effective for e-commerce accounts with a Shopping feed. Manual or semi-automatic Search campaigns remain essential, however, to capture brand queries, control the messaging on strategic keywords, and guarantee presence on priority terms. Our hybrid approach combines PMax (conversion scale) and Search (granular control), with URL and brand exclusions to avoid cannibalisation between the two campaign types.

Retargeting (or remarketing) means serving ads again to people who have already interacted with your site, YouTube video or app. We build segmented audiences: product page visitors, cart abandoners, blog readers, existing customers. Each audience gets a message matched to how far along the funnel it is. Display retargeting is very cost-effective (CPC generally much lower than Search) with a strong conversion rate. We combine Display retargeting, RLSA (Search with audience), YouTube and Customer Match (customer emails). Retargeting windows are calibrated to your buying cycle (7, 30, 90 days).

Absolutely. Google Ads geo-targeting is extremely precise: city, county, region, radius around an address, even postcode. We regularly run campaigns targeting a single city centre, a metropolitan area, an entire region or a 30 km radius around a point of sale. Geographic targeting is combined with location bid adjustments (for example plus 20% on the city centre, minus 30% on less profitable outskirts). For physical stores, we also enable location extensions so your address, opening hours and directions appear directly in the ad.

Conversion rate varies enormously depending on sector, search intent and landing page quality. On average, the Google Ads benchmarks we observe are: 3 to 6% for B2B services, 1.5 to 3.5% for e-commerce, 5 to 10% for retargeting, 2 to 4% for local businesses. More than the absolute rate, we steer on CPA (cost per acquisition) and ROAS (return on ad spend), which are the real business indicators. A low conversion rate can be highly profitable when the average order value is high. Conversely, a high rate can lose money if the CPC is too expensive. All of this is calibrated during the initial audit.

Yes, 100%. We create the Google Ads account in your name, under your business email address, with your payment card or direct billing from Google. We access the account through our MCC (My Client Center) with administrator status. You keep every right, all the data and the full history. If the collaboration ends, you simply remove our access in 30 seconds: no migration, no data loss. This full ownership is a non-negotiable principle at Go To Agency. Some agencies create the account under their own MCC and charge an expensive migration when the relationship ends, which is not how we work.

Attribution answers one question: which channels and touchpoints contributed to the conversion? Google Ads and GA4 offer several models: last click (100% to the final channel), first click, linear, and data-driven (AI distributes credit according to real contribution). We favour the data-driven model, now the GA4 standard, because it reflects the reality of the customer journey more accurately. It lets us properly value top of funnel campaigns (Display, YouTube) that rarely convert directly but start the journey. The Looker Studio reporting includes this attribution so budget decisions are informed, and so you never blindly cut a channel that contributes indirectly to conversions.

The native Google Ads plus GA4 integration is central to our setup. We link the two platforms in order to: import GA4 conversion events into Google Ads, use GA4 audiences (purchase intent, behaviours) in campaigns, measure post-click engagement (time on page, pages viewed, scroll depth), and build detailed conversion funnels. Conversion tracking is verified twice (Google Ads native plus GA4) so the data can be trusted. We also configure cross-device tracking and data-driven attribution for a unified view of the user journey, from the first ad click through to final conversion, even across multiple sessions.

Getting started takes four simple steps, all handled in writing. First, you fill in a short written brief covering your objectives, your market and your current Google Ads maturity, and we reply within 24 working hours. Second, a free audit of your existing account (or a sector benchmark if you are starting from zero), delivered within 5 working days. Third, a detailed written strategy proposal with recommended media budget, management retainer and target KPIs. Fourth, contract signature and account setup within 48 hours, for a campaign launch within 7 to 14 days depending on complexity. Everything runs by email, wherever you are based, and the first exchange commits you to nothing.