//Google ads
Google Ads, for people already looking for you
Search is the one channel where you do not have to create demand — it already exists and someone else is currently buying it. We build the account, keep the machine bidding on the right queries, fix the landing pages behind them, and report on cost per customer rather than cost per click. Lithuania and across Europe.
What our Google Ads service covers...
Keyword research and negative lists
Best for a brochure site, landing page, or clearly scoped feature. Fixed price, fixed timeline.
Conversion tracking, done properly
Best for a brochure site, landing page, or clearly scoped feature. Fixed price, fixed timeline.
Search, Shopping, Performance Max
Best for a brochure site, landing page, or clearly scoped feature. Fixed price, fixed timeline.
Ad copy and extensions in your language
Best for a brochure site, landing page, or clearly scoped feature. Fixed price, fixed timeline.
Landing pages and product feeds
Best for a brochure site, landing page, or clearly scoped feature. Fixed price, fixed timeline.
Weekly search-term review and reporting
Best for a brochure site, landing page, or clearly scoped feature. Fixed price, fixed timeline.
€0.40–3
typical search CPC in the Baltics, by how contested the query is
3–6%
click-through a healthy search campaign holds
2 wks
smart bidding needs before its numbers mean anything
6 wks
before you get a go or no-go with numbers on screen
//how we run it
How we run Google campaigns
[01]
Tracking before spend
Conversions, enhanced conversions, and the CRM import. Smart bidding is only as good as what you feed it.
[02]
Buy intent, not volume
A tight keyword set, an aggressive negative list, and the search-term report read every week by a person.
[03]
Let the bidding settle
Two weeks without touching targets. Most underperforming accounts are being reset every third day.
[04]
Expand from what pays
New ad groups grow out of converting search terms. Shopping and PMax come after Search earns its keep.
//the funnel
The funnel we actually optimise
Search has one advantage over every other channel and one trap. The advantage is intent: the person typed the thing. The trap is that Google will happily sell you adjacent queries that look like intent and are not. Most of the work is in stages one and two — making sure you are buying the search you meant to buy.
//the query
What they typed
Half of a bad account is money spent on queries nobody meant to bid on.
wasted spend, week one
20–40%
what we usually find in an audit
//the auction
Whether you show
Relevance is priced in. A better-matched ad literally costs less per click.
CPC, Baltics
€0.40–3
typical range, EU search
//the click
Ad that answers
Three headlines have to say what the query asked, not what the brand wants.
CTR
3–6%
healthy search campaign
//the page
Lead or order
Intent was already high. Losing it here is the most expensive mistake on the list.
conversion rate
3–8%
search traffic, decent page
//money
Paying customer
Imported back from your CRM, so bidding optimises on revenue, not form fills.
cost per lead
€10–60
services and B2B, EU
//campaign types
Which campaign type, and when
Google's default advice is to turn everything on at once. That is good for Google. The order below is what we actually recommend, and we say plainly which ones you should not run yet.
[01]
Search
The only type where you choose the intent. Everything else is a guess layered on top of it, and everything else works better once this one is profitable.
[02]
Shopping
Nine tenths of the work is the product feed — titles, attributes, availability. We build feeds as often as we build campaigns, and a clean feed outperforms clever bidding.
[03]
Performance Max
Powerful and opaque. With a conversion history and good exclusions it scales; without them it quietly spends your budget on brand traffic you already had for free.
[04]
Brand defence
Worth running when a competitor bids on your name, and worth pausing when nobody does. We check rather than bill you for it by default.
[05]
YouTube & Display
Demand creation, not capture — closer to how Meta works. Useful once search is capped out, misleading as a first campaign.
[06]
The negative list
Not a campaign type, but it saves more money than any of them. Built in week one, added to every week after, forever.
//reporting
No black box, and no panel of ours in the way
Everything lives in your Google Ads account, your Merchant Center, your analytics and your CRM, under your ownership. We add a shared dashboard putting spend, conversions and cost per outcome on one screen, and a weekly note saying what we changed and what it did. The search-term report comes with it — you can always see exactly which queries your money bought.
- your Ads account
- your Merchant Center
- your GA4
- your CRM
- shared dashboard
[weekly]
Search terms and negatives
what you paid for that you did not mean to
[live]
Spend and cost per outcome
the dashboard is open to your whole team
[monthly]
Structure and budget review
what to scale, what to cap, what to kill
[always]
Admin access, not agency lock
you own every asset from day one
//the objections
What you are probably thinking
Search has been sold badly to a lot of people. Here are the six things we hear most, and what we actually say back.
“Clicks are too expensive in our niche.”
Often the clicks are fine and the match types are not. Broad match on a competitive term buys a hundred neighbouring queries you never wanted. Tighten the set, build the negatives, and the average cost per click usually falls without touching a single bid.
“Google keeps calling us with advice.”
Their reps are measured on your spend, not your profit. Most of the recommendations in the account are set to auto-apply by default, and turning that off is one of the first things we do. We will tell you which of their suggestions are worth taking — some genuinely are.
“We already rank organically for that.”
Then you probably should not pay for your own brand — unless someone else is bidding on it. For non-brand terms the two work together: search ads answer in a week, SEO answers in a quarter and keeps answering after you stop paying.
“Performance Max ate our budget.”
It usually does, when it is switched on early. Without brand exclusions and a conversion history it harvests traffic you would have had anyway and reports it as a win. We run Search until it is profitable, then layer PMax with the exclusions in place.
“Our previous agency showed great numbers.”
Check what was counted as a conversion. Page views, phone-number clicks and repeat form fills all inflate the same report. The audit compares what the account claims against what reached your CRM, and the gap is often the entire story.
“Nobody searches for this in Lithuania.”
Sometimes true — a small market plus a niche product can mean a few hundred searches a month, and we will show you the volumes before you commit. When that is the case the honest answer is Meta or Telegram for demand creation, with a small search campaign underneath to catch what exists.
//case studies
Three accounts, anonymised
Client names stay private. The shape of the work does not. Typical outcomes, benchmarked against market averages below. Yours will differ — we quote yours after the audit.
services
Cut a third of the keywords, kept the leads
Broad match was buying informational queries all day. Two weeks of negatives and a tighter set removed a third of the spend and left the lead count where it was.
wasted spend cut
−31%
cost per lead
€38 → €24
lead volume
flat
e-commerce
Rebuilt the feed, not the bids
Shopping was underperforming because a fifth of the catalog was disapproved and product titles carried no attributes. A feed rebuild fixed both, and bidding was never touched.
products approved
79% → 98%
ROAS
2.3× → 3.6×
weeks to result
3
b2b
Found the conversions were not real
The account reported a healthy cost per lead. A CRM import showed most of those conversions were the same people filling the form twice. Once bidding optimised on qualified leads, the real number appeared — worse at first, then better.
duplicate conversions
41%
cost per qualified lead
−26%
months to stabilise
2
Cost per click
€0.40–3
€0.40–1 retail · €1.50–3 legal, finance, B2B
Click-through
3–6%
top of page, on-intent queries
Conversion rate
3–8%
search traffic landing on a matched page
Cost per lead
€10–60
€10–25 services · €35–60 B2B and niche
ROAS, e-commerce
2.5–5×
shopping, once the feed is clean
These are the bands we see across Baltic and EU accounts. An audit tells you where yours sits inside them today, and which of the five is the one worth moving first.
//what it costs
Start with a pilot, not a contract
Six weeks covers tracking, the keyword build and enough spend for smart bidding to settle. Our fee and your ad budget are always separate lines — you see exactly what goes to Google and what goes to us.
SIX-WEEK PILOT
from €3,000
our fee · ad budget separate, from €2,000
Tracking, keyword and negative build, Search campaigns, ad copy, weekly calls, a go or no-go at the end.
ONGOING, MONTHLY
from €2,000
per month · rolling, cancel with 30 days
Weekly search-term work, new ad groups and copy, feed maintenance, landing page iterations, reporting.
//questions
Google Ads questions, answered
What is the minimum budget worth starting on?
Around €2,000 of ad spend over six weeks for a single market, plus our fee from €3,000. Search scales down better than Meta does — a small, tightly targeted campaign can work — but below roughly thirty conversions in the window, smart bidding has nothing to learn from.
Do you charge a percentage of ad spend?
No. A percentage rewards us for spending more of your money, which is exactly the wrong incentive in a channel where the main skill is not spending it. Flat monthly fee, whatever the budget does.
How soon will we see results?
Clicks and leads in the first week, meaningful numbers after two to three. Smart bidding needs about a fortnight to settle, and anything you judge before that is noise. The six-week verdict is the first one worth acting on.
Google Ads or SEO?
Both, in that order. Ads answer the question of whether these queries convert at all, within weeks, and for a known price. SEO then earns the same queries permanently, which takes a quarter or more. Running ads first tells you which pages the SEO work is worth doing on.
Who owns the account?
You do, from the first day — the Google Ads account, the Merchant Center, the conversion setup and the keyword work. We operate it with admin access, not through an agency wrapper you cannot leave.
SEO
the same queries, earned instead of rented
Meta Ads
demand creation, for when search runs out
Web development
the landing page half of the problem
//contact us
Give us read access. We will show you what your money actually bought.
One working day, no charge, no deck. We read the search-term report, the conversion setup, the account structure and the landing pages, and come back with the wasted spend in euros, what we would fix first, and whether search is the right channel for you at all.