HOW WE WORK
Google Ads management in 6 steps
Google Ads rewards clean data, a simple structure and relevant messages. These are the steps we follow on every account, whether it is an online store or a service business.
1. Account and measurement audit
We review the campaign structure, search terms, negative keywords, ads, assets and, above all, measurement. It is common to find duplicated conversions, purchases without values or forms that are not recorded. With wrong data, Google's automated bidding optimises for the wrong goal.
- Conversions: purchases with value, qualified leads, calls and WhatsApp.
- Consent: Consent Mode v2 set up for GDPR.
- Links: GA4, Merchant Center and Search Console connected to the account.
2. Choosing the right campaign type
Each campaign type serves a different goal. Search captures people already looking for what you sell. Shopping and Performance Max show products with image and price. YouTube and Display create demand and run remarketing. Local campaigns drive store visits and App campaigns drive installs.
For an online store we almost always start with brand and category Search, plus Shopping or Performance Max with an optimised feed. For a service business, Search on high-intent keywords with call assets is usually the most profitable channel.
Does Google Ads work for my type of business? Google Ads works best when there is active demand for the product or service. If people search Google for what you sell, it is almost always profitable. For very new products without established demand, we start with Display and YouTube to build awareness before scaling to Search.
3. Product feed and Merchant Center
In Shopping and Performance Max, the feed is the ad. Titles with brand, model and main attribute, clean images, correct categories, synced prices and stock, and custom labels by margin make more difference than any bid tweak.
We use labels to separate high-margin products, best sellers and products with no impressions, so the budget goes where it earns the most.
4. Ads, creatives and landing pages
We write responsive ads with concrete benefits, proof (reviews, delivery times, guarantees) and a clear call to action. For video and Performance Max we produce short image and video variations to test.
A good ad cannot save a slow or confusing page. We check the landing page speed, message and form, because the conversion rate weighs as much on cost per acquisition as the cost per click.
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5. Bidding, budget and scaling
We start with bid strategies that build data (maximise conversions, or clicks with a cap) and move to target ROAS or CPA once the account has enough history. The budget grows in steps, based on the previous weeks' results, never all at once.
How soon do the first results appear? With well-configured Search Ads, the first conversions typically arrive 48 to 72 hours after activation. Google needs 2 to 4 weeks to complete the learning phase of its automated bidding algorithms. From then on, performance stabilises and starts to improve progressively with continuous optimisation.
Can I use Google Ads to expand into Germany or France? Yes, and it is one of our specialities. We manage multi-market campaigns for clients operating in PT, DE, FR and ES. This includes keyword research by language, localised creatives, bid adjustments by market and landing page adaptation. We work with clients such as Pools & More across three markets at the same time.
- Weekly: search terms, negatives, ads and budget.
- Monthly: structure, feed, audiences and creative tests.
- Quarterly: strategy, markets and ROAS targets.
6. Reports that answer business questions
The report shows spend, revenue, ROAS, cost per acquisition and new customers, by campaign and product category. It explains what was done, what worked and what we will test next. You keep full access to the Google Ads account: the account is always yours.
What happens if the campaigns do not reach their goals? We set clear KPI targets at the outset (target CPA, minimum ROAS, conversion volume). If the agreed goals are not met within the defined timeframe, we keep working at no extra cost until they are. We take responsibility for results.
7 common Google Ads management mistakes
When we audit new accounts, these mistakes come up again and again. All of them cost money every day and almost all can be fixed in the first week:
- Broad match without negatives: the ad shows for searches that have nothing to do with the business.
- Conversions without values: Google treats a €20 sale and a €2,000 sale the same way.
- Brand mixed with generic terms: brand searches inflate ROAS and hide campaigns that lose money.
- Performance Max without exclusions: the budget goes to remarketing and brand searches that were already converting.
- A poor feed: generic titles and weak images cut Shopping impressions and clicks.
- Slow landing pages: every extra second lowers the conversion rate.
- Daily changes: touching bids and budgets every day stops the algorithms from learning.
How much Google Ads management costs
The management fee is separate from the ad budget, which is paid directly to Google. onOrbit Marketing plans start at €490 a month (Google Start), with Google Growth at €890 and Google Scale at €1,690 for accounts with several markets and higher spend.
For the ad budget, we recommend starting with an amount that collects at least 30 to 50 conversions a month in the main campaign. Below that, automated bidding learns slowly and results swing.
What is the minimum recommended Google Ads budget? For Search Ads, we recommend a minimum media budget of €300 to €500 per month to have enough data to optimise. For Shopping and Performance Max, ideally €500 to €1,000. The media budget is paid directly to Google and is separate from onOrbit Marketing's management fee. We define the ideal budget together in the initial consultation, based on the market, competitors and goals.
Does the management fee include the cost of the ads? No. onOrbit Marketing's monthly fee covers strategic management, optimisation, reporting and support. The media budget is paid by you directly to Google. This separation is intentional and guarantees full transparency, with no hidden margin on the budget.
Google Ads or SEO?
It is not an either-or choice. Google Ads delivers immediate results and fast data on which products and messages convert; SEO builds traffic that does not depend on budget. The healthiest accounts use Google Ads data to decide which keywords to work on in SEO, and SEO to lower the average acquisition cost over time.