Google Ads: Plannably More Enquiries

The decisive advantage of search ads lies in user intent. Anyone searching for a service has a concrete need and is often close to a decision. It is precisely at this moment that your ad appears — not as an interruption, but as an answer to an active search. Unlike traditional forms of advertising, with search ads you generally only pay when someone actually clicks. Pure impressions cost nothing. This makes paid search one of the few advertising channels whose effect can be measured and steered from the very first day.

This measurability is the second major lever. With Google Ads you can precisely trace which ad led to which action: a call, a contact request or a purchase. This transparency allows for continuous improvement. We invest the budget where it demonstrably produces results and turn off campaigns that do not deliver. This keeps your advertising efficient and under your control — instead of a flat amount whose effect no one knows.

The success of a search campaign stands or falls with the choice of search terms. Keywords that are too general generate many clicks from people who do not match your offering and burn budget. Terms that are too specific often have hardly any search volume. We find the balance: terms with real buying intent, sufficient volume and acceptable competition. In doing so, we consider the different phases in the decision process, from initial information to concrete commissioning, and assign each term the matching ad and landing page.

At least as important are negative keywords. These are terms for which your ad explicitly should not appear, for example when people search for free offers, job listings or completely different topics. A well-maintained list of negative keywords is one of the most effective levers for reducing wasted spend and increasing the efficiency of your budget. We build this list from the start and continuously expand it based on the actual search queries that trigger your ads.

A good ad has to achieve two things: it must match the search query and address the right people. We formulate ad copy that gets your offering clearly to the point, communicates a recognizable added value and contains an unambiguous call to action. In doing so, we use the various ad extensions to make additional information visible, such as location, phone number, individual services or reviews. These extensions enlarge the ad, increase the click-through rate and provide users with relevant information directly. Instead of relying on a single version, we test several variants against one another and let the insights continuously flow into the optimization.

The landing page plays an equally important role. The best click fizzles out if the page behind it loads slowly, is cluttered or does not match the ad. When a prospect reaches a convincing, fast and thematically fitting page after the click, the likelihood of an enquiry increases significantly. That is why we closely coordinate ads and landing pages and draw on our web design when needed. If you run an online shop with Shopware, we link your products on request with shopping ads that show image, price and availability directly.

Advertising without measuring success is groping in the dark. That is why from the start we set up clean conversion tracking that captures the actions relevant to you. Depending on your business model, these are contact requests via the form, calls directly from the ad, submitted quotes or purchases in an online shop. Only through this measurement does it become visible which campaigns and search terms actually bring business and not just generate clicks. We set up the tracking in a privacy-compliant way, in line with the GDPR and taking into account the required consents, and collect only the data necessary for measuring success.

Paid advertising works best when it is part of a well-considered overall strategy. A fast, convincing website ensures that clicks also become enquiries. Alongside advertising, SEO builds long-term visibility, so that over time you depend less on paid clicks. If you sell products, your online shop with Shopware can be linked directly with shopping campaigns. And once the campaigns are running, our website care keeps the technology behind them running reliably. Because all services come together with us, your campaigns benefit from a consistent presence and short paths — with a single contact instead of several providers you have to coordinate.