Ads managed on a flat fee, with the account in your name.
Google catches people already searching for what you sell. Meta reaches them before they search. Both run on a flat monthly fee, never a percentage of your spend, with the exact search terms read every week.
Budget agreed in writing before a cent is spent.
373 products migrated for a Dutch furniture and bedding retailer Off WooCommerce, same domain, search position held. Read the case study ➤Featured case study
822
feed offers, zero errors
- 373products migrated
- 4.3%conversion rate across all campaigns, Jul to Aug 2026
He restructured our Google Ads account and our cost per conversion dropped 34% in six weeks. The leads coming through were better qualified too, not just cheaper.
When ads are the right spend
Ads are the only channel that answers a question in two weeks: does this offer, in this market, at this price, actually sell. If any of these sound familiar, that question is worth paying to answer.
Spend goes out and nobody reads the account
It was set up once, probably by someone else, and has not been opened since. The budget leaves weekly on a schedule nobody is checking.
You cannot say which searches produced an enquiry
The dashboard shows clicks and impressions. What it does not show is which actual phrases people typed before they contacted you, which is the only number that matters.
Your agency takes a cut of the spend
Which means the person advising you on budget gets paid more when the budget goes up. You are paying for advice from someone with a reason to give you the wrong answer.
Clicks arrive, enquiries do not
The ads are working and the page is not. Traffic lands somewhere that was never built to sell, and the ad account gets blamed for a website problem.
Not sure ads are where your money should go? The free 15 point check says so honestly, including when the answer is no. Get the site check
Seen enough? Send your web address and the written 15 point check comes back in two working days, free.
Google or Meta, and why it matters
They do different jobs and are judged by different numbers. Running one when you needed the other is the most common reason ad budgets disappoint.
Diagram contrasting Meta, which reaches people before they are searching, with Google, which catches people already searching and ready to buy.
intent rises →
Meta
- Reaches people before they search.
- Creates the need, or shows it exists.
- Slower to convert, cheaper to reach
- Catches people already searching.
- Meets demand that already exists.
- Higher intent, higher cost per click
Start with Google if people already type what you sell into a search box, because you are meeting demand that exists. Start with Meta if the need has to be shown before it is felt. Most accounts begin with one and add the other once the first is paying.
How I run accounts
The same six rules on every account, Google or Meta, agreed in writing before a cent of your money is spent.
The account stays in your name
Created under your email, worked in with manager access. If we part ways you keep the history, the data and the settings.
Exact search terms, read weekly
Not the keywords you bid on, the actual phrases people typed. That report is where the wasted money is always hiding.
Negative keywords maintained
Every week, not once at setup. This is the single biggest lever on cost per enquiry and the first thing neglected accounts stop doing.
Landing pages fixed first
Before spend goes up, the destination gets checked. Raising budget on a page that does not convert just increases the cost of the same problem.
Budget agreed in writing
Set in advance, never quietly raised. You pay Google or Meta directly on your own card, so no spend passes through me.
A pause call when it stops adding up
If the numbers stop working I ask for the call rather than letting the invoices continue. That is the conversation most agencies avoid.
Rather just ask? One question by email or WhatsApp is fine.
If people ask before they buy, the online number is not the whole number
Plenty of businesses are told their ads do not work when what actually happened is that nobody was ever going to buy at the first click.
On a big ticket item the decision takes weeks, and it lands long after the click that started it. Google Ads never sees that, so the report shows a poor return while the enquiries keep arriving. This is the single most common reason a business with a long buying cycle concludes that advertising does not work for them.
The answer is to measure the step you can actually see. WhatsApp clicks, phone calls and route requests get treated as conversions and mirrored across Google and Meta, so the bidding optimises toward people who get in touch rather than people who check out online.
If your buying cycle runs weeks rather than days, the reporting window has to match it. Otherwise you are reading noise and calling it performance.
See how this works on a real account, a furniture retailer on a ten to twelve week custom order cycle.
Searches and finds you
Types the product or the problem into Google and lands on a page.
Google sees thisSends a WhatsApp, calls, or asks for the route
The last moment that leaves a trace in the ad account.
Google sees thisTakes weeks over the decision
Nobody spends two thousand euro on a sofa from a photograph.
Invisible to GoogleOrders, months before delivery
The revenue lands nowhere near the campaign that caused it.
Invisible to GoogleWhat I will not do
Four habits that make ad management expensive. I have opted out of all of them.
No percentage of your spend
A flat fee, so my income does not go up when your budget does. That removes the incentive every percentage agency has to spend more of your money.
No accounts in my name
Google Ads and Merchant Center created under your email. If you stop, you remove me and keep the account, the history and the learning.
No silent budget increases
The number is agreed in writing and does not move without you agreeing to it again.
No vanity reporting
Impressions and clicks are not the point. The number that matters is what an enquiry cost, and that is what the report leads with.
Ready when you are. No form to fill in, and no call required to get started.
Results from past client accounts
Company names stay off the site until I have written permission to print them.
He restructured our Google Ads account and our cost per conversion dropped 34% in six weeks. The leads coming through were better qualified too, not just cheaper.
A furniture retailer: three storefronts, three ad accounts and a CRM
The feed the official Google app could not build, rebuilt by hand and pushed live across three Merchant Center accounts.
Fair questions about ads
What budget do I need?
There is no universal number, because a click can cost 2 euro in one market and 20 in another. My rough rule is that the budget should fund at least ten clicks a day, so there is enough data to learn from rather than guess with. For most European markets that is 300 to 500 euro a month to start.
Do you take a percentage of spend?
No. My fee is a flat monthly amount agreed in writing, and ad spend is excluded from it. You pay Google or Meta directly on your own card. A percentage fee rewards the person managing your budget for spending more of it, which is the wrong incentive to build a relationship on.
How fast do enquiries come?
Clicks start within days of launch. Enquiries worth having usually take longer, because the first four to six weeks are tuning: cutting wasted searches and adjusting bids against what actually converts.
Who owns the account?
You do, from day one. The Google Ads and Meta accounts are created under your email and I work in them with manager access. If we part ways you keep the history, the data and the settings, which is what makes the next person's job possible.
What if ads are wrong for us?
Then I say so, usually in the free 15 point check or on the first call, and tell you what I would do instead. Often the honest answer is to fix the website first, because sending paid traffic to a page that does not convert is the fastest way to waste a budget.
Google or Meta, which should I start with?
Google if people already search for what you sell, because you are meeting demand that exists. Meta if the need has to be created or shown, which is more common for products people did not know they wanted. Most accounts start on one and add the other later.
Can I pause the ads?
Any time, and it takes minutes. That is the main advantage ads have over search rankings: it is a tap rather than a well. Pausing costs you nothing except the enquiries you were getting.
Built for these kinds of company
The same service, written for what each of them has to prove.
Start with the check, not the contract.
Send your web address and you get a written 15 point report in two working days, free. It says whether paid ads are the right spend for you right now, and if the honest answer is no, you get that instead.