ADS & DEMAND
Ads that generate enquiries.
Not just clicks.
Google Ads and Meta Ads for mid-sized companies – with a landing page, measurement and one metric that matters most.
GOAL · SEARCH TERMS · AD · LANDING PAGE · MEASUREMENT
The most expensive click is the one that leads nowhere. And most of them do.
The most common situation: an ad is running, the budget is being spent, and no one can say which enquiry came from it. Usually, the issue is not the ad itself. It leads to the homepage instead of a page about the specific offer – and the enquiry then disappears into an inbox where no one assigns it to a campaign.
PROCESS
Five points where a campaign succeeds or fails.
APPROACH
How a campaign takes shape.
01
Set the number first
What can an enquiry cost? That figure comes from the order value and conversion rate. Without it, you cannot tell afterwards whether the campaign worked – only whether it was expensive.
02
Separate search terms
Someone typing „price“, „buy“ or „near me“ is close to making a decision. Someone looking for an explanation is not. Putting both into the same campaign costs money without delivering results.
03
Match the ad to the expectation
The ad promises what the landing page delivers – the same language, the same offer. Every gap between the two costs you twice: once for the click, and once for the lost prospect.
04
A landing page, not the homepage
One page for each offer, with the next step at the top and no detours. This has the greatest impact and is the step most often skipped.
05
Measure through to the enquiry
The metric is not the click, but the enquiry – tracked all the way into the system where it is handled. Only then does each campaign show what it has delivered.
06
Optimise instead of letting it run
Exclude search terms, replace ads, shift budgets. Without this work, a campaign becomes a little more expensive each month.
FEATURES
What is included.
Google Ads search campaigns
Meta Ads
Campaign structure and ad groups
Search terms and negative keyword lists
Ad copy
Landing pages
Conversion tracking
CRM integration
Excluding irrelevant clicks
Monthly report with cost per enquiry
BENEFITS
What changes as a result. What you notice day to day.
Each enquiry shows which campaign it came from
The budget goes to search terms with purchase intent, not curiosity
The ad and landing page say the same thing
Cost per enquiry is a number, not an assumption
Ads can be paused without enquiries stopping immediately
You can see when an additional euro is no longer worthwhile
When ads make sense.
Ads are worthwhile when a contract has sufficient value and demand already exists. Where nobody is searching, they do not create demand – content-driven visibility is then the more cost-effective route.
Local trades businesses
Products that require explanation
B2B with a longer sales cycle
New offers without visibility
Seasonal peaks
Product launches
Regions with limited competition
Re-engaging visitors
FREQUENTLY ASKED QUESTIONS
What clients want to know beforehand.
What budget is required?
It needs to be enough to collect sufficient data in four to six weeks – otherwise, no decision can be made. The amount depends on the industry’s cost per click; for regional services, it is usually in the low three-figure range per month, and significantly higher in competitive fields.
What does ongoing support cost?
Set-up at a fixed price, followed by monthly support. No percentage of the advertising budget – that creates the wrong incentive: spending more instead of spending better.
Am I guaranteed to receive more enquiries?
No, and nobody can promise that. The work is what is agreed: structure, measurement and adjustments. The first weeks show whether a market can be reached through advertising – and if not, that will be stated in the report as well.
Who owns the account?
You do. The advertising account, history and data are in your name. If you change providers, everything stays where it is.
Ads or SEO?
Ads bring visitors immediately and stop immediately when the budget ends. Content takes months and continues to deliver afterwards. The right approach uses ads for the start and content for what follows.
Can we test with a small campaign?
Yes, that is the usual approach: one offer, one region, one landing page. After six weeks, there is a figure you can use to make a decision.
CONTACT
First the numbers.
Then the ads.
Tell us what a contract is worth. From there, it becomes clear whether ads make sense for you and what budget is appropriate.
Reply within one business day
Your enquiry is handled by one contact person, not a distribution list.
SERVICES