Search campaigns
The words your customers type when they already have a problem to solve. These are the campaigns that produce quote requests, because they reach people buying now rather than browsing.
Google Ads
Google Ads that brings real enquiries, not clicks.
A Google Ads campaign is the fastest way to appear at the top when someone searches for exactly what you sell. It is also the fastest way to burn a budget when nobody is watching the right numbers. We work in cost per enquiry, not impressions.
What we run
Four campaign types cover almost everything that comes in.
Performance Max
Google spreads the same budget across Search, Maps, YouTube, Gmail and Display. It works well when tracking is clean and badly when it is not, which is why we only switch it on after conversions are fixed.
Remarketing
People who visited the site and did not get in touch. It costs little and recovers a share of the enquiries you would otherwise lose, particularly where the buying cycle runs for months.
Local and regional campaigns
Campaigns tied to the Google Business Profile, for companies selling in one region rather than a whole country. Radius, opening hours, call straight from the ad.
The part that decides everything
Conversions first, budget second
Most accounts we inherit share the same fault: conversions are not tracked, or they are tracked wrongly. Contact-page views get counted instead of submitted forms, phone calls appear nowhere, and the form runs through a plugin that reports nothing back to Google. The algorithm then optimises towards the wrong goal, and you pay for traffic that never enquires.
So the first job is always the same. Form, call, WhatsApp, booking — every action worth an enquiry is recorded with a value attached. From then on the question stops being how many clicks and becomes what an enquiry costs, which is the only one worth asking.
After that, optimisation is routine: search terms that spend without converting get excluded, budget moves to where enquiries are cheap, and ads with a weak click-through rate get rewritten. Every month, not occasionally.
- Tracking before the first pound is spent. Forms, calls, WhatsApp and bookings recorded with a value, not merely counted.
- Negative keywords properly maintained. The line item that saves the most: keeping out job seekers, students and DIY searches.
- The account stays yours. We build it inside your own Google account. Change agency later and the history and data stay with you.
- No lock-in. Month to month. If it is not working, the numbers say so and you stop.
Working with a European team
An agency rate that reflects Northern Italy, not London
UK and Irish companies pay some of the highest agency retainers in Europe, and Google Ads is where that shows most clearly, because the retainer sits on top of media spend that is already expensive. Running the same work from Northern Italy changes the cost base without changing the time zone, the legal framework or the language of the weekly call.
We write ads in English, German, French, Spanish and Italian, which matters if you sell into more than one European market. Running five one-language campaigns through five local agencies is how budgets fragment and reporting stops being comparable.
Invoicing is straightforward intra-EU: an invoice with no Italian VAT, reverse charge on your VAT number. For UK clients it is a standard import of services.
How we work
A clear method,
no surprises.
You always know what you are spending, on which terms, and what an enquiry costs.
- Free auditWe look at the existing account, or the market if you are starting from scratch. Before any quote you know whether the investment makes sense and what the minimum budget is.
- TrackingConversions, Google Analytics 4, Tag Manager and a Search Console link. Without this step the rest is guesswork.
- Structure and adsCampaigns split by search intent rather than by product. Hand-written ads, full extensions, landing pages that match the promise in the ad.
- Ongoing optimisationWeekly review of spend, search terms and cost per enquiry. What does not convert comes out.
- Monthly reportOne readable page: spend, enquiries received, cost each, and what we are changing next month.
Frequently asked
The answers that actually matter.
What is the minimum budget?
It depends on the sector, but below roughly £500 a month in media spend there is too little data for optimisation to work, and decisions end up being made on instinct. For most B2B companies the useful starting point is between £700 and £2,000 a month.
How is management priced?
A flat monthly fee agreed in advance, not a percentage of ad spend. A percentage creates an obvious conflict of interest: whoever charges it earns more when you spend more, whether or not the spend is needed.
How quickly do results appear?
First enquiries arrive within days. Reliable numbers take three to four weeks, the time the algorithm needs to gather enough conversions. Anyone promising stable results in a week is describing luck rather than a method.
Where are you based?
Mansuè, in Northern Italy, an hour from Venice. We work in English, run client calls by video and travel for the meetings that justify it.
Can you take over an existing account?
Yes, and it is usually the cheaper route. The history in a live account is worth real money: it shows which searches have produced enquiries before, so nothing has to start from zero.