Google Ads. Intent meets execution.

Both. We work as a fully managed partner, a strategic co-pilot alongside an in-house team, or anything in between. What matters is clarity on who owns which decisions. In every setup, you retain full access and ownership of your Google Ads account — we work in it, not around it.

It's more transparent than its reputation suggests — if you know where to look. We use asset group reporting, search term insights (now available in PMax), audience signal analysis and placement reports to understand what Google's AI is doing with your budget. We also set up PMax in a way that protects your Search campaigns from cannibalisation and gives you a clear picture of where conversions are coming from.

We start with an audit before making any recommendations. In most accounts we inherit, the most impactful changes are: tightening match types and negative keywords, improving conversion tracking quality, restructuring PMax asset groups and aligning bid strategies to actual business objectives rather than platform defaults. We give you a written audit with findings and prioritised recommendations — then you decide what to act on.

More important than most advertisers realise, especially for Performance Max, Demand Gen and YouTube. Google's AI optimises delivery based on asset performance — which means weak creative limits what the algorithm can achieve regardless of how good the targeting is. We bring a structured creative framework: clear hooks, benefit-led messaging and calls to action tested across formats. For video, we brief and produce or help you brief your own production team.

Concretely: we use AI to generate large volumes of ad copy variants for testing, to analyse search term reports for patterns a human would miss, to model budget scenarios, to detect performance anomalies in real time and to produce creative briefs faster. None of this replaces the strategic decisions — which campaigns to run, how to structure the account, what KPIs to target and how to interpret results in the context of your business. Those stay with us and with you.

We have experience with Shopping but it's not our primary focus. Our strength is in Search, Performance Max, Demand Gen and YouTube — which is where the most interesting performance gains are for most of our clients. If Shopping is a meaningful part of your business, we'll be transparent about where our expertise ends and where you might need a specialist.

ROAS is a useful signal but an incomplete one. We track and optimise against the metrics that connect to actual business outcomes: cost per qualified lead, pipeline contribution, customer acquisition cost and — where possible — lifetime value. We set this up from the start with proper conversion tracking, CRM integration and attribution modelling. Reporting looks like a business review, not a dashboard export.

We work with clients across a wide range of budgets, but we're most effective when monthly Google Ads spend is €5,000 or above — that's the threshold where Smart Bidding algorithms have enough data to optimise effectively and where the compound gains from continuous optimisation outperform what you'd achieve with a set-and-check approach.