Setting up Google Ads contextual advertising for sales and leads
“BASIC” TARIFF
For whom: small business / 1–2 services / low competition
• Target audience analysis + review of 2–3 competitors
• Monthly work plan: what we are launching and what we are improving
• Keyword selection (up to 150) + negative keywords (to cut off “junk” traffic)
• Search + Performance Max settings + basic remarketing
• Up to 5 ads + extensions (links/clarifications/calls)
• Case tracking: forms/calls/clicks (basic)
• Optimization: 1 time per week (keywords/negative keywords/bids/ads)
• Reporting: 1 time/month (expenses, applications, application price, recommendations)
Recommended advertising budget: from $300–500/month
Important: Google advertising budget is paid separately.
TARI F “Optimal”
For whom: business wants more applications and better quality customers
• Monthly work plan: what will give growth and in what order
• Keyword selection (up to 300) + negative keywords + search query cleaning
• Search + Performance Max + Remarketing settings (+ YouTube/video if needed)
• Merchant Center: connection and basic setup (for e-commerce)
• Up to 10 ads + test 2–3 offers (A/B)
• Creatives: we can create banners/videos using basic AI (if needed)
• Advanced conversion tracking (not just “clicks”, but real applications; value/amounts — if possible)
• Optimization: 2–3 times a week (keywords, bids, creatives, audiences)
• Reporting: short status every week + summary once a month
Recommended advertising budget: from $600–1000/month
Important: Google advertising budget is paid separately.
TARIFF “Maximum”
For whom: online stores / high competition / need profit results
• In-depth market/competitor analysis + growth strategy
• Monthly work plan: which categories/products do we scale, which tests do we run, how do we increase ROAS
• Over 600 keywords + segmentation by categories/priorities + negative keywords
• Performance Max + Shopping (feed) + Search + remarketing (+ YouTube if necessary)
• Merchant Center / feed: optimization, feed rules, error control, priorities
• 15+ ads/variants + constant A/B testing of creatives and offers
• Creatives: we systematically create banners and videos via AI or by a designer (if necessary)
• Full tracking (where possible): from click to purchase/profit
• Optimization: almost daily (cleaning up “garbage”, correcting strategies, searching for growth points)
• Reporting: detailed report once a month + growth plan
Recommended advertising budget: from $1,500/month
Important: Google advertising budget is paid separately.
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Working hours in Kyiv:
Mon-Fri 10:00 - 18:00
Sat-Sun days off
Answers to constant questions
Google Ads (PPC) — Strategy, Setup and Scalable Growth
PPC turns active Google demand into leads and sales within weeks. The workflow includes an account audit, architecture design, conversion tracking setup and campaigns mapped to intent: branded, non-brand, competitor and local. Bidding starts with Maximize strategies and graduates to tCPA/tROAS as data accrues; traffic quality is steered by negatives, audience signals and creative testing. Core KPIs: CPL/CPA, ROAS, top-of-page impression share, remarketing contribution and the split of branded vs non-brand conversions. Synergy with SEO lowers blended CAC and stabilises forecasting.
Account Architecture — From Intent to Campaigns: Search, Performance Max, YouTube, Display
Structure is built “intent-first”: separate branded/non-brand, distinct geos and categories, plus competitor campaigns when justified. In Search we prefer STAG (thematic ad groups) over legacy SKAG to speed learning with more signals per group. Performance Max fits eCommerce and multi-touch funnels; YouTube/Discovery drive upper-funnel reach and feed remarketing. Naming is standardised (intent–geo–bid strategy), budgets are managed via portfolios, and Experiments validate hypotheses without risking the main setup.
Keywords, Audiences and Creatives — Relevance That Wins the Auction
Match balance: exact for profitability, phrase for scale, broad only with strong negatives and smart bidding. Search terms are reviewed and cleaned routinely; negatives live at account and campaign levels. RSAs are tested in batches of headlines/descriptions, with pinning used sparingly for critical claims. We enable all relevant Assets: sitelinks, callouts, structured snippets, price, image, business name/logo and lead forms when appropriate. For PMax, high-quality creatives, clean feeds and accurate audience signals accelerate convergence and reduce CPA.
Conversion Tracking & Attribution — GA4, Tag Manager, Enhanced Conversions, Consent Mode v2
Conversions are defined in GA4 and Google Ads under unified UTM conventions. We implement Enhanced Conversions, Consent Mode v2 and, when needed, server-side GTM to preserve signal. Offline conversions from CRM (GCLID/GBRAID) are imported with event deduplication. Macro and micro goals are mapped so algorithms optimise for business outcomes, not clicks. Data-driven attribution reveals true channel contribution; dashboards stitch Ads ↔ GA4 ↔ CRM to evaluate lead quality, order value and repeat purchase behaviour.
Optimisation & Automation — Bids, Budgets, Seasonality and Traffic Quality
Begin with Maximize Conversions/Value, then shift to tCPA/tROAS once sufficient volume is reached. Budgets are managed as portfolios; apply dayparting and device/geo adjustments when statistically valid. In PMax we enable brand exclusions, build robust remarketing and look-alike lists, use seasonality adjustments for promos and data exclusions for anomalous periods. Search term and Asset reports guide what to scale vs pause. Goal: steadily lower CPA and lift ROAS without budget burnout, keeping performance predictable across weeks and seasons.
Playbooks by Vertical — eCommerce, Services, Local and B2B
eCommerce: Performance Max + Merchant Center (clean titles/attributes/GTIN), Shopping promotions, feed rules, dynamic remarketing and YouTube for Action to expand reach. Services: Search with exact/phrase, lead forms and call tracking as conversions, remarketing and Smart Bidding on qualified actions. Local: Location Assets, Google Business Profile sync, radius campaigns, calls/routes as goals. B2B: decision-maker segmentation, long-cycle optimisation on quality events (MQL/SQL), offline conversion import and nurturing content. Baseline KPIs: CTR, Quality Score, ConvRate, CPA/CPL, ROAS; advanced: top-of-page share, non-brand share, remarketing lift. CTA: send a short brief — we’ll deliver a media plan with budgets, CPL/ROAS forecast and a 4–8 week testing calendar.