Google Ads, Meta Ads and Conversion Tracking Management

Ads pay back when you can see the path from click to deal. So we first set up goals in GA4 and the data flow, then launch: Google Search for people looking right now, Display, YouTube and Meta for people who have already shown interest. The budget goes straight into your own ad accounts, so spend and enquiries are visible without middlemen.

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When you need it

  • Ads are running and money is going out, but nobody can say what a sale costs.
  • Statistics show many clicks and few enquiries, and the search terms report is full of junk.
  • Campaigns run on automated or broad settings without supervision, and it is unclear what the money is paid for.
  • You are launching a new product or site and want to test demand fast.
  • Enquiries arrive by phone and messenger, so analytics sees only part of the picture.
  • A previous agency keeps the account on their side, and you cannot see the campaign history.

What is included

  • Ad account audit

    If ads are already running, we review search terms, placements, bidding strategies, conversions and landing pages. You get a list of problems with an estimate of how much budget each one burns, and the order of fixes. We do not switch off working campaigns without a reason.

  • Demand and competitor research

    We look at search volume in Google Keyword Planner, competitor ads and their landing pages. From this we estimate before launch whether the economics fit your average order value.

  • Search campaigns

    Groups by intent: high-intent queries, service queries, brand. Negative keyword lists, match type control, ads with extensions and sitelinks, and UTM tags.

  • Display, YouTube and remarketing

    Separate campaigns with images for different segments, frequency caps and regular cleanup of placements with no conversions. Remarketing to people who viewed prices or started filling in a form.

  • Shopping campaigns for online stores

    A product feed from your catalog or CMS through Google Merchant Center, Shopping and Performance Max campaigns, and ecommerce conversion tracking. Prices and availability in ads update together with the catalog.

  • Meta and Microsoft Ads

    Facebook and Instagram campaigns with the Meta pixel and Conversions API, and Microsoft Advertising where your audience uses Bing. Each channel is tested separately so results do not blur together.

  • GA4 and conversions

    Goals for forms, clicks on phone and messenger links, add-to-cart, and ecommerce tracking for stores, set up through Google Tag Manager. We pass only meaningful conversions to the ad platform, otherwise the bidding strategy learns from random actions.

  • Spend control through the API

    We connect monitoring through the Google Ads API: a daily summary of spend, clicks, conversions and search terms. During the test period we set an automatic pause if clicks or spend go past an agreed threshold.

  • Creative and landing pages

    Ad copy, display images and video assets are made in our studio. If your site is not ready for ad traffic, we build a landing page for a specific campaign and connect its goals.

  • End-to-end analytics

    A link between ads, the site, the CRM and call tracking. Offline conversions show which campaigns lead to a deal. The report uses plain numbers: spend, enquiries, sales, cost per enquiry and cost per sale.

How we work

  1. Audit and estimate

    If an account exists, we review campaigns and queries. We estimate the cost per enquiry in your niche and a test budget with clear logic.

  2. Measurement setup

    We configure goals and check that enquiries are really recorded. If needed, we fix the landing page, because ads cannot cure a weak offer.

  3. Launch and learning

    We launch Search and Display separately and cap spend during the test period. Conversion-based bidding strategies are switched on once the goal has enough data.

  4. Management

    We review search terms, add negative keywords, switch off weak combinations, test ads and creative, and redistribute the budget.

  5. Report and decision

    We show the result in enquiries and money, and propose the next step: scale, change the segment or improve the offer.

What we need from you

  • Access to Google Ads, Meta Business and GA4, or the details to create accounts for your company.
  • Average order value, margin and a clear number: what you are ready to pay per enquiry.
  • Service area, working hours, priority services and products.
  • CRM access, or a report on which enquiries reached a sale.
  • Billing details for the ad accounts, held in your company's name.

What you get

  • Campaigns in your account with the full history and settings.
  • Configured GA4 goals and verified conversion tracking.
  • Keyword and negative keyword lists that remain yours.
  • A daily spend and search term summary during the test, and an automatic pause on a click spike.
  • A regular report on spend, enquiries and sales, with conclusions.

Price and timeline

We price setup and management as a project: after discovery we define the whole scope of work for the period and fix the amount before it starts. We do not bill by the hour. The ad budget goes directly to the ad platforms from your account and is not included in the price of our work. The test budget is discussed separately and depends on the niche and region. We give the launch timeline together with the price.

Questions

What budget do I need to start?

We calculate it from the cost per click in your niche and your site's conversion rate. The test money should be enough to produce a statistically meaningful number of enquiries. We show the forecast before launch. If the economics do not work, we say so right away and suggest another segment or channel.

Which is better: Search or Display?

Search catches existing demand and usually brings the first enquiries. Display is cheaper per click and works well for broad topics, remarketing and awareness. We usually start with Search and add Display as a separate campaign so the numbers do not mix.

How do you protect the budget from click fraud and junk placements?

Google filters part of the invalid clicks itself and does not charge for them. We handle the rest with settings: cleaning Display placements with no conversions, adding negative keywords from actual queries, setting daily limits and frequency caps. During the test, spend is checked automatically through the day, and on a sharp click spike the campaign pauses until we review it.

Why do you talk about the CRM if I only order ads?

GA4 sees the enquiry, but it does not see the value of the deal. One campaign may bring cheap enquiries that never buy, while another brings fewer people who sign contracts. Even a simple spreadsheet with the outcome of each enquiry improves budget decisions a great deal.

Who owns the ad account?

The accounts are opened in your company's name, and we get access for the duration of the work. If you decide to change contractors, the full campaign history and settings stay with you.

Can I hand over an account that is already running?

Yes. We start with an audit and record current metrics as the baseline. Changes go in one at a time and we compare results with the earlier numbers, so it is visible which change did what.

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