Google Ads
Google Ads with a clear cost per enquiry.
Search captures existing demand: the person is already looking for a solution, so the job is to show up and not burn budget on irrelevant queries. We run campaigns so the cost per enquiry is visible for each direction, not as one blended number.
Before launch we check whether the landing page is ready to receive traffic.
Advertising does not create demand in search — it intercepts it. The real levers are not “magic settings” but the match between query and page, correctly configured conversions, and negative keywords that remove what is not worth paying for.
Scope of work
What is included in the service.
Pre-launch audit
We review the site, previous campaigns, analytics and landing pages.
Keywords and negatives
Queries with buying intent plus an explicit list of what we will not pay for.
Account structure
Campaigns per direction rather than one for everything — that is how you see what works.
Ads
Headlines matched to the query, extensions, and consistency with the copy on the page.
Conversions
Forms, calls and messengers — verified so the data actually arrives.
Performance Max
Launched where it is justified, with brand traffic kept under control.
Remarketing
Bringing back people who visited, without an intrusive frequency.
Management and reporting
Bids, budgets, search terms and a report in cost per enquiry by direction.
Our approach
A proven path to the result.
- 01 Preparation Analytics, conversions, a check of landing pages and page speed.
- 02 Research and structure Keywords, negatives, and the split across campaigns and ad groups.
- 03 Launch Ads, extensions, budgets and bidding strategies.
- 04 Learning phase The first weeks are about accumulating data and cleaning search terms.
- 05 Optimisation Budget moves to the directions with an acceptable cost per enquiry.
Why BiiD
Not a checklist. A system that works.
First enquiries are possible in the launch week, unlike organic search.
Budget can be scaled up or slowed down to match capacity.
Every enquiry ties back to a campaign, an ad group and a search term.
Real queries from ads show which pages are worth building organically.
Numbers
How we measure the result.
FAQ
Questions we get asked most often.
You pay Google for clicks, and that amount depends on competition in your field. Our work is billed separately — for setup and monthly management. We define a starting budget after estimating the cost per click on your queries.
Impressions start on launch day. First enquiries often appear within the first week, but the campaign spends two to three weeks accumulating data — during that phase the cost per enquiry is usually higher than later on.
No. It depends on competition, seasonality, your offer and the quality of your site. We can forecast a range after the first weeks with real data, and we then work on bringing it down.
A campaign type where Google itself distributes impressions across search, maps, YouTube, Gmail and partner sites. It can work well but needs supervision: without exclusions such a campaign often absorbs brand queries you would have received for free anyway.
Not always. If the site already has a page that answers the query directly, we use it. A dedicated page is needed when the offer is narrower than what the site describes.
The ad account stays yours, with your own card attached. That way you see every cost directly and do not lose an account with history if we ever stop working together.
Services
What we can help with.
Let's talk
Describe the task — we will tell you how to solve it.
Even if you do not end up needing our services. One conversation, after which you have a clear next step.