Account review
We go through structure, keywords, search terms, bid strategies and measurement with read access to your account.
Google Ads followed all the way to the deal.
We run Google Ads for everything from local service businesses to brands in several countries. The accounts are built around how you actually sell. The budget moves to where the deals come from. Behind the work is a person who has worked with search since 2010.
Some of the companies we have worked with
For companies that want their ads to turn into deals
We mostly work with established B2B companies. There an enquiry can be worth a lot and it matters that the right person clicks. We also manage e-commerce and experiences where the ads lead straight to a purchase.
Typical situations are a newly started account that needs to be built out, an account that spends on the wrong traffic, many markets that need to be managed together or campaigns for each production and season.
Ads that bring in business
Strategy, production, management, optimisation, analysis and reporting appear on every invoice. That is also what you get.
Strategy and account structure
The campaigns are built around how you sell. That can be by service, product group, market or audience.
Searches and keywords
We go through the search terms every day and exclude whatever does not belong. The ad copy is written for what each search is really about.
Bid strategy and budget
Smart Bidding steers towards what matters to the business. The budget moves to where the results come from.
Measurement all the way
We measure conversions for forms, calls and purchases. Enquiries that become deals are sent back to Google Ads.
Shopping and Performance Max
We manage Merchant Center, product data and the feed. Performance Max is used where there is enough data. The brand is measured separately.
YouTube, Demand Gen and display
Video builds on your own films. Display is shown where your buyers spend their time and with carefully selected publishers.
Microsoft Ads
Search ads in Bing are a good fit when your audience is there. That is often the case for business buyers.
Tests and experiments
Ads and campaign types are tested against each other. That includes new features such as AI Max.
Dashboard and walkthrough
You get a dashboard in the client portal and a walkthrough where we suggest the next steps.
How it works
Account review
We go through structure, keywords, search terms, bid strategies and measurement with read access to your account.
Tracking first
Conversions, consent and values are set up and checked before anything is scaled up.
Revision and production
We shut out traffic that does not bring in deals, rebuild the structure where needed and write new ads.
Ongoing optimisation
The search terms are reviewed every day. Bid strategies and budget are adjusted to the results and new tests are started.
Follow-up against the deal
Enquiries and purchases are followed all the way in your CRM or business system. The budget moves to where the deals come from.
Reports and meetings
You get a dashboard in the client portal, a walkthrough every month and the same contact throughout.
How our work differs
This is what clients usually bring up when they describe working with us.
The same person in the account throughout
You have one person as your contact for the whole assignment. That is the same person who works in the account. There are no junior layers and no salespeople between you and the account.
Automation that keeps watch every day
Our own tools review the search terms every night, exclude what does not belong and flag it when something looks out of the ordinary.
Ads and AI search pulling in the same direction
What we learn from the ads shapes the content on the website. And what people ask the AI services shapes which pages we build.
True or false?
Here are claims about Google Ads that we often come across. Turn the cards to see what Google and Ed Leake say.
Common pitfalls
This is what we often see when we take over accounts.
Tracking that counts wrong
Forms that are counted twice or purchases that do not show up mean the bidding learns from the wrong things.
How to avoid it
Check the measurement before anything is scaled up and send the deals back from your CRM.
The brand mixed in with everything else
When brand searches sit together with everything else, the results look better than they are.
How to avoid it
Measure the brand separately and follow how much of it is new demand.
Broad keywords without exclusions
Without a daily review the budget goes to searches that never become deals.
How to avoid it
Review the search terms every day and build exclusions per campaign.
The budget is raised too fast
A sharp increase rarely brings a matching number of extra deals. The cost per deal rises when you reach the top of the auction.
How to avoid it
Raise it in steps and follow the cost per deal before the next step.
Everything is measured in clicks
Clicks and cost per click say little about the business.
How to avoid it
Measure enquiries, purchases and value. Then let the bidding steer towards that.
The account belongs to the agency
If the ad account sits with the agency, the history disappears when you switch.
How to avoid it
The accounts should be in your name. Everything we build is yours. We only have access so that we can do our work.
Client cases
A selection of accounts we have managed.
E-commerce
We ran Shopping for the whole range and for launches in Sweden, Denmark, Norway and Finland.
Streaming
We built the search account by title and intent and set up YouTube from the ground up. Masthead was used for the big premieres.
Members' club
The account was given a new structure after a keyword analysis, Performance Max and a test of AI Max.
SaaS and fintech
The search account pays for the right searches and the bidding is steered towards qualified leads.
Experiences
The bidding is driven by revenue and the campaigns follow the school holidays and the seasons.
SaaS
We ran the search advertising and targeted display at the salespeople's audiences.
“I can really recommend DigitalMassa as a partner. They are very knowledgeable, so I feel confident that they look after our Google Ads accounts. That lets me spend my time on other things.”
Maria Lindh
Marketing Coordinator at SaveLend
One person through the whole engagement
You have the same contact from the first meeting. That is also the person who does the work, with AI tools and specialists where they are needed.
Read about who does the workFrequently asked questions
What does Google Ads cost?
The ad budget is paid directly to Google and is always separate from our fee. How big it needs to be depends on how many people search in your market, what a click costs and what a new deal is worth to you.
We work it out together. Then you know how many deals are needed for the partnership to break even.
How quickly will we see results?
Google Ads shows results within two to four weeks. The bid strategies often need a few more weeks to learn. That is why the first period is very much about getting the measurement and the structure right.
Who owns the ad account?
You do. Everything we build is yours. We only have access so that we can do our work. If you change partner, the history stays with the account.
Should we advertise on our own brand?
Usually yes. Brand clicks are cheap and protect you from competitors who advertise on your name. We measure them separately so that they do not hide how the rest of the account performs.
How do we know the enquiries are good?
We connect the enquiries to your CRM and send the ones that become deals back to Google Ads. Then the bidding can steer towards the enquiries that actually become customers.
Do you work with Performance Max?
Yes, when there is enough data. Performance Max works well with a good product feed and enough conversions. We keep the brand separate and do not take budget from search campaigns that already work.
How do you choose a Google Ads agency?
Ask who actually works in the account, how the results are measured and who owns the account and the data. Ask for examples of how they have followed the ads all the way to a deal.
Do you also advertise in Microsoft Ads and on YouTube?
Yes. Microsoft Ads often brings cheap clicks from business buyers. We use YouTube with your own films. We never use automatically generated videos.
Why can't we see our ads when we search ourselves?
The ads are not shown on every search. The daily budget may have run out, and Google mainly shows them to people who look like buyers. Someone who searches many times without clicking also sees them less often.
We can show you what the ads look like without affecting the statistics.
Can we raise the budget without every deal getting more expensive?
Often you can, up to a point. But as you approach the last few percent of impressions, the cost per deal rises fast. That is why we raise the budget in steps and follow the cost per deal before the next increase.
What do you do when Google disapproves our ads?
We read the reason and fix the ad or the page. If the disapproval is wrong, we appeal it. Some industries first need to show that they own the domain or hold the right licence.
Sometimes it takes a day and sometimes it takes longer. It is our job to pursue the case with Google.
See what your account can deliver
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- How to Improve Your Search Ads in Google Ads
- Google Ads Bid Strategies: How to Choose the Right One
- Standard Shopping or Performance Max: Which Suits Your Online Store?
- Microsoft Ads (Bing Ads): Who You Reach and How to Get Started
- How to Write Good Ad Copy for Google Ads
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