SEA / Google Ads

I set up your search ads cleanly and maintain them, so your budget works efficiently. Specifically, this includes the strategy and the account setup, the selection of suitable keywords and target groups, the creation and testing of ads, the ongoing optimization of budget and bids, clean conversion tracking, and a transparent evaluation. As an SEO and AI visibility expert, I see ads as a complement, not a replacement: they give immediate presence, while the organic visibility remains the permanent foundation. My goal is not as many clicks as possible, but as many suitable inquiries as possible for your budget.

I start with your goals and a strategy: what is to be achieved, with which budget, for which target group? Then I set up the account cleanly, select keywords and ads specifically, and ensure the conversion tracking measures cleanly from the start. After the start, I optimize continuously, budget, bids, keywords, ads, based on real data instead of assumptions. I evaluate the results transparently, so you see what your money brings. Ads are not a self-runner: the success arises through continuous, data-based fine-tuning after the start.

Google Ads, often referred to as SEA (search engine advertising), are paid ads you place on Google above or beside the organic results. Unlike SEO, where you earn placements, here you buy visibility for certain search queries and usually pay per click. That gives you immediate presence, for example for new offers or heavily contested terms. As long as you pay, you are visible; stop the budget, and the ads disappear. Ads are thus a fast, plannable channel that combines well with permanent organic visibility.

The core difference is paid versus organic. With Google Ads you buy visibility and are present immediately, but pay for every click and disappear as soon as the budget stops. SEO, by contrast, earns placements that work permanently and without ongoing click costs, but take time to take effect. Ads deliver fast, plannable reach, SEO a sustainable foundation. Neither replaces the other: ads are suited for immediate results and tests, SEO for long-term independence. I combine both so short-term presence and permanent visibility sensibly interlock.

Because ads do work quickly, but only as long as you pay, every click costs, and with the budget the visibility ends too. SEO and GEO, by contrast, build a foundation that holds up permanently and without ongoing click costs. Anyone who relies exclusively on ads stays dependent on the advertising budget. The combination is sensible: ads give immediate presence and bridge the time until SEO takes effect, or cover heavily contested terms. As an SEO and AI visibility expert, I therefore think both together and use ads specifically where they really bring the biggest added value, instead of selling them as a permanent solution.

Google Ads works predominantly on the cost-per-click principle: you do not pay for displaying your ad, but only when someone clicks on it. Which ad appears where and what a click costs is decided by a real-time auction, from your bid and the quality of ad and landing page. Better quality can lower the click price. You set a daily budget and thus keep control over the spending. I set up the bidding strategy so your budget brings as many suitable clicks and inquiries as possible, instead of fizzling out expensively.

That depends strongly on your industry, the competition, and the search terms, some clicks cost a few cents, others in heavily contested areas several euros. You determine your budget yourself via a daily limit and can adjust it at any time. What matters is not the individual click price, but what an inquiry costs in the end. That is exactly what I optimize for. My fee for the management is added separately to your advertising budget and is transparent. Blanket statements would be dubious; in conversation we find a budget that fits your goals and realistically pays off.

No, you do not have to start big. Google Ads can be started with a manageable budget too, because you set the daily limit yourself. More important than the amount is that the budget is used specifically, on the right search terms, without wasted spend, with clean tracking. A small, smartly managed budget often brings more than a large one that fizzles out broadly. It makes sense to start with a realistic amount, evaluate the data, and only increase once it shows that the spending pays off. This way you keep the risk small and build on evidence instead of on hope.

The Quality Score is a quality rating with which Google assesses the relevance of your ads, keywords, and landing page. It is important because it directly influences your click price and your ad position: a high value often means cheaper clicks and better placements, a low one the opposite. Ads that fit the search query exactly, and landing pages that deliver on what is promised, are rated well. That is why I optimize the interplay of keyword, ad, and target page, so your budget works more efficiently, instead of simply placing higher bids to compensate for weak quality.

I select keywords by relevance and intent, not by pure search volume. What matters is that behind a search query there is a real purchase or contact intent that fits your offering. For that, I use data on search volume, competition, and click prices, and control how narrowly or broadly a keyword applies via the way it is served. Very broad terms often bring expensive, unsuitable clicks. That is why I concentrate the budget on search queries with real intent and exclude unsuitable ones via negative keywords, so every euro reaches people who really fit you.

Negative keywords are terms for which your ad should deliberately not appear, for example when someone searches for “free”, “job”, or an unsuitable topic. They are the most important lever against wasted spend, that is, against clicks that cost money but never lead to an inquiry. Without them, you quickly pay for a lot of irrelevant traffic. I build a well-thought-out list of negative keywords from the start and continuously expand it based on the real search queries that trigger your ads. This way the budget stays concentrated on the searches that actually bring customers.

A good ad hits the search intent exactly, highlights your benefit clearly, and contains an unambiguous call to action. It speaks the language of the searcher and makes the difference to the competition clear in a few words. Because you can never say for certain in advance which wording works best, I test several variants against each other and let the data decide. I replace weaker ads, expand successful ones. This way the effect improves continuously, instead of resting on a single idea. Testing and optimizing is not an extra with ads, but the core of success.

Very important, it often decides whether a paid click becomes an inquiry or fizzles out. The landing page must deliver exactly what the ad promises, load fast, function flawlessly on mobile, and lead clearly to the desired action. If it does not fit the ad, you lose not only visitors, but also on the Quality Score, which makes the clicks more expensive. Paid traffic to a weak page is wasted money. That is why I make sure ad and target page fit together and optimize the page specifically for completions, so your advertising budget actually generates inquiries.

Conversion tracking measures which clicks actually lead to a desired action, for example an inquiry, a call, or a purchase. Without this tracking, you only know that clicks cost money, but not what they bring in, you then optimize blindly. With clean tracking, I see which keywords and ads really bring inquiries and which only burn budget. That is exactly what I align the optimization with. That is why I set up the conversion tracking correctly from the start, it is the basis for your campaigns being optimized for results and not for mere clicks.

I tie the success to what counts: the inquiries and their costs, not pure click numbers. Decisive metrics are how many inquiries your campaigns bring, what an inquiry costs, and in what ratio the advertising spend stands to the achieved value. Clicks and click rate are only intermediate figures. Via the conversion tracking, I see exactly which parts of the campaign pay off and which do not. I evaluate these numbers transparently and show the development over time. This way you know at any time whether your advertising budget is worthwhile, and where I adjust.

Ads take effect very quickly, your ads can be served shortly after the start and immediately bring visitors. That is the big advantage over SEO. However, immediately visible does not mean immediately optimal: the first weeks deliver above all data, based on which I sharpen keywords, bids, and ads. Full efficiency, that is, inquiries as cheap as possible, usually only sets in after this optimization phase. Ads are thus the fastest way to presence, but need some run and learning time until the budget really runs smoothly. Anyone who needs fast, plannable reach is right here.

Ads are especially worthwhile when you have to be visible quickly and plannably, for example with a new offer, a time-limited promotion, market entry, or heavily contested terms where organic visibility takes a long time. Ads are also ideal for quickly testing assumptions. They are less sensible when the margin per customer is very small or the landing page does not yet convince, then you burn budget. I tell you clearly whether and for what ads pay off at your end, instead of recommending them to everyone across the board. Often the combination with SEO is the smartest way.

Ongoing management is almost always decisive with Google Ads. Campaigns set up once do not simply continue running optimally, on the contrary: without care, wasted spend, rising click prices, and budget flowing into unsuitable search queries loom. Success arises through continuous evaluating and readjusting of keywords, bids, ads, and negative keywords. That is exactly what I take on. Accounts left to themselves often burn money unnoticed. How close the management has to be depends on budget and competition, but without any care, hardly any account gets the best out of the money spent.

Here I am very clear: classic Google Ads appear above all in conventional search. In the AI answers of ChatGPT, Gemini, or Perplexity they hardly show up so far, ad formats for AI interfaces are just emerging and are still limited. The reliable way to be named in AI answers does not lead via paid ads, but via organic AI visibility, that is, GEO. Ads and AI visibility thus solve different tasks. I watch the development of new AI ad formats, but do not advise you to try to buy AI visibility via ads, that does not work that way today.

The ad account belongs to you, that matters to me. I set it up in your name or work in your existing account, so you keep full access and control over your data and your budget at any time. This way you are not dependent on me and could end the collaboration at any time without losing your campaigns. With the costs too, I work transparently: you see what flows into the advertising budget and what my management costs. Hidden surcharges on the budget or opaque accounts I reject, you should know at any time what your money is used for.