Google Ads
Google Ads management that finds where your budget leaks — and stops it.
We set up, run and optimise Google Ads for service businesses and local businesses in Sweden. Less wasted spend, cleaner tracking, and more of the enquiries that actually become customers.
What's included
We manage the whole picture — not just the ads
Google Ads works best when the campaign, website, landing page and tracking all line up. We handle every part, not just what sits inside the ad account.
We review an existing account or build a clean structure from scratch — campaigns split by intent and service, match types chosen on purpose, and conversion tracking verified before a single krona is optimised toward it.
We pick keywords that match real buying intent and decide when exact, phrase or broad match is the right tool — so budget goes to searches that are actually your customers.
Clear, relevant ad copy with enough genuine variety for Google to truly test — every headline is there for a reason, and we judge it on real results, not gut feel.
We manage bids and budgets so the money concentrates on the campaigns, keywords and locations that produce results — and match the bidding strategy to how much data the account actually has.
The single highest-leverage routine in the account. We review the searches we can see triggering your ads every week and maintain one master negative-keyword list — grouped by intent, not buried in the platform.
A clean report per campaign, written to be read in two minutes by a non-specialist, plus a running log: what changed, why, the data behind it, and when to review it.
Where the money goes
What we catch — and how we fix it
These are the leaks we find in real accounts, again and again. They show where the money actually drains — and exactly how we stop each one.
Spend on the wrong searcher
Broad keywords pull in searches that look related but aren't your customers — students, people who want a specific employer, adjacent job titles, and foreign-language tyre-kickers in a local market.
Fix A weekly search-terms review and a maintained negative-keyword list grouped by intent — with phrase-match negatives that catch whole clusters instead of one at a time. Usually the cheapest efficiency win in an account.
Money-pit keywords nobody watches
Most accounts have one or two keywords quietly eating a large share of a campaign's budget for one conversion — or none. Often a broad keyword matching competitor brand names.
Fix We surface the worst offender by name every month, tie it to the search terms feeding it, and either tighten it to exact match, add negatives around it, or pause it.
Junk conversions teaching the algorithm wrong
Smart Bidding optimises toward whatever you call a conversion. If junk leads count, the algorithm chases more junk — the account looks like it's converting while cost-per-real-lead quietly climbs.
Fix We spot-check what conversions actually were, flag suspect ones, and don't hand the account to Smart Bidding until there's enough genuine conversion volume to learn from. Automation on top of clean data, never the reverse.
Premature automation
Target CPA switched on with a handful of conversions. The algorithm has nothing to learn from and optimises toward noise.
Fix We match the bidding strategy to the data. Manual or enhanced CPC until the account has the volume (typically 15–30 conversions a month) to make Smart Bidding trustworthy — then a deliberate transition.
Quality Score penalising your best keywords
Often the very keywords that convert get flagged low quality — so they earn worse ad rank and can cost more per click than they should.
Fix We trace it to ad relevance and landing-page intent, trim the dead-weight zero-impression variants, and align the page to the search intent so the quality signals recover.
Recommendations made but never applied
The most common silent failure: an audit recommends a fix, and a month later the same waste is still there because the change was never actually made in the platform.
Fix Every report cross-checks last month's recommendations against this month's data and says plainly what landed and what didn't. Nothing falls through the cracks.
The difference
Brand-safe, compliance-aware ad copy
“We treat ad copy with the same editorial discipline as your website — on-brand, compliant, and never claiming anything you can't stand behind.”
- We write to your brand rules Tone, voice and what you can and can't claim are set up front and checked against every draft — not generic ad-speak.
- We never state as standard what actually varies If price, terms or availability vary case by case, we don't write ads that imply they're fixed — that's both an honesty issue and, in many sectors, a compliance one.
- Google Ads policy-aware We check copy and targeting against Google's advertising policies before anything goes live, and flag what's risky rather than quietly working around it.
- No competitor name-dropping, no fake urgency Clean, on-brand, human copy — no AI tells, no misleading tricks.
How we work
The process is part of the product
Everything referenced to data
If we can't back a claim with a line in an export, we don't make it. No vibes-based optimisation.
A documented changelog
Every change is logged with the reasoning, the data behind it, the expected impact and a review date. You get an audit trail, not a mystery.
Reports you can actually read
One page per campaign: the month in numbers, what's working, what's leaking and a prioritised to-do list. A two-minute read, plain language.
Proof
A real report, fully anonymised
This is what a monthly report looks like: KPI deltas, ad-group movement, prioritised red flags, a bright spot and a numbered to-do list. A real artefact builds more trust than any claim.
Sample data for a fictional client. The figures are illustrative.
Download as PDF
FAQ
Questions we get about Google Ads
What does it cost to advertise on Google?
Two things: your media budget, which goes straight to Google and which you set yourself, and our fee for managing the account. We size the budget to what's reasonable for your market and keep the two separate and clear — you always see where the money goes.
Can I advertise on a small budget?
Yes. A smaller budget just demands more discipline — tighter keywords, narrow geographic targeting and a hard line on waste. Our search-terms and negative-keyword routine is exactly what makes a small budget hold up.
How long until I see results?
Traffic arrives almost immediately. Reliable results take longer — usually a few weeks before there's enough data to see what actually converts and optimise toward it. We don't chase early numbers that won't hold.
How do you track performance?
We verify that the actions that matter — forms, calls, quote requests, bookings or purchases — are actually being measured before we scale spend. Then we report against them, with every number traceable to a source.
Do you take over an existing account or start fresh?
Either. We always start with an audit. If there's a good structure to build on, we keep it; if it's a mess, it's often cleaner to rebuild from scratch. You always keep ownership of the account.
Who makes the decisions about the account?
You do. We recommend, you approve, and changes are made on a clear, reviewable basis. Nothing happens in a black box — the changelog shows exactly what we did and why.
Will you manage ads in ChatGPT and Google’s AI answers?
Yes, once they can be bought here. Advertising is moving into the AI services: Google is testing ad formats in its AI Mode and ChatGPT shows ads in five countries — but not yet in the EU, and there is no official date. We track the development and will manage them with the same setup as here: your budget, your account, full transparency. Until then, organic AI visibility is the part you can influence today.
How do we get started?
Get in touch and we'll book a short call about your goals, your market and where you stand today. From there we propose an approach — no commitment until you're comfortable with the plan.
Curious where your account is leaking?
A poorly structured Google Ads account burns budget fast. Get in touch and we'll talk through your setup, your tracking and where the money should go.