Most paid search problems aren't solved by cleverer tactics. They're solved by reading the account properly, fixing what the measurement tells you to fix, and then writing down what changed.
The first two weeks are spent reading the existing account, the Merchant Center feed (if there is one), the Analytics property, and the website — in that order. We're looking for tracking gaps, structural decisions that no longer fit current bidding, and signals that are louder than they should be.
Before changing how money is spent, we fix what we're measuring. That usually means consolidating conversion actions, distinguishing primary from secondary conversions cleanly, and — for lead-gen accounts — getting offline conversions imported so Smart Bidding can optimize against revenue rather than form-fills.
Campaign and asset structures are simplified. Modern Smart Bidding prefers fewer, larger signal pools — the old habit of slicing campaigns by match type or device usually hurts performance now. We document each change in writing before applying it.
We test one variable at a time: bid strategy, creative angle, audience signal, landing page version. Each test has a hypothesis, a duration, and a stopping rule written down in advance. We don't ship tests that can't be cleanly judged.
At the end of each month you receive a written note covering: what we changed, why, what happened, what we'll do next month, and what didn't work. Live dashboard access stays on the entire time — the note is for thinking, the dashboard is for daily checking.
Every three months we step back. Are the campaigns still doing what we said they would? Is the budget split still right? Is there a channel that should be paused, or one we've been avoiding that's worth a small test? The quarterly review is the conversation where we honestly answer those.
It feels honest to be explicit. These are the practices we either decline or actively recommend against.
Percentage-of-spend pricing creates a conflict: the agency only earns more by recommending you spend more. Our fee is a fixed monthly figure based on scope, not on how big the next ad budget happens to be.
Every account, Merchant Center, GA4 property, and Tag Manager container is registered under your business and stays with you. We work as a linked manager. If we ever stopped working together, you would keep everything we built.
No CPA guarantees, no "we'll double your ROAS in 30 days." Anyone in this industry making numerical promises before reading the account is selling a story, not a service. We promise process, not numbers.
All audience signals come from first-party data — your CRM, your converters, your site visitors. We won't upload purchased contact lists into Google. It's against the policies for good reason and the data quality is poor either way.
Paid search is what we do. If your situation calls for SEO, content, paid social, affiliate, or any other channel as the primary lever, we'll say so — and we have a small group of independents we trust to refer to.
If a month was bad, the report says it was bad and explains why. If a test failed, it goes in the same monthly note as the tests that worked. A report that only ever has good news isn't a report.
One scheduled call every two weeks. A written note every month. Email for everything else, with a reasonable response time during working hours (Central European Time).
We don't run a Slack-shared workspace by default — most clients prefer email because it leaves a written record. If you'd rather have a shared channel, we can set one up, but it's opt-in rather than the standard.
Urgent items — a tracking break, a flagged disapproval, a significant unexpected spend — get flagged immediately rather than waiting for the next call.