Paid Advertising

Search campaigns targeting the exact moments when potential clients are actively looking for your services on Google — with tightly structured ad groups, relevant ad copy, keyword match type strategy and negative keyword lists to avoid wasted spend on irrelevant searches.

• Campaign structure: tightly themed ad groups by service and intent
• Keyword match type strategy (exact, phrase, broad match modifier)
• Negative keyword list development to prevent irrelevant clicks
• Ad copy writing with strong calls to action and German market positioning
• Ad extensions: callouts, sitelinks, structured snippets, location
• Quality Score optimisation for lower CPC
• Display network campaigns for awareness and retargeting
• Performance Max campaign setup and optimisation

Paid social advertising on Facebook and Instagram for B2B and B2C businesses targeting German and EU audiences — with audience targeting, creative strategy, A/B testing and Pixel-based conversion tracking. Particularly effective for building awareness and re-engaging website visitors.

• Audience strategy: interest-based, lookalike and custom audiences
• Meta Pixel setup and event tracking configuration
• Campaign objective selection aligned to funnel stage
• Creative brief and ad copy for image and video formats
• A/B testing of audiences, creatives and offers
• GDPR-compliant tracking and consent mode implementation
• Instagram and Facebook placement optimisation
• Monthly creative refresh to prevent audience fatigue

Re-engaging website visitors who did not convert on their first visit — using Google Display Network, YouTube and Meta remarketing to stay visible to warm audiences across the web. Remarketing typically delivers the lowest cost-per-conversion of any paid channel.

• Google Ads remarketing list setup and audience segmentation
• Dynamic remarketing for e-commerce (product-level ads)
• Customer Match audiences from email lists
• Meta Custom Audiences from website visitors and video viewers
• Sequential messaging across the buyer journey
• Frequency capping to prevent ad fatigue
• Exclusion of converted customers from acquisition campaigns
• Cross-channel remarketing coordination

The difference between a profitable campaign and a money-losing one often comes down to structure. Correctly structured campaigns make it possible to control spend by intent, test copy systematically and optimise at the right level. Ad copy must speak directly to the search intent or audience mindset it targets.

• Campaign and ad group architecture planning before build
• Responsive search ads (RSAs) with 15 headlines and 4 descriptions per ad group
• Call-to-action copy aligned to buyer stage and offer
• German and English copy variants for DACH targeting
• Headline testing framework with statistical significance thresholds
• Ad copy aligned to landing page messaging for Quality Score
• Competitor ad analysis and positioning differentiation
• Copy performance review and rewrite cycle

The right bid strategy depends on campaign maturity, conversion volume and business goal. We select and configure the appropriate automated or manual bid strategy for each campaign, and manage budget allocation across campaigns to prioritise the highest-returning traffic.

• Bid strategy selection: manual CPC, tROAS, tCPA, Maximise Conversions
• Smart bidding setup with correct conversion goals and values
• Budget pacing and daily cap management
• Portfolio bid strategy setup for grouped campaigns
• Bid adjustments: device, location, time of day, audience
• Budget reallocation based on performance data
• Wasted spend identification and elimination
• Monthly budget vs. results reconciliation report

Without accurate conversion tracking, paid campaigns optimise toward clicks rather than business outcomes. We set up tracking for every meaningful action — form submissions, phone calls, purchases, and engagement milestones — so Google and Meta's algorithms optimise toward real business results.

• Google Ads conversion action setup (form fills, calls, purchases)
• Meta Pixel standard and custom event configuration
• Google Tag Manager deployment and tag audit
• GA4 event tracking aligned to paid conversion goals
• Offline conversion import setup for phone and sales team leads
• GDPR-compliant consent mode v2 implementation
• Cross-channel attribution model review
• Conversion window configuration by product sales cycle length