Google Ads.

02 · THE BRIEFING

1. I
   When to consider it
   You see your CPC climbing while your ROAS (what your ads return per euro invested) stays flat, or your Performance Max campaigns (Google Ads automated campaigns) eating budget on brand terms without bringing anything new. The account structure usually has not kept up with your growth.
2. II
   Why it matters
   70 % of Belgian SMEs use Google Ads as their primary acquisition channel in 2026. If the structure is wrong, you fund the exclusion list more than your pipeline. Quality score (the rating Google gives your ads) drops, bidding turns unfair, and you pay for clicks that never convert.
3. III
   What you get back
   An account structured by business goal, not by algo whim. Audiences calibrated on your real target customers. Clear visibility on what every euro spent on Google brings back, per campaign and per ad group.
4. IV
   How we run it
   We start by auditing your account, before touching a single bid. We look at Search (text campaigns), Performance Max (Google Ads automated campaigns), DemandGen (Google Ads discovery campaigns), YouTube, and what actually shows up in GA4. We rewire conversions cleanly, cut parasite campaigns, scale what pays its CAC (cost to acquire a new customer).
5. V
   What it unlocks
   Budget arbitrage that holds month after month. Clean reading when we wire Meta Ads in alongside. An account your team can take back over if we leave tomorrow, with no hidden dependency.

We get back to you within the week · audit before any quote.

04 · WHAT WE WON'T WRITE IN AN RFP

Google Ads is a commercial steering tool. Not a visibility medal.

If the ad does not pay its CAC (cost to acquire a new customer), we cut it. No campaign running out of habit, no Performance Max (Google Ads automated campaign) eating your brand terms without bringing anything new. The right question before opening an account: above which CAC do you stop? If the answer is fuzzy, we frame the target before creating campaigns. The broader agency vs freelance vs in-house debate sits here.

• 01

  Account structured by goal

  Brand Search, Generic Search, Performance Max, DemandGen (discovery campaigns), YouTube. Each campaign carries a clear business goal. Budgets read in CPL (cost per qualified contact) or ROAS, not impressions.

• 02

  Continuous morning steering

  We review the account every morning before 10am. We cut parasite queries, adjust bids, isolate ad groups that slip. No autopilot on SME budgets.

• 03

  Quality score worked on

  Ads rewritten ad group by ad group, landing page aligned with the main keyword, extensions calibrated. A higher quality score (the rating Google gives your ads) means a lower CPC for the same position. The whole edge sits there.

• 04

  Full account ownership

  The account stays with you, never piloted as a black box. You leave with the history, conversions, audiences. If you change agency tomorrow, the mechanic remains documented and resumable.

05 · THE PLAY-BY-PLAY

Four steps. Four weeks on average. Zero pipeline cut.

1. 01

   We audit your existing account.

   We look at 90 days of history: campaign structure, parasite queries, quality score per ad group, conversions reported in GA4 (opens in a new window). We measure what pays, what bleeds, what sleeps. Tools: Google Ads (opens in a new window) Editor, GA4 export to BigQuery (opens in a new window).

2. 02

   We freeze the scope and the target CAC.

   Target account plan, scope frozen in writing, ceiling CAC client-approved. We say what we cut, what we keep, what we open. No sneak-in scope outside the quote. If Performance Max (Google Ads automated campaign) does not fit your volume, we say so.

3. 03

   We restructure and launch in parallel.

   We rebuild Brand Search + Generic Search + Performance Max + DemandGen, by business goal. Conversions wired cleanly, plus Meta CAPI (direct server link site → Meta) when applicable. We keep the old account live until the new one has found its footing.

4. 04

   We compare 30 days before vs after.

   A/B measurement on the same goals, same attribution window. Looker Studio (opens in a new window) dashboard wired to GA4 + Google Ads. Notion handover to your team or your media agency. We review together every month for three months.

07 · NOT YET FOR YOU IF

Three cases where Google Ads is not the top priority.

• Your conversion tracking is broken.

  Without clean **GA4** + coherent conversions, the Google algo bids blind. We start by laying down measurement, then we touch campaigns. Not the other way around, otherwise you fund its mistakes.

• Your annual ad spend is under 30 k€.

  Below this threshold, the cost of a structured account piloted every morning is not paid back. At these volumes, a senior freelance half a day per week often does better than us. We would rather say so than rope you into a process that's too heavy.

• You want the Google Ads medal without steering the CAC.

  No one on your side will read the monthly reports to decide what to cut. At that stage, Google Ads becomes a prestige expense, not a commercial channel. We would rather frame budget governance before opening the account.

We look at your Google Ads account. We tell you what pays, what bleeds, what sleeps.