01
Tracking checks
Conversion actions, the GA4 link and a check that each inquiry is recorded exactly once, including after site changes.
Service: Google Ads management Google Ads campaigns with inquiry tracking from day one.
SWF is a Google Ads agency in Belgrade, Serbia that starts campaign management with measurement, not ads. Before the first click we track form submissions, phone calls and booked meetings, and only then build the account structure, choose keywords and write ads. The account is in your name from day one.
SWF / Google Ads
Google Ads challenges
Why Google Ads spends budget without inquiries.
Google charges for the click whether or not the visitor becomes a customer. When an account isn't set up for your business, budget goes on clicks that can't produce an inquiry. Four common causes:
01
Conversions aren't tracked, or are tracked wrongly
The account counts page visits or button clicks instead of submitted forms and calls. Automated bidding then learns from the wrong goal and spends more where there are no inquiries.
02
Broad keywords without negative lists
An ad for website development also shows for “free website”, “web design course” or “web designer jobs”. Without negative keywords, those clicks cost the same as the real ones.
03
Default campaign settings
A new Search campaign includes the Display Network and search partners by default, and also targets people merely interested in a location, so spend drifts outside the audience that could become clients.
04
The ad promises one thing, the page shows another
When an ad leads to the homepage instead of the service searched for, visitors have to look on their own and often leave. Poor relevance lowers Quality Score and raises cost per click.
Ads don't fix a website that doesn't lead to inquiries; they amplify what it already does. So we run each campaign together with measurement and the landing page.
The click is only half the job
The ad brings the visitor, the landing page decides.
Google also rates the page an ad leads to. Relevance, speed and user experience feed into Quality Score, and through it into cost per click. So before launch we check that each landing page matches the query and shows a mobile visitor straight away how to get in touch.
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Accounts in our name. Google Ads and GA4 are registered to you, with their full data history.
97 & 91
Mobile Lighthouse scores for Blue Eyed Phoenix and Sve će biti OK, two sites we built. Landing page speed affects cost per click too.
What we do
What we do as a Google Ads agency.
Four parts of the job we never skip. With an existing account, we start with a review: what's measured, where the budget goes and what's worth keeping.
Conversion tracking
Conversions that mean an inquiry
Through Google Tag Manager we track submitted forms, booked meetings and phone clicks, and link Google Ads to GA4. Only actions that represent a real inquiry count as primary for bidding.
What monthly management includes.
The work has a fixed set of parts, so you know what happens in your account and when.
How Google Ads management works.
The order is the same for new and existing accounts. The only difference is whether the first phase starts from zero or from a review of what already works.
Phase 01
Review & plan
We learn your services, the area you serve and what one inquiry is worth, check search volume and competition in Keyword Planner, and propose a structure and budget that fit the goal.
Phase 02
Tracking & landing pages
We set up conversions, link GA4 and check that each landing page matches the query and has a clear path to contact. Nothing launches until tracking works.
Phase 03
Launch
Campaigns start with phrase and exact match keywords, manual bidding and negative lists from day one. We watch search terms and spend most closely in the first weeks, when the most is learned.
Phase 04
Optimisation & reporting
We exclude searches that bring no inquiries, test ads and shift budget towards ad groups that bring inquiries at an acceptable cost. With enough conversions, we move to automated bidding.
Related work
What it looks like in practice.
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Funeral services company: a discreet, dignified visual identity and a clearly presented service.
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Google Ads Management: questions answered.
The questions clients ask most often before we start working together. If yours isn't here, write to us.
We reply within 24 hours
We answer every question specifically, based on your situation.
Ask a question→What does Google Ads management include?
Google Ads management covers conversion tracking, an account structure built around your services, keywords and negative lists, ad copy and a landing page check. After launch comes ongoing optimisation: reviewing search terms, excluding irrelevant queries, testing ads and allocating budget. Every month you get a report on spend, conversions and planned changes.
How much budget does Google Ads need?
It depends on cost per click in your industry, how many services you advertise and the area you serve. Before we start, we check search volume and estimated click costs in Keyword Planner and propose a budget with our reasoning. A small budget spread over too many keywords yields too little data, so then we suggest fewer services and tighter targeting. Our own work is set out in a fixed quote before we begin.
How will I know what the campaigns delivered?
Before the first click we track the actions that mean an inquiry: a submitted form, a booked meeting and a tap on your phone number. Google Ads and GA4 then show which campaigns, keywords and ads brought them. The monthly report covers spend, conversions, cost per inquiry and the searches behind them, with planned changes for next month.
Who owns the Google Ads account?
You do. We open the account in your name or work in your existing one. If we part ways, the campaigns, conversions and full data history stay with you. We work month to month with no annual contract: if you want to stop, 30 days' notice is enough.
Can you take over an existing Google Ads account?
Yes. We start with a review: whether conversions are tracked correctly, which searches you're paying for, and how locations, networks and bidding are set up. We keep what works, since account history has value, and change the rest gradually so bidding keeps its learning data. Before any changes, you get a list of findings in order of priority.
Do you know what your budget brought in last month?
If the account is spending but you can't say how many inquiries came from ads and at what cost, start with tracking. In a free 30-minute call we review your account or campaign plan and tell you what we'd change first.
What this session covers
- ✦A conversion tracking and GA4 link check
- ✦A review of the searches you're paying clicks for
- ✦An assessment of campaign structure and settings
- ✦A check of how well ads and landing pages match
No annual contract, and an account in your name: if we part ways, campaigns, conversions and data history stay with you.