A Google Ads specialist whose work pays for itself.

What sits here and what sits elsewhere. This is the main page for outsourcing Google Ads: the whole service, every sector and every region, on fixed monthly management. Would you rather hire by the hour than agree a fixed monthly fee? That model sits on hire a Google Ads specialist. Want to know first what to judge an agency on before you choose, and which cities we serve? All of that sits on Google Ads company. The same rates, three different questions.

People are already searching for your service. The only question is whether they end up with you or with a competitor. Paid search is often the strongest channel when somebody already knows what they need. A specialist makes sure you are visible at exactly that moment, with an advert that matches the query. We build Google Ads campaigns around the right search intent, with clear landing pages, a sensible structure and measurable action. No scattergun, no vague marketing talk.

Campaigns per sector and per city

A good campaign does not start in Google Ads, it starts with your market. Hence the choice to set campaigns up per sector and per city. A physiotherapist in Bristol needs different search terms from a roofer in Leeds. By splitting it that way you only pay for clicks that can lead to an enquiry, and you can see per region what works. We also look at the page behind the advert, because an advert draws attention but the landing page usually decides whether somebody actually gets in touch. And when you want those pages found without adverts as well, you can improve your SEO at the same time. Paid and organic reinforce each other.

Weekly adjustment by your specialist

Without good measurement you steer on feel. So we set the measurement up first, so we know which campaigns, search terms and pages really contribute to enquiries. After that your specialist looks inside your account every week and adjusts where needed.

• Search terms that cost money and return nothing go out.
• Adverts that perform well get more room in the budget.
• Bids and advert copy are adjusted to what the figures show.

That way your campaign gets a little sharper every week. You do not have to do anything for it yourself, though we do explain what we change and why. Do you want to understand what happens inside your account? Our knowledge base lets you learn it yourself.

Fixed fee, advertising costs passed on transparently

For the management you pay a fixed amount per month. The advertising costs we pass on transparently: you see exactly which part goes to Google and which part to our work. No surprises afterwards and no fee that climbs with your budget. Do you want to scale up? Then we discuss that first, with the results on the table. That way you keep control and can judge every month what the campaigns return.

Wondering what a paid search specialist could do for your business? Book a short call. We look together at your current campaigns and at the places where you are leaving enquiries behind. If we work together, we process personal data on behalf of your company and we sign the data processing agreement beforehand, which sets out what we may do with that data. That document is in Dutch and Dutch law applies to the engagement.

A campaign for a solicitor is not a campaign for a roofer. Below are the trades we have a worked out approach for today, each with the search terms, the auction and the budget that go with it. Two things vary by country rather than by trade, and they matter before you build anything. Some trades cannot advertise at all in some countries, which is marked in the list. And some trades have to pass extra verification with Google before an advert runs: for financial services in the United Kingdom that has been the case since 6 September 2021, with the FCA as the regulator, so treat it as a standing requirement rather than as news.

From bidding strategy to search terms report: a page per subject explaining what it is and how we set it up. What you pay exactly, to Google and to us, with the click prices per sector and the break-even sum, is worked out in what Google Ads costs a small business. That page reckons in euro and in the Dutch auction.

These are the cities where we know the auction and the demand at first hand. They are Dutch cities, and they are here for the owner of a Dutch business who would rather read English.

Specific questions about outsourcing and about the choice between SEO and Google Ads. If you are just starting and unsure about the order, begin at SEO or Google Ads: which first, the guide that sets out the build-up for a young business step by step.

Google pushes advertisers harder and harder towards automation. Performance Max campaigns, Smart Bidding, broad keywords: it sounds like progress, but without guidance you lose your grip on where your budget goes.

Performance Max: when it works and when it does not

Performance Max combines Search, Display, YouTube, Gmail and Maps in a single campaign. The system spreads your budget across those channels on the basis of conversion data. That works well if you have enough conversions and if your goals are set clearly. Google names no entry threshold for Performance Max; what it does advise for judging a goal strategy is a period of thirty days with at least thirty conversions in it. Without that base, Performance Max spreads your budget across channels that return little, and you cannot see where it goes wrong.

We only use Performance Max when the data justifies it. For new accounts or campaigns with little volume we start with manual Search campaigns, so you can see exactly which search terms work. Only when that foundation is standing do we switch over.

AI bidding: the algorithm steers, we steer the algorithm

Smart Bidding (target CPA, target ROAS, maximise conversions) uses machine learning to adjust bids per auction. That is powerful, but only if the algorithm gets the right signals. We make sure the conversion values are correct, that offline conversions are fed back, and that the target is set realistically. A target CPA that is too low brings no traffic, a target that is too high wastes budget.

Curious how AI bidding works for your campaigns? Look as well at how the National AI Index measures how visible your brand is in the answers of gpt-5-mini, a model from OpenAI that we query through the API. That is not the same model you have in front of you in ChatGPT. We do not measure Perplexity. More and more search traffic is moving from Google to AI answers, and that has a direct effect on your advertising strategy.

Shopping Ads and Merchant Center for online shops

Do you sell products online? Then Shopping Ads are often the strongest channel. Buyers see your product, price and photo before they click. Click intent is high and the cost per conversion is lower than for text adverts in most online shops. We set up your Merchant Center feed, improve product titles and descriptions, and build campaigns per product category. Want your products found organically too? Combine Shopping Ads with SEO for ecommerce.

SEO and Google Ads are not competitors, they reinforce each other. With Google Ads you discover which search terms convert. You then use that data for SEO, so you start winning the same terms organically. And the other way round: pages that stand strong organically earn a higher quality score in Google Ads, which means you pay less per click.

Data from Ads steers your SEO strategy

In Google Ads you see within weeks which search terms actually produce leads. That information is worth a great deal to your SEO specialist. Instead of investing months in search terms you hope will work, you start with search terms you know convert. Which is how you build organic positions where it really counts.

Organic traffic lowers your advertising costs

Every position you win organically is a position you no longer have to pay for in Google Ads. With clients who combine both channels we see the total cost per lead fall steadily. Not because they advertise less, but because organic traffic takes over the heavy lifting on the search terms that allow it.

AI visibility strengthens both channels

More and more people search through ChatGPT, Gemini and Perplexity. None of the providers publishes per question exactly where those systems get their answers, so we make no claim about it. With the National AI Index we measure, on one model, gpt-5-mini, how visible your brand is in those AI answers. That visibility strengthens your brand recognition, which in turn produces more branded searches in Google, both organic and paid.

Want to see where you stand now? Start with a free SEO scan and find out straight away where your opportunities are.

Miraflores Thuiszorg: from visibility to real care enquiries

Miraflores provides home care in the central Netherlands. The problem: they were barely visible online to people actively looking for home care. We built Google Ads campaigns per care type and per region, linked to landing pages that matched the query exactly. Within three months the first steady enquiries came in through the campaigns. Cost per lead fell after the first optimisation round because we excluded search terms without conversions and adjusted bids on the basis of lead quality.

Witte Tanden Oisterwijk: local campaigns you could feel in the appointment book

Witte Tanden is a dental practice in Oisterwijk, in the south of the Netherlands. They wanted more new patients from the immediate area. We set campaigns up on treatment led search terms (teeth whitening, dental check-up, implants) with location targeting on a 15 kilometre radius. The landing pages carried direct booking. The result: a steady stream of appointments through Google Ads, with a ROAS that improved month on month because we gave the best performing search terms more budget.

Alongside campaign management we build small tools you can use yourself. From keyword research to AI written advert copy: every one is free and ready to use.

Next to that we write our own software, running alongside your Google Ads account. Jarvis AI watches your campaigns and flags opportunities. The AI Index records which companies a language model names in response to fixed customer questions per sector, because your customers search there too.

Which is better for most businesses: Google Ads, Meta Ads or TikTok Ads?

It depends on how your customers search. If people actively look for your service (think "emergency plumber" or "physiotherapist Bristol"), Google Ads is almost always the strongest starting point. You catch demand that is already there. Meta Ads works better if you want to build visibility among people who are not searching yet but do fit your audience. TikTok Ads is interesting if you want to reach a young audience with short video. We nearly always start with Google Ads and only widen out once that channel runs steadily.

Does Google Ads really work for local businesses and service firms?

Yes, and for local businesses it is often the most direct channel of all. Someone searching for "roofer Bristol" or "chiropractor near me" has a problem now and wants a solution now. With the right location targeting, search terms and landing page you only pay for clicks from your own working area. What an enquiry will cost you depends on your trade, your region and your competition. We name no figure here, because we would have to be able to back it up with a report and we do not have one for your market.

What does advertising through Google Ads, Meta Ads or TikTok Ads cost?

The advertising costs depend on your sector, competition and region. In Google Ads you pay per click, and in our own Dutch accounts that price runs from under 1 euro to sometimes more than 10 euro on legal or financial search terms. We have not measured the British or Irish auction, so treat that as an order of magnitude and not as a quote. Our management costs a fixed amount per month, separate from your advertising budget. We pass the advertising costs on transparently, so you see exactly what goes to Google and what goes to us.

Why are clicks alone not enough as a goal?

A click means somebody clicked your advert, not that the person did anything on your website. If you steer on clicks, you optimise for traffic instead of for enquiries or orders. We set the measurement up so Google knows when somebody actually rings, fills in a form or places an order. That lets the algorithm optimise on what you really want: customers.

Why does a good landing page matter so much with adverts?

The advert catches attention, but the landing page decides whether somebody acts. A page that does not match the query, loads too slowly or offers no clear next step loses most of its visitors. We build and test landing pages specifically for advert traffic: a clear heading that matches the search term, evidence that you deliver what you promise, and a way to get in touch that is visible straight away.

One warning about that evidence for the British market. Since 6 April 2025, fake and misleading reviews have been a banned practice under the Digital Markets, Competition and Consumers Act 2024, with the Competition and Markets Authority enforcing it (source). Our own rule that you never invent a review is law there, and it applies to what we advise a client to put on a page as much as to what we write ourselves.

Can a competitor bidding higher still pay less than you in Google Ads?

Yes. Google decides your position not only on your bid but also on the quality of your advert and your landing page. If those match the query exactly, you win a higher position at a lower price. The quality score of 1 to 10 you see in your account is the thermometer and not the dial: Google calls it a diagnostic tool explicitly and not an input into the auction. We work on that underlying quality by tuning adverts, search terms and pages to each other.

Why does tracking have so much influence on advertising results?

Without good tracking Google does not know which clicks lead to customers. The algorithm then optimises on clicks or impressions instead of on conversions. As soon as you measure the right actions (call requests, forms, orders), Google can steer the campaign on who actually converts. That changes everything: you reach more of the right people and fewer of the rest.

How long before adverts really start to run well?

You usually see the first results within two weeks of going live. But really running well, meaning consistently low cost per conversion, generally takes six to eight weeks. In that period Google gathers data on which search terms, times of day and audiences convert. We adjust weekly on the basis of that data. After three months a campaign is stably optimised for most clients.

Why can results in Meta Ads and TikTok Ads swing about at first?

Meta and TikTok work with a learning phase. The algorithm tests your advert on different audiences to find out who responds best. In that phase the cost per result can be higher than it will be later. We advise not changing too much during that period, because every large change restarts the learning phase. After it, costs settle and the result becomes more predictable.

What makes Meta Ads interesting when people are not actively searching?

Meta reaches people on the basis of interests, behaviour and demographics, not on the basis of a query. That means you become visible to people who fit your audience but are not looking for you yet. It works well for brand awareness, retargeting website visitors and reaching lookalike audiences. It is a different type of campaign from Google Ads: you create demand instead of catching it.

Who can TikTok Ads be interesting for?

TikTok works best for businesses with a visual or eye-catching product or service that want to reach an audience between 18 and 35. The cost per view is low, the reach is high and the platform rewards creative, short video. It does not suit every sector, but for courses, ecommerce and lifestyle brands it can be a strong additional channel.

Should you start on several advertising channels at once?

No. We advise starting with the channel closest to the buying decision, usually Google Ads. Once that channel returns steadily, you can widen out to Meta or TikTok to broaden the funnel. Starting several channels at once splits your budget and makes it harder to see what works.

Which is smarter: advertising yourself or having it managed?

If you have time to look into your account every week, judge search terms, adjust bids and test landing pages, you can do it yourself. In practice we see that most owners have no time for that, so campaigns run unchanged for months and budget leaks away. A specialist who adjusts weekly gets structurally more out of the same budget. You earn the management fee back by wasting less.

How do you know whether adverts are really profitable?

By measuring what a click eventually returns, not only whether it was clicked. We link conversion data (call requests, forms, orders) to your advertising spend and work out your ROAS, return on ad spend. That shows you per campaign, per search term and per month how much turnover stands against the cost. If that number is steadily above 1, your campaign is profitable.

Everything above explains how we work. These six pieces are free to read and answer what comes up before anyone signs anything. Two of them are about money leaving the account without a rule to stop it: whether Performance Max pays on a small local budget, where one budget is spread across six channels, and what changed on 17 August 2026, when Smart Bidding started steering budget limited campaigns towards your target CPA.

Two are about being allowed to run at all. A disapproved advert walks through the appeal step by step, and through the second advert that keeps your traffic running while you wait. Advertising as a physiotherapist sets out health data under Article 9 of the UK GDPR, the report to the ICO, the protected title and the conditions the ASA accepts, which is why a healthcare account trips over the rules more often than a trade account.

The last two look forward. Adverts on Google Maps through Demand Gen takes a promoted pin apart and names the four things to arrange before it arrives, with the source for every claim. And more new patient enquiries for a chiropractor shows the same reasoning applied to one practice, with copy that stays inside CAP Code rule 12.1.